Horizon Digital Marketing | Businesses

Horizon Digital Marketing

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25.01.2022 After careful deliberation, we have distilled the 5 most important tactics you must be implementing to achieve the results you want online. So, without further ado, here they are: 1 Understanding Your Ideal Customer Your customer wants to be communicated to in a certain way about things that are relevant or interesting to them. Having an in-depth understanding of your customer enables you to position your offer correctly and communicate it effectively.... 2 The Facebook Pixel Any and all businesses that want to promote themselves online need to be leveraging the Pixel. Installing this on your website and other sites enables you to gather rich data about your customers that can be used later in advertising. 3 Social Proof Whether that be reviews, likes, or followers, leveraging social proof lets you show your prospect how many other people have purchased from you, increasing their own desire to purchase. 4 Retargeting Ads Prospects don’t buy the first time they see an offer. By using retargeting ads, they are reminded of the offer again at a time they will be more likely to buy. 5 An Automated Cycle of Buying People who have bought from you before are more likely to do so again, in comparison to those who haven’t. Establish systems to encourage them to continue buying or that reactivate them if they’ve been quiet for too long. Implementing these tactics will translate a flourishing online presence into real-world success. As always, send us a DM or comment any questions you have!

25.01.2022 Here’s something we’ve noticed has become increasingly important as the social media space has evolved. Content In particular, how your posts flow and build upon each other. Unless you’re investing in ads, your followers and how engaged they are in your content is critical.... Why? Disengaged followers mean less people you will convert into customers, ultimately limiting the number of people you can help. For your followers to remain interested in what you post, your content needs to revolve around 3-4 topics or ‘content pillars’ that you continue to discuss, evaluate and expand upon. This allows your followers to continually learn something new about a topic that they are interested in / follow you for. It also gives the impression that your content ‘flows’ as you’re not jumping between 15 different topics. A crucial element in creating this type of content is having your content pillars planned out and creating pieces of content in advance. Creating content in bulk ensures there are no gaps in your delivery, and prevents your posts from feeling rushed! What are your content pillars?

24.01.2022 How long do you plan to be in business for? This may seem like a silly question, but your answer dictates how you should be approaching your marketing. Many business owners who have set out to be in business for life approach their marketing as if they’re playing it for the short-term.... Rather than investing in strategies that will help create long-term growth, they’re trying to cut their expenditure and spend as little as they can to acquire a customer. This leads to slower growth and a higher proportion of sub-par customers that you really don’t want to be working with. When you’re sure that your business is for you and that you want to stick with it for the years to come, you can become more comfortable with investing into it and spending more to acquire a new customer. Why would you want to spend more? Beat out your competition who aren’t willing to invest Attract higher-quality customers that appreciate your service and are more likely to stick with you Knowing the lifetime value (LTV) of a customer is essential here, as it gives you clarity on how much you can spend to bring that new customer in. If you know the average LTV of a customer is $1,500 over 3 years, it doesn’t seem so unreasonable to spend $50 to acquire a customer now, does it? If you’re trying to build a business, shift your focus to what’s going to create sustained success in the long-term, rather than just trying to cut costs now. There’s always going to be someone hungrier than you, and success now does not guarantee success in the future unless you are willing to play it for the long-term and consistently invest in your business.

23.01.2022 2020 is here and with it comes new opportunities to hit those goals you have set! Whether that be to acquire a new location, take on some new team members or offer a new service, there is one common theme that must be prioritised. People. ... More specifically - how you communicate with people through your marketing. Marketing is no longer the vehicle used to cold-sell individuals. It’s your means of communicating and developing relationships with people who you can benefit through what you offer. If you’re set on achieving your goals for this year, here are three things you will want to focus on. 1 Building relationships with future customers People buy from other people that they know, like and trust. It’s a no brainer that 9 times out of 10, if someone has a choice of buying from a business they know or a business they don’t know, they’ll choose the one they already have a relationship with. How can you effectively develop this relationship? Content. If you can consistently upload content that actually benefits them and can be applied to their life now, this relationship will grow fast. 2 Securing your customers Having an audience is great, but people may not buy for some time if there is no incentive. To convert your audience into customers you need to be running advertisements. Why ads? Your audience are at different stages in the awareness and buying cycles. Ads allow you to target specific offers to people who have taken certain actions or engaged with you extensively, which is simply not possible with organic posts. 3 Retaining your customers To keep a customer, you need to continuously be providing them with value. Not everyone needs to be upsold on another one of your products or services, but those who would benefit from them should be encouraged to try them out. If you choose to do this via an online channel, an effective method is to send them unique offers through messenger or email. Let's crush 2020!

22.01.2022 How to essentially duplicate your best customers with Facebook ads

21.01.2022 There are two kinds of people in this world. The analyticals . These are the people who read every single word and will take in all the information they can. The skimmers . These people only pay attention to what catches their eye, and decide whether its important before reading it. ... It’s important to remember this when writing blogs or captioning your posts. So how do you appeal to both at the same time? Highlight what’s important by using: Headings Bolding Underlining Lists Or anything else that will bring attention to the core of your message. Considering that most of us are always busy and living fast-paced lives, it’s safe to say that there are quite a few skimmers out there!

20.01.2022 As the dust has settled going into the new decade, we have reflected on our journey and values. HDM has always been passionate about all things digital marketing and producing the best possible results for our clients. In the new decade, this is being refined.... Our paramount goal - to help you help others. Now, we primarily work with service businesses. In particular, allied health. Why? It’s not because they’re easier to work with than ecommerce businesses - that would be farthest from the truth It’s because of the positive impact they have on people’s lives. We’re not experts in helping people overcome injuries, become healthier, or deal with other issues they have that are holding them back. But by doing what we’re good at, we’re able to increase your ability to do more of what you’re great at helping others. Whether that be through simplifying your processes to prevent you from wasting time on things that aren’t your strengths. To developing strategies, plans and campaigns that ensure enough people that need your help are coming through your door every single day. That’s what we’ll be striving for - day in, day out, for 2020 and beyond. #2020vision #HelpingYouHelpOthers

17.01.2022 You’ve been told that you NEED to get your business on social media. So, you’ve secured your business name on Facebook/Instagram and have set up your profiles. What’s next?... These are the first three things you MUST do: 1 Understand why you’re on social media. Is it to post pretty pictures of your business, or to develop relationships with people that may become future customers? 2 Create a strategy based on your purpose. Who is your audience, and what message are you trying to communicate with them? 3 Develop a marketing plan. This will outline the steps necessary to ensure you’re executing on your strategy. Having these foundations in place gives you clarity, and makes everything that much easier going forward. See more

17.01.2022 Social media is free. But relying on organic posts will prevent you from reaping the real benefits of social media. Businesses that not only thrive on social media, but translate this to real-world results, are the ones that are willing to invest in advertising. Here’s why: 1 Converting your followers into customers... Having a large follower base is pretty useless unless you are converting them into customers. Through advertising, you can run promotions to specific people within your audience, providing them with offers that are relevant to them. This means you can discreetly offer different rates/promos to non-customers, or reward those who are loyal customers. Running the same offer to everyone can be problematic. 2 Expand your reach No matter how good your content is, it’s only going to be shown to people already following your page. Promoting your posts to other people within your target audience is going to give you that exposure and impact you’re looking for, ultimately increasing the number of people you turn into customers. 3 Data and the ability to scale Data is becoming increasingly important. What do people like? Which target audience responds best to your message? How do people buy? Luckily for you, Facebook is able to interpret your ads and provide you with an overview of some key metrics that you can then use to refine your ads/message/approach. Bonus: If you have an active Facebook pixel, you can create audiences of people who took specific actions on your page (i.e. looked at your booking page but didn’t book) and retarget them with an offer! 4 Reduce your time input while improving results Leveraging your money enables you to save your time. Ads = less time creating and sharing organic content, or asking for referrals = More time spent on what you’d rather be doing. Advertising provides you with a predictable and controllable means of acquiring new customers. A system where you know for sure that every $5, $10 or $50 invested will bring a new customer through your door. Stop wasting your time with organic content and give Facebook ads a go

16.01.2022 If you post content on Facebook, this is for you. The objective of posting on Facebook is to develop a relationship with your audience and build trust, so that when they’re ready to buy they choose you over a competitor. Now, this bond with your audience doesn’t happen overnight. It’s a process that occurs over weeks or months through uploading content they find valuable. ... Although this trust takes time to build, it can be quickly lost if the quality of your posts take a dive. We see this all too often businesses get so caught up in posting every day that their content becomes boring, irrelevant or is of no substance. The result? Your once loyal followers begin to ignore your posts, as they no longer find them valuable. It doesn’t end there, however. When your followers scroll past your posts, it signals to Facebook’s algorithm that they don’t want to see them. If enough of your followers do this, the algorithm will adjust and significantly reduce the reach of your posts. All this from posting for the sake of it. Quality wins. Every time. Even if it means you’re posting twice a week instead of twice a day.

16.01.2022 User-Generated Content (UGC) is the Holy Grail of ALL content. Why? Two reasons. 1 You’re not doing the selling. As the information about you is coming from a user of your product/service, it's going to perceived as more credible simply because it’s not coming from your mouth.... 2 You don’t have to create it! Including UGC in your marketing plan is a great way to refresh your content and elicit a different response from your audience. Over time, your UGC will stack up and act as a means of social proof showcasing all the people who have done business with you. Want a few tips on how to gather UGC? Shoot us a message.

15.01.2022 Why do you run a business? Is it simply to earn money? Or because of the impact it enables you to have on people? On the blog today, we cover how to increase the positive impact you have on your customers. Link below

09.01.2022 If you’re new to using social media, it may be confusing where to start. Your first course of action? Creating a Digital Strategy & Marketing Plan. Having these both in place will give you clarity over exactly what should be done and when.... Your strategy & plan don’t need to be complex to begin with try to keep it simple, stupid. Figure out: What your audience would find useful and wants to hear about How they would like that information communicated to them How often per week they should hear from you These foundations are a great place to start for any business looking to use social media. Once you can consistently deliver on these foundations, then complexity can be added in the form of advertisements or other integrated campaigns.

09.01.2022 Breaking News As Instagram has just done, Facebook is now testing removing Likes, Reactions and Video view counts on your posts. You will still be able to check who has liked your posts, but it will no longer show for your audience.... The apparent intent behind this is to reduce social validation anxiety and make people feel more comfortable in expressing themselves. This test is limited to certain accounts at the moment, but should be rolled out Australia-wide over the next few weeks. What are your thoughts on Facebook hiding likes?

06.01.2022 Around this time of the year consumer spending goes through the roof . There’s Black Friday, Cyber Monday, Christmas, New Years and just the holidays in general that make people want to spend spend spend. If you want to capitalise on the end of year buying frenzy? Then you NEED to be using the Facebook Pixel. Not simply having it installed on your website.... But actively using it to: Target people who have viewed specific pages on your site, Retarget those who saw an ad but didn’t purchase the first time around, and Create custom audiences for other advertisements The Pixel is the single most powerful tool for any business that has an online presence no matter whether you are product or service-based. The doors that open by installing this one small piece of code on your site are endless, and it only takes 5 minutes to do it (totally worth it). So, if you’re not using the Pixel, do yourself a favour and install it now!

05.01.2022 What I NEED to do every morning to start my day off right! Do you have a morning routine?

04.01.2022 Today I’m working remote. While it's great to have a primary workspace, sometimes you just need to get out and immerse yourself in a different environment to clear the head and spark new ideas.

03.01.2022 Happy Sunday everyone! Challenging the body is always a great way to refresh the mind. How do you recharge for the week ahead?

03.01.2022 Advertising or planning to advertise on Facebook? Here’s how to improve the effectiveness of your ads while decreasing the cost per acquisition of a customer.

02.01.2022 As we are all aware, many service businesses have already shut, or will likely be closing their doors over the coming weeks. Although you may not be able to operate out of your space, people will still need you! So, how are you going to continue to help your clients through these uncertain times?... A complete shutdown is something we all need to be preparing for, so that when the time comes (which for some it already has), we can put our action plans into place and continue with our mission. There are various ways we can continue to provide our services. If you are permitted or able to offer consultations or appointments online, this is something to consider. Skype, Zoom, and Google Hangouts can all be used for video chats. These platforms are easy to get the hang of, and are therefore suitable for all ages and levels of tech proficiency Just ensure you communicate to your clients how this process will work and what the expectations are. If this isn’t possible, you may need to get creative in your approach: 1 Online Program This may work for people in the allied health and fitness space, amongst other businesses. Consider putting together a rehab or exercise program for clients to follow along while at home. To make this easier on your end, film individual exercises or movements and link individuals with the appropriate videos. 2 Facebook Group Creating a community group for your clients may be a great way to keep morale high and maintain the relationship you have with them over this period. In this group, continue to share your advice on how to solve their issues - But also engage with them, encourage them to share their progress, and provide any tips you have on passing the time. 3 Quality Content Over the next few months, we’re going to be on social media more than we already are now (if that’s possible ). At the moment we’re continually being reminded of the negative things happening This is where you need to step up your commitment to your clients and continue to provide quality content that educates, while also uplifting spirits. The next few months will be challenging But together, we will make it through this. #thistooshallpass