Bring your offline, online

I have a lot of conversations with businesses who don’t know where to start online.  When I talk to them about tradigital marketing, many don’t know what it is or how to start to implement across channels. Don’t overcomplicate it, it can be as simple as leveraging traditional and digital marketing channels to get better results and more bang for their buck. Every business should be online. In today’s tech savvy world having a website is the starting with the basics and every business is at a different level of starting their digital journey. So here are a few reasons to bring your offline marketing, online ie: merging your traditional with your digital. Why you need to be using digital:

1) Compared to traditional offline marketing, digital is affordable and measureable

Most methods of digital marketing will cost you considerably less than traditional channels with a similar audience reach. But when you consider that many marketing tools online are totally free but by leveraging your marketing you’ll get more bang for your buck. This can be as simple as having the same message on your print ad as what is showing on your home page. So many businesses get this basic step wrong and it causes confusion with customers and means your marketing campaigns are less effective.

2) Digital gives you global market.

Perhaps you’ve spent a lot of time and energy on market research to define your target audience. And now that you know who these people are, figuring out the most effective and efficient way to reach them comes next. And while, for many locally focussed businesses, marketing on television, radio, and print media allows them to reach a limited  local audience in their area. But for any business to take their marketing online, the audience drastically increases, and, with just a few tweaks, in many cases, it’s possible to extend products or services well beyond a local area.

3) You can see the results of your marketing efforts in real-time and immediately.

The process for creating traditional campaigns is longer due to production lead times and distribution methods however with digital you can be online and measuring results in minutes. You can see exactly what is working, where your leads and sales are coming from and you have totally control over where your campaigns are being seen. If a campaign isn’t working, it can be stopped and reworked in real-time. And better yet, it’s possible to watch the analytics of traffic and conversions in real-time as well.

If you are a business owner who is reading this article and you do not already have a strong online presence, you need to seriously consider why not, and start learning more about how combining digital with your traditional marketing can make a difference to your bottom line. If your competitors are already online (and you can bet they are) you need to be as well, or you are missing out on a considerable piece of the proverbial pie.

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Using social for real time conversations & why Jetstar FAILS!

There are plenty of articles available on Google that share tips and tactics on what businesses should be doing with social media and in the importance of using it for real time conversations. Social is about two way conversation and not pushing sales and products onto your communities and fans. One of the things I love about Social media is its immediacy and ability to share information instantaneously and immediately. I get more news faster looking at Twitter than I do watching any TV channel or news program.

So the question I ask, particularly of large organisations is why do you find it so hard to use it effectively.  This blog was prompted by a recent and very negative experience with Australian budget airline carrier Jetstar.

It’s common sense that in times when there is a natural disaster like a cyclone people naturally want information that will affect their movements over the coming days. Can someone please explain this basic human nature to Jetstar.

I had to take an unexpected trip from Brisbane to Newcastle to visit my father who had recently been diagnosed with Leukemia. Issues to schedules and availability of flights meant I had no choice but to book Jetstar flights, despite being an avid traveller with Virgin.  The difference in service between the two carriers is massive. Virgin = positive. Jetstar = don’t even start me…!

Unfortunately my trip coincided with a cyclone hitting the QLD coastline which could affect my return flights. During the weekend myself and hundreds of other people Tweeted Jetstar and posted on their Facebook page and the lack of response was appalling. Here are my top 3 tips if you want to avoid a digital disaster as well as a natural one:

In real time social media tips:

  1. If you not going to monitor and respond on your social channels, don’t use them. It reflects badly on your brand and leads to negative customer experience and will spread like wildfire. I made close to 12 posts on Twitter and got one form response that didn’t address my complaint at all. Also multiple Facebook posts which got no response at all. And I wasn’t alone.
  2. Don’t post form responses. After not responding to clients for hours, Jetstar posted a form response which gave no update of information to their Facebook page. Causing yet more negative reaction from angry customers. You have an opportunity to share timely and relevant information, be empathetic and put yourself in your customers shoes so use this and win yourself raving fans.
  3. Understand the importance of social media during crucial times. If a natural disaster or huge event impacts your brand schedule staff to cover the increased enquiry. We live in a digital world which operates 24/7 not Mon-Fri 9-5. The small cost to add extra staff will well and truly pay for itself with increased engagement levels with customers and repeat business.

Social media 101. Jetstar needs to learn how to use social media in real time and give their current team some serious training. Better yet they should review what Virgin do and try taking a page from their book.  FYI, I did try to reach out to Jetstar execs for comment but got none which further adds to my already low opinion of them.

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