Case study: Digital readiness strategy & web user experience review

Alchemise Consulting was engaged by a leading Australian independent cyber security consulting business to run a specific marketing campaign. Our objective was to generate new leads within the Enterprise and Government market and position the client’s IT security consulting services for more sales opportunities.

Business challenge

In preparation for the marketing campaign, the messaging and collateral required review and updating to ensure there was follow-up capability, and a quality digital strategy and content. The client’s static website hadn’t been updated for some time and wasn’t presenting their brand and offerings clearly to prospective customers.

The client had limited sales and marketing resources and expertise to grow the business with a structured go to market approach. Typically, existing business had stemmed from referrals and the vendor, however little new business development had been undertaken or invested in beyond this.

A strong part of this digital world and presence is a strongly presented website that resonates to the targeted audience of a professional and credible level. Brand awareness and user experience is key with establishing new contacts and first impressions counted – both existing and prospective customers needed to have their needs met as far as the website content goes in addressing their problems and challenges.

In order to run a successful marketing campaign and “go live”, we needed to ensure that the preparation material was complete.

Our solution

Alchemise understood what was missing from the marketing campaign preparation. The brand awareness and customer focus starts with online presence and messaging, and the best practices of the current digital design for website and content design and inbound marketing.

Our recommendations

Our digital customer experience consultant spent time reviewing the web presence around the formatting and editing of the current online content to reflect the desired purpose of the business services on offer and awareness to attract the right audience. The online web resources needed to be updated with current material and relevance to the market and vendor partnerships in place, in order to best demonstrate to customers how the client could address their challenges and provide solutions to their problems.

Although this comprehensive review pushed the lead generation campaign back, it was essential to demonstrate from a customer or user audience perspective how the client’s website content, presentation and formatting and branding drove customers to engage, or to not engage, with the website and ultimately the company itself.

For further reading of relevance and if you are ready for digital and what to consider for a digital assessment includes please read our previous blog article:  3 key elements of a digital readiness assessment

Outcome

After the comprehensive website and user experience review, we made a number of recommendations in order to ensure the website and digital resources were fit for purpose prior to campaign kickoff.

The primary focus, on the user experience front, was on text content and style in order to optimize readability for website visitors. We submitted revised text copy utilizing a more consistent use of language and style and an increased focus on the customers’ challenges to better project the client’s capabilities to prospects.

Navigation and page layouts were restructured for a clearer presentation of the client’s capabilities and expertise, and images and visuals were used strategically, not just for the sake of adding graphics to the page.

To further improve user experience we ensured that hyperlinks and click-through features were created and used purposefully for a more seamless site exploration by users. We also ensured that all of the client’s downloadable resources had their correct contact details, after the review highlighted that nearly three-quarters of resources listed outdated information.

Each aspect of this review and recommendation process was essential to create a web and digital presence that accurately reflected the client’s brand, offerings and value-adds to clients, and their positioning in the market.

Digital presence and marketing is becoming increasingly important and in a crowded marketplace where there is little allowance made for a poor and/or misguiding first impression when a prospect visits a website. The recommendations and changes that Alchemise Consulting offered were key to improving the impact and success of our client’s direct marketing campaign, and were the gateway to our client becoming fully digitally optimised.

For further information on how you can increase your client engagement from your digital presence and website, we can review this for you and share our recommendations as part of our complementary digital readiness assessment.

Contact us at Twitter@alchemise_cons,  email info@alchemiseconsulting.com or phone us +61(3) 9225 5022

5 Reasons Why Marketing Campaigns Can Fail

As End of Quarter and End of Financial Year approaches again, perhaps you are thinking ahead to prepare yourself now for reporting season – and the questions that arise from EOFY trends and data from your marketing campaigns.

If you are a marketing manager now having to explain why the ROI on your recent marketing campaign has been so poor, or a business owner wondering why a marketing campaign hasn’t produced the expected tangible results, we’ve highlighted five key simple reasons as to why your marketing campaigns and efforts have underperformed or failed with expectations.

  1. Wrong target audience
    Is the audience you are targeting actually your target audience?

The aim of your marketing is to attract the audience – but if it is pitched at the wrong demographic, the message will be lost. For example, not many 35-40 year olds will be able to afford a $70K car when they have family commitments taking the financial priority.

  1. Trying to solve more than one problem
    Is your solution clearly addressing the pain points that your customers are feeling?

Using the above example, a customer looking to buy a car may have the problem of many cars being too expensive for them, or needing a reliable car that is not a lemon, or a larger car that can accommodate a growing family. Which is the most important to your buyer?

  1. Selling ice to the eskimos
    Are you trying to sell a product or solution that your customers already have?

This one is straight forward – if you are trying to sell a new car to a person that already has a new car, chances are that they will not be interested.

  1. Wrong communication channel
    Is your campaign even visible to your potential customers?

Know where and how to find your customers – don’t promote $15K hatchbacks at a $150K luxury car emporium… people simply won’t bother to look inside the hatchback.

  1. Wrong medium used to communicate your message
    Is your campaign presenting the message to your customer in the right format?

Are you using video format when you should be using white papers? The wrong medium can also sink the campaign before it starts.

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The lack of alignment between marketing and sales continues to be deeply problematic in so many companies, and taking action for the first steps to resolving this divide can provide vast improvements on marketing ROI and achieving sales targets.

For a more in-depth discussion around these areas of your marketing approach and how to take steps today to turn your failed or underperforming marketing campaigns around, just contact us below to discuss.

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If you would like to schedule a time to speak with us, please email us at info@alchemiseconsulting.com or contact us on +61 3 9225 5022.

 

3 Key Elements of what a Digital Readiness Assessment provides

Are you currently thinking about reviewing your digital marketing strategy, or feeling ready to make the investment and move into the digital world to increase leads and sales opportunities? An effective marketing strategy has becoming increasingly important in recent years, as the competitive marketplace demands a more dynamic approach to interaction between prospects and businesses.



One of our clients, the Global Marketing Manager for a large Australian-based global logistics company, shared her value of completing our Digital Readiness Assessment:

“I’ve completed the Digital Readiness Assessment, a comprehensive questionnaire that was worth taking a few hours to complete. Great questions posed from Alchemise Consulting. It really made me think about what we have existing and what we should, but don’t, in our digital marketing strategy! This Digital Readiness Assessment helped me conclude the need to prepare a proper business proposal to Directors for our online and website strategy.”


What is a Digital Readiness Assessment? 

Alchemise Consulting offer a Digital Readiness Assessment (DRA) to independently assess your company’s ability and capacity to implement an effective digital strategy. We’ll utilise our field market knowledge to identify marketing trends and gaps in your existing or planned approach, or what your initial challenges might be for maximising your digital ROI, assessing the following:

  • Digital marketing strategy

We’ll explore what digital marketing resources you currently use and review the process, systems and strategy with a gap analysis. Do you have a digital marketing manager or who is responsible for digital? Digital marketing goals need to be effectively integrated into your overall business and marketing and sales strategies, and we will assess and provide recommendations around achieving the best (digital) ROI.

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  • Digital marketing operations assessment

There is much more to digital marketing than simply having a website or social media channel, and it’s important to ensure that each and every one of your digital resources is working effectively for you. We’ll assess, review and recommend aspects of your current marketing and digital capability structure, your website performance and user experience, digital content and marketing initiatives, and digital lead generation, nurturing and automation tools.

An example of a case study in how we assisted an IT Security Consulting firm in NSW improve their readiness for a marketing campaign was demonstrated with a improving their customer digital and web UX experience.

Case Study: Improvement in Customer UX experience with IT Security Consultancy

  • Digital marketing effectiveness review

For businesses who are a little further along the digital implementation path, we will assess your digital marketing ROI and performance metrics, and make recommendations based on the meaningful and relevant data, from an independent perspective.

CLICK HERE to find out more about our Digital Readiness Assessment and what it typically includes.

We know you want every arm of your business working towards your goals and objectives, and our Digital Readiness Assessment is the first step to ensure that your digital presence is working effectively and successfully for both your interaction with prospects and customers, and for your business overall. If you would like to find out how our independent assessment can help your business engagement, new business development and growth with lead generation, please contact us for an initial discussion.

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