GoSouth Digital https://www.gosouthdigital.com/ Customized Digital Marketing Solutions Tue, 08 Aug 2023 13:47:35 +0000 en hourly 1 https://wordpress.org/?v=6.2.4 https://www.gosouthdigital.com/wp-content/uploads/2023/05/cropped-Go-South-Icon-Logo-Original-32x32.png GoSouth Digital https://www.gosouthdigital.com/ 32 32 The Power of Storytelling: Unveiling Patagonia’s Journey to Brand Success https://www.gosouthdigital.com/brand-strategy/the-power-of-storytelling-unveiling-patagonias-journey-to-brand-success/ https://www.gosouthdigital.com/brand-strategy/the-power-of-storytelling-unveiling-patagonias-journey-to-brand-success/#respond Tue, 08 Aug 2023 13:15:20 +0000 https://www.gosouthdigital.com/?p=851 Storytelling has become a powerful tool in brand strategy, and Patagonia stands as a remarkable example of how compelling narratives can shape a brand's success. Patagonia, the outdoor clothing and gear company, has masterfully integrated storytelling into its brand identity, leveraging it to connect with its audience on a deeper level.

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The Power of Storytelling: Unveiling Patagonia’s Journey to Brand Success

The Power of Storytelling: Unveiling Patagonia’s Journey to Brand Success

Storytelling has become a powerful tool in brand strategy, and Patagonia stands as a remarkable example of how compelling narratives can shape a brand’s success. Patagonia, the outdoor clothing and gear company, has masterfully integrated storytelling into its brand identity, leveraging it to connect with its audience on a deeper level. Through their story-driven approach, Patagonia has not only gained a loyal following but also achieved remarkable success in the industry. Let’s explore how Patagonia’s storytelling prowess has propelled them to the forefront of brand excellence.

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Patagonia.com – New York Times Advertising Campaign 2011

1 – Creating an Authentic Purpose:

At the heart of Patagonia’s storytelling is its authentic purpose. The company’s commitment to environmental sustainability and social responsibility resonates deeply with their audience. By sharing stories of their sustainable practices, initiatives to protect the planet and involvement in social causes, Patagonia connects with their customers on a values-driven level. For example, their “Don’t Buy This Jacket” campaign urged consumers to think twice before purchasing and emphasized the importance of reducing consumption—a bold move that aligned with their values and garnered widespread attention.

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User Generated content through their @Patagonia Instagram Page

2 – Championing Customer Stories:

Patagonia understands that their customers are an integral part of their brand story. They have created platforms to celebrate their customers’ adventures and experiences, showcasing their love for the outdoors. Through social media campaigns and user-generated content, such as the #MyPatagonia campaign, Patagonia empowers their customers to share their stories. This approach not only deepens the emotional connection but also amplifies their brand message through authentic, real-life narratives.

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Patagonia’s – Our Footprint Web Page

3 -Transparency and Accountability:

Storytelling is not just about showcasing success; it also involves vulnerability and accountability. Patagonia has been transparent about their challenges and the environmental impact of their industry. For example, they launched the “Footprint Chronicles,” an interactive tool that allows customers to track the environmental footprint of specific products. By openly addressing their sustainability efforts and the need for continuous improvement, Patagonia demonstrates their commitment to responsible business practices, earning the trust and loyalty of their customers.

4 – Inspiring Action:

Storytelling goes beyond entertainment; it inspires action. Patagonia’s storytelling approach has inspired their audience to actively participate in their mission. For instance, their “Worn Wear” campaign encourages customers to repair and reuse their Patagonia garments instead of buying new ones. By promoting a culture of durability and conscious consumption, Patagonia encourages their customers to embrace sustainability in their own lives, driving positive change.

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@Patgonia Webiste

Patagonia’s success story serves as a powerful example of the impact of storytelling in brand strategy. By effectively communicating their purpose, championing customer stories, and inspiring action, Patagonia has created a loyal community around their brand. This emotional connection has not only elevated Patagonia’s position in the industry but has also resulted in significant sales growth. With an estimated 20% year-over-year increase in sales.

The journey of Patagonia underscores the transformative power of storytelling for businesses. By crafting compelling narratives that resonate with their audience, companies can foster deep connections, cultivate brand loyalty, and drive tangible sales growth. Patagonia’s dedication to storytelling has not only solidified their status as a leading outdoor clothing and gear brand but has also positioned them as a catalyst for sustainability and conscious consumerism. This serves as an inspiring reminder for businesses to harness the power of storytelling and unlock new opportunities for growth and impact.

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Reach out to us – GoSouthDigital.cm

Looking for assistance with storytelling and brand strategy? Our team of skilled brand strategists and content creators is ready to help you unlock the power of storytelling to drive your business forward.

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Amplify Your Local Business with Google Local Service Ads https://www.gosouthdigital.com/digital-marketing/amplify-your-local-business-with-google-local-service-ads/ https://www.gosouthdigital.com/digital-marketing/amplify-your-local-business-with-google-local-service-ads/#respond Tue, 08 Aug 2023 12:23:34 +0000 https://www.gosouthdigital.com/?p=838 In today's digital age, local businesses face the challenge of standing out in a sea of online competition. That's where Google Local Service Ads (LSAs) come in. LSAs are a game-changer for local businesses, offering an effective and targeted advertising solution that connects them with potential customers in their area.

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Amplify Your Local Business with Google Local Service Ads

Could 2023 be worse than 2022 for Marketing? What can you do to minimise the downward marketing spiral?

In today’s digital age, local businesses face the challenge of standing out in a sea of online competition. That’s where Google Local Service Ads (LSAs) come in. LSAs are a game-changer for local businesses, offering an effective and targeted advertising solution that connects them with potential customers in their area. What sets LSAs apart is that you only pay when a lead actually reaches out, making it a cost-effective advertising option. In this article, we’ll explore the benefits of LSAs and how they can empower local businesses to thrive in the digital landscape.

1. What are Google Local Service Ads?

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Google Local Service Ads are a specialised advertising format designed to connect local service providers with potential customers in their area. These ads appear at the top of search results, above traditional paid search ads, and are specifically tailored to local service-based businesses such as plumbers, electricians, locksmiths, and cleaners.

2. How do they differ from Google AdWords?

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Unlike traditional Google AdWords, LSAs prioritise connecting users with local service providers. With 46% of all Google searches being local, LSAs cater to the growing demand for local services. These targeted ads display key business information, empowering users to make informed decisions.

LSAs offer a distinct advantage with their pay-per-lead model, ensuring businesses only pay when a lead reaches out. Additionally, LSAs come with the Google Guarantee, providing customers with added peace of mind. This combination of targeted advertising, cost-effectiveness, and the Google Guarantee makes LSAs a powerful tool for local businesses.

3. Who qualifies for Google Local Service Ads?

LSAs are available to a range of local service providers. In the USA & Canada this extends to Doctors, Lawyers to even Yoga Studios however in the United Kingdom the offering is currently only available to home service industries such as contractors, plumbers, electricians, locksmiths, HVAC technicians. Google has specific eligibility requirements to ensure the quality and reliability of the services offered. Providers must pass a background check, maintain appropriate licensing and insurance, and meet Google’s guidelines for customer service. By meeting these criteria, businesses can unlock the potential of LSAs and effectively reach their target audience.

4. How do Google Local Service Ads work?

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LSAs leverage the power of customer intent and local search queries in fact 78% of all local searches result in a purchase. When users search for a specific service in their area, LSAs appear prominently at the top of the search results – above Ad words, Google Maps and Organic Search listings (SEO) – accompanied by relevant business details. This visibility increases the chances of attracting potential customers and driving leads for your business.

Research has shown that LSAs receive an average click-through rate (CTR) of 13.8%, significantly higher than traditional search ads which typically have CTRs ranging from 1-5%. This stark difference underscores the effectiveness and impact of LSAs in capturing the attention of potential customers. By leveraging LSAs, local businesses can increase their visibility and drive higher engagement, resulting in a greater likelihood of converting leads into customers.

5. How to set up Google Local Service Ads

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Setting up LSAs requires attention to detail and optimisation. To get started, you need to create a profile, select the services you offer, set your budget, and customise your business information. It’s important to emphasise the significance of obtaining Google’s Guaranteed badge, which adds an extra layer of trust and credibility to your business.

6. Best practices for Google Local Service Ads

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To maximise the effectiveness of LSAs, it’s recommended to follow best practices. This includes optimizing your profile and business information, responding promptly to customer inquiries, and maintaining a strong online reputation. It’s worth considering partnering with a trusted digital marketing agency that specialises in LSAs to ensure that your ads are effectively managed, allowing you to focus on running your business.

Google Local Service Ads present an incredible opportunity for local businesses to enhance their online presence, attract more customers, and drive business growth. With their high click-through rates and targeted approach, LSAs provide a powerful marketing tool that can make a significant impact on your business. By leveraging LSAs and following best practices, you can amplify your local business and establish a strong foothold in your industry.

Remember, in the competitive landscape of today’s digital marketplace, LSAs have the power to give Local Businesses the edge they need to thrive. If your business qualifies you should definitely take advantage of this powerful advertising solution and watch your business soar to new heights.

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Reach out to us at GoSouth Digital if you have any questions or are looking for new ways to grow your business.

Sources:

  • Google Ads Help – About Local Service Ads
  • WordStream – Local Service Ads Guide
  • Search Engine Land – Local Service Ads: The Basics & How To Improve Performance

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Could 2023 be worse than 2022 for Marketing? What can you do to minimise the downward marketing spiral? https://www.gosouthdigital.com/digital-marketing/could-2023-be-worse-than-2022-for-marketing-2/ https://www.gosouthdigital.com/digital-marketing/could-2023-be-worse-than-2022-for-marketing-2/#respond Tue, 13 Dec 2022 08:55:50 +0000 https://www.gosouthdigital.com/?p=798 The marketing industry in 2022 spent most of its time in a downward spiral mostly related to external factors no whiskey drinking Mad Men marketing genius could control. Rising interest rates, supply chain issues, increases in oil and energy prices and, of course, war have played their part in creating this current economic climate.

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Could 2023 be worse than 2022 for Marketing?

Could 2023 be worse than 2022 for Marketing? What can you do to minimise the downward marketing spiral?

The Bad News:

The marketing industry in 2022 spent most of its time in a downward spiral mostly related to external factors no whiskey drinking Mad Men marketing genius could control. Rising interest rates, supply chain issues, increases in oil and energy prices and, of course, war have played their part in creating this current economic climate .

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AMC’s Mad Men TV Series

 The S&P 500 is down 15.08% this year (as at 09/12/22) and while I’m no economist, that means companies have lost A LOT of money. To stem the loss, they naturally cut back on spending with marketing budgets often first in line.

This can already be seen in the stock price and financials of the two powerhouses of digital marketing.

Alphabet (Google) reported its weakest quarter of growth since 2013 (excluding the early Covid period). Revenue slowed to 6% from 41% a year earlier with the downward draft in online ad spending to blame.

The landscape is even worse for Mr Zuckerberg, who may want to spend less time in the metaverse and more time in the office. His company, Meta (Facebook & Instagram’s parent company), saw their average revenue per user drop from $9.83 to $9.42, translating into a 4% fall in revenue in the 3rd quarter.

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Meta’s share price has fallen 65.71% in 2022 as at 12/12/22

While other more ‘industry threatening factors’ play some part – such as Apple’s IOS Privacy – Alphabet’s chief financial officer, Ruth Porat, said the decline “primarily reflects further pullbacks in advertiser spends.” These pullbacks can be attributed to the significant slowdown in consumer spending which increased only 1.5% compared to 12% last year.

Why Digital Presents an Opportunity in these times:

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1. Consumer spending is tipped to bounce back.

According to both Goldman Sachs & Moody’s Analytics, after a year-long dip, household cash flow (in the USA) will begin growing again right after Christmas & accelerate through the new year. These gains will reverse a year of negative growth of about $600 – or 4.2% – in household discretionary cash flow (i.e. disposable income). While the UK & Europe may be lagging behind, there is hope for a bounce back in retail sales as the inflationary period and looming global recession appear to be nearing an end.

2. Less overall spending means less competition & cheaper ads in the digital ad space

Typically Digital Ads work on an auction basis, which means the more advertisers in any given channel, the higher the competition, leading to higher bids for fewer clicks per advertiser. Given that PPC yields an average ‘Return of Ad Spend’ of £2 -meaning for every £1 spent, you can expect £2 back in revenue – digital ad costs have skyrocketed in the last couple of years.

However, considering that companies are now rolling back the ad spending, we may be able to see a slowdown in this trend. This presents a great opportunity to divert marketing budget towards digital. This sentiment is backed up by world renowned PPC expert, Neil Patel, who has seen a 4% average decrease in his clients’ cost per click.

3. Divert budget based on numbers:

As companies pull back on marketing budgets because they are fearful of the unknown road ahead, they should also be shifting their budget away from ‘traditional’ marketing, TV, radio and billboards to Digital Marketing because it is easier to track.

Digital Marketing’s ability to accurately track Reach, Impressions, Clicks, Cost Per Click & Conversions means it presents a much more calculated way to optimise budget by efficiently reducing spend on what is not providing results and doubling down on what is. In times of smaller marketing budgets, reducing wasted cost is more important than ever.

Where else should you focus in 2023?

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Investing in Digital Ads is one thing, but companies can and should be doing much more to take advantage of the current economic climate. 2023 presents an opportunity for them to double down and refine not just their marketing but their whole business, in order to  optimise the entire customer journey.

1. Conversion Rate Optimisation

If you can get more of your website visitors to convert to customers by optimising your copy, images, call to action buttons, layout, website speed etc then you can generate more sales without spending a dime more on marketing.

 The power of this optimisation is most evident when looking at the numbers:

 Say your Digital Ads provide you with 1000 visitors a day and your website conversion rate is 1%. If your average order value is £100, you will make £1000 in revenue per day and £30 000 per month.

Now if you can optimise your website, so that you convince just 0.5% more of visitors to take your desired action, such that your conversion rate becomes 1.5%, your average order value translates into £1500 in daily revenue, £45000 per month and £15000 more than before.

This results in  a 66% increase in revenue over the course of a year without any extra  marketing spend or reduction in your margin.

2. Invest in Quality Content for Digital Ads – It’s not all about spend

Facebook & Google’s auction rewards those who create quality ads with high ad positions & lower costs. Facebook uses 3 Metrics called ‘ad relevance diagnostics’ which include a quality ranking, engagement rate ranking and conversion rate ranking.

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 In short, Facebook (& Google) want good quality content on their platform, and they reward the companies who provide it.

While hiring an expert, graphic designer or agency to run your ads in 2023 may seem counterintuitive to running a lean marketing budget ship, the right experts will undoubtedly improve your ads performance and engagement, saving you money in the long run.

3. Email Marketing

Most of our clients tell us that they already collect emails and engage in some form of email marketing. However sending out promotional or educational emails every once in a while does not constitute proper email marketing.

There needs to be a segmented customer journey that walks your lead through a series of specially designed and optimised emails that eventually gets your lead to take the desired action you want.

An optimised Email or SMS led customer journey is more important than ever in the post IOS 14 era, where Facebook and Google retargeting ads are proving less and less effective.

This can be done by investing in a full service email system such as Klaviyo or Omnisend, which allow for detailed & segmented customer journeys whilst also providing you with the first party customer data that Facebook & digital ad platforms in the post IOS 14 era struggle to collect.

Conclusion:

Just because the economy isn’t expected to grow much in 2023 doesn’t mean that your company can’t. Obviously if your specific industry is facing larger headwinds, it would be wise to stay cautious.

However, by taking a data driven approach and optimising your entre user journey, you can not only out perform a sluggish 2023, but build the foundations for serious growth when the economy recovers once again.

 drive your success

Getting Started is Easy

Copyright © 2023 Viewpoint Holdings Pty t/a GoSouth Digital | Registration Number: 2019/48341/07

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