In 2020, we all spent plenty of time in video conferences and webinars. Here at Rocket, we even wrote up our top tips on How To Run The Perfect Webinar. We’ve found that running our own digital marketing webinars has been fantastic for generating not only leads and partnership opportunities but also for creating content bases that can be used in a variety of ways.
If you haven’t had time to view our most recent webinar, Digital Marketing in Australia 2021, we’ve run through some of the curliest questions that were asked by in-house and agency marketers preparing their 2021 marketing strategies.
Generally speaking, on Facebook and Instagram it's not about building organic reach anymore. It's very much a pay-to-play platform.
Ten years ago, if you had 100 organic followers on Facebook, on average around 15% of those followers would see an organic post. The numbers we saw towards the back end of 2020 were around 1%, and that’s not going to change.
Social media platforms are incentivised to monetise their product as best they can. They’ve also got more content being published than ever before, so their algorithms are serving the content that they believe will keep users on the platform.
The short answer is, yes.
YouTube is the world’s second-largest search engine. 15 million Australians are using YouTube on a monthly basis (Source). Within that group, we see seven million Australians watching it on their TV screens in March 2020.
The great thing about YouTube is that you don't have to be a big brand, spending a million bucks to get an ad out there. We've seen lots of awesome examples of YouTube ads that are literally shot on an iPhone with someone talking direct-to-camera, because if that person's giving genuine value to the audience then that will continue to be absorbed.
Obviously, if you're selling luxury cars or jewelry, you probably need to invest in production values that are appropriate for that kind of target market. But essentially, you just need to be authentic to your brand. If you're a small business, don't feel the need to overinvest in video equipment and post-production. If you're targeting the right users and you're giving them a message that's genuinely useful for them, then you can't go wrong.
A good place to start is at the top of your business. Often there's a massive disconnect between what the CEO and CFO are aiming for and what we're doing as marketers.
We know that the C-suite is under pressure to deliver certain results by certain dates but the reality is that marketing doesn't work that way.
Once you’re on the same page as the leadership team, you can move onto more specific marketing and sales goals. If you're using agency partners, you also all need to be in alignment and that's a hard thing to do.
We find that at Rocket, as a digital marketing agency, we can generally drive better results in smaller businesses because we have direct access to the business owners and smaller in-house marketing teams. Often when you're dealing with bigger businesses with bigger marketing teams, they're not aligned with sales and they're massively disconnected to C-suite - it's a real challenge and one that rarely gets resolved.
It's really, really hard. How do you find a good marketer? There are lots of amazing marketers out there... and there are a lot of marketers that aren't so great.
Definitely from Rocket's experience, finding less experienced prospects and investing in their development is where we've seen some of our best talent. If you can get someone who's smart and wants to forge a career in marketing then it’s awesome to be able to mentor them and develop those skills. The one caveat is that you need to make sure that you've got the bandwidth within the existing team to be available to develop that graduate into a successful marketer in their own right.
That question depends a lot on the markets you’re aiming for. If you’re trying to attract American, Canadian or British customers, I’d argue it’s probably not that different - particularly if they’re looking to find an Australian service provider to service an Australian satellite office.
It’s obviously very different if you’re trying to reach customers in, for example, mainland China - there’s really distinct psychology around purchasing in that market and preference for channels. Google just doesn’t exist in China, and obviously you’ve got language considerations. When we, at Rocket, have clients looking to attract Chinese customers into Australia, we’ll partner with an agency that specialises in those markets so we can align in terms of strategy and ensure there’s no gap in communication to the market.
For us, marketing in 2030 will be about businesses owning their own ecosystem and having the ability to market to their users and prospective customers at a time that suits them.
There’s a push right now by Google to move campaigns across to automation. In 10 years' time, the way we buy Google Ads will be very different to how we buy them now. It will be very much based on machine learning and artificial intelligence. It'll be more about the quality of what you put in and your ability to measure what comes out. A lot of the in-between decisions will be made by Google's machine itself.
We're already finding that Google is giving us less insight into what's happening for our campaigns. Recently, they announced that they're going to start to depreciate the search terms report, so we'll get less access into the types of keywords that have triggered our ads.
So, having high-quality data is not just about sending emails anymore. It's about taking our data, feeding it into Google, running YouTube ads to those users and to lookalike audiences. It's about feeding the data into Facebook and Instagram and LinkedIn and running those campaigns. Getting started on your marketing automation now can only help your future marketing efforts.
“Data is the new oil”; it's valuable, but if unrefined, it can not readily be used.
If you’ve got any further questions about marketing in 2021, or if you’d like to have a chat about webinars or marketing in general, then get in touch! We’re always keen to help businesses demystify digital marketing and connect with more of their perfect customers. You can reach us at 1300 059 620 or leave us a message here.
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