Facebook versus Google

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Hi, my name is Tony Cutting I own a digital marketing business here in New Zealand. I have been involved in digital solutions since I setup my first tech business ‘PeopleNet’ in 1999. Most recently I have made the change to focus on digital marketing, not only is it an exciting field to play in but it is also very rewarding.

I have over 120 business (mainly small business) customers across New Zealand and we are building digital marketplaces to help as many small to medium business grow as well as provide a FREE marketing platform for our local community groups.

OK that’s me.

A massive shift

In the last 12 months I have witnessed and experienced the most bizarre (almost self-destructive) move from the biggest digital marketing platform in the world. I can only put this down to American greed and the pressure these US based businesses have to increase their share price. Facebook has been on a 12-month journey to self-destruction and they still do not seem to understand this.

However, they are still the biggest player and I am still advocating to my clients that we use them. We will be looking at alternative solutions to start to take away the risk of Facebook absolutely destroying themselves. This is unlikely but what I have seen over the past 12 months it is very possible.

So what does this all mean.

24-36 months ago

If you had asked me where to invest your marketing funds it was a no brainer. Facebook gave the most value and I loved the fact that a community club or group could use the platform for FREE build a marketing system to help promote their club, events, fundraisers etc.

For small to medium business Facebook was the go-to low cost way to build your brand, promote your website and ultimately grow your business. This has changed.

Two major things have happened in the last 2-3 years with a massive shift in the last 12 months. Facebook has been making changes which are obviously driven by the shareholders greed for more. They have hiked the cost of advertising almost to the point that many small businesses have to rethink their digital marketing strategy and their service to businesses have been very, very poor. I will say in the last 3 months there has been a slight improvement with the introduction for ‘paying clients only’ of a customer support chat service. Secondly, the system keeps failing and annoying the very people who pay them. The constant changes are not well tested and there are errors nearly every week - this will pass once they bed down their ultimate goal - a higher paying advertising system. The product has been exposed to be messy and untidy and the constant changes make it very annoying for everyone. BUt they are still number 1 in terms of following (marketplace) and social media.

The big ace for Facebook Inc is Instagram (Facebook owned) which seems to be more stable and is now dominating in the 18-35-year market for personal use. So, expect this to attract more and more businesses in the next 12 -24 months.

So, here is the real-world example. 36 months ago, if my clients posted in a digital marketplace, we created we could have this small business reach 4000-8000 locals without paying a cent this represented at the time about 150% of the marketplace audience we had built. This has changed in dramatic fashion now they are lucky to reach 2-5% of the marketplace audience and need to spend at least $20 per day to consistently hit 2000+ views of their posts.

In terms of community groups that use to achieve great things for FREE now the reality is they need to start budgeting marketing funds if they want to reach the larger numbers.

Facebook Advertising have most recently also introduced bidding and for businesses this means very shortly they will be almost on level with Googles AdWords in terms of costs. Dumb. Let me explain why soon.

For business users who do not yet pay for advertising there is little support from Facebook.

Facebooks key strength remains (just) - Now it is still the most powerful and affordable way to ‘market’ your business. For $20 per day on average you can achieve some good things with the platform.

Google over the past 36 months

Other than conceding the failure of Google+, the major web player has been pretty stead with the most potent search / advertising system in the world. For some businesses using Google AdWords is very affordable (or at least some key words are) but for many you can be paying up to $50 for one website visit for the most expense keywords e.g. “insurance”

Google support is great and their FREE product Google My Business is a very valuable tool for all businesses. May this continue.

The power play for Google is that it is more of a sales system than a marketing system. This is because people are searching for something in Googvle and when they find it they are more likelyu to buy than someone who has randomly seen your post. The product is stable and is supported by a number of very cool tools like Google Analytics. The Google Advertising team also work hard to help clients get the most from the platform. They are easy to reach.

Google now is a toll most business need to revisit. Best budget is likely to be between $40-$50 per day. In fact, once you hit $50 per day Google assign a system expert to ensure your ads work. Pretty compelling.

So that’s it. If you have not used Google AdWords for some time and you are getting frustrated by Facebook it may be worth taking a new look at Google. Don’t drop Facebook but be smart and cover your bases better.

The irony here is Facebook is becoming the biggest reason people are buying more Google ads and exploring other digital marketing tools. The big question is will they sort their SH%T out before they completely self-destruct? Time will tell.

Have a great weekend. I hope you found this helpful.

Tony C

Personal Coach / Digital Marketing Specialist
e. hello@tonycuttingdigital.co.nz
m. https://m.me/tonycuttingdigital
w. tonycuttingdigital.com

 

About Tony Cutting Digital

Tony Cutting Digital helps businesses of all sizes grow using both digital and sales strategies that work. We build digital marketplaces that enable start up business as well as established businesses accelerate their growth. We work with some of the best digital marketing providers locally and globally to offer a full solution for any sized project.

For more information visit www.tonycuttingdigital.com

Is your website easy to understand?

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One of the big mistakes businesses make with their content is loading it with business jargon. They think it sounds more professional but it actually works against them.

Your content should be easy to understand, you do not need to use business jargon to prove to your industry colleagues you are smart enough. You need to use words that your customers understand. Be authentic and connect with your customers using simple, easy to understand language so they can clearly see what you are about.

Novices feel the need to use business jargon so they can impress people and look like they have a whole lot of knowledge. Smart marketers use simple easy to understand language that connects with potential clients.

So, go check your website, newsletters and social media posts and see if you are acting like a novice or if you are doing your best to connect with your customers.

Have a great weekend. I hope you found this helpful.

Tony C

Personal Coach / Digital Marketing Specialist
e. hello@tonycuttingdigital.co.nz
m. https://m.me/tonycuttingdigital
w. tonycuttingdigital.com


Diabetes Clinic - Autumn Recipes 2019

Download the Autumn Recipe Cook from Julie Buckley

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It is our pleasure to offer you this Autumn cookbook as we welcome in the autumn days. These recipes support diabetics with low carb, healthy fat eating. The recipes are also healthy and a good choice for all the family.

Eating in season is ancient wisdom. Nature tells us precisely what foods are right for the body for each season. These recipes will nourish your body with nutrients and send messages to your hormonal system that you are full and satisfied. When we eat real food that the body was designed to eat, we cannot overeat as there are inbuilt systems to pick up the signals that suggest all is well and as it should be.

Eating real food also gives the body a chance to stop inflammation and constant attacks on our immune system. We can invite healing to occur and get to reset hunger and cravings back to a 'normal' state.

The Diabetes Clinic promotes 'back to basics' and 'home made' as two strategies to restore health, just like our grandparents did (and had to).

Thank you for your interest in our recipes. We hope these bring renewed enthusiasm for healing and eating real food.

Wishing a healthy, happy life!

Kimba Lawrence
Director
Diabetes Clinic

www.diabetesclinic.co.nz

Download the Recipe Book HERE

Marketing 101 - Branding versus Direct Marketing

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What is Branding?

Branding, by definition, in marketing is when a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services. Branding is important because not only is it what makes a memorable impression on consumers, but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

Marketing your brand.

When you start out in business one of the first jobs you must do is let people know about your brand. Brand marketing is the well-strategised action of promoting the brand, letting people know what who you are and what you are about. Great branding will help the company build trust with consumers, potential clients and customers. People are more likely to do business with a company they recognise and trust.

Many small business owners disregard the power of building a brand because they expect instant results if they pay for any type of advertising. The smart business owner understands the power of persistent and consistent promotion of their brand, building recognition and the trust with people who may not only buy from you but are highly likely recommend you to other people they know.

The action of Branding and Brand Advertising generally helps a business understand the profile of their ideal customer.

Not neccessarily measurable

Branding is difficult to measure, however most major brands we buy today spend a large amount of their marketing budget on this activity - should you?

What is Direct Marketing?

Direct marketing is the method of presenting information about your company, product, or service to your target customer without the use of an advertising middleman. It is a targeted form of marketing that presents information of potential interest to a consumer that has been determined to be a likely buyer.

Example: Subscribers of Surfing magazines might be presented with Facebook ads for new surfboard wax, based on their age, they are likely to need. Or members of the Waikanae Football Club sent an email with an offer for a 20% discount from the local Football Boot supplier.

Common forms of direct marketing include:

  • Brochures

  • Catalogues

  • Fliers (Example: The local lawn mower service dropping fliers in homes with unruly lawns)

  • Newsletters

  • Fridge Magnets

  • Post cards

  • Coupons

  • Emails

  • Targeted online display ads

  • Phone calls

  • Text messages

  • Facebook messages (A favourite of mine)

Direrct Marketing Goals

Direct marketing’s sole goal is to persuade the recipient to act. While getting a sale is the goal, some customers will not be ready to buy on-the-spot. But they might:

• Visit a website

• Call for more information

• Return a postcard requesting a quote

• Enter their name and email address

• Make a purchase

Unlike mass advertising, which is presented to everyone, direct marketing is presented to the people who are most likely to have an interest or need in your product or service.

You can make the message personal, making the recipient feel it is meant just for them

It is more cost-effective to market to buyers who have been identified as likely to buy

For that reason, it also has a higher return on investment, since the likelihood of making a sale to a targeted customer list is higher to begin with.

It is measurable.

Direct marketing uses several built-in ways to track the success of each campaign, allowing you to improve with each mail or email cycle.

If you would like more marketing and digital marketing tips subscribe to my message system https://m.me/tonycuttingdigital

I hope you found this helpful.

Tony C

Personal Coach / Digital Marketing Specialist
e. hello@tonycuttingdigital.co.nz
m. https://m.me/tonycuttingdigital
w. tonycuttingdigital.com

What experience does your customer receive?

Photo by    Artem Bali    on    Unsplash

Photo by Artem Bali on Unsplash

People think marketing is about good-looking logos, clever advertising creative or simply their product or service.

What happens when we ask the question ‘what experience does our customer receive when they engage with us?’ This is the question that will lead to (I hope) a winning formula for your business.

The world has changed, and your customer will use the same digital approach you took to reach thousands of potential customers to tell the same people what buying from you really is like.

Careful consideration is needed when looking at the experience a customer has when they first get introduced to your business, their experience while buying and their experience when being a repeat or loyal customer.

In the digital age the goal to convert customers into advocates has never been so important. Reviews on Google, Social Media and most industry related portals can be the making or killing of a business.

The key to being successful is to provide not just a great product or service but to provide outstanding service (appropriate to the product or service you provide). Sometimes it can be a simple thing that you do for your clients that will set you apart from your competitors.

If you are struggling to find a solution find help. This is so important. Especially now with many businesses focused on volume and systems and not even thinking about the journey the customer has with them.

So have a look at what happens when a customer buy’s from you. Happy customers become you best sales people. Attention to this will not only give you a great business now but provide the key to your success long into the future.

I hope you found this helpful.

Tony C

Personal Coach / Digital Marketing Specialist
e. hello@tonycuttingdigital.co.nz
m. https://m.me/tonycuttingdigital
w. tonycuttingdigital.com

Do you enjoy the content you write about?

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In a digital world that demands content every week, in some cases everyday it becomes very easy just to ‘post’ whatever you can find on the day. However, while many people are focusing on ‘getting the job done’ those that take the time to create and/or source content they love win.

Great content is vital in a world where people are bombarded with content on a minute by minute basis through email, social media and now messaging.

To ensure you provide great content you need to 1) make a plan. 2) give yourself time to create content 3) find third party content that ‘fits’ your audience.

The 30% rule still applies today - that is you only need 30% of your content to be about your products/services. however, the other 70% needs to be valuable information that adds value to the people who have signed up to your newsletter, ‘liked’ your Facebook page or follow you on LinkedIn or Instagram.

Tip. To find great third-party content set Google Alerts on the key words that match your services, industry of geography. As you receive these feeds in your email inbox take time to consider “Do I enjoy this content”. If the answer is yes, you may use it to inspire you own writing on the subject or in some cases share this content with your audience (crediting the original source).

Over time you will look for people to collaborate with that may provide great content you enjoy. This maybe paid content (you buy) or as you grow content that helps the other party grow.

Hoping you found this helpful?

Happy Posting.

Tony C

Personal Coach / Digital Marketing Specialist
e. hello@tonycuttingdigital.co.nz
m. https://m.me/tonycuttingdigital
w. tonycuttingdigital.com


Herbed Chicken Drumsticks - Julie Buckley

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A tasty marinade for chicken the whole family will love. Use plenty of herbs and swap around to vary the flavour depending on what is available.

Herbed Chicken Drumsticks

2 Chicken drumsticks per person
Marinade:
A handful each of fresh parsley, mint and oregano 
You can also add other herbs depending on what you like or have on hand such as rosemary, sage, basil, thyme, lemon balm etc - the more the merrier
1 small red onion diced
2 Tbsp Fish sauce
Juice of a lemon
3 cloves garlic crushed
1 small red chilli seeds removed and finely chopped
1 Tbsp tamari
2 Tbsp olive oil
½ tsp sea salt or Himalayan salt

Place all of the marinade ingredients into a blender and pulse until a paste is formed.

With a knife cut slashes into the meaty part of the chicken drumsticks. Place in a roasting dish and spoon over the marinade and with gloves on massage the marinade over the chicken making sure you get it right into the cuts.

Cover the chicken and place in the fridge for 1-2 hours. Preheat the oven to 180 degrees Celcius. Pour ½ cup of water into the baking tray to make sure the marinade doesn’t burn. Roast for 30-40 minutes until the chicken is golden and the juices run clear when the thickest part is pierced with a knife.

This chicken is also great on the barbeque but make sure it is cooked more slowly. Always check it is cooked right through and is not pink in the middle.

Healthy Eating

-Julie Buckley (Coach/Chef)
Diabetes Clinic New Zealand

If you know someone who would like to reverse pre-diabetes or Type 2 Diabetes get them to message the Diabetes Clinic here https://m.me/diabetesclinicnz

or visit www.diabetesclinic.co.nz

Using high quality images with your digital marketing

Photo by    Igor Miske    on    Unsplash

Photo by Igor Miske on Unsplash

“ A picture paints a thousand words”

I believe the original quote was actually 'A picture is worth ten thousand words' as stated by Fred R. Barnard, of Printers' Ink, 10 March 1927.

Anyway, pictures are so important for your website, blogs and social media marketing these days. However, most small businesses cannot afford to get high quality photos for every piece of work they produce that requires an image so what do you do?

1.    Learn how to take great photos yourself. With today’s technology most of us can take a half decent photo using our cell phones. I use an iPhone, but I have seen great images from other phones as well. It is worth taking a lesson or two to get the basics right and then yu have the means to do a fair percent of your own images. Tip: Horizontal photos work best.

2.    Negotiate. I use local photographers from time to time most are willing to negotiate, and it is worth getting some great customises images for your website.

3.    Use www.istock.com to find images for adverts, blogs etc especially when you want something that fits a theme or style you want to use. They have regular specials if you sign up for the newsletter. Images will cost you between $20-$50 but it is worth the investment at times.

4.    Use UnSplash for FREE images (this is one of my favourite image sites). I use this for adverts and blogs. Not the same collection as iStock but cannot beat the value - remember to credit the photographer (this is why they placed the image on the site). Sometimes it is not quite appropriate but try to give them credit if you can.

5.    Use Pixabay for FREE images very similar to Unsplash and you will see images from same photographers. Same conditions apply - credit the photographer if you can.

There are few other sites which charge you a minimal amount to buy ‘Royalty Free’ images and I am sure there will be a lot more soon. look at https://www.dreamstime.com/ as another option to add to your list. The point is there are loads of ways to find great images.

I personally think it is wise to invest but given time constraints and budgets the options above should help you out.

Hope you found this article helpful - if you liked it please ‘like’ my Facebook page and send me a message this will add you to my list of people to notify when I post again.

Happy Posting.

Tony C

Personal Coach / Digital Marketing Specialist
e. hello@tonycuttingdigital.co.nz
m. https://m.me/tonycuttingdigital
w. tonycuttingdigital.com