Digital Marketing FAQ's

Frequently Asked Questions About Digital Marketing

In an ever evolving digital marketing and advertising landscape things have a tendency to get a little blurry and sometimes they change so drastically, it's almost a last minute 180deg turn to get back on track. So here's some commonly asked questions we get often, and our relevant specialists advice. let's hope this can help you too! 

Social Media Marketing

Social media marketing is a daily reality for most businesses, and for great reason! It drives business success. But how do you use it properly in order to grow your business?

Can social media marketing really help my business?

100% if your business has a local impact, national reach or is a custom experience completely, it’s a great tool for business success.

What are the benefits of social media marketing for my company?

The objective is to reach people on the platforms and spaces which they frequent and use on a daily basis.

Brands are part of everyday life and that includes social media.

How do we measure our company's social media marketing success?

Engagement. It’s measured based on how people engage on your social media posts, how they integrate brand in their own social content by showing it off in stories and other user generated content.

Engagement also helps drive organic reach, by commenting, tagging and retweeting your content, fans and followers help boost your content into friends of your followers’ feeds.

How much does social media marketing cost? What’s the ROI?

ROI is shown when people take the next step and visit your website, visit your store to purchase, sign up for newsletters and make purchases - which we track through our reporting platforms.

Which social media platforms should my business have a presence on?

Selecting a social media platform for your business is important. This involves many factors, including budget, content, value, audience and brand positioning. You also need to be where you’ll be able to leverage best for business growth. Our team is equipped to help you identify which platform to start with. 

Does my company really need a blog for social media marketing?

Yes, we strongly recommend this. Not only is it producing and promoting your own content, developed by your own people but it serves many digital marketing purposes, including SEO, brand affinity, UX and many others. 

Is social media marketing better for B2C or B2B businesses?

By utilising different social media platforms, brands can reach both B2C and B2B objectives. Each social platform has its own sureship that leans more towards being B2C centric (large networks such as Facebook and Twitter for instance) and B2B centric (like LinkedIn).

Understanding your brand positioning is key to leveraging the best approach, especially if you’re B2C and B2B facing. 

How should we be using Facebook for marketing?

Facebook has become the social-platform-jack of all trades when it comes to online marketing. By integrating its partner products: Instagram, Messenger and WhatsApp, Facebook can be used to reach a variety of marketing objectives, from driving traffic, to connecting with your customers to driving sales.

A well created, thought out and planned Facebook campaign, can drive impressive results. 

How should we be using Twitter for marketing?

Twitter is important for engaging with your brand’s audience through live conversations on current topics and starting discussions around the brand’s activities and values. Real time engagement is more and more important in a world with live-feedback. 

Some brands opt for using automation to enhance their efforts, and maintain strong engagement with their audiences. Tools such as Christopher are brilliant at facilitating this. 

How should we be using LinkedIn for marketing?

LinkedIn’s audience is one of the largest communities of professionals online. Positioning itself a strong user based platform, brands can reach the exact audience they need to connect with, without worrying about wastage.

Is YouTube important for marketing?

Videos are considered rich content, which people love consuming. If your brand lends itself to a topic that can be captured, explained, or engaged with in video format, we say go for it! 

Is outreach an important part of social media marketing?

This is brand and audience dependent, although outreach programs generate large engagement and free PR. Some campaigns have generated viral reach, due to their emotional appeal to the end user. 

How can I take control of my brand online through social media marketing?

By registering accounts on the platforms that your customers frequent. It’s important to have up to date brand information on these pages as well as (contact details) to assist them in making contact. 

If fans have created accounts on behalf of the brand, these should be claimed. A strong social strategy is needed to properly levage your online presence.

Should each department in my company have its own social media initiatives?

No, a company’s outward social presence should be just that. It’s better to keep those sorts of initiatives in channels that are better suited, like WhatsApp, Slack, or in private pages/groups.

What type of social media content converts best?

Content that is suited to the requirements and needs of a brand’s customers. When done properly, lead with a strong strategy and good content the suited social media platform will drive exponential return. 

How much time should social media marketing take each week?

This varies from business to business. Larger campaigns will require more time, but all brands should engage with their customers on a daily basis at the very least. 

A well prepared social content, calendar and media plan drives strong returns on investment.

How long does it take before I’ll start seeing results from social media marketing?

What makes online marketing great is that results are visible immediately. From there it’s easy for marketers to see what works best for the target audiences and make decisions that influence the success of the campaign on the fly,

What are some common social media marketing mistakes businesses make?

Not all businesses need to be on all platforms. Start with the most important, most active platforms and expand later. 

It’s important to understand where customers spend time online and how they spend that time. A social media audit could help you establish how to set these priorities.

Avoid spam. Some brands can post several times per day and for others it’s an annoyance for their followers. The same rule applies to other forms of online communication such as email newsletters.

What are some general tips for social media success?

Hire UpBeet Digital!

Understand your customer, how they engage with your brand and other brands online and try to make their experience as easy and delightful as possible.

Email Marketing

Email marketing is just as important as in it's hey day, today many businesses boast incredible conversion rates through their e-marketing efforts. It's important to consider audiences, customer journeys and of course you've got to have something to say!

Is email marketing still effective?

Email marketing is still considered to be one of the strongest channels in the marketing mix. It’s widely successfully used in customer retention, sales, corporate communications and drives amazing results when executed properly.

Automated email marketing is also highly effective and can give your business a massive boost if you’ve not yet explored this, reach out to Our Sales Team. 

Isn’t social media marketing taking the place of email marketing?

No, it’s actually more complementary and interlinked than one would think. In the age of share-ability - this is happening more and more cross channel. Consumers chose to engage on multiple channels and usually for very specific reasons, such as “channel use understanding”. I.e., social should be for engaging with your audience | email should be for communications, promotions etc. 

Can I buy a list when I’m just starting out with email marketing?

No, there are best practice policies in place to protect the end users from SPAM and other forms of online abuse. There are many solutions to driving authentic and valuable marketing lists, reach out to our Sales Team for more information. Brands also need to adhere to POPI legislation. 

How should I grow my subscriber list?

The best way to grow an email subscriber list is to offer your audience an incentive in exchange for signing up to receive your emails. That being said, there’s many other routes to consider. 

What makes a good incentive?

This is completely dependent on the end user or consumer, and could be any of the following:

Holidays, cash giveaways, access, limited premium access, information, events invites. 

Do I need to send an email newsletter?  

No, depending on your business and its customers' needs you may need to send one out to keep your audience informed and keep driving sales. You also may not operate a news-letter worthy business, and your efforts may be used better elsewhere. 

How often should I send marketing emails?

There’s no solid formula, except to keep your mails informative, interesting, try make it share-worthy and of course never stop having a good reason. Emails without intent, are noticed and disliked. Email communications, marketing communication and customers outlined in your brand strategy should address this question more accurately. 

What is the best day and time to send my marketing emails?

This again depends on the habits/behaviours of your audience. And would need to be evaluated and researched. Once you’ve identified your optimal times, you need to start testing messaging at those times, and so and so on driving better and better engagement with your audience and stronger returns on your investment.  habits, it’s best to experiment and then use your own data to decide.

How can I make sure my emails don’t end up in the spam folder?

There are some marketing no-nos to avoid, if you want to stay out of the spam folder – things like mentioning "Viagra" (lol) or writing in all caps. But spam filters are much more sophisticated now than they used to be, so one or two trip-ups usually won’t mean the end for you. The best way to stay out of the spam folder is to write NOT like a salesperson, but like a friend/colleague – the tone of your emails, and even the vocabulary you use, will be different. 

Should I use HTML or plain text-based emails?

Test, test, test. When in doubt, always best to run split testing and figure this out. 

How long should my emails be?

On average people spend around 20sec skimming an article, or 2sec’s scrolling past an image. You need to make sure you engage your audience as soon as possible!  Most stay within the 125 word count, but this is topic dependant, some topics audiences prefer to have explained/elaborated more than others. For sales/conversion based emails, shorter is best. 

Should I segment my email lists?

If your business' niche  or audience is diverse, then yes. Tailored content drives stronger brand affinity and performance in sales, blast messaging results in unsubscribes.

Which metrics should I be looking at?

Open rate and click-through-rate are usually good places to start. This is before you begin the deeper journey, into heat-mapping and content optimisation within your mails. 

How can I get subscribers to open my emails?

It’s ALL in the subject line, be real, authentic and NOT "salesy".

What's a good subject line?

The best way to write a strong subject line is to adhere to be practise, be real and of course split tests. Always try new ways, and find the formats that work best for your business. A good example of a good subject line is:  “Are we still on for 12?” | “Need new slippers?”

How do I increase my Click-Through-Rate?

Call to actions and their positioning are essential to driving click-through-rates. That being said, your content needs to be engaging and your imagery needs to be appealing to your target audience. UpBeet recommends an acquisition strategy to properly maximise your spending returns. 

SEO Marketing

At UpBeet Digital SEO is one of our specialities, because Rome wasn't built in a day - but look how long she's stood for, and still standing... We believe in a tech, content, linking and PR approach to search engine ranking.

What's my ROI (Return On Investment)?

If but only there were a simple answer to this question. Correct and properly executed SEO strategies can have lasting impact on a business' returns. Not only does it drive leads, but it creates validity for your brand, a chance to out-shine the competition and compete on a much smarter level of acquisition. Done right SEO can generate far more cost effective leads than any other channel. 

How much does SEO cost?

This isn't an easy answer I'm afraid. While it's hour based so fairly easy to equate against a budget, the outcome is determined by said hours, so this needs to be based on the growth strategy and ideal outcomes for the business. In essence, everyone can afford SEO, it's just how big you go and how fast you'd like to see your returns on investment. 

How do we know it's working?

This is easy, with our tracking tools we are able to accurately gauge the success of the organic search marketing efforts being made in the Search Engine Optimisation areas. We measure on market share (top 5 pages in Google SERP's), SEO visibility, leads, and a variety of other metrics depending on the business requirement. 

Content Marketing

Content remains king still today, and now more than ever it's important to be right, have a solid viewpoint, be engaged, be responsive and of course be responsible with your communications. 

What is content marketing exactly?

Content marketing is marketing your brand through stories online. In many formats, text, video, meme, voice. It’s up the brand to be authentic and authoritative at all times, this drives strong affinity and good results. 

What qualifies as content?

ALL format qualify, it’s up to your audience if you’re going to meet the need they have. Formats include: PDF, text, video, meme, tweets, status updates, WhatsApps, email, blog and social media posts. 

How should I get started with content marketing?

Research your audience and marry this back to your brand, bringing the solution to your customer in an informative, helpful way that drives him/her/them to engage with your brand/product/service.

What are the steps to developing a content marketing strategy?

First determine your target audience. Develop a customer persona/s to whom your content should speak. Then, based on that persona and your company’s brand essence, decide on your company’s voice, and the type of content you will be creating. Your content needs to be informative and valuable to the reader, as well as interesting and engaging, to your target demographic. And once you start producing content, constant tweaking of your strategy is in order, based on how successful each post is.

Do I need to constantly create new content?

It is recommended to be an active contributor in your industry narrative, if for no other reason than to educated and contribute to your industries credibility online. In most cases this helps drive sales, customer retention and of course brand love and affinity. 

How often should I post fresh content on my site?

The answer here is directly related to your industry, brand and your objectives. It’s recommended to keep in contact with your customer and Google loves it when you contribute to you industry’s content if it’s authentic and authoritative. It's especially important to keep your information up to date and accurate.

How important is it to share my content on social media?

Given that the bulk of our consumers are now found on social media, it is vital for your community to engage​ with its audience where they're spending time. 

Is guest blogging part of a content marketing strategy?

Yes, it can be. This depends on the brand’s communication strategy, brand objectives and of course your marketing mix. 

Do I need an editorial calendar?

It’s advisable to have some structure to your corporate communications to have a narrative and develop a voice in a niche, if the brand requires this approach of course. 

How important are keywords in content marketing?

We at UpBeet Digital advocate for an SEO lead approach to digital marketing, meaning always keeping in mind your keywords, search intent, audience and objectives. 

How do I make my content engaging?

This should fall part of your SEO and Brand Communication strategies. Well thought out, positioned and of course external assistance can help a lot with perspective. 

It's important to put research into not only your topic of discussion but also into your audience and target audience. Tools like SearchMetrics can help find topics aligned to your industry or product and the intent behind the conversation, i.e., whether the conversation is due to intent to purchase, learn, or share. 

How can content marketing make me into an industry thought leader?

Through conversation and and established authoritarian voice, audiences will rely on your brand for information over others, this is no easy task, it's a careful balance between knowledge sharing, research, engagement and limited IP share. 

Is there a difference between B2C and B2B content marketing?

YES, a massive difference. But the gap is closing with the increased usage of social media, but that's merely a cross over of channel and audience. For the different audience (B2B or B2C) there's ​a difference in vocal, level of speech and depth of product/information as well as how it's presented. 

Should I create timely content or evergreen content?

This is a debated topic, evergreen works well in industries where this possible, but timely content that gets updated and has follow on pieces is great for search engines! 

Is short-form or long-form content better?

The answer, ever is changing, and based on many variants is a different answer - but longer term discussions driving ​engagement and brand affinity is most successful in our experience.

How can I create content that converts?

You need to evaluate your audience, understand the intent behind search queries on Facebook, Google, Bing and other search engines.  After positioning your content for audience and conversion it's time to work on your pages that the content sits on, identifying through measurement the impact the content's having, how much its being engaged with and optimising for the users preference. 

This process normally happens with heat mapping and A/B split testing to get to the optimal content and ads. 

How do I get people to read my content?

Content promotion, through organic partnerships and paid media channels are the most successful ways to get your content read. The process of optimising the promoted content is recommended to be handled by a professional. Many factors need to be considered. 

How do I measure the success of my content marketing efforts – and my overall digital marketing efforts?

This is determined by your identified KPI’s (key performance indicators) outlined in your strategy. The term/definition of success is important to have identified before you launch your strategy. We recommend beginning with an audit, providing a benchmark of the business, and then producing a strategy and marrying the KPI’s to the goals set out to be achieved in the strategy. 

Frequently Asked Questions About UpBeet Digital

It's 2020 and the elusive "digital marketing unicorn" is more and more in demand every day. At UpBeet digital we try focus on our specialities instead of juggling too much to handle the UpBeet way. Here's some questions we've had... 

Do I need to pay for a strategy?

You wouldn't build a house without paying for the plans and blueprints, so yes. This process involves in-depth research into the company, the industry in which it operates and your competitors, before the strategy can be built. This is a timeous process and involved multiple channel, strategy and business specialists, why? Because it's that important to know where you're going, and how you're getting there!. A proper start is always recommended. By the way, ALL of our strategies come with planning and rollout documentation, so you're not just left with some high-fly ideas.

Do I need to have a website?

This depends on your business model, but in most cases, and since you're reading this ... the answer is yes. A website is not just a platform for products and services but also gives your brand authenticity and credibility. Other essential marketing exercises benefit from a strong web presence including branding, reputation management, and PR.

Do I need to open a Facebook page?

This depends on your business model, target audience, and of course whether or not you have content to talk about and offer value to your audience. 

Do I need to commit to an annual contract?

No, the recommended standard for a trial is 3 months in the digital landscape, but no 

long term contracts are entered into as a standard practise*.

Is your pricing standard?

Yes, we offer specialised services in many fields within the digital marketing environment, and employ highly skilled professionals to help grow your brand. We have a rate card on request , as well as government and group rates. 

Do you use or recommend using marketing tools?

We both use and recommend only the best tools in many different specialities, but our most most recommended tools are SearchMetrics, Moz, and a select few others. All our recommendations are thoroughly vetted and tested to produce results.

What are your core specialities/niches as a team? 

At UpBeet we've got specialists in Social Media Advertising, SEO, Digital Media, Multi-Channel Acquisition experts and make use of

Strategic partners for specialist consults where necessary. However, our own team is always

Growing and so are our specialities. 

*Business and scope dependant

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