Use your lockdown data to your advantage

The last 5-months have been a rollercoaster for retailers, with businesses having to adapt quickly to changing buying habits. Retailers selling fitness equipment, health and wellbeing products or sweet treats have seen massive spikes in their performance, but now lockdown has eased how do they maintain momentum and harvest the data they’ve gained?

We’ve put together 5 quick tips on how to use the data you’ve gained during lockdown to your advantage.

5 quick tips

  1. Build audience lists from your recent visitors, which can be used to re-engage users for future promotions as demand begins to drops
  2. If you have been fortunate enough to see increased sales throughout the last few months, use email marketing to help engage and retain recent customers. This will allow your marketing budgets to work harder on acquiring new customers as demand declines
  3. Use recent performance insights to improve sustainable, organic growth. Increased demand and traffic will give you more data to utilise for your SEO strategy
  4. As demand declines, make better use of the traffic your site has received. Implement tools such as Hotjar to improve user-experience which will, in turn, improve conversion rates. Utilise relevant cross-sell and up-sell opportunities to improve efficiencies.
  5. Understand your seasonality. Demand has been unpredictable over recent months but it is becoming much more aligned to typical seasonal trends. Tools such as Google Trends provide quick and free access to trend data about any market or search term. Use this to plan promotional activity, category focus and investment decisions.

The most important resource you have is the data that is generated every hour of every day by your site. It is your most powerful tool when learning about your customer and how they are interacting with your product or service.

At Green Ginger, we use your data to give you tangible recommendations which will help you plan your next step, want to learn more? Get in touch.

Local SEO: What is it and am I doing it right?

It probably seems like a distant memory – opening Google to search for a local takeaway on your way home from the pub. Or searching for that last-minute birthday present walking up and down the high street. But, the only reason you’re able to find those places is because of local SEO. With the imminent prospect of non-essential stores being open from June 15th now couldn’t be a better time to focus on this. Potential customers are using search engines to find local products and services. 46% of all Google searches are focused on seeking local information and of those searches, 72% of customers end up visiting the stores within 5 miles.

We take a look at what Local SEO is and what you can be doing to make the most of your online presence to drive in-store visits and revenue.

What is Local SEO?

Local SEO focuses on undertaking optimisation to rank higher in your local area for the products or services you offer. It’s the process of optimisation across all local opportunities – not just Google – including Bing, Apple Maps, Yelp. Local SEO is treated differently to ‘regular SEO’ because Google uses unique factors to rank local SEO listings, including:

  • A users location
  • NAP citations (Business Name, Address, Phone)
  • Number of location check-ins
  • Google My Business presence
  • Keywords used in Google My Business profile
  • Online review sentiment
  • Google Maps star rating
  • Shares on social media

When you focus on optimisation of your website for SEO alongside optimising for local, you get the opportunity to appear in both the ‘normal’ results and what Google calls ‘the snack pack’.

Search results page showing the google snack pack

The Snack Pack is the area which appears on the first page of Google once a user searches for a local product or service. It displays the 3 results deemed most relevant for the user. In a study of 200 clicks, it was identified that 33% of users select a listing in the snack pack. Therefore making it a very fruitful place to be!

What can I do to optimise for Local SEO?

Optimise your site for mobile

Typically searches for local products and services happen when users are out and about, they need fulfilling instantly. That means mobile is extremely important for Local SEO. You can check how mobile-friendly your website is here, with Google’s Mobile-Friendly Test tool.

Once you’ve checked the mobile-friendliness of your website and are sure that once people land on it they can find exactly what they need, you should focus next on your keyword research. Searches which contain ‘near me’ or ‘close by me’ have increased by 900% over the previous 2 years. Optimise your site and create content for those searches but also include useful information in your optimisation. Information such as opening times, how long it takes to get to your business, your phone number etc. Services in location (SIL) is really important. Combining your services with your location, for example, we would look at keywords like ‘digital marketing agency Yorkshire’. If you’re struggling to think about what your potential customers might search for, use Google’s auto-complete, and review the list of queries underneath, picking out the most relevant ones. 

Image of google auto complete

Claim and optimise Google My Business

Next, make sure you have claimed and optimised Google My Business. This is a complete no-brainer as far as we’re concerned and it’s incredible how many businesses haven’t yet claimed their Google My Business. Google My Business is a free tool used to manage your online presence within Google. The handy thing is that this also includes maps and search, all in one place. Having this in place allows you to manage how your business appears in search and also allows you to update important information like opening times and phone numbers, so users see it right at the point they’re searching for your product or services. Whilst you’re at it, you might as well create your Bing Places (Bing’s equivalent of Google My Business). Linking to your Bing Places from your Google My Business will sync all of the information so you don’t have to do it twice! Finally, claim and optimise your Apple Maps Listing

Check and create new citations

Once you’ve set up your business listings, look at optimising citations – one of the most important areas for local SEO. Citations are mentions of your business, for example, business name, address, phone number (NAP). NAP comes in 2 forms:

  1. Structured citations – where NAP is presented visually-structured, such as in business directories or social profiles
  2. Unstructured citations – where business information is listed in areas like blog posts 

It’s important to ensure every citation online is correct, both within the areas you own – your site, social profiles etc as well as across data aggregators. This could be a huge task but luckily Moz has created a tool you can use to check local listings quickly and easily. You can see this from the below screenshot example for Hertz York. Check it out for your own business here

Once you’ve checked those are correct, start building out more to develop your local presence. Use a combination of well-known sites and some lesser-known ones. Here’s our starter for 10 below:

Optimise your homepage

So, you’ve worked on off-page elements such as setting up Google My Business and ensuring citations are correct. Now it’s time to optimise your site’s homepage, focusing on your primary location. This is important because Google wants to show the most relevant search results to its users – so although you may serve the whole of the UK, if you search on Google now for your business, we’re pretty sure it will show location-specific listings. 

This shouldn’t be an arduous job, focus on areas like showing NAP information within the footer of your site, embedding Google maps on-site and displaying testimonials and reviews.

Take this one step further by adding schema markup for your location and business information. This helps show search engines what your website is about and makes it easier for them to read the information on the page. This, in turn, helps support rankings and domain authority of your website.

Build your local authority through link building

Everyone knows the importance of high-quality content to support ranking improvements and SEO however this can also help with your local listings. Link signals are the most important ranking factor for local organic results, according to one study by Moz. Focus on creating content which supports your local community and audience, for example, best of guides, local calendars or something more creative and topical that will resonate with your local audience. If your content is worth talking about, then you should receive links back to it which in turn will help your local SEO listings.

Summary 

There is certainly lots to think about when developing and optimising your local presence. We hope we have given you a good starting point, but with all SEO, including local, it’s an ongoing task and you should continue to invest time to reap the benefits. Continue to track and report on performance, including contacts to your business or form completions to understand the impact your efforts are having on revenue.

As always, the Green Ginger team is happy to help or point you in the right direction for your Local SEO strategy. Just reach out to one of the team today!

SEO and Core Web Vitals: The importance of customer experience

SEO is continually evolving. Businesses need to invest time (either internally or with the help of an expert) to remain at the forefront of search performance.

At the start of the month, Google announced the launch of ‘Core Web Vitals’.

What is ‘Core Web Vitals’?

It’s a set of guidelines for site owners, designed to improve user experience. These guidelines encourage sites to create a user-centric experience by providing clear recommendations across the following signals:

  • Largest Contentful Paint which measures the point where the main content of the page has likely loaded
  • First Input Delay which measures site responsiveness
  • Cumulative Layout Shift measures the visual stability of page content
Image showing the new Google requirements for a site's SEO

The recommended benchmarks for each of these signals are outlined in the image above. The image gives practical guidelines on the key issues affecting sites and what to check and improve. On a personal note, the Cumulative Layout Shift is extremely welcome. Sure, slow sites are frustrating. But pressing the wrong button or navigating away from a page because the layout changes as the page loads is a real bugbear of ours at Green Ginger. Hopefully, buttons shifting under fingers on mobile devices will become less commonplace.

Yesterday (28th May 2020) Google, unsurprisingly announced these signals would be incorporated into their page experience metrics. A move which increases the already high emphasis on user experience for websites. For many years now successful SEO has been about more than simply generating multiple backlinks through whatever means necessary. Today’s announcement is a step which brings SEO and UX closer together than ever before. As part of the announcement, Google has stated that pages with the best content will still be a priority. But these metrics will be more important when competing with sites which have similar, great content. Ultimately, content is still king and remains fundamental to the best user experiences.

Important website signals that Google view when seeing how good a site is and its SEO

Google has also left the door open for these signals to evolve and expand with ‘yearly updates’ which will reflect new developments in measurement, features and changes in user behaviours. Meaning that as with all aspects of SEO, sites need to invest in their SEO strategies to stay at the forefront of search.

So what do these changes mean for site owners?

Well in the immediate future, nothing. Google has noted the challenges with Covid19 in its announcement and will give at least six months’ notice before rolling out. However, these changes will come into play in 2021 so site owners should begin to think about this and consider them as part of their future strategy.

Google have updated Google Lighthouse and Page Speed Insights to allow people to understand current performance. There is also a dedicated report in Search Console to identify any key challenges as soon as possible.

By incorporating these into ranking signals Google is clearly continuing to put user experience at the heart of online. The boundaries between SEO, UX and development will undoubtedly reduce moving forwards as ‘experience’ becomes critical to performance and engagement. Businesses which don’t consider this as part of their strategy moving forwards or those which only focus on this in isolation could easily be left behind.

Summary

At Green Ginger Digital we support businesses of all shapes and sizes with their SEO strategy and user experience. Get in touch today if you have any questions need a helping hand to maximise your performance online.

Introducing the launch of RetailRecovery

Green Ginger Digital is proud and excited to announce the launch of RetailRecovery, in partnership with Customer First Digital

Trading in retail is tough, and with the current pandemic ongoing, it’s not getting any easier for retailers.  With weekly news of brands entering administration, the high street continuing to struggle and online becoming ever more competitive, a strategy to navigate through this is key. 

We understand retail, we have lived and breathed it for a combination of 25 years’. We are focused on helping retailers navigate through murky waters and into more prosperous times. So we have developed RetailRecovery, a retail consultancy performance framework. 

What is RetailRecovery? 

RetailRecovery is a retail consultancy framework which will help you identify the key challenges for your retail business. 

Our approach has been carefully developed after working with many of the UK’s top retailers including Argos, Made.com and Selfridges. We have delivered high performing digital marketing campaigns for retailers but have often been disappointed with external consultants. We’ve found they have often provided theoretical, impractical to implement and expensive strategies.

RetailRecovery sets out to change that.

Navigating through retail recovery and unprecedented times is confusing enough and so we focus on taking a simple and transparent approach. Our framework will support you with a practical plan developed by retailers for retailers. We focus on delivering customer value growth for our clients to maximise their retail performance. 

We develop the right strategy based on your objectives. Whether you’re looking to go-to-market for the first time, reach more customers or grow your sales, our framework offers strategic advice and tactical recommendations across all aspects of retail:

  • Customer
  • Operational
  • Sales channel
  • Marketing 
  • Communications
  • Trading / Merchandising 
  • Payment
  • Fulfilment (Delivery, returns)

What kind of retailers does RetailRecovery help?

If you’re a retailer who is navigating through new challenges or needs a refresh of current strategy, we can help you. We’ve already supported retailers to answer the following questions:

  • How do I launch a new product to market?
  • How do I launch an established brand into new territories?
  • What new routes to market are available for my product?
  • Is my current marketing as efficient as it could be?
  • What’s the size of the opportunity and how do I get more revenue?
  • Who are my customers and how can I tailor my marketing to target them more effectively?

This is of course not an exhaustive list. Retail is continually changing and we have experience tackling a range of difficult questions. We only work with ambitious retailers and we love a challenging question. We use our experience to ensure you have the right strategies in place whatever you are looking to achieve.

How does RetailRecovery work?

We first evaluate your business across multiple areas; operational set-up, through to trading and marketing. We review you against your competition, as well as industry best practice and benchmarks.  This forms our DISCOVER stage, where we focus on understanding as much about your business, customer and market as possible. 

Image of retail consultancy framework

Following the Discover phase, we move through into TRANSFORM. This is where we undertake in-depth channel level and customer touchpoint audits. Scoping out new opportunities and develop a strategic market plan, with clear routes to market for you to go after.  We make sure we prioritise this for you, with a combination of quick wins and longer-term initiatives. Providing you with a practical plan you can use from day one.

The RetailRecovery final phase is to GROW. This phase focuses on identifying operational requirements for performance uplift. Including gap analysis and key-man identification in order for you to reach your potential.  Alongside this, we also provide detailed revenue forecasts for 12 months, as well as what you can expect to achieve in year 2 and 3.  

The audits within our Discover phase may uncover technology and partner recommendations for your growth.  We are completely partner agnostic providing impartial recommendations for technology and partners to deliver against our strategy and forecasts.

How do I implement RetailRecovery recommendations?

We understand different retailers prefer to work in different ways. After providing our in-depth strategic blueprint we can either take control of delivering our recommendations (in-part or in-full) or, we can support you to put in place our plan if you have an in-house team.

In our experience, we work best as an extension of your team. Whichever method of implementation you prefer, we will provide ongoing support against clear delivery and performance milestones. We also recommend regular check-ins and on-site workshares where appropriate. This ensures you are continuing to progress as quickly as possible by delivering against our clear strategic milestones.

Summary

We help retailers large and small. Whether you’re in need of a go-to-market strategy for a new product, looking to expand into new territories or simply looking for ways to improve your current performance. RetailRecovery focuses on real, practical frameworks to guide you and deliver measurable growth. 

We’d love to have a chat and share how we can improve your retail performance. If you’re looking for real, practical guidance from experts with proven results, get in touch today.

Facebook and Instagram announce the launch of Shops

Image of Facebook and Instagram shops

What is Shops?

Yesterday (19th March 2020) Facebook and Instagram announced the launch of Shops. The new initiative will allow you to browse and buy products from a Facebook Page or Instagram profile. Shops will allow businesses to set-up product listings on their Facebook page or Instagram profiles, stories or ads and they will be able to tag products during Facebook and Instagram live streams.

Covid-19 has affected 1000’s of small businesses across the UK. As a result, many have turned to Facebook and Instagram to help sell their products or services. Both platforms have been essential in helping businesses to communicate with their customers and continue trading.

CEO Mark Zuckerberg described Shops as “one simple and consistent experience across this family of apps”. He is hopeful that this will mean “higher conversions and more sales for small businesses”. Small businesses make up a large proportion of the 8 million advertisers on Facebook and Instagram. Due to this Facebook has vowed to support them in any way they can during the current pandemic, with Shops being a direct product of this.

Facebook’s vice president of ads Dan Levy has said that the company will charge “small fees” on each sale that is made. But, where Facebook will make the real money is from the increase in advertising as Shops can be featured in paid ads and stories. 

Should I start using Shops?

This is where small businesses will need to do their own investigating before launching on to Shops. Testing will be essential to ensure that the “small fees” are compensated by an uplift in sales. Many businesses are already generating strong sales organically and by using traditional ad formats, so the extra fees will need to be worthwhile. Another consideration is that in most cases users will have to leave the platform to checkout. Shops will make it easier for companies to list their products on their page and profile. But, the user leaving the platform adds another step into the journey and increases the risk of the user abandoning the basket. On the flip side, at least once the user reaches your site you are able to control the customer experience.

Only businesses participating in Facebook’s Checkout program will be able to make the purchase on the platform. This beta is currently only available in the US and is invite-only in the UK. Using Facebook Checkout also incurs a fee for each product sold, but as it is still in beta, Facebook is not currently disclosing the amount. This potentially could lead to multiple charges per product sold. Facebook has said they are working closely with Shopify (which also charge up to 2.9% per online transaction) and BigCommerce on how they can further support small businesses together.

Message from Facebook regarding beta not available

Summary

Facebook is working hard to create new initiatives to support small businesses as they have a vested interest in doing so. It is important to look at all the options available for your business to ensure your customers have the best possible experience.

If you would like to learn more about Shops and want to find out if it’s right for your business, please get in touch! We are experts in eCommerce having worked with many retailers in the UK and can make sure you get all the right information.

Launching a new business during a global pandemic

The ups, the downs and the (virtual) coffee

At the beginning of February 2020, after ten years of working in digital marketing, I started my own business. After the fear subsided following the jump, the first few weeks were exciting. I was ready for a fresh challenge and the next chapter of my career.

I’m sure for everybody, February feels like a lifetime ago. At that time, the UK only had two confirmed cases of Coronavirus. Cases were growing around the world but that felt, thousands of miles away. I knew to start my own business was a risk and it would be hard work. Then Covid19 hit us all harder than we could have imagined.

Those first few weeks were brilliant, I was being pushed out of my comfort zone and I loved it. I was meeting new people and learning new skills. I’ve learnt more about business (and myself) in the last 3 months than I had in the previous 3 years. Whilst I didn’t have a team to manage and engage with, I had a great set of friends and a handful of ex-colleagues who I’d speak to constantly. This support network would become even more important in the coming weeks and months.

Initially, I met new people in person, not over a video conference or phone call (remember those days) and I even attended several industry events. Attending the Manchester Digital Festival and then seeing this amazingly transformed into an NHS Nightingale Hospital just weeks later was equally terrifying and inspirational as the country came together.

I rarely drank coffee at my previous job, mainly because I knew that I’d have to return the favour. At the time if felt easier to not drink coffee than remember 12 different tea and coffee orders.

Anyway, I was networking – a lot – in person. I soon realised most conversations included ‘we should grab a coffee’ at some point. So, I drank a lot of coffee and had a lot of positive meetings.

After ten years of working in digital marketing, I know how it works. It was the same with the last recession. Any sign of market trouble, any concerns around cashflow – marketing is often the sitting duck. Suddenly marketing investment becomes a marketing cost. Businesses often focus on short-term survival, not thinking about the long-term impact on awareness or sales. Whilst some understand the value of adapting to the market and evolve their strategy, many stop investing in marketing altogether.

So here I was. In the middle of a global pandemic with no income and trying to build a business. I was confident I have a good product and a strong brand. I’ve worked with many of the leading retailers in the UK. I care about my clients and their performance. As difficult as it was, I knew I had to keep going. My new mantra was, if my business can get through the next few months, I must be on to something good.

As many of the networking events went virtual (a great demonstration of how technology brings the world together), I tried to focus on the long-term strategy. I started to produce more content and looked to engage with as many people as possible by picking up the phone, exchanging emails or using LinkedIn. I also found the time to brush up on a few skills. Using the Google Digital Garage, and learning via the Open University website.

I found that whilst people were not actively looking for marketing support, many were happy to chat about their challenges. Some were overcome with demand and didn’t know how to manage a sudden influx of customers. Whilst others didn’t know how they would get through the next few weeks from a financial perspective. The theme was clear, people wanted to help and support each other through this.

Having worked as part of a big team for such a long time, I was grateful for the local networking and community groups. Cabin fever was setting in and I was finding it tough. The support and advice in these groups have been invaluable. I’ve felt more than a hint of guilt for not making the most of these whilst at my previous company. There was always somebody who could answer a question or give some advice. Even those who I would class as competitors were open to talking and seeing where they could help – I was blown away.

The government announced an unprecedented package of business support and relief. For many, this has been invaluable to keep their business afloat. Then there are business owners like me who fall between the gaps. Having started businesses in the last twelve months we are not eligible for much of the government relief, making things tough. It was at this point I was grateful for being relatively self-sufficient. I hadn’t committed to any long-term premises or costs which would have put real pressure on my finances. I knew many other people were in a much more precarious position than me.

The more I helped others and shared my knowledge, the more people started to come to me asking for advice. I focused on developing relationships and trying to understand how I could best help people and thankfully some of these relationships started to turn into clients. We are still a small agency but throughout the pandemic, we have managed to develop an exciting and varied client base.

Now we have a growing client-base, the hard work starts.

Coming out of the pandemic my business will be in a better place, many will not be as fortunate as me. It has been hard, harder than I ever thought it would be, but it has taught me some lessons to take forward:

  • Be thankful for your health. It’s a cliché and I know it’s easy to take for granted, but your health should come first and that includes your mental well-being which can get forgotten about.
  • Support each other. When the chips are down, the good people will support you and help you as much they can, use them and repay the favours if you can
  • Be flexible. Plans go out the window and you need to think fast, which will be a good thing. I bet a lot of businesses maintain some degree of flexible working and many restaurants continue to offer home delivery long into the future

Let’s be honest 2020 has been pretty terrible so far, but I’m sure every business owner can take something from the last few months. Thankfully, through hard work, amazing support and (a lot of the time) sheer bloody-mindedness it looks like Green Ginger Digital will come out the other side.

Just think if your business can survive this, it can survive anything. As the ‘D:Ream’ song goes, things can only get better.

Google Shopping Changes Announced

google shopping icon with computer, tablet and phone showing shopping carousel

What does this mean for you?

Today (21st April 2020) Google announced that they are rolling out free Google Shopping (Google PLAs) across the US with a global launch to follow shortly. This means that any business will be able to showcase their products in the Google Merchant Centre for free. But what could this mean for retailers and the market?

Let’s start by looking back, Google Shopping (then known as Froogle) launched at the end of 2002. This was a huge step forward for retailers who could showcase specific products in a product carousel. Also, a big change for customers who could make a more informed decision before clicking to view a product. By 2008 Google Product Search (as it was then known) was a prominent feature on the search engine results pages in the UK. Generating strong performance for many retailers.

The performance was so good that in 2012 Froogle rebranded as Google Shopping and monetised the feature, forcing many smaller businesses out of the auction.

In 2017 Google was fined for giving priority to their own shopping services. Their response to this was the launch of CSS (or Comparison Shopping Service). This allowed retailers to reduce their Shopping costs by around 20%. It also meant that Google, in theory, addressed the monopoly challenges suggested by the ruling from the EU Commission. But, there were still accusations from many that Google was not doing enough.

Fast forward to today’s announcement it seems as though Google is doing everything they can to prevent any further legal challenges. They’re also trying to avoid the €2.4billion they’ve already been fined increasing. But what could this mean for the market

1. More choice for customers

It opens Google Shopping for many more retailers. Those with smaller budgets or in competitive sectors will be able to list their products for free. Unlocking a potential new revenue stream with no investment. Good news for retailers and customers who are looking for more choice

2. Increased competition

Whilst listing on Google Shopping will be free. Top product placements will seemingly still be auction-based. Increased competition from more retailers advertising on the platform will increase prices for the top placements. Ironically, by making Google Shopping ‘free’, they could end up generating more money.

3. Short-term cost increases

People not on Google Shopping will surely look to get set-up quickly, ready to take advantage of this opportunity. In the short-term, this could see retailers who are currently live paying higher CPCs. Costs across many sectors have reduced in recent weeks due to competition declining as a result of COVID-19. This trend may shift quickly.

4. An uplift in Bing Shopping adoption

It may be good news for Bing Shopping users. If costs for top placements do increase significantly, those who are currently live with Bing Shopping may see some benefits. Brands may suddenly place more emphasis on Bing Shopping. Bing may become increasingly cost-effective for businesses. Those with historical data should use historical data to improve optimisation and ensure CPCs do not inflate.

5. Negative impact on CSS

The impact on CSS partners remains to be seen. For example, will the discounts available still be applied to costs? Whatever the detail, CSS is likely to be affected in some way as a result of this. Those retailers paying for CSS providers may see the benefit of this reduce depending on budgets and which sector they are in. Those retailers aiming to appear in top positions may continue to see benefits. Whilst those smaller retailers looking to gain some cost savings may not see CSS as a worthwhile investment.

6. Feed quality may become more important than it already is

The requirements around product feeds are already set at a high standard. Those with a quality feed perform better on Google Shopping. As competition increases, there is likely to be an increase in the number of poor-quality feeds which are uploaded to the Merchant Centre. A good quality feed may be more important than ever to stand out from the competition. Unsure what this means for you? We can audit your feed and provide some key recommendations to ensure you are hitting Google’s requirements.

One thing for certain is that retailers should be looking to take advantage of this update. It could be a great revenue stream for many businesses, especially those who already have product feeds in place.

If you want to know more or have Shopping campaigns or a feed that may need some TLC. Feel free to drop us a note – we’d be happy to help!

Why is digital marketing important?

laptop with hand icon, email and shopping basket and digital marketing icons

The relationship between a website and digital marketing is simple. You need both to be successful online. Having a website, no matter how good, does not cut it in today’s digital world. A great website alone does not make a digital business. Whilst a website is a must for most businesses today, many still overlook the importance of digital marketing.

There are two clear ways for a business to increase revenue. They can either sell more to existing customers or acquire new ones. There is a whole world out there of new, untapped customers. Customers who do not even know about your product, your brand, or your service. That is where digital marketing comes in.

Let us look at a scenario. You and a competitor both open a store on the high street on the same day. Your competitor invests in marketing, they put ads in the local paper and advertise on the local radio station. You do not. When it comes to the grand opening, who do you think will get the most customers?

The same is true for websites.

Without digital marketing, you may see some traffic. But it’s unlikely to be ground-breaking as people are not aware of your site. You could have the best possible website your budget allows, but if people do not know about it, how are you going to scale your business? A website and digital marketing go hand-in-hand. 

You wouldn’t organise a wedding and not invite people. You wouldn’t spend money on a brand-new car and not buy petrol for it. That is what digital marketing is, it is fuel for your digital growth. 

So, let’s look at exactly why digital marketing is important

1. Your customers are online – if you can target them

In the UK alone there are over 49K monthly searches for ‘baby boy clothes’. Over 74K monthly searches for ‘garage’ and 165K monthly searches for ‘takeaway’ on Google. In short, whatever your sector, people – your potential customers – are online. They will be buying from your competitors and many would also buy from you if you could reach them.

2. You competitors are investing in digital marketing

It’s competitive. We guarantee that your competitors are investing in digital marketing. If you want to get ahead and stay ahead you need a clear strategy and support from an expert. Even if you are a B2B business such as a manufacturer, competitors will be using digital marketing. Gaining new leads and increasing brand awareness with highly targeted strategies.

3. Digital marketing is cheaper than you think

Often seen as a cost, digital marketing should be seen as an investment in your business growth. If done correctly, it’s often cheaper than many people think. SEO is free (although does need the correct expertise to manage it) and PPC can start from as little as 2p for some long-tail keywords.

4. It can be super-targeted at your audience with the right strategy

Digital marketing can be highly targeted. If you know who your customers are, you should be able to go and find more of them online. This means that the return on your investment will be higher and sales will grow quickly. At Green Ginger Digital, we take an audience-first approach to all activity to maximise the value of your budget. If you don’t know who your audience is, then we can help guide you.

5. Digital marketing is measurable – understand your customer behaviour

Digital can be measured at every stage. This allows you to understand your performance in detail. Data is critical in the performance of digital marketing. With the right tracking and technology, you will be able to understand the returns from your investment. Customer journeys can be tracked from the point of seeing your ad online, right through to purchase. You’ll know which people are buying and which ones are not, and understand why so you can improve your strategy.

6. It’s easy to get started (but challenging to do well)

In our recent blog, we talked about the basics of PPC. Whilst it’s true that setting up basic PPC accounts is simple. Unfortunately, if you want to scale performance you need to think about detailed customer-first strategies, new platforms and test and learn strategies. Plus how to ensure all this activity works together to deliver the best overall performance. Therefore, we would recommend speaking to an expert to understand your needs and requirements.

Summary

Digital marketing is critical in growing your performance. If you want to scale your business and acquire new customers or gather new leads, you have to be investing in marketing. Those that do invest in digital marketing will see faster growth than those who choose simply to invest in a website. Ultimately, spending on a new website is potentially a waste of your budget if you don’t invest in marketing – a new website alone won’t grow your business.

At Green Ginger Digital we’re happy to help and support with any questions you may have on how to get the best value from your website. Wherever you are on your digital journey, we can help. Whether you are just launching online or an established business already investing in digital marketing. We’ve helped businesses of all sizes across different verticals. 

Speak to us today about a free digital performance evaluation and understand how to unlock the most value from your website.

Top 10 lessons for launching a new business

Three months after officially launching Green Ginger, our founder Nick has put together the 10 most important lessons he has learnt so far.

 It is hard work. Celebrate the successes (no matter how small) and understand you are on a journey. The destination will be worth it; however, you eventually get there.

✔ You will be pulled outside of your comfort zone. Embrace it.

✔ Lay the right foundations. Let’s be honest, nobody set-up their own business to set-up a bank account, find the right office space or buy the right insurance but they’re important. Set the right operational foundations and build.

✔ Starting your own business can be a lonely place. Make use of local networking groups to meet people, learn about other businesses and share ideas.

✔ On the subject of networking, find what works for you. There are many different styles of groups, from breakfast meetings to round tables. From industry specific events to after-hour curry nights. Try as many as you can and find what works for you.

✔ Use LinkedIn as much as possible. Ask questions. Get advice. Share ideas – somebody will be more than happy to help. Shout about your brand online and create an identity that people can buy into.

✔ Keep going. Read books, listen to podcasts, watch videos online. Support is everywhere. Use peers, friends, family for advice and guidance.

✔ Take time to switch off. It’s easy to feel guilty when you are not doing work – either on an evening or weekend – and to slip into 12-hour working days. DON’T. Make sure you take time to switch-off and recharge.

✔ Collaborate. 10 years working for a single company has probably made me a bit blinkered. I’ve found it incredibly exciting to work and collaborate with so many fantastic people – you can’t be an expert at everything so find someone who is and work with them on areas you are not so strong.

✔ Dig deep. There will be tough moments and disappointments but learn from them, not every proposal will lead to something.

Most of all – ENJOY IT. After 10 years working for someone else, I wanted a fresh challenge. After only a few short months I’ve met 100s of great people – some of whom I’m proud to call a client, learnt new skills and most of all been pushed. I’d love to hear about your start-up journeys, and if you’ve found similar challenges.

A big thank-you to those who have helped us on our journey so far.
Want to learn more about Green Ginger – get in touch today!

Clients Testimonials

Our clients are a diverse mix of eCommerce and service-based businesses.
From well-known UK fashion and furniture retailers to small independent companies - we love the variety!

Made
Habitat
Which
Joules
Wren Kitchens
Homebase
Harrisons of Hull
Pitchy
Riverford Orgnanic Farmers
Rapture Surf Camps
Mark Hill

Kate Harrison
Harrisons of Hull Ltd

Green Ginger Digital have been an absolute pleasure to work with from start to finish. They have listened to our business goals and marketing objectives and really delivered in terms of service, content and results. We would highly recommend the team to other businesses looking to build a digital marketing campaign and will continue to work closely with them going forward.

Nathan Green
Pitchy

Pitchy were one of Green Ginger Digitals first clients and we were really impressed with how they took onboard what we wanted to achieve and put together an impressive plan of how they could help us get there. Results were impressive and the team were always professional and approachable.

Andy Orvis
Fountain

Green Ginger Digital came to us with a clear brief and set of requirements. Their communication and ability to make key decisions quickly and effectively made the design and build of their website an easy process. Clearly knowledgable in their field, I'd recommend them for any digital advertising type campaign and certainly hope to work with them in the future.

Nicola Mooney
Adult Planet

We needed serious help with our PPC campaigns as we were wasting a lot of money on ads. The team at Green Ginger restructured everything, advising and adjusting as necessary along the way to really focus the campaign. We were really pleased with the revenue growth we achieved in such a short amount of time, and although early days still, we are seeing promising results! Very happy and would highly recommend the team at Green Ginger Digital.

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