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Kia Irving

Expand your marketing team with a digital agency

Expand your marketing team with a digital agency

By | Blog posts, Digitisation
Expand your marketing team with a digital agency
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Expand your marketing team with a digital agency

From time to time, we can all do with a helping hand. Whether you need more resource or specific experience to complete a project, there’s no shame in reaching out. Now more than ever, in-house marketing teams are under a lot of pressure.

Let’s talk about those pressures a moment. Small or even one person teams, are expected to be all round experts. We see a lot of job specifications mentioning that a marketing executive should have experience in all these areas:

  • SEO
  • Email marketing automation
  • Social media
  • Content managers: copywriters, designers
  • PPC
  • Sales support
  • Project managers
  • Website managers
  • eCommerce specialists

And given there are only eight working hours a day, and five days a week, expecting all those areas to be fulfilled by 2 or 3 people will lead to burnout.

Each member of your team will have their own areas of marketing expertise. Plus their industry background will also shape the angle of their approach to a project. While they may attempt learning and delivering a project out of their remit, it may take longer or not provide enough insight. And you can’t blame them, as you know that’s not their niche.

Sometimes it’s not lack of skill but outdated websites or legacy software that holds the team back. It can hinder results if the bigger picture can’t be seen… And sometimes that can come across as a “nice to have” rather than essential. Which can mean there’s not enough of a business case to upgrade all the hardware and software required.

This is where a digital marketing agency, such as DPC, can help. We can work with you on ongoing projects like PPC campaigns and social media advertising. Or larger projects, like a website redesign or e-commerce deployment, we’ve got an expert in our team for that.

Helping Grayce prove ROI and generate quality leads

One of our clients, Grayce, found themselves in an almost identical situation not so long ago. Their marketing team was struggling to deliver leads, prove ROI to senior stakeholders. And on top of this, they were busy elsewhere.

Their branding had become dated and difficult to manage, with a lack of clear guidelines. Their website had similar problems. A culmination of a lack of flexibility with their CMS, low performing SEO and a tone of voice that didn’t resonate with their target audience. It was time for a total refresh.

Grayce

Working alongside the marketing team, we approached their problem from three angles:

  • We refreshed their branding
  • Designed and deployed a new website
  • Curated a SEO strategy that gave them a much clearer proposition

Establishing Eyelash Emporium’s eCommerce store

One of our oldest clients is Eyelash Emporium. Back in 2012 we built their first online store using Shopify. In just shy of a decade, we have supported their marketing team on their journey. From small online shop, to becoming part of the Grafton International stable of brands today.

We continue to manage development and design of the eCommerce Shopify store, as it suits them.

Mum&You’s eCommerce site and digital advertisingMum&You social media advertising

Back when Mum&You were a fledgling brand in the baby category, they reached out for help to launch their brand in the UK. We worked with them on a series of Google adwords, remarketing and social media campaigns. Alongside that, we also designed and built their eCommerce site on Magento.

While these days the Mum&You manage their advertising themselves, it’s a great example of how to lean on agencies as and when needed.

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Branding graphic designer

Why brand identity isn’t just for consumer goods

By | Blog posts, Creative
Branding graphic designer
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Why brand identity isn’t just for consumer goods

In the simplest possible terms, the American Marketing Association describes a brand as “a name, term, design, symbol or feature that identifies one seller from another”. But really it’s so much more than that. A brand exists in the consumer’s mind. It’s an idea, expectation, reputation, experience and a promise all rolled into one.

So, how do we tangibly represent brand identity?

The identity of your brand comes down to this:Paradox Parlours visual tile branding

  • Logo
  • Colour palette
  • Typography
  • Tone of voice
  • Language
  • Visuals: photography or graphic stylings
  • Your unique selling point
  • Use of technology (for example, are you a leader in your industry for using a revolutionary tool)
  • Your company values
  • Your customer promise

And, not forgetting, a brand isn’t only for your customers, but your employees too. It’s no good to be a company with outstanding customer services but one that doesn’t look after and spark joy into its team. So you need to think how you’re looking after them too, what’s the benefit to them? Is it outstanding benefits, uncapped holiday or finishing early on a Friday.

Does that mean branding only exists in the consumer product world?

No. Look at that list again. Any company can become a brand if you can breathe life into it.

B2B or B2C should be B2P: business to people. Regardless if we’re targeted at work or home, we’re still people.

When you’re selling to people, you need to be able to explain your USP (unique selling proposition). It’s what makes you special and sets you apart from your competitors. As a digital marketing agency, we will help you define your USP. We do this by encouraging you to brainstorm:

  • What your customers want
  • What you do well
  • What your competitors do well

That way we can find your sweet spot. Ultimately, your brand is your sales pitch. It plays an important role in creating awareness, education and conversion in your pipelines.

Your brand identity should then be rolled out consistently. In fact, at every point your customers AND your employees interact with your brand.

Consider these questions:

  • Does your website reflect your business accurately?
  • Do all your touchpoints align visually? (e.g. all email signatures, HTML email templates, social media imagery)
  • Do you treat your team the same as your customers?

If you’re not consistent with your brand identity, the trust that you’ve built will fall to the floor. As with individual relationships, that of a brand to people, should also be consistent.

How we worked with Grayce to update their branding

Grayce brand guidelines

Grayce approached us to work on a large digital project which included a brand refresh. Their logo, visuals and tone of voice had become dated. The lack of brand guidelines didn’t translate for attractive campaigns. And worse still, they weren’t appealing to their target audience.

Our brilliant, talented designers developed new concepts and refreshed the branding. The task wasn’t to erase what existed, but modernise it.

An updated logo, colour palette and clarity on how to apply it all for multiple uses were delivered. The Grayce marketing team are now able to create powerful campaigns that get results. And with a consistent brand, they now appeal to the right people with appropriate language.

With a revitalised brand and clear guidelines to boot, the team said they feel empowered and confident to compete with the top players in their industry.

Summary

Any company can become a brand if time and effort goes into the process. A digital marketing agency with brand strategy experience is the ideal starting point if you are not sure where to begin. If you’d like to discuss transformation from a company with a logo, to become a living, breathing brand, leave your details below and we will be in touch.

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website wireframes

Is it time to update your website?

By | Blog posts, Digitisation
Website wireframes
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Is it time to update your website?

It used to be that websites were the shop window to your business. It has developed a lot over the past few years. Now we often explain to our clients that your website can be your best performing salesperson who is there for your customers 24/7, year round.

As with all team members, regular assessment and setting targets set you up for success. For example, most website goals are for leads to buy something, book a consultation or read an article. So you need to make sure you’re reporting is geared up to help you analyse this activity and your conversion rates.

Here’s how, as a website build agency, we recommend measuring your websites performance

#1 Web traffic

There are two ways of driving web traffic: paid ads and organic. A successful strategy includes both, and a digital marketing agency can help you achieve the right balance. 

The foundation of this is SEO. Are the keywords you’re using the ones your customers are searching for? The best way to work on this is remove yourself from your brand and think “if I wasn’t in my industry, what would I search for to find us?”.

You don’t need to be an SEO expert or web design agency to analyse this. There are fantastic tools available that can help assess this, such as Google Analytics, Hotjar, Mangools and Silktide to name a few.

#2 User journey

All websites should have a clear user journey, perhaps something like this:

  • A visitor starts session (from inbound or an ad) with a landing page, blog or service page
  • From there, they fill out a form to sign up for emails, download higher value content or make an enquiry
  • Session ends

Is this happening? What are your visitors doing, or not doing? There are two components here: content and user experience.

Again, when it comes to content there are two core considerations:

  • Is your content relevant?
  • Is it easy to read?

You may want to check your SEO strategy as well as review your customer personas. Chances are, one or the other will help build confidence and help nurture visitors to become leads, and leads convert to customers.

#3 User Experience

This is all about how easy it is for your visitors to digest the content, use your site and take action.

Ultimately, it comes down to this: are your visitors doing what you want them to do?

A web design agency will be able to help review this but you can look at it yourself. Here’s how we recommend testing your user experience:

  • Have you looked at your site on mobile?
  • Have you tested your site on a tablet?
  • Have you tested every page, button and form?
  • Can your users do what you want them to?
  • How many clicks does it take for them to do it?

If it’s not simple, or users aren’t taking any actions, it’s probably time to update your website.

Looking for a total overhaul?

Look no further. As a web design company, this is our bread and butter. Whether you’re looking for UX design, eCommerce, CMS and development or SEO strategy, our tried and tested approach gets results every time.

How we helped Grayce modernise their brand and digital presence

Grayce

How we designed and built a Magento store for Mum&You

Mum and You

How we optimised the customer journey on Zone 3’s eCommerce site

Zone 3

Summary

Your best bet is to regularly monitor your websites performance. If it’s not achieving your goals, it’s time to make some updates.

Where to start improving web performance:

  • Decide what you want to be found for online and make sure people are genuinely searching for that
  • Make sure your visitors can do what you want them to do
  • Review the data from measurement tools to see where the improvements need to be made

Is it time to upgrade your website?

If you’re ready to implement changes, a web design company like ourselves can help. Get in touch with us for a no obligation call to discuss your needs and see how we can help supercharge your website into a lead generation machine!

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Digital advertising

Digital Advertising 101

By | Blog posts, Digitisation
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Digital Advertising 101

What is digital advertising?

Those adverts you see on Facebook, sponsored search results on Google (or Bing, if you’re that way inclined). A cheeky sidebar banner featuring those shoes you were thinking of buying last night but didn’t. And of course, those infamous moments where you swear Facebook is reading your mind. It’s all digital advertising.

The more sophisticated, modern sibling of traditional ads. If done well, they are targeted, trackable and a wealth of information to marketing teams.

With so many tools to set up digital ads, there is scope for a full range of real-time reports. You can learn what motivates them to convert, and use this information to help build your buyer personas.

And, if you can’t decide on the creative or copy, you can even split test a multi-variant ad.

WebFX reports that 80% of shoppers research online. It’s fair to say a higher percentage of B2B decision makers will research suppliers this way too.

Inbound vs Paid Advertising

Digital strategy: social media ads

What about inbound marketing vs. paid advertising? Both have their pros and cons, and a successful digital marketing strategy will use a balance of the two. For instance, inbound or organic content is a great foundation to building consideration.

Whereas paid (or ads) are great for driving awareness and boosting conversion. They do this by reaching targeted leads who are further down the sales funnel, ready to make a decision.

Inbound marketing takes time and effort to get results. You’re stretching your net far and wide, inviting as many users as possible to visit your site. And they might not always be the best quality leads.

Budgets for digital ads are a lot more flexible than traditional, making it is less of a gamble to experiment.

Find out how we helped Mum&You with their digital ad strategy.

How to choose the right channel for your ads

How DPC+UP plan digital marketing projectsSo you’re ready to allocate some of your budget to digital ads, but how do you know which channels are right for you? As always, refer to your customer personas.

If you choose to work with a digital marketing agency like us, we do the “hard work” identifying the best channels. To achieve this, we look at the following factors of your target audience:

  • The sites they use
  • What media they consume
  • What motivates them to convert

It’s also a good idea to audit your key competitors. We also carry out a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats).

What channels are available?

You are spoilt for choice. That said, different channels work better for different audiences and ad types.

Paid search is great for capturing active leads. These users are already seeking information based on the keywords from your campaign. PPC get an average conversion rate of 3.17%.

Display ads tend to perform best for driving brand awareness and consideration. They work best for retargeting rather than prospecting. So for example those ‘hey, remember those shoes you were looking at yesterday?’ banners.

Social media advertising is the MVP here. Not only is it ideal for building awareness, it’s also great for driving traffic and conversions. Plus you have a wide selection of channels at your disposal, each with their own merits depending on your target audience.

Before you can start planning the where and how, you need to start out with what you want to achieve.

Create clear goals

Ask yourself: what do you want the user to do when they see your ad?

It’s not enough to just want new business to come in. You need to consider:

  • What’s your proposition?
  • What problems are you looking to solve?
  • Who are you targeting?
  • Are you linking to content, a product/service, or an event?
  • Are you looking to build your database?

To convert the user into a lead, the goal is to ‘pixel/tag’ them or capture their contact details. From there, you can trigger a lead nurture workflow to warm them. This is where inbound marketing goes hand in hand with paid.

Summary

Digital advertising is an ideal way to generate leads. With a flexible budget, you can create targeted campaigns across a range of channels, such as PPC, display retargeting and social media.

You’re likely to convert more leads and faster than your organic, inbound marketing activities. That said, the two work in partnership to help raise awareness, drive consideration.

Having clear goals will help you create a campaign that not only performs, but helps you learn more about your ideal customers.

Thinking about your digital advertising strategy?

Leave your details below and we’ll get in touch!

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digital inbound marketing

Inbound marketing: the basics

By | Blog posts, Digitisation
Digital marketing inbound
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Inbound marketing: the basics

Inbound marketing refers to the methodology that ‘invites’ visitors to your website. So, a combination of content (such as blogs, videos etc.) and channels (e.g. social media, email and marketing automation, and conversation bots).

It requires a tight strategy that is informed by personas (based on your best or ideal customers), which should identify:

  • What your ideal customer wants to know
  • The problems they are looking to solve
  • How they are most likely to engage with a business in that industry

Here are some of the tools you could use in your inbound marketing process:

inbound marketing cycle: attract, engage and delight

What you say is important!

As is always the case, your messaging is crucial to the success of your inbound marketing efforts. Think about what you expect to learn about a business when you’re first introduced. And then think about how much (or how little) time you want to invest in the initial contact points. Chances are, your attention span and patience isn’t at its maximum.

The initial touch points should be clear and concise, positioning your business as trustworthy and a credible leader who will solve problems.

Identify your key service or product pillars and how they solve your best customer’s pain points. Next step is to consider how you can replicate that. The best way to do this is through creating user personas (this is a standard part of our research and analysis for any digital marketing project).

What’s a user persona and why does my business need to do them?

The cornerstone for a successful marketing strategy is identifying your ideal customer. You need to know how to effectively communicate with them: what you should be saying and the tone of voice.

If you haven’t created any, have a think about your best customer:

  • What is their job title?
  • How did they find you? (e.g. recommendation, google, social media, trade show)
  • How do they engage with you? Do they prefer phone calls, emails or are they avid social media users?
  • What are their main pain points, and how did your business solve them?
  • What motivates them to make a decision?
  • What kind of relationship do you have? Can you have a joke with them or is it more professional?

Through answering these questions, it’ll help you identify not only tone of voice, but the channels your best leads are most likely to engage with.

Your personas inform your content

In turn, this will help you form an idea of what your leads want to read. Rather than assuming knowledge gaps, you’ll have an educated guess as to what they know, what’s interesting and what turns them off.

It’s crucial to do your research each time you create content! If you’re going to position yourself as an industry leader, you can’t just bluff your way through. Whether it’s you, a member of your team, a digital marketing agency or a freelancer creating your content, a solid brief is essential.

Your personas will also help you decide which marketing channels to use.

The pool of marketing channels is so much larger than simply Facebook, LinkedIn, email and Google. It covers all means of communications:

  • Affiliate marketing
  • Commerce
  • Apps
  • Blogs
  • Email
  • Social media
  • Press releases
  • Webinars
  • SMS marketing
  • SEO
  • PPC

And that’s just what’s available in the digital realm!

We often recommend digital content marketing over print and direct, as it’s trackable. It’s much easier to measure your ROI (return on investment) with the plethora of tools available these days than print consumption.

Drilling down on social media marketing, for example, there are many channels, all differing in approach and audience. If you’re in B2B, you’ll no doubt find LinkedIn and Twitter best for conversion than Instagram and TikTok.

For example, when we worked with Flexgenius on their new business acquisition, we approached it in the following way:

  • A series of social media campaigns on LinkedIn, Facebook and Instagram
  • Google PPC
  • Retargeting
  • An email strategy to nurture the new leads, converting them to enquiries

Content structure for lead generation

In addition to getting the tone of voice and the channels right for your leads, the type of content you share with them is of equal importance. Using a lead scoring tool on your website is one simple way of segmenting your leads. You can then create a marketing automation workflow based on engagement. You can create a content structure that looks something like this:

Intrigue

Lead score: 0 – 10 points

Content: blogs, videos, hints & tips.

Light content that doesn’t require too much time or attention. That said, it provides a good insight into who you are, what you do and how you can help them.

Discover

Lead score: 11 – 30 points

Content: whitepapers, guides, resources.

Slightly heavier content that introduces your leads to your ways of working and inspires them.

Consider

Lead score: 31 – 49 points

Content: product features, case studies

This content should showcase your success stories. Talk about how you have helped relatable customers achieve their goals.

Decide

Lead score: 50+ points

Content: pricing, demos, sales interactions, book a meeting

In theory, by this point, these leads have done a lot of research and may be ready to make a decision soon. Now is a good time to schedule a call, demo, meeting or an event where they can engage directly with your sales leads.

What about using inbound marketing in combination with paid advertising?

Digital strategy: social media ads

Both have their own merits. Having the foundations set and ready to go will serve organic and paid leads well. It means there will be plenty of content available to educate them on your offering.

Organic inbound marketing tends to be lower cost but more time intensive.

Paid advertising, as suggested in the title, will cost money. You can scale your campaigns to suit your budget, and if executed well, reaps rewards much quicker than organic marketing.

Find out how we helped Mum&You with their digital ad strategy.

Summary

Inbound marketing is a highly effective way to raise awareness of your business and generate leads, if planned and executed well. It’s essential to create customer personas first, so you know not only who to target but where and how.

Interested in taking your inbound marketing up a level?

Leave your details below and we’ll get in touch!

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