This month, we're here to help with photography, funding, and how to guide your digital marketing planning.
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Four items for this month’s newsletter, a) a simple way to guide your digital marketing planning for 2021,  b) Tips from a Photography pro, c) latest NZ On Air research on the rise of YouTube and finally d) more pro tips - this from an expert who helps business owners access funding.  Enjoy - Chris

The Home Show Guide To Plan Your Digital Marketing For 2021

With only a few months left of 2020, let’s start planning our digital marketing for 2021. (Here’s hoping it’s a more stable economic environment than we have experienced recently.) To make the process super simple, I am going to use one of the many casualties of COVID - the Home Show - as our guide.   

First up, we have five channels we can spend our money in - Google / Facebook / Instagram / YouTube and Pinterest  - so which ones are relevant and how should your spend be spread?

It helps to think of each channel as a different type of person visiting the Home Show. We have those who enter the show gates and walk through all the stands to yours and talk about their specific needs. These folks are the “Google search advertising” home show visitor. They know exactly what they want and are on a mission to find a solution.  

Then we have those who have an idea of what they want, but are unsure on exactly how the solution will look. For example they know they want a new kitchen but are looking for alternative design options to meet their budget. Or they know they need carpet in their bedroom but have no idea what colour it should be or if wool or nylon is best. These folks are similar to those we find on Pinterest.

Then there are those who walk through the gates with a general need but with no specific solution in mind. They know they should make a start on the decision making process but are not sure where or how to begin. These folks can be found on Facebook, Google Display, and YouTube. (See this week’s article on the growth on YouTube in NZ.)

The way the commercials of the internet work is that as the demand of traffic increases, so does the cost. Lots of companies want people to walk directly up to their stand (think website) - as it should be the easiest to convert into customers - which is why the cost of Google search traffic can make you cringe.

However there are a lot more people wandering the Home Show “just looking” than there are those striding purposefully up to stands. Therefore, the volume of traffic sits in places like Pinterest, Facebook and Google Display - the challenge being finding ways to entice them to take the first step forward and with you.  

It makes sense that the more enticing you look to this group, the better  - especially when they are looking for creative options - as are those on Pinterest.  Hence this month’s article below on Photography 101, and next month’s article along the same lines on Video.  

A well balanced digital marketing strategy for 2021 will talk to buyers at all stages of their journey. Ideally each stage feeding the other with messaging that massages people along their way.   

Done correctly, your brand will be “hooked” into people's minds through their involvement with your advertising on Pinterest / Facebook / Instagram and YouTube. So when it comes time to do something, they use Google Search to find your brand and click on what would mostly likely be the cheapest click in your search advertising campaign - and convert.  

Sound like a plan?

Give us a call today to learn more.

All the best

Chris Price
Ark Advance

Photography 101

So what do you do if photography isn’t your forte, you need more content to help fill up your social advertising channels and you can’t readily access sites for a professional photo shoot?

We spoke to Ida Larsson, Auckland commercial photographer and director of
White Lynx Photography, for her top tips on how to get started. Read more

What Now:
The Local TV Trends, And What They Mean For You

New research commissioned by NZ On Air has highlighted the further dramatic growth in reach of the various online video/AV media channels.

While this is not a new trend, the Where Are The Audiences? study – conducted by research agency Glasshouse Consulting – does shine a helpful light on Kiwis and our viewing habits, especially where digital marketing is concerned. Read more

Pro Tips for Those Looking for Business Funding

Looking to grow your business in 2021 through funding? These three articles should be of super interest from funding expert Murray Fulton at Advantage Business

Is your business bankable (eligible for bank funding)?

Debt funding vs. equity funding - to help you form an opinion on which might be best for your business

First and second-tier New Zealand banks; how to select the best one for your business needs and how to work with them for the best outcomes

Ark Advance, PO Box 44359, Pt Chevalier, Auckland, New Zealand

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