With over a billion websites online, understanding how to make your business stand out or draw visitors to your website can be a minefield for novices. It took a pandemic to persuade New Zealand companies to develop their online business models, and now becoming an established channel to support the New Zealand economy.
Digital marketing encompasses all marketing activities online, which includes creating a good website design and being able to execute campaigns well online is crucial to business growth for years to come.
In this guide, we want to cut through the industry jargon and boil it down to how you can get the best out of digital marketing to support your business to grow online.
What is digital marketing?
Digital marketing, or online marketing, refers to all marketing activities that occur on the internet. There is a complex matrix of different channels and touch-points with your ideal customers, so choosing the right way to market and reach those people often depends on what your business sells, who your audience is and what your budget is.
Why is digital marketing important?
Crafting an effective digital marketing strategy and choosing the right channels for the right budget takes experience to master. With this industry experience, digital marketing will help grow your business online. Digital marketing services are now the most popular way to get your product seen by your audience.
Digital marketing agencies can help you:
Generate demand for your product or service
Establish your brand as a marketing leader
Build trust within your customer based
Reach a wider audience
Target the right customer
Why we rate digital marketing agencies New Zealand
We might be biased, but if we weren't why would we do what we do everyday? Here's our thoughts on why the digital marketing agencies we provide help our clients:
Generate demand for your business
Demand generation is important for online success because it helps to create a steady stream of leads that can be converted into customers. This is crucial for the growth and sustainability of a business.
Demand generation campaigns help to increase brand awareness and visibility, which in turn can help to attract more potential customers to a business. They improve customer engagement by providing personalised content and offers that align with the interests of a business's target audience.
Combining this with rich insights from your CRM data you can increase your conversion rate, grow your business and keep your customers longer as you help them solve problems, engage them with interesting content and potentially increase their productivity.
Become an authority and build trust.
By combining the digital marketing strategies of SEO and copywriting services you can establish yourself as a marketing leader. It's not often a search query user will land on your site if you are hidden on the second, third or fourth page. By combining high-quality, insightful content with an SEO strategy you will increase your website's organic traffic and establish yourself as an authority on your chosen subjects.
Your ranking also determines how trusted you are as an authority. The higher you are in the search results the more you are regarded as a company a visitor can trust to solve their issue.
Reach a wider audience
Digital marketing allows you to reach a larger audience than traditional methods. For advertising, reaching new prospects has dramatically altered towards online platforms. New Zealand television viewership has seen a 50% drop in the core consumer group of 18-54 in the last decade 2, and Google says now 6 out of 10 people prefer watching videos online compared to TV 3.
Target customers more efficiently
With performance-based advertising, like Google Ads, you can create custom audiences and target key customer personas more likely to buy your product or service. With the aid of analytical software like Google Analytics, you can effectively measure the success of your digital marketing and adjust spending to be more cost-effective than TV and billboard advertising.
Looking to increase your online business but not sure where to start?
Understanding where to start with digital marketing or what will give you the best return on investment can be a minefield.
Do Good Things is a Digital Marketing agency experienced in creating an effective online presence for SaaS and Professional Services businesses. Whether you are B2B or B2C we can help
Get advice early and start out on the right foot. Reach out to us today.
Why is good online presence critical for NZ business?
It's about growth. These days, wherever there is an online reader, there is a way to get your message to your potential customer.
In New Zealand, popular digital advertising channels include Meta Ads, LinkedIn, email marketing, search marketing like Google Ads and organic search. Our digital marketing services target the most effective channels to target your customers allowing you a better ROI.
For SaaS Companies
Where would you be if you didn't have an online presence? It's the lifeblood of your company. For SaaS companies, you are competing with a global market. A person from Invercargill could be subscribing to a service based in Sweden. What matters to them is that they trust that the service will do what it needs to do.
With an effective online presence you can take your brand global.
Brand awareness and generating demand for your business is crucial for SaaS companies. If you are not visible on Search or targeting users with Social Media advertising why would people know your business can help them.
Your online presence from your advertising to website, reviews and blogs needs to resonate with the right customer base and build trust that you know what you are doing. It's something we have helped our SaaS customers define across all of their digital touch points. And often they have missed a crucial user within their marketing and that's where our digital marketing services support your growth.
For B2B & Professional Services
It's not just generating revenue online; a business's digital identity is key to its credibility in New Zealand. Studies have shown that 70-80% of people visit a company's website before connecting with the company. Your website is your biggest platform to showcase your services and values to impress new clients and is essential for a digital marketing service to get right.
Ergo, making it professional and representing your business will help boost trust and increase leads and conversion. According to web credibility research from Stanford, for B2B organisations or service companies like builders, plumbing, etc., 75% of visitors admit to judging a company's credibility based on their website5.
Kiwi business need to take their digital marketing seriously in 2023
As we wait patiently for concrete stats on how we are faring as a nation. And in the mists of a possible recession and increased cost of living, kiwi businesses need to find ways to generate more business more efficiently this year.
A key difference for why our country is lagging behind others is the slow adoption of technology to improve productivity and online marketing as a cost-effective channel to increase leads.
By re-evaluating your online presence and getting some advice on how to improve, you can capture more customers who would otherwise go to your competition and automate processes which are taking up your time.
In New Zealand, we know all our best consumer groups are now spending more time online. However, New Zealand's business is critically behind its Asian and Pacific neighbours in embracing this opportunity.
How you can improve your online presence:
In this guide, we'll help you to understand the key areas to focus on in digital marketing, enabling you to build an online strategy for your business. From digital advertising through online channels such as search engines, your websites, social media, email, and mobile apps.
There are a variety of digital marketing services that can make a real difference to your business.
Start by working with a digital marketing agency.
Whether you do it yourself or employ a digital marketing agency, your marketing strategy is the most important place to start. It is a building block of your business.
A strong digital strategy is crucial for a successful business. Companies that thrive online allocate substantial in-house resources or hire digital marketing agency to develop a digital strategy to reach the right customers cost effectively.
How do I create a digital marketing strategy that will work for my business?
It largely depends on where you are in the journey to market. From a higher level, it is a process of identifying marketing goals and evaluating digital marketing tactics and the market around you to detail a plan that will align with your business's strategic goals.
It can be driven by country, budget, or season. It can be if you launch a new product or service or want to revitalise your current offering. It's something you will need to do every year just to keep it relevant.
What is a Digital Marketing Strategy :
Define your target audience: Understand who your ideal customer is, their needs and preferences, and how they search for and consume information.
What are your objectives: Determine what you want to achieve with your digital marketing efforts, such as increasing website traffic, generating leads, or boosting sales.
How can you engage your target audience: what valuable, relevant, and consistent content can you create that aligns with your objectives and appeals to your target audience.
Utilise digital marketing channels: Choose the right mix of digital marketing channels (e.g. search engine optimisation, pay-per-click, social media marketing, email marketing) to reach your target audience and achieve your objectives.
Measure and track performance: What analytics tools will help you to track the performance of your digital marketing efforts and make data-driven decisions to optimise and improve your strategy.
And if after reading this you don't know where to start the best advice is to talk to a digital marketing service that can help define this for you.
Do Good Things specialise in Digital Marketing strategies to grow SaaS and Professional Services.
It's never a 'one size fits all' strategy. We can help provide personalised digital marketing services that fit your business and goals.
What are the benefits of a digital marketing agency?
It doesn't mean you can't run the marketing campaigns yourself. It simply means getting digital marketing agency advice to collaborate with before you spend a couple thousand dollars testing each online channel. An excellent digital marketing service will use its experience within your industry to create a plan within your budget to help support your business's growth online.
And what do you gain when you work with the right digital marketing service?
Fresh ideas, an objective viewpoint and experience. A team that has set up and run successful digital marketing for businesses like yours to help you build stronger campaigns.
What can digital marketing services do for my business?
It's often more valuable for outside experts to collaborate with you on your digital strategy as digital marketing agencies' industry experience has a wealth of competitor knowledge, tried and tested digital strategy, and can tailor-make their advice based on the age of your company and where you are in your growth.
To help explain this, we have broken down the digital marketing strategies you would be looking for into two business types: Startups and established businesses.
If you are a startup or a person with a promising idea.
If you are a startup or at the beginning of your journey, a digital marketing agency can help you develop a go-to-market strategy. For New Zealand startups wanting to crack the global market, this is especially important as we are little fish in a big ocean.
Does your product provide a solution for a customer's problem, and would they pay for it?
In-depth competitor of onshore and offshore competitors - what is the demand for the type of product, or is the market oversaturated?
Marketing and sales channels strategy:
What marketing and sales channels you can launch your product or service, and how you will get the most bang for your buck.
Marketing sentiment analysis:
Building your core customer personas, who are experiencing the problem your product solves? What they do, what brand messaging will resonate with them, and what they will look for when you engage with them. What are their pain points that you can make better?
If you are an established business looking for better growth. A digital marketing agency nz can help you.
Even if you are an established business with an entrenched sales strategy, it's recommended to carry out reviews by digital marketing agency or SEO service to help refresh and reframe your strategy to ensure its relevance for the current market and gain better leverage over the industry's top-performing channels and technology.
This would include:
In-depth competitor of onshore and offshore competitors - what are others doing better and look to international leaders for their tactical approach
Marketing and sales channels analysis:
Conduct an audit on how your current marketing and sales channels are performing, recommendations on how they can be improved, whether your website's and advertising's conversion is as strong as they could be, and whether there are stronger lead generation or sales strategies employed to boost growth.
Marketing sentiment analysis:
Are you targeting the right customer personas within your advertising or on your website who are experiencing the problem that your product solves? Does your brand messaging engage them, and what ways of improving them.
The next step: website and demand generation.
Your website is a must-have tool to get right. It needs to function well on desktop and, most importantly, mobile as that is the source of most site traffic.
Good user experience and high-quality, engaging content are essential to prioritise because they represent your brand identity, answer your audience's questions, build trust, and form relationships with them, leading to improved conversion and generating new leads.
How do you get customers to your website?
Anyone can have a great website that is functional. However, if people are unaware you exist, how do they know how to visit your site? Much like a traditional brick-and-mortar, you don't have lead if you're a professional service website with no visitors.
Website content can be linked successfully by demand generation marketing in the form of blogs, emails, and videos through websites' content management systems (CMS) that can reach out to your customer base from external platforms like Meta ads and Google or established, high-authority domains that might help link to your business to attract a wider audience.
You need to stand out to make an impact in this vast digital world. You also need to get the right message to the right person on the right digital platforms.
What type of digital marketing channels can I use?
A Business owner or Marketing Manager can utilise key channels and platforms to boost brand awareness and site traffic, generate growth, and rank well using search engine optimisation. With a data analytics platform like Google Analytics, these channels can be optimised to support your business's sales strategy. Learn more about how each channel can work for your business below.
Search Engine Optimisation
SEO goes hand-in-hand with content marketing campaigns. A production line of high-quality content enriched with the well-chosen 'high-intent' search term keywords ensures a search engine like Google can scan your website as if it was a user and start ranking you as an authority in your industry.
Your web design and its site structure is also critical to ensure high levels of search engine optimisation (SEO), so you will need websites that are also optimised for speed and ease of access. However, it's not just content and websites that will help you rank well on Google. A Digital marketing agency can help manage your SEO to improve your ranking and your organic traffic when you choose the right one.
What Can SEO Services Do?
Google constantly changes its algorithm, so it's not always about ensuring you know exactly what it looks for. However, the key elements of SEO you need to optimise for are:
Regularly updated content is a key indicator that the site is still relevant. Blogging and company news are good ways to do this as they also help your site rank for your key search teams.
Quality links building. Your domain authority for your industry is key to ranking highly on Google for your particular keywords. The more authority you have for your domain, the more visits you get. Linking to high authority sites can boost your impressions and traffic quickly.
Well-written meta data for each page you build create titles and descriptions that get people interested and inspire them to click through. Meta data can be a free ad for your business when done well.
Do Good Things client's organic search results after 6 months of SEO services.
First step to increase organic traffic is a thorough SEO Audit
Digital Marketing Agency NZ for Social Media Marketing
Digital marketing on social platforms can be split into two types: organic and paid. The industry you are in will depend on how you choose to prioritise these forms. New Zealand digital services will be able to give you some advice on the trends and pay off for investing in this media
Organic social media marketing is a strategy, especially easy for New Zealand businesses to nurture that can connect you to prospects for free or at least with the aid of competition or two. Users share your content and follow your page or profile on social platforms like Facebook, LinkedIn, TikTok or Instagram, which are most popular in New Zealand. You then build an audience interested in your product or service, which you can directly market for free.
Paid social media marketing runs much like Google Ads and Meta Ads. You bid in an auction to win ad placement in front of your target audience. The more competition for that audience, the more money on advertising you pay. You can target an audience that is most likely to buy to sign up for a lead form
A company can use both forms of social media marketing to spread brand awareness to a wider audience.
The CPA Australia survey reports that higher growth businesses in the 11 Asia and Pacific countries surveyed were more likely to use social media for marketing and communication purposes 1.
Search Engine Marketing
As our audience retreats to the comforts of their mobile phone for entertainment, we see advertisers chasing that dollar. Digital advertising now represents 50% of all dollars spent in the New Zealand market 6. Search Engine Marketing is advertising on the likes of Google to promote your company.
The advertising strategy is a combination of SEO and paid social media like LinkedIn ads where you are bidding in an auction for search terms or keywords related to your industry to attempt to rate higher than your competition on the first page.
We all grumble when we are retargeted online by myriad advertisements selling us products we have been looking for. Still, those products or services could be the key to a life-changing experience or a long love affair with a good quality brand. Digital marketing, when done well, connects the right brand to the right person.
Retargeting using either search engine or social media marketing allows companies better return on investment as they target visitors who have previously viewed an ad, watched a video or visited a website.
Digital marketing analytics
Google Analytics, Data Studio or similar digital technologies gives insights to businesses like never before. Analysing trends and understanding how people react to your advertising and what channels drive more traffic and higher conversion are all at your fingertips to make data-driven decisions. It can get as granular as what headline makes people scroll further down a page or open an email.
Seeing customer experience flowing through your website or reacting to your ads allows for quicker growth and faster testing of ideas. The tricky part is ensuring it's all set up correctly so your numbers are accurate. If you don't do anything else, ensure you hire a professional to set you up for success.
Example of the Custom Dashboards created by Do Good Things for a clients
What services does a digital marketing agency provide?
In New Zealand, an agency's digital marketing service and strategies can be vastly different depending on their internal skill sets or industry. Agencies that support a holistic approach by providing an all-in-one agency ensure that all forms of digital marketing are supported rather than playing one off another, which is not cost-efficient. Generally, the below list are services they provide.
Why hire a digital marketing service over running it yourself?
A digital marketing company has the marketing skills to be a Webflow Developer, a Graphic Designer, a Developer, a Google Adwords specialist, an SEO specialist, a copywriter, an Email Specialist, and a Google Analytics specialist. For example, while a website design company specialises in website design and often development, it doesn't necessarily specialise in marketing as well. Whereas, a digital marketing company does it all.
If you are looking at cost savings, one thing you need to ask yourself is, can your business wait to grow whilst you learn the marketing skills and find the time to manage it? Internal teams may cost between $250,000 and half a million each year. There is a risk that they are not the most experienced and skilled to grow your business compared to expert advice and implementation from an agency. High-growth companies detailed in the CPA survey were more likely to seek professional help compared to the 23% of all businesses that did not grow and did not seek advice.
Experience and skill set
A digital agency has practical experience with multiple clients and industries and a wider resource pool to call on. For example, an In-house Marketing Manager or Business Owner can rely on a single point from an Account Manager for their digital marketing services instead of managing a team.
Digital companies provide a higher skill set but are also expendable if they do not provide the right results. Pre-qualification is always advised on their achievements before you start a relationship. However, in the end, it does not have to be a long-term commitment or an HR issue when they have come to the end of their use.
How to find a reliable digital marketing agency.
Start with talking to people you know who have worked with agencies before. They may be able to refer you to someone they trust.
Look for reviews and testimonials from clients that will let you know whether they valued the service they received.
Search the top-ranking organic searches. These agencies will know their stuff about ranking high on Google.
Look at their work, see if the websites and advertising align with the quality you want to achieve, and ask for results. It is key to identifying what difference their industry experts delivered to their customers. If they can't quantify those, look for someone who can.
As we have managed to capture your attention to the very end, look no further.
Do Good Things is a full service Digital Marketing Agency New Zealand companies can rely on to delivery results and help grow business.