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What is Inbound Marketing? [VIDEO]

Posted on by Phil

Inbound Marketing is a different way of thinking, a better way! Everyone in business wants to increase brand awareness, that’s a no-brainer. Traditionally what we have seen and heard in our local market over the years is the age-old quote, “I want to get my name out there!” But… “Where is there?”

‘There” has usually meant a mass market. That place that is saturated in marketing messages and ruled by the world’s biggest brands. It is known as outbound marketing. It is interruptive and expensive. Big Brands can afford to spend millions of dollars in advertising to reinforce their name. For most, (if not all) smaller local businesses though, this ‘scattergun’ approach of telling everyone “I’m here and this is what I do!”, it simply isn’t financially viable. Not only does mass marketing seldom bear fruit for smaller businesses it’s near on impossible to measure!

So what is the answer? How do you get your name out there…? And where should “there” be?

First, you need to understand and more importantly accept that marketing has changed! This is a result of potential customers (or leads) having so much information at their fingertips–and NO, I’m not talking about the Yellow Pages where you used to let your fingers do the walking–With a phone in our pockets and access to an abundance of information, the consumer is in total control.

And the smartest, most successful companies around the world understand this.

Inbound Marketing Simplified

Simply put, Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.

To win at marketing these days, successful businesses are adopting this Inbound Marketing methodology.

What is the Inbound Methodology?

The inbound strategy – or methodology is the method of growing your organization by building meaningful, lasting relationships with consumers, prospects, and customers. It’s about valuing and empowering these people to reach their goals at any stage in their journey with you.

Why? Because when your customers succeed, you succeed.

The inbound methodology can be applied in three ways:

  1. Attract. Drawing in the right people with valuable content and conversations that establish you as a trusted advisor with whom they want to engage.
  2. Engage. Presenting insights and solutions that align with their pain points and goals so they are more likely to buy from you.
  3. Delight. Providing help and support to empower your customers to find success with their purchase.

When customers find success and share that success with others, it attracts new prospects to your organization, creating a self-sustaining loop. This is how your business builds momentum, and this is why the inbound methodology serves as a strong foundation for your flywheel.

AED Flywheel

What Is the Flywheel?

The flywheel is a business model adopted by HubSpot to illustrate the momentum your business can gain by prioritising and delivering exceptional customer experience.

AED Flywheel Strangers

You can spin and build momentum in your flywheel by investing in strategies that acquire and retain customers — these work as forces for your flywheel. They keep it moving.

The opposite of this is friction. Anything that slows your flywheel is friction. Often the biggest sources of friction for your customers come in the handoffs between teams. This means alignment and communication between teams are key to keeping your flywheel spinning.

AED Flywheel Spinning

When your flywheel is based on the inbound methodology, your marketing, sales, and service functions can add force and eliminate friction throughout the attract, engage, and delight phases. All organizational functions are also responsible for removing friction from your flywheel.

For example, in the attract phase, marketing will likely play the biggest role by doing things like blogging, event marketing, and running paid ads. Meanwhile, your sales team can also add force by engaging in social selling. And your customer service team can add force by making it easier for current customers to make referrals.

Once you attain enough customers and engage and delight them, they can keep your flywheel spinning by promoting your organization and bringing new customers to you. Over time, your flywheel allows you to grow without continually investing in customer acquisition. Often, your customers will help by sending people your way by word of mouth!

Examples of Inbound Marketing

Now that we’ve talked about the philosophy of Inbound Marketing, it’s time to see some real-world examples. One of the most important aspects of inbound is making sure that you send the right message to the right person at the right time. A good way to do this is by segmenting your audience. First, you need to know who you audience actually is compared to who you think it is. Sometimes those two match up, but other times you might discover there’s a different group that’s attracted to your business. A target market workshop can help you nail down the right people for your specific company.

To reach the kind of people who are a good fit for your company, create messages tailored for them. Then send the message out to them. Digital platforms like Google Ads and Facebook Advertising have these features built-in. Digital platforms like these have fantastic measurement too. You can easily see how many people saw and engaged with your message. Those combined with a great website that informs and educates your buyer can attract, engage, and delight the right people for your business.

Adopting an Inbound Marketing approach

Adopting an Inbound Marketing approach is a long game. it involves really investing in delivering what your potential customers are wanting or needing. Then marketing to them based on which stage of the buyer’s journey they are on. Since Inbound Marketing is a philosophy, it can involve making some big changes. But these changes are worth it! Companies that adopt the inbound approach get better leads and repeat customers.

Many businesses find working with a marketing agency helps make the transition easier. But how do you choose the right one for you? Take a look at our article about how to choose the right Marketing Agency for your business to find out more.

How to Choose the Right Marketing Agency

9 reasons why you should educate your buyer

Posted on by Phil

Updated 8th July 2024

Shoppers these days have more choice than ever before when it comes to buying a product. But with so much choice also comes with some confusion on what product they should buy. Buyers now rely on self-education before they step foot into your store and speak to a salesperson. In fact, some experts say as much as 70% of the decision is made before getting in touch with a business. By the time they get to the store, most buyers have an idea of what they want; if not the exact product they need. So how do they find out this information ahead of time? The way that they educate themselves is with content that they find online. This means it’s important to educate your buyer so they can get the information they want.

3 Women with linked arms walking outdoors carrying handbags and shopping bags.

If the information is available online, the buyer will find it. But does it matter where they find it? In this article, we’re going to cover some of the most important reasons why you should be the one to educate your buyer, and how it can help them – and you.

1. It’ll save you time

A lot of businesses will say that they are too busy to create content. The reality is often that they are so busy because of all the phone calls or in-store visits from customers or potential customers who just want to know more information about a product. By creating content that will answer your most frequently asked questions and making it easily available, you’re saving time and money and likely answering those questions to a much larger audience than ever before.

2. Buyers want to learn for themselves

According to market leader Hubspot, only 29% of people want to talk to a salesperson to learn about a product, while 62% will consult a search engine. This outlines that while it’s still very important to have well-trained salespeople, you can not dismiss the fact that creating content online holds so much weight in the sales process. You might get lucky from a customer being educated by a competitor, and your company still getting the sale. But you don’t want to base your sales on luck, do you?

3. They can see the product or service in action

Very few customers will respond positively to an email they receive from you telling them how amazing your products are. But instead, if you were to send them an email that included a how-to/product demonstration images or video, they then can decide for themselves how amazing that product is. Seeing the product or service in action is a lot more visual than having them guess what the benefits are for them. After all, there is an entire industry based on infomercials.

4. Become an authority in your industry

The more information you have about your products or services, the more reputable you are. Creating content for your products gives you authority and trust regarding the very challenge that your buyer is looking to solve. You start to become a thought leader instead of just a salesperson. Even if someone isn’t ready to buy right now, they’ll start to see you as the expert when they do need what you offer.

5. Build customer trust

Customers are far more likely to trust a brand or company that makes an effort to share their knowledge about the product or service. They’ll trust you much more if you don’t make it out to be perfect too. Not every product is right for every person. If you address that, but still focus on the positives of what you offer, you can educate your buyer and help them make an informed purchasing decision. Even if that pushes them elsewhere, they might refer a friend to you later when your offering is the right fit.

6. Reduce complaints

When your customer has been more educated about the product, they are more likely to be aware of how to use the product or what to expect. This works to eliminate most of the basic issues that they would complain about. They can see the features and limitations ahead of time so know what to expect. Often, it’s better that a customer doesn’t buy a product from you that’s a bad fit than complain and give you low reviews.

7. Get better website stats

Without going too deep into how a website works, Google loves websites that have engaged visitors who stay as long as possible (bounce rate). By having an educational piece on your product page (rather than just an image price and feature list) the viewer is more likely to stay on that page for a longer period of time. Video is a great way to keep your viewer engaged for longer. This will tell Google that your page is worth looking at, and this will result in Google showing your website to more people.

8. Attract customers who are a better fit

You can attract more customers that suit your business if you educate your buyer. Anyone can create content about how to toast bread. But, if your company is in the business of selling waffle makers then bread toasting content isn’t going to help you attract new customers that want a waffle maker, or even connect with your existing customers that have been making waffles. It’s just going to confuse them about what you actually offer as a service. While you are most certainly creating educational content about making toast, you’re not educating your customers about what they really care about. In reality, you are just educating someone else’s customer. You aren’t the expert in the toaster business, so why would you try to be?

When you’re creating your content with your desired audience in mind, you are cutting out this misdirected approach. If you want to attract more customers like your existing ones then you have to create relevant content that appeals to them. Instead of making content aimed at everyone – including people who will never be customers, why not target people who are a good fit?

9. Simplify the sales process

When you’re selling to a customer who’s already educated on your product, it will save a lot of time explaining the basics, as you’ve already done that with your content. They have made an educated decision to come in to make their purchase, so a good chunk of that sales process is already complete (that’s not to say you can slack off and not give the best service!). The bonus is that if it was the salesperson that has created that educational content, then rapport building has already started before the customer has walked into the store. This simplifies the sales process – they might come in, tell you what they want, and be on their way.

Be the one to give your customers what they want

Remember, we live in a knowledge-based economy. Customers care about value & trust. The key to effective sales content is to educate the customer, not bombard them with things that they don’t care about and don’t want to hear. If you think you might have trouble creating content to educate your buyer, the team at Back9 can help. We have professional content creators who do expert-level content including copywriting, graphic design, and much more. Get in touch today to find out more about how can help you through content creation.

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How Much Should I Spend on Marketing?

Posted on by Phil

How much should I spend on marketing is a pretty common question we get asked. And it’s a fair question. But like anything in the marketing world, it’s like asking: How much does a good logo cost? Or How much does a website cost?

The short answer is… It depends… Not very definitive is it? It depends on what your goals and budget are and whether you see marketing as an investment or a cost. Fortunately, there are some guidelines that can help you decide.

What do the experts say?

While there is no hard and fast answer about how much to spend on marketing, there are some guidelines and general rules of thumb that can help you make the decision about what’s best for you.

Well how about this. According to figures from a recent CMO survey published in February 2021, across all industries the spend averaged 8.9% of revenue on marketing. In theory, this money spent should generate more revenue. When it’s done right, it’s money well-spent.

Finding the sweet spot for spending can be a challenge though. Ultimately it comes down to what you believe the purpose of marketing to be. And if you see it as an expense or an Investment.

Marketing is an Investment

The important thing is to see any marketing spend as an Investment. Not an expense or cost.

Sometimes investments return a lot, sometimes they return a little. Sometimes investments return nothing and sometimes they end up losing you money. However, if you look at any long-term investment, whilst there are always peaks and troughs. In the long run, if you understand what you are trying to achieve, monitor and measure results, and adapt when necessary, most of the time you will see a good ROI.

Marketing is no different. If you define really good SMART objectives, it is much easier to put measures into place to get to the destination.

If you’re throwing money at various activities with no real plan or direction, and not measuring the results, then you are just throwing money away. Marketing without a plan is like driving with your eyes closed. You’re probably going to crash.

Download a FREE SMART Goals Template

What do Graphic Designers do?

Posted on by Phil

When something becomes second nature, it’s almost impossible to describe it in its most simplest form and that’s how we feel about Graphic Design! We’ve been living and breathing design for well over a decade (that makes us feel old!) so to say that we are passionate about it is an understatement. But what do we actually do?

What can you design/create?

The sky’s the limit – all we need is a brief! One of the biggest parts of graphic design is planning. This involves researching, understanding the client’s needs, creating a brief, and then making sure that it is fit for purpose.

Once all of these things have been done then we can move onto the design stage.

Some things that a graphic designer will typically design include:

  • Logos. Logos are the first thing a lot of people think of when they hear “Graphic Designer”. It’s for a good reason. Logos are probably the most important part of your brand identity. It’s how people recognise you, your brand, and what you do.
  • Websites. The design of your website can make the difference between a person choosing your business or competitor. A good graphic designer takes colour, shapes, fonts, usability, and much more into account when creating a custom design.
  • Apps. Apps might seem similar to websites, but they can be quite different. Getting the design of the website (and extra features too) to an app is no easy task. The designer will typically work close with an app/website developer to make sure it looks good and works like it should.
  • Print collateral. Digital may be the biggest part of design these days, but print is still important. Having flyers, booklets, handouts, guides, or something else you can pick up can mean a lot. Having something your customers can take home with them can be an excellent reminder later on too.
  • Business cards. There are several ways to get business cards like Vistaprint if you’re keen on doing them yourself. But a professionally-designed business card can make a huge difference. A lot of our clients found it was worth having us design the business card, then they can reorder it with the same design as needed.
  • Promo products. Branded products still have an impact but the design of those products is crucial. Sometimes that means doing some tweaks to the logo or putting your branding in the perfect spot. A designer can help you get this just right.
  • Adverts. These can be printed for newspapers and magazines, or digital for Facebook or Google. For an advert to be effective, the design needs to be eye-catching but also represent the values and culture of your business.
  • Much more! Graphic designers can work on many more things, even speciality designs like building signage, books, vehicle wraps, and much more.

A day in the life of a graphic designer

A typical day for a graphic designer will be different depending on where you go. Some designers are specialists in one area. Others do a little bit of everything. Let’s break down a typical day for a Graphic Designer at Back9 Creative.

No two days are exactly the same as a designer at Back9. We might be working on a logo concept part of the day. This involves researching imagery, competing businesses and sketching out ideas. Later on, we might move on to designing some business cards. And then it’s over to a digital marketing campaign and we need to design an eye-catching Facebook advertisement. Then to finish the day off, we might design a new website page. Are you getting the feeling that multitasking is key?

Do you have to be qualified to become a graphic designer?

You don’t have to be qualified but it certainly helps when competing in the job market. Employers will typically look for a new graduate that has a Bachelor in Design or has a minimum of three years of experience.

It also helps to have experience with software like Adobe Creative Cloud. Some software has its own certifications you can get by taking a course online (lots of them are free). The more of these you have, the better! Click here to learn more about Graphic Design as a career option.

How can an experienced designer help your business?

Designer Lormindo Mamo said “Every great design begins with an even better story”. An experienced designer can help tell that story. A professional designer in your corner helps to bring your brand to life!

With experience comes wisdom and the ability to make informed decisions quicker which in turn can help to deliver results for your business. Here at Back9, we are brand experts. We understand what can elevate your business and help it be communicated exceptionally to your target audience.

Why should I invest in Graphic Design?

You might enjoy playing around with Photoshop, Canva or Microsoft Publisher and feel fairly confident in your abilities. And if this is the case, we probably aren’t a good fit for your business and that’s ok.

But once you see the value that a design agency can bring to your business you might change your mind. Often all it takes to completely change a brand’s visual identity is a fresh set of eyes from an external party and there are a number of great design companies in Invercargill. Here at Back9, we can audit your existing collateral/messaging and identify ways to improve and better communicate your brand to your audience.

One of the main services our graphic designers do is to create a logo and brand identity. Our logo package starts at just $175 + GST per month for 12 months. Or feel free to get in touch or give us a call to see what we can do for you!

Who is the best Digital Marketing Company in Invercargill?

Posted on by Phil

Updated: 26th April 2024

It’s fair to say, when it comes to any industry, not all businesses within it, are necessarily created equal. This includes Digital Marketing. So, how do we define who is the best digital marketing company in Invercargill? Or Even the Where to find the best Digital Marketing Company in NZ?

A lot of industries have regulatory bodies, however Graphic design and Digital Marketing don’t. And let’s face it, if a digital marketing company is any good, they should at least have the ability to make themselves look it. Ultimately if they are any good, they should be found on, or near the top of a Google search for the term: best Digital Marketing Company, Invercargill right? Likewise, if they are versed in the art of SEO (Search Engine Optimisation) – a key component of digital marketing, then they should also show top or high in searches for SEO Invercargill – Who is the best?

The best way to decide is by reframing the question – or adding to the end of it. So, ask not “Who is the best Digital Marketing Company?” but “Who is the best Digital Marketing Company for me and my business?”

Does one size fit all in Digital Marketing

Truthfully, and although a lot of companies say they are, it’s unlikely that there’s a one-size-fits-all company in any industry. So which will be the best for you depends on your needs and circumstances. What’re your criteria for partnering with an agency?

One of the most important parts of teaming up with a company is working with people who believe what you believe. You can usually feel that in your gut. And from my experience, I would say trust your instinct!

How do you Choose the Right Marketing Agency?

Below are some of the most popular digital marketing companies at the top of a google search. These are companies that also say they do business in Invercargill, New Zealand.

Market Elements

Market Elements offer Google Ads, Social Media Marketing, SEO and Invercargill Web Design services. They have been providing marketing support and integrated marketing campaigns for small and small-medium businesses since 2010.

Market Elements say “It’s all about the relationship and the results for us. Most of our clients ask us to work with them well beyond their initial project, as they value the fact that we’re local and offer professional, independent advice and services”.

With team members collaborating from multiple locations, Market Elements do not appear to have a home base. However this can probably work to their advantage too. Lower overheads can mean more cost-effective pricing.

If you are a small or medium business then Market Elements are well worth touching base with. The best thing for you and your business to do your research!

Netbranding

Netbranding came up pretty high on the first page of Google for the search: Who is the best Marketing Company in Invercargill, Southland, New Zealand? But let’s just back this truck up a bit. Netbranding is not an Invercargill, Southland or even South Island-based business. A quick click on their about section of their website reveals they are a full-service Auckland digital marketing agency.

Whilst I firmly believe location is not a barrier. And marketing and design can be done remotely from anywhere in the world, I feel that this is a little misleading. So Caveat emptor – Let the buyer beware.

If you’re not too bothered about using someone on the ground locally, Netbranding could be a fit for you. Therefore they could be worth a call. However, if you want to be able to walk into the company’s studio and work through things face-to-face, then a local Invercargill-based studio might be the best fit for you.

Quantum Print

Don’t let the name fool you. Quantum Print doesn’t just specialise in print solutions, they also offer digital and web services.

Sometimes Quantum Print’s clients don’t really know where to start. Do they need a website? Does their website work effectively to bring the results?

What is SEO? Do you need to be on social media? Do you know how to work on each aspect of the digital realm?

They are here to help.

In Quantum Prints’ digital marketing consulting programme, they explain that they will guide business owners who have low to zero knowledge about the digital world on how they can take advantage of all the tools and services available to boost their sales and brand reach.

They have a digital marketing specialist who is there to help you understand everything in a simple way. This is so you can make all decisions on your own and get prepared to evaluate your digital activities. And avoid common ‘traps’ or being misled by service providers who do not always have the best intentions.

How it works?

Quantum Print’s marketing consultant is available for hourly sessions to be arranged when best suits your needs.

During your sessions, their consultant will understand more about your business needs. Subsequently assess your current digital situation. And then instruct you on what are the best options for your business. That includes what should be your priorities, and how much you should invest on websites, digital ads, social media, etc.

In each session their consultant will try to be as clear and straightforward as possible. This is to help you understand all the pros, cons, and technical aspects related to digital marketing.

They can either go to your office location or you can come to our Invercargill office for the consulting sessions.

Virtual sessions are also available if requested. Their Marketing Consultant’s hourly rate is $110

Digital Eagles

Digital Eagles state they are “A DIGITAL MARKETING AGENCY THAT’S REDEFINING INVERCARGILL BUSINESSES”

They offer a full range of Digital marketing services from, SEO, SEM, PPC, and so on. Much like us here at Back9 Creative and the others in this article. One thing that is interesting to note, is that there are multiple references within their landing page for Digital Marketing Invercargill, that state they are in Invercargill. Like this “A content marketing and social media agency in Invercargill, you can trust.”

Well my friend, if you are still with me, and at the risk of sounding downright biased and not impartial, the issue I take with this is much like Net Branding further up the page… They are not from Invercargill, they are not based here. They are also using Keywords from another competitor who used to work for them. Bottomline is… When the very line on your website which says you can be trusted is actually a fabrication – what does that say about the company?
It’s your call you may be ok with it and if so get in touch. But if honesty and integrity are important, turn away and have a crack at the crossword.

Market South  Now called Naked Creative

Naked Creative, formerly Market South is a marketing, communications, and graphic design company. They are a digital agency with full-service offerings. This can include Branding, Web Design, Advertising Campaigns, Strategy, Copywriting, PR, Print, and more.

Market South is passionate about creating kick-ass brands and campaigns that drive sales and help their clients make more money!

As well as a full suite of marketing and advertising services, they produce and own a range of products and publications focused on promoting Invercargill and the greater Southland region. Owner and Creative Director Carla Forbes is a well-known Southland business personality and has held a number of roles on boards including the Southland Chamber of Commerce, where she was president. Forbes has also been the face of a number of local campaigns including, Stand up for SIT and The NZAS Tiwai Point Fight for Fairness campaign.

And of course, Back9 Creative!

Named as a finalist in The Designers Institute of New Zealand’s Best Design Awards, Back9 is a trusted name in the digital marketing landscape of Invercargill. Back9 Creative was started back in 2011 by husband and wife duo Phil & Alli Robinson. With the rise of digital technologies, they believed that without the huge budgets of global brands, the ‘traditional’ outbound way of ‘interruptive’ selling and marketing was no longer as effective.

As design-driven agency with a focus on Web Design, Custom Apps and Search Engine Marketing, Back9’s goal is to help is to help ambitious businesses grow and succeed by tapping into new technologies and new ways of thinking.

So, who is the Best Digital Marketing Company for me and my business?

So which design and digital marketing company based in Invercargill, is the best for you and your business? That depends on what you’re looking for.

At Back9 we strive to be the best digital marketing agency in Invercargill. Digital Eagles, Graphx and Market South aka Naked Creative, all aim to offer a full-service. They say they can handle any level of marketing, from managing social media to building a brand new website. Graphx appears to be aiming to be a better fit for smaller businesses. Naked Creative has a proven track record in serving a more corporate market. Netbranding and Market Elements appear to be more focused on the digital aspect. That makes them good options if you are looking to go fully digital and don’t need traditional marketing campaigns.

If you’re looking to partner with an agency for your digital marketing endeavours, it’s worth taking the time to research. Talk to the businesses above and other Invercargill-based design and marketing companies. Look over their services and see if their style and tone match what you want for your own business. Taking time to find that right fit and work with credible, reliable businesses can save time and trouble later on. So it’s worth the effort!

How to Choose a Marketing Agency