Today we announce the Economy Watch podcast by Interest.co.nz has launched. It’s a daily summary of the key overnight news that affects the New Zealand economy.
Short podcasts for news
In scoping the content and audience for this podcast, we decided that a short format podcast was a good choice. Listeners are on their way into work and can catch a 6-10 minute update quickly during their commute to work.
Authored by David Chaston, Editor and voiced by me (Rebecca Caroe), we are really pleased with the early listener feedback.
Please go and listen and tell me what you think. Appreciate it!
Tongue twister podcasting
Now here are the things I’ve found hard to say coherently in the episodes so far. See if you can spot them in the audio
German government bonds sold at a record low yield overnight. They sold 10-year Bunds [bund / bond]
India imposed higher retaliatory tariffs [why was retaliatory so hard?]
China’s Central government coffers [coffers was the issue here]
at the Japanese-hosted G20 summit [not sure why I can’t say summit]
Can a prospect tell “at a glance” whether you are the right business for their needs? Web visits last ever-shorter durations and so your positioning [the message about what you do and for whom] is critical.
I was asked by a client to provide examples of marketing agencies who have good positioning on their websites.
Do you agree with my picks?
Good brand positioning copywriting
https://www.disruptiveunicorns.com/ We specialise in inbound marketing and lead generation on the HubSpot platform. Using design thinking, we help businesses scale in a sustainable growth manner.
One way to find out if you don’t want to work with them, is to re-write their offer in the negative. So if I don’t want inbound and lead generation – don’t go here. If I’m not using Hubspot I probably won’t get well-served either.
If I’m not a digital marketer needing tools or training – go away.
Below that they have 3 audiences identified – Teams, Marketers and Agencies so they offer further refinement of tools and training offers.
https://spur.co.nz/ Creating live experiences that build brand love. We are a full service live-marketing agency. Our areas of expertise include sponsorship, experiential marketing, corporate events and promotional staffing. We connect brands to people to create brand love.
So if I don’t want a live experience – go elsewhere. Using the bold words allows speed reading to focus in on key services and skills. The “Brand Love” message is lovely and slightly fluffy – who doesn’t want this for their brand?
Finding your audience and positioning your business to align is not something to do once and leave. The business world changes frequently and so fine-tuning your language, offering and audience is a useful exercise.
Remember – excluding prospects who don’t fit your ideal customer persona is important too.
https://creativeagencysecrets.com/wp-content/uploads/2019/05/Three-audiences.png9622328Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2019-05-22 14:52:352019-05-22 14:52:37Business positioning - do this
If you’re a cartoonist or a press photographer or a media outlet or just someone who has a good eye, we need your images uploaded to @WikiCommons under an open licence, ideally CC BY SA. My goal is to create a gallery that anyone can easily draw from and reuse for free. Images are important. They’ll define these attacks to people around the world, to our descendants, to the history books. Too often the only images repeated after a tragedy are ones of anger and fear and hatred. We need to make sure all the story is told.
As a marketer I love being marketed to and so when I got invited by Air New Zealand to “Find out what’s your travel style?” I clicked to do the self-test quiz.
Backstory – Customer Differentiation for CRM
Facebook advert for Air NZ Quiz
Brands need to be clear about different messages to different audiences. This is basic database marketing concept is easy to achieve using segmentation based on actions. The difficult part is identifying customer attitudes and desires which have not yet become actions.
Creating a differentiation matrix for your customer base is worthwhile and if you have never done one before, ask us to help you create it.
After you have actions plus attitudes then you can create a layered differentiation plan – plugging your customer journey and content plan with clear guidelines which your team will love because it makes it very easy to track progress towards your goals.
The team will have created the segments based on research data (Qual and Quant) but their challenge is how to populate their existing customers into the data grid. Here’s where the fun quiz fits. By running a campaign with a prize draw, they are creating a series of Golden Questions and the obliging customer fills in the quiz and creates a score which populates their preferences in the database. What follows is the clever part – using the insights gained, AirNZ will be cross-populating the insights into their current database of customers who did not fill in the quiz – by inference from other customers who look alike.
What I’m looking forward to is the communications that should follow – will I (A Lounger) get more customised messaging?
The Travel Style quiz told in screenshots
First up the quiz questions – you can guess the alignment between the four travel styles (lower down) and the questions if you choose to base your own quiz on this format.
Then the detail of the travel styles.
And lastly the up-sell in every travel style description – mine was for the Skycouch including a video and a transcript (very important for people using social without sound enabled).
Mandee Sebire is the Practice Manager of the Wellington Law firm, Mahoney Burrowes Horner Lawyers. She recently workedwith Creative Agency Secrets to get website redesign quotes for the business and we asked her to talk about the experience.
What was the challenge you faced when needing a new business website?
We didn’t have the knowledge of the basics – where to look for suppliers and what to look for.
What went well during the job?
Working with Creative Agency Secrets we gathered the right information, so we knew what we needed to look for. The businesses responding were giving prices in a range which helped with the selection of the agency we chose.
What was offered and was it what you wanted?
The people that applied gave us a good sense of what was out there and what we are looking for – we narrowed it down with different points for each one.
And if you were to give advice to someone else in the same situation?
Give Creative Agency Secrets a call – trying to do it on your own and not having the knowledge and the experience is like a needle in a haystack – talk to someone who has the knowledge of what you need and where to look.
If you want to use the Creative Agency Secrets team expertise to brief in your marketing project – get in touch. We offer a range of services from briefing, assisting selection and project management.
https://creativeagencysecrets.com/wp-content/uploads/2018/08/MBH-Law-logo.png202802Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-08-08 09:52:162018-08-08 09:52:16Law firm website case study
Anyone should know that to establish a good online brand presence, you need a good Search Engine Optimisation (SEO) strategy. Keywords are a main part of that strategy – they’re more than just using the right tags to find relevant blog posts – they help boost your business’ search results so your website gets more traffic.
Last year, we helped Living Goodness develop an SEO strategy that saw them appear on the front page! And to top off the cake, it was also the first time that Living Goodness ranked higher than a competitor.
Seventh place! Not too shabby.
In this blog article, I’ll show you three key skills that we utilised for their SEO strategy, and show you how you can put them to work on your own business.
For example, Living Goodness were ranking for “fermented foods nz” (though they appeared on the second page of search results). They wanted to rank higher for this search term, and also wished to show up for “sauerkraut nz”.
Which we achieved, by the way.
We went on to conduct our own research to find relevant keywords that would complement these. A handy tool that we turned to is called Answer the Public.
This allowed us to see what users were also searching for alongside the terms “fermented foods nz” and “sauerkraut nz”. We picked up key phrases and words such as “probiotics”, “raw”, “organic” and “kimchi” alongside many more. This also gave us a good starting point for blog article ideas.
2. Incorporate these keywords into existing content
Now that we had a lovely list of keywords, we needed to disperse them around different landing pages in a natural manner. For SEO purposes, there were key points that needed keyword boosting:
Landing page headings
First paragraphs of content
These were just a few places where we implemented keywords into the existing content in a manner that was natural and flowed. Being a business that sells fermented foods, this wasn’t a problem. We also made sure we used a mix of these keywords because no one likes repetition (especially not Google!).
3. Help out your visitors with handy internal linking
Keywords aren’t the only way to boost SEO. There are many things that affect search engine rankings, and relevance is a big contender. If people aren’t spending long enough on your website and are bouncing away quickly (tip: check the bounce rate in Google Analytics), it may very well mean they’re not finding what they are looking for on your website.
Internal links are a great way to boost SEO and retain website traffic. If you aren’t linking to your products whenever you mention them, it’s a huge opportunity wasted. You also want to encourage a longer customer journey by suggesting other pages that are relevant.
For Living Goodness, we added links to their stockists page and social media handles on the recipes pages. This call-to-action prompted visitors to seek the closest stockist after reading a delicious recipe – “Are you running low on delicious sauerkraut or kimchi? Check out your local stockist here.” The social media links also encouraged visitors to share any of the recipes they’d followed. Being a foodie Instagram account, any photos using a Living Goodness product was free user-generated content, and of course, we were going to make the most of it!
Three simple tips that you can do yourself
As you can see, these tips are all very simple, easy and free to do. Hopefully, you’re able to apply them to your website straight away.
All these were tasks that we did as part of our SEO Starter Pack. It’s a comprehensive analysis of a website with actions to improve SEO and a recommended guide for next steps.
https://creativeagencysecrets.com/wp-content/uploads/2018/06/answerthepublic.png577816Creative Agency Secrets Teamhttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgCreative Agency Secrets Team2018-06-21 17:22:582018-07-17 16:36:583 Takeaway Tips: Building an SEO strategy for Living Goodness
It’s that time of the year again where we remind you about the benefits of good ol’ directories! Before the internet, we relied on finding services through the big yellow brick of a book we received each year. Thanks to the world wide web, we now find them stuffed under uneven table legs or as a booster seat. Today we find what we’re looking for with a click of a button. Does your business stand out?
In 2016, Google took away the right-hand sidebar where the paid adverts were displayed. Now the paid posts soar straight to the top, making it a tough battle for smaller companies to get noticed. Directories can be a cost-effective way to help get found via search engines. Being active on directories increases the chances of your business getting noticed.
Why updating your information is vital
It is important to keep your business updated in directories. If your business has gone through a recent change and you didn’t update your information, you could lose a lot of potential customers!
Never forget to NAP, this means not sleeping on the details. Make sure your Name, Address and Phone data is accurate and up to date. Location and accessibility are two of the most important factors when it comes to customers. If your telephone number is an old one and a customer can’t get through to you, they’re unlikely to try again. Likewise, if you were to put your address as a small town in South America, a New Zealand customer wouldn’t follow up with your business!
Pro tip: Check the directories your company is listed in and confirm your details are correct. Some websites take their information from others; resulting in a cycle of incorrect information.
Updated List of Directories*
This year, we bring you an even bigger list of potential directories your business may be found in. Take a look to see where your business is listed and where it isn’t.
It’s the only thing standing in between you and your next big client.
NB: Not all directories will apply to every type of business, some are more specific to particular fields. (eg. Tripadvisor will benefit restaurants and hotels over a telecommunications company.)
*The directories list has been ranked by domain authority, with the highest ranking at the top (accurate as of July 2018).
New Zealand Directories
RateBeer – Directory of beers, breweries, bars and stores.
https://creativeagencysecrets.com/wp-content/uploads/2017/06/map-local-directories.jpg8531280Creative Agency Secrets Teamhttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgCreative Agency Secrets Team2018-03-29 12:48:422018-09-06 12:23:09Boost Your Business with Local Directories
For any business using its website as a lead generation tool, traffic is essential. The more visitors you get, the more chances you have to make your product or service known, gain connections and promote your brand. This is why an unexpected decline in organic traffic is a terrifying idea, as it might result in fewer business opportunities and less income.
Whether it’s a technical problem, a new Google algorithm implementation or lack of content optimisation, there are several possible motives why your company’s website traffic numbers have been sinking lately.
For example, older websites have higher risks of being penalised by Google’s algorithm updates because of potential coding errors and obsolete practices still applied to some of the pages. That ‘keyword stuffed’ article you wrote in 2010 that brought a lot of traffic seemed like a good idea at the time. Now, it is definitely hurting your website on an apocalyptic scale.
Content is (a mad) king
We recently had a meeting with a group of young entrepreneurs who run MI6-HQ.com, a fansite dedicated to Bond, James Bond. (cue the music)
They expressed their concern with the MI6-HQ website traffic dropping like a stone over the past months and wanted our help to:
Assess the possible reasons for the decline in visits;
Come up with a few creative ideas to solve the problem, like a marketing version of Q.
Even though they offer really good articles (many visitors had lots of nice things to say on their Facebook comments), their search engine rankings and organic reach keep decreasing. There are multiple marketers that repeatedly state just writing “epic content” will drive traffic to any website, period. Unfortunately, that’s not the truth.
Don’t get me wrong, I agree that good content is essential. But if you publish it in a flawed website, you’ll have your king residing in a crumbling castle. That inspires no recognition at all and the results are totally unpredictable.
We believe part of the decline in the MI6-HQ search rankings is that their website has been running for over 20 years (!!!) and most of their ‘ancient’ content might not have been updated regularly. A quick search (on Google, of course) shows that MI6-HQ.com has 15,500 indexed pages. It’s probably really hard to keep tabs on all of them individually.
Optimising websites is not a one-size-fits-all process. When it comes to web content that is already published, you have the option to improve or kill pages forever. In this specific case, deleting some of the older articles might be an alternative. Having fewer discoverable pages to increase your website findability can sound very counterintuitive, but I assure you, it works wonders for some people. Learning to let go is necessary sometimes.
Analysing your website performance is a laborious but rewarding task
There’s a lot of work involved in optimising your website. You might even say it’s a never-ending task, depending on your level of perfectionism. Nowadays, the competition online is cutthroat, so any edge you have over your competitors is worth the effort.
With many services out there for marketers, producing content and getting it to your audience has never been easier. However, not all services are trustworthy. We recently came to learn about TopBuzz, a platform that has divided opinions.
All started with an email…
A couple of weeks ago, we received an email out of the blue from TopBuzz, a content distribution platform, claiming to be ‘impressed’ by a video we did for a client. The email content was quite generic and seemed to be automated. TopBuzz said they were able to enlarge our video audience via their platform and we would be compensated for all the views we got.
A couple days ago, we received another email. This time, it was from a person claiming to be from this company, boasting about the number of active users and the number of views that all the videos get that are shared on their platform. She was very forward in her approach and encouraged us to become a ‘premium creator’.
Now, we did a little bit of research on these guys and it was scary to see what would have happened if we signed up with them.
TopBuzz key things we discovered:
According to past users of the platform, the communication from TopBuzz is poor and scarce if you ever try and contact them. If you have a problem with something, TopBuzz are unlikely to help and at best, you might receive template emails that are likely to be irrelevant.
This brings up the next problem. If you are unhappy with the platform…too bad. You can’t delete your account and your content will stay on TopBuzz’s platform forever.
However, it gets worse! TopBuzz can use any videos uploaded to their platform in whatever way they want. Say you work hard and make a viral video. If that video is on their platform, they can publish it as their own and you would get no credit. Unfortunately, most users only realised that this was their fate only after signing the contract without reading the small print in their T&Cs.
We were never interested in using this platform in the first place as the video we created for our client was content produced for a niche segment, it was an hour long and was a face to face interview. Targeting a mass audience and making revenue off views was not on the agenda, therefore, using this platform would have been unnecessary.
If you are producing viral videos, pursuing avenues through social media seems to be a safer option. For example, with Facebook, there are various pages that are dedicated to redistributing content according to different tastes.
Nevertheless, it’s important to be aware of dodgy services like this so be sure to do your research before jumping in!