Universal truths that apply to the marketing of all organisations.
INKFISH digital marketing bases its strategy on 8 core principles we teach our team and our clients. These principles are tried and tested and are proven to work, and are pretty universal. It is important for a successful collaboration that you read, understand and agree with these principles. These 8 principles apply to every business, as they are based on the human psychology of taking in information as well as over 20 years experience. They are versatile and flexible enough to hold a variety of creative ideas accountable for the best return on investment.
HIERARCHY OF VALUE
The success of any business is determined by its profitability, turn-over, google ranking, and visitors to your website. The main aim is to drive sales, but there is a ladder that needs to be climbed before reaching the end goal. This is where digital marketing comes in. There is a simple scheme that illustrates the value of digital marketing. The scheme is as follows:
- new to your brand : these are customers that are exposed to your business for the first time.
- exposed to your brand : these are customers who are familiar with your business through repeated exposure.
- social media follower : customers who actively decided to engage with your business and you can communicate more effectively with them.
- email newsletter subscriber : customers who have shown a keen interest in the business and would like direct communication.
- engaging directly : where customers can communicate via correspondence to find out more information.
- buyer : these customers have made a purchase.
- repeat buyer : customers who are so satisfied with the product/service that they return to make another purchase.
- referring buyer : customers who are so impressed with the product/service that they choose to promote your business.
DON’T MAKE ME THINK
“Don’t make me think” is a principle that can be applied to any form of visual communication such asweb development, signage, packaging, brochures, or posters. The principle is quite simple, whereby if the information being relayed on the receiver is too complicated and hard to comprehend, then the receiver will disregard the information. Sometimes your audience has a short, limited time to decide if this information will be relevant to them. Thus, it is important to keep this principle in mind for any visual communication.
Be specific is referred to as the 20-tennis ball principle – if you throw too much information out, the person is definitely going to be muddled upwith information and not catch any ball. Appealing to everyone means talking to no-one! Thus, it is important to focus on a small section of your product/services including the benefits and features with a specific target market in mind. You will have a much greater response in this manner.
Digital marketing has come a long way. In the past, a website was only presented to the audience once everything was perfectly built. INKFISH uses the building agile principle. This allows the client’s website to be built in small steps and fast-track engaging with the target market. Building agile increases google ranking as you are allowed to start, add, change, adjust, and expand over time.
Content relies on the message that you would like to portray – it can be in any written, spoken, or visual form. All content should be found on your own website. Having keyword-rich, active, and original content increases your google ranking. Focus on the integrity of the message you are trying to relay.
Channels mean any manner in which you distribute information to your audience. The content is created once, then shared on many social media platforms to maximize effectiveness. Your own website holds top priority and any content shared on other platforms should always redirect you back to your own website.
Consistency is an underestimated core principle that impacts return on investments, brand-awareness, and brand value. It is crucial to be consistent, as it creates a sense of trustworthiness and reliability. The customer needs to be exposed to the brand at least 7 times beforethey can initiate contact withthe brand. An inconsistent image of a brand comes across as erratic and disorganized. Being consistent requires discipline but pays off in the long run.
RETURN ON INVESTMENT
There are trackable goals (google traffic and ranking, social media followers, number of subscribers, etc.) that a client can analyze to determine the effectiveness of digital marketing. There are variables that are difficult to track, such as the perception of brand value, visibility of your brand, and tracking where your business came from. The client can measure the return on investments by the report that’s provided.