Digital Strategy

Digital Strategy development and implementation can encompass many different facets dependent upon ‘who and where’ the target audience is and the outcomes being sought. Is there a specific customer demographic? Are they hyper-local, state-based, national or international? What engagement is required? Is the audience B2C or B2B?

Typically, the process involves:

• Consultation with the client to understand their organisation and the desired outcomes
• A digital audit of the business (current website, social media, offsite assets and citations)
• A review of Google Analytics
• Competitor analysis & keyword research

Google Services

Setting up an organisation correctly with Google is essential for any SEO and Internet Marketing initiatives. Google My Business (GMB) is the most important digital asset, this will generate most of the phone calls and walk-in customers for hyper-local and state-based organisations. New services are added regularly, so keeping this account up to date is paramount. GMB also lets Google know where you are, so it also creates your Google Maps listing. The GMB listing enables photos, videos, FAQ and Messaging.

Google services include:

• Google My Business
• Google Maps
• Google Posts
• Google Analytics
• Google Search Console

eNewsletters / Mailing Lists

Professionally presented, mobile-friendly eNewsletters sent to existing customers offer a great way to generate new business … and stay front-of-mind. If you have something new to advertise a monthly newsletter is the easiest way to communicate with your customer base. Ivolution Consulting assists many clients with their outbound marketing, from setting up the account with Campaign Monitor (or MailChimp), creating the customer mailing lists and designing the eNewsletter template.

Recent examples:

ICHM 
Syntec Diamond Tools 
Cutler Brands 
Medicine of Cosmetics 
Aurecon Group 

Social Media

Social Media typically covers 5 main platforms, Facebook, Linked In, Pinterest, Instagram and Twitter. Selecting the right one(s) that will deliver the most benefit will vary, based on the type of organisation and target audience. For national, B2B opportunities Linked In campaigns can be very effective. For more local customer engagement Facebook offers excellent demographic targeting. Instagram and Pinterest are effective for marketing visual products and services.

Outcome:

Ivolution Consulting designed and ran a campaign to help MAX Cranes grow their Linked In followers from 200 to 3100, expanding their marketing opportunities to a wider audience nationally.

Custom Applications

Custom Applications can greatly enhance a website and become excellent marketing tools for delivering specific benefits to customers. The advantage of having an application developed is that it will deliver exactly what you want it to. Ivolution custom-code many different types of web apps.

Recent examples include:

• eCommerce vouchers with QR codes that can be redeemed via a mobile phone in-store
• Tile colour & pattern selector
• An application that publishes submitted website quotes to a monthly Google doc for filtering and reporting
• Reputation management
• Recruitment app

Video Optimisation

YouTube is the second biggest search engine after Google, 5 billion videos are watched every day! Uploaded videos (and the channel itself) can be optimised to reach a wide audience. The video content matters obviously, but how the clip is named, its description and keyword tags are also important for SEO purposes. Other video streaming options include Vimeo and Wistia (useful for hosting large videos without adverts).

Outcome:

An example of YouTube’s ability to attract an audience. A simple, time-lapse video of MAX Cranes assembling a $10m+ mining excavator has been viewed more than 4000 times in 2 years.

View video

Reputation Management

A Google My Business listing that has 5 review ☆☆☆☆☆ (when competitors have less or none) can attract almost 50% of ALL CLICKS on a search results page.

Cultivating user reviews is an integral part of any search strategy, especially for local businesses. However, not all reviews will be good.

How much better would it be if customers tell YOU about their issues – before they tell the world via Social Media! Please call Ivolution Consulting on 0417 881 326 to learn more about our Reputation Management solution.

68% of consumers will leave a local business review when asked.

Schema Markup / Structured Data

Today, when searching for information about a business, you are very likely to get your answer within the search results. Searchers are interacting with the data about your business – not your website. Less traffic is going to websites, it now remains within the search experience – using the data extracted from your website. You have to talk to the search engines in their language. The language that search engines speak is called ‘Schema Markup’.

Structured Data Examples

Organisation, Local Business, Website & Service
Organisation, Website, Motel & Questions (FAQ)

Learn more about it.