Waikato Business News May/June 2017

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16 WAIKATO BUSINESS NEWS May/June 2017 Waikato becomes a training paradise Safety ‘n Action’s relevant, practical and fun approach to training opens in Hamilton. Safety ‘n Action has experienced a growing demand for courses in the Waikato region. To support their customers they have just celebrated the opening of their latest training centre at 17 Tasman Road. Their new premises is big and a little bit flash; from the comfy sofas, to the striking imagery on the walls, students will have a comfortable learning environment which will now include onsite indoor training in mobile elevated work platforms (MEWPs),work at height and in confined spaces, they even throw in lunch! “It really is the complete package, everything is here to train your staff in the safe and correct use of equipment and to understand their health and safety responsibilities…and with plenty of interior space, training will not be hindered by the weather either.” says Nick Bradshaw, Safety ‘n Action’s National Business Relationship Manager. Safety ‘n Action has always had a passion to train people to be safe at work, long before the new Health & Safety at Work Act affected every New Zealand business in 2015. As a result, business consultancy has become a popular first step in preparing a training plan for most companies. Our expert Health & Safety consultancy team has been used by Fonterra, Carter Holt Harvey, Goodman Fielder, KiwiRail, PGG Wrightsons, Fletchers plus many others, to assist in the development of their training to suit their specific requirements. “It’s not about quantity of courses, it’s about delivering quality information at the right time to make a lasting change to our approach to working safely,” states Nick, “At Safety ‘n Action we have the right trainers to deliver this every time.” So contact the Waikato team of Pete Crawford or Martin Ball, because their training is proving to be everything they say it is, relevant, practical and fun. Hamilton Training Centre 17 Tasman Road, Te Rapa 0800 222 388 www.safetynaction.co.nz Book Now! Business Consultancy MEWP Height Safety Confined Space + Over 30 NZQA Health & Safety Courses New Zealand’s Leading Health & Safety Training Provider Peter Crawford BDE Waikato 021 578 977 Martin Ball H&S Business Advisor 021 652 409
Secrets of boosting leads with remarketing 17 So, you have been thinking about building a new home and checked out a well-known builder’s website. You like the photos but you’re not quite ready to inquire yet. The next day you see an advertisement for that building company on Facebook. The following day you see another advertisement for them on Stuff and again on an overseas blog you follow. You start to think, “These guys are advertising everywhere!” Nope. They’re not. They’re just advertising to YOU! That’s remarketing. On average, you see around 1700 banner ads a month. You will ignore them all unless you are familiar with that brand. In this case, your mind will notice the building company again because it recognises it as familiar, and it cuts through your mind’s banner blindness. Remarketing works by showing an ad to someone who had interacted with your website, social media, or app. For most websites, only two percent of web traffic convert on their first visit and remarketing is a tool designed to help companies reach 98 percent of users who don’t convert right away. With remarketing, you can show ads to remind them about your business, encourage people to come back to finish their purchase, tell them about an event, offer them a free ebook and so on. In simple terms, it helps enable converting window shoppers into buyers. Does remarketing work for small businesses? We often come across this question when we speak to different businesses and as always, our answer is YES, it does. For small businesses, remarketing is a cost-effective way of employing highly targeted marketing to directly increase their returns on the marketing spend. With proper implementation remarketing helps businesses of all sizes drive ROI. Why is it so powerful? Here are three reasons. Remarketing targets hot buyers. If visitors to your website don’t become a lead (filling in a form or phoning) they will leave your website within a few minutes. But they won’t necessarily buy from your competitors straight away. You could still win their business if you can get in front of them again. You know they’re interested in your type of product because they’ve already looked at on your site. Remarketing enables you to target these hot buyers who are still deciding. Recently, we did a successful remarketing campaign for a local fitness centre who had many of site visitors but very few sign-ups. We created remarketing ads with a special promotional offer for a limited time and targeted them to visitors who didn’t convert initially. The ads gave a reminder and offered an additional benefit, and that helped to win back customers. The campaign resulted in their best start to a year ever. Remarketing delivers better conversion rates. According to latest stats from Wishpond, a website visitor who’s been retargeted with a display ad is 70 percent more likely to convert with you. Seventy-two percent of online shoppers are likely to abandon their shopping carts before making a purchase, only 8 percent of those customers return to complete their transactions. With retargeting the percentage of users who return and complete the check-out process increases to 26 percent. Remarketing is the ultimate branding tool. Each time your customer views your retargeting adverts, it reminds them again about your company and your key marketing messages. Your brand recall therefore dramatically increases, as does the likelihood that the customer will purchase from your company instead of the opposition. Most important - When does it work? Retargeting is a great conversion optimisation tool, but it works best when it’s a part of digital strategy. It should be implemented in conjunction with inbound and outbound marketing. Your best chance of success is using AdWords and targeted display tools to drive traffic and then retargeting to get most of that traffic. Some key points: • Use remarketing to achieve specific goals, for example use Facebook remarketing when promoting an event or a conference for sign-ups. Social media remarketing works as people are most likely to share, reply or discuss about that conference with friends and networks. THE DIGITAL WORLD > BY POOJA GUPTA Pooja Gupta is Digital Media Executive at Duoplus pooja@duoplus.nz . www.duoplus.nz • Use web remarketing like Google Display Network for launching a new product or service. The web remarketing works well for impressions since the ads follow your targeted audience throughout the internet, not just on a few specific social media sites. • To make it more effective you need to make sure your ad content is fresh. It can get annoying for people to see the same ad repeatedly. • Send people to your high value offers like a free trial, discounts for early sign ups, a request for a demo, etc. • Customise your ads based on where your remarketing pixel was activated. • Make it easy for interested customers to contact you. Ensure that call to action is prominently displayed in your ads. There are an amazing number of remarketing options available, and depending on your specific needs, one of them should do the trick. So, set up a campaign, start building your list and do remarketing. Meaningful repeat exposure translates into increased conversions and improved ROI. This makes it ideal for businesses with tighter budgets. Remarketing is powerful! Looks can kill Spend as much as you like on online advertising, but if the experience your website provides is not up to scratch you're wasting your cash. It’s the equivalent of spending big advertising your products or services in business directories while having a shop window whose glass is cracked, whose paint is peeling and there being no engaging products on sale. Managing a small business is not easy. Budgets are tight and every dollar and cent spent needs to be justified. In situations like this the choice between looking good and providing a good product or service is almost always won by the latter. It’s not uncommon to hear small business owners say, “It’s all about the quality we provide. We need to spend our budgets on our core competencies, not on some fancy shmancy aesthetic work! People will judge us on the quality of our work!” The idea that there is little or no relationship between the product or service and the way in which it is experienced is, well, wrong. If you want proof, simply ask yourself if you would step into a restaurant that looks like it has not been cleaned in a couple of years? The fact is that there is no separation between how a business looks and the quality of what it provides. These are not independent factors in the customer’s decision making process. This is why spending on advertising without having a good customer experience in place is simply a waste of your money. In fact it could do more harm than good because it could actually be scaring away warm leads. If we want our advertising campaigns to be successful then we need to understand the importance of three things: consistency; quality; and repetition. Our story, whether the prospect hears it from us or reads it on our website, needs to be consistent. The colours and layouts that we use need to be representative of the words we use which need to be in line with our values. No matter where the lead, prospect, or customer sees us it must always be consistent with our high quality standards. We should never have to tell people that we do quality work, they should feel it from the way that we represent ourselves. Then, once our website is a representation of the quality of our work, when it gives the customer confidence in us, MARKETING MATTERS > BY MEHRDAD BEHROOZI Mehrdad (Merv) Behroozi is general manager of Hamilton graphic design and web development company E9. Phone: 07 838 1188 Email: merv@e9.nz when it encourages them to contact us or engage with us, that is when our advertising campaigns will start working. They will work because when customers come to your shop, website, or social media page they will see quality, they will know where you want them to go next and what you want them to read, and they will be encouraged to do what you want them to do. It’s not just about getting people to you, if you do only that you will fail. It’s about getting them to you, making them feel valued, and giving them an experience that will make them want to come back. Looking good is just as important as being good, because together they make your customer feel good! Don’t just advertise, create unforgettable experiences. POSITION YOUR BUSINESS FOR GROWTH AT TITANIUM PARK Centrally located and with transport links, Titanium Park is the perfect location for your business to capitalise on the growing Waikato region. Both developed and undeveloped blocks available. To find out more about this unique opportunity contact: Mark Morgan on 027 562 3351. TAURANGA 1.10hrs | 97kms AUCKLAND AIRPORT 1.30hrs | 133kms ROTORUA 1.10hrs | 99kms NEW PLYMOUTH 2.45hrs | 230kms TAUPO 1.35hrs | 145kms SECTIONS AVAILABLE NOW TITANIUM PARK HAMILTON www.hamiltonairport.co.nz | www.titaniumpark.co.nz
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