Your corporate identity is more than your business’s name, logo, colours, fonts, slogan and imagery all make up your visual branding it is your company your brand it’s the message delivered through colour and design.

The Corporate Identity is important if you want to show professionalism in your business. Thus the importance of maintaining a consistent CI that has the correct visuals throughout. This is especially pertinent because the CI represents what and who as a business and what it is that you do. This is why you should avoid making any mistakes that could harm what your company is trying to achieve. It is important to consider every factor so that your company will stand out in the way you intended it to.

Listed below are 7 points you should take into account, in the process of developing your CI to avoid mistakes that may stand in the way of achieving your objectives – ultimately growing the brand.

1.Don’t be too fancy

It is very important to make sure your first impression is a good one, because it does not help if you have this amazing logo and it says absolutely nothing about who or even what your company is. For instance you cannot have a gym that has a logo with a delicate script like font that you would probably find on a flower stores logo, your logo should represent your company the best way that it can.

Fancy looking logo’s

2.Don’t be too simple

This is where having a good design comes is handy because you will need your imagery to speak to your customers so that they can understand your business on all levels.

For instance if you look at the fedex logo you will see that they have placed a arrow between the E and X to elaborate that they deliver which helps their imagery speak about their company. Helping the logo speak more visually.

Very simple looking logo’s

3.Design Inconsistency

This can be a real problem when it comes to what your Corporate identity looks like, Inconsistency shows laziness and to the customer it will seem that the business has given up and is not willing to make a effort.

To keep everything similar which could help lead to the company losing customers because the client will feel that the company won’t try, that’s why it is important to establish a defined style that will guide you to keep everything in the CI consistent with each other.[/vc_column_text]

4.Following the crowd

In todays world it is hard to be completely original and with so many different companies out there doing well, it is not hard to just follow the crowd, to try and improve your brand.

But this would be a mistake because your clients will see it as you being unoriginal, which may lead to you losing them instead of gaining more customers and well the legal issue that may follow from doing what your competitors are doing, this is why it is important to try and be as original as possible so that you can establish yourself separately from your competitors and stand out.

Illustration of arm holding sign.

5.Relying too much on your logo

Relying on your logo to be everything in all your designs is where one makes the mistake because your brand is much more than just your logo you have business’s name, logo, colours, fonts, slogan and imagery all make up your visual branding. These elements need to be consistent with each other so that they can represent the brand to its fullest.

You will need to either have a application friendly logo so that you can apply it on a lot of different mediums and in different ways but keeping it consistent with the style of your company. Or the way you set up all your elements must be in a consistent manner so that you will have a professional looking set up.

Illustration of built men pulling logo tag.

6.Not knowing your Target market

It is very important to know who and what your company will be offering a service to, because it will reflect through your CI with your designs. For example you cannot have your CI designed very colorful if your are a modern law firm that represents murder cases, people will think that firm is for family needs only.

This is why it is important to know your target market so that you can make sure Where your styling will appear on your CI and how the overall look and feel will appear.

You must focus on a certain market so that you can build a relationship with that market and in the long run can open the doors to the larger markets.

Because trying to please the whole market will not be as possible as focusing on specific market.

Photograph of man circling drawn out human icons.

7.Forgetting About Strategy

Combining strategy with design is a very impactful way of moving forward in your designs, having the strategies set out in place will give you a guiding map for how the brand will come to life visually. By having these to work together your brand will become more impactful and valuable.

Vector of the word strategy that has icons that symbolise it.

It is very important to be aware of these 7 mistakes, mainly to know if you have hired the right people or person for the job. Knowing these 7 mistakes can help you be aware of the level of expertise you have just ventured into.

If you enjoyed the following blog please repost and if you and interested in reading on here are a few similar blogs:

Digital & Print Media Benefits Your Marketing Efforts


AdWords, Google’s hugely successful pay-per-click (PPC) advertising system, is big for a reason: It’s a tool that has proven and measurable returns on investment. What many brands underestimate though is the important role copywriting plays in successful AdWords execution. By ticking certain copywriting boxes, brands can ensure customer engagements are fully optimised to get the best returns.

Here are some copywriting guidelines to follow for AdWords advertising:

It’s all about the reader

You shouldn’t write the adverts for yourself but rather write with the reader in mind. It’s good to keep this in mind, especially when it comes to vocabulary. Rather stay away from words such as ‘me’, ‘us’, ‘I’ or ‘we’. The golden word for AdWords is ‘you’. When using this word, readers will feel a lot more drawn to the advertising copy because it’s directed and focused on them. This is one way you can make it personal, involve them, and drive action.

What’s the objective?

When you sit down to write your AdWords, keep the reader in mind. What are they trying to achieve through the Google search? Your advertisement needs to capture their attention, but it also needs to answer their questions and then tell them how you can meet their needs.

Don’t disregard the discount

Although it might seem like something that doesn’t even need to be mentioned (because some may think it is obvious), so many companies aren’t taking advantage of this simple sales tactic. When users are presented with a series of ads, they are a lot more likely to click through if a special deal or offer is included.

It may seem simple, but don’t discount the simple things just because they are just that… simple. It is an easy method to incorporate into your copy for increasing click-through rates.

It’s a numbers game

The previous tip highlighted that it’s important to include your special offers or discounts. Even if you don’t have any specials to include, it can be advantageous to include pricing or statistics. When you use figures, it adds an extra layer to your ad. If the user has to choose between you and a competitor, your pricing might just win you the click.

Shall I compare thee?

The answer is always “yes”. It’s important to check and compare your ads to others in your niche. Pay close attention to the top three advertisers; they are the most likely to have wording that earned them those top positions. It can also be helpful to look at the top competitor’s landing pages to see what their calls-to-action are.

Understanding what your competitors are offering can help you to craft your copy accordingly and stay competitive.

Words are the key with AdWords

When it comes to AdWords, there is no secret formula or recipe that ensures you will get it 100% right every time. The secret to AdWords copywriting is learning and adapting. Test your various options, see what performs best and what doesn’t, and adapt along the way by making minor changes. Only change one variable at a time to accurately monitor the influence that the changes to your copy has.

AdWords is a wonderful platform to see measurable results for the brand, but even more importantly for copywriters, it is a great tool to discover the impact and click-through appeal of your sales-driven copywriting.

The design process involves strategic thinking to solve problems visually. Subsequently, the process has several stages.

Design revision constitutes a change or variation to a design that was presented initially or an in-progress design/concept. These revisions are usually less than a quarter of the design. A revision is meant to be a slight modification or course correction to progress towards the final design.

The key word for this is: process. It’s a creative collaboration between the designer and the client. To get from an idea to a piece of impactful art will rarely occur in one attempt. If you look at any of the great thinkers or inventors of history, all of them had to revise their ideas several times to get to the final, revolutionary product.


There are a few steps to follow in the design process to ensure that the client is satisfied with their final design:



Planning is the first stage. Its purpose is to ensure that all the project participants have a complete understanding of the project’s aim. It involves the collection of material required to understand the client, their company, needs, and objectives. The designer teams up with the client to discover everything, ranging from a wide concept to the important minor details that will help to create the perfect design. This stage requires the most information such as ideas, brand colour, images, and timelines in order to complete the project.

For instance, with BWD Advertising the designers will do internal and external designs. It is important that the client and designer engage directly and a project brief is filled out to iron out questions like target markets, project scope, expectations, and timelines.



The purpose of the design stage is to complete the creative process based on the information and ideas gathered during the planning stage. This stage is both conceptual and creative for the creative team and provides a starting point for the look and feel of the project. The best options from the design stage are supplied to the client for review and the opportunity for changes and revisions, or project approval – are provided. Internal review processes between members of the creative team will assist to narrow down the options before it is presented to the client. Once the first draft of the design has been completed, it will be sent to the client for feedback.



Every request, no matter how small, is compared to the creative brief. Revision starts a change or difference to an originally presented—or design concept and is typically a change of a little bit of the design. There are agencies, designers, and creatives that are going to help you, as the client. A revision is simply meant to be a slight change or course correction to progress toward the final design. The purpose of the revision stage is to provide you with the opportunity to carefully review the design and provide us with any changes that you require so that an agency can tweak your design to perfection. A company profile should always be provided where available, the better the design they create, the fewer revisions there are between stages. And if the presented concept cannot be altered to combine the client’s requests and remain true to the creative brief, a redesign would be necessary.




The purpose of the finalisation stage is to complete any needed changes and receive the final approval from the client. In this stage, the designer will use the feedback provided from the revision stage to complete any changes that are required. This stage will produce the final draft of the design.  Once the final draft has been created that combine all the feedback and requested changes during the revision stage, the design will be returned to the client for final approval.



Once the final approval of the design is received, the designer will provide the client with the final design. This stage takes place between the account manager and the client.

It is important for a client and business owner to look for a partner in design. Understanding the design process is often limited to the activities outlined in the design stage. There are agencies, designers, and creatives that are more than willing to help clients track the progress of their project. This should be done in a way that offers the client a holistic understanding of what goes into the designer’s activities, thoughts, and perspectives as they are applied to the client’s brand.



Managing client relationships is a delicate matter with many nuances. The process above can help to refine client communications and develop positive relationships that are crucial to business success.

The ultimate goal should be to achieve the best results within the designer’s capabilities. Always ensure that the client is happy and create a piece of work that both parties are proud of.

The rounds of revisions should not feel unnecessary but form part of the framework that helps to achieve a good end result. The right clients will understand that it is a process and will appreciate the designer’s pursuit for perfection once they receive their masterpiece. Feel free to contact BWD for more information, or professional assistance with design.

We live in an era of abbreviations. Consequently, terms like LOL, BRB, and ASAP are commonly seen in social media and online conversations – used by both young and old. One of the terms that has become quite well-known in the digital, advertising, and marketing industries, is something called SEO.

SEO, which stands for Search Engine Optimisation, is unfortunately not as well understood by everyone, even copywriters.

So what is SEO?

Simply put, “it is the process of getting traffic from the free, organic, editorial or natural search results on search engines,” describes Search Engine Land.

By combining principles of SEO with the practice of copywriting, one aims to write copy that ranks well when it comes to searches on search engines, such as Google. Although terminology like algorithms can make SEO seem extremely intricate and complicated, it can be relatively easy to write for this purpose.

Here are some key things to consider when writing copy for SEO optimisation:

Research before writing

Before you put pen to paper, or in our digital era – fingers to keyboard, the first crucial step is to decide what to write about. It is vital to choose what topics you want to be discovered for and linked to. This will in turn dictate the keywords you use. Keywords and phrases are what your potential target market is most likely to type into search engines to find websites relevant to their needs.

This is how SEO copywriting can assist to put your brand into the mix of candidates that are considered by the search engines.

Google’s keyword planner is a great tool to use. Although the tool is mainly used for Google AdWords campaigns, it gives helpful insight into the words being searched for. It can also give search volume and data on keywords and phrases.

Structure your text

An important element for SEO writing is the structure of your text. The content needs to be clearly structured – this will increase your ability to rank higher in Google. To be the most effective, plan the structure of your copy before you start with the writing.

The structure isn’t only important for SEO optimisation; it also assists in boosting your conversations on your website. If your target audience can clearly understand your message, chances are higher that they will buy your product or use your services.

Keep it fun and simple

It is vital that your copy is readable. If your copy is too hard to understand or read, your reader will search for a site that’s simpler and easier to understand. Copy that is fun and easy to read is more engaging, so it can lead to a higher conversion rate.

Search engines want to provide the ‘searcher’ with the most relevant content, so make sure that is exactly what you give them as readability is a key factor when it comes to SEO.

The key to keywords

Don’t spend all your time focusing on keyword density. You are writing content for people, not robots. Your copy needs to appeal to your target market and your content needs to sell your brand. This won’t be possible if the copy is so keyword heavy that it doesn’t make sense anymore.

Ready, set, SEO

Although there are many complexities around SEO, there are many tools out there that simplifies the process and can assist in optimising your copy for SEO, while still maintaining the integrity of good copywriting principles.

Try to keep to keep Leonardo da Vinci’s words in mind when you tackle the sophisticated world of SEO:

“Simplicity is the ultimate sophistication.”

Prepare your Marketing strategy this year, and what better way than to use video. It is the most versatile solution out there. But wait a minute, to keep current you need to know the trends flying off the racks in 2017. Now you’re probably thinking Why should I use video? Here’s why:


Why use video as a tool for your business?

    1. Generates more leads.
    2.  Around 55% of people watch videos online every day. Viewers engage with moving images more than static ones.
    3. 65% of video viewers watch more than ¾ of a video.
    4. Using current trends attracts more clients to your services.
    5. According to Forbes, 59% of executives would rather watch a video than read text.
    6. As of 2017, 63% of businesses are using video as a marketing tool, so why don’t you?


Trends of video in 2017

Want to keep up with your competition? Why not be a step ahead of the crowd and immerse yourself into the latest video trends out there. Here are the top 10 video trends currently being used:


1. Increased Use of Facebook Videos

People are starting to showcase their stories with video, which they share on social media platforms such as Facebook.


Why should you be using Facebook?

  • 500 million people are watching videos on Facebook every day with fewer people using text than ever before.
  • The Facebook timeline for brands saw a 65% increase in engagement of visual content, which includes photos and videos.


2. Live-Streaming Videos

Creating live videos allows for a new opportunity for marketers.


What is a Live-Stream video?

  • Broadcasting a live video to online users


Viewers feel a sense of urgency to watch a live video compared to one that is posted after the event. Viewers also know once viewed it cannot be viewed live again. Although it’s limited because it creates a sense of urgency to watch the video NOW, it is a popular trend today.


3. Multi-Channel Marketing

  • 90%  of consumers watch videos on their mobile.
  • 60% prefer to watch videos on a desktop computer.


Using different channels to market a product or service allows for more exposure to your company’s offerings. Social media allows content to be shared and clients to interact. This gives you constant feedback from your clients.


Multi-channel marketing boosts your business as more people are exposed to your videos through different channels, which have different target audiences.


4. Virtual Reality

Virtual Reality (VR) is software programmed using a 360-degree video displayed on a headset device. When the headset is put on your head you are immersed into another world. It creates a realistic display of an imagined place and is used primarily for video gaming. Sports events have used them to show highlights and reviews. Accommodation institutions have used 360-degree video to showcase their property.


  • 7% of businesses have used VR video for marketing purposes. Out of those, 59% of those businesses have said that VR video was an effective marketing tool.
  • 82% of consumers have been encouraged to take action after watching a business’s marketing video.


VR is becoming easily accessible for marketers, so why not use VR and 360-degree videos to market your company.


5. Integrating Email & Video

Video will make emails shorter using less text and focusing on the visuals. Adding video into an introductory email increased the click-through rate by 96%. Newsletters with embedded videos can be used to build consumer relationships through creative brand storytelling.


6. Increased Use of Targeted Advertising

What is targeted advertising?

  • Getting access to a specific consumer’s details and monitoring their behaviour online, creating statistics.
  • From those statistics, a general campaign is generated to suit that consumer group.
  • The benefit of targeted advertising gives an identity to a certain audience that is attracted to your product or service.


Knowing your consumer benefits your business, so start using targeted advertising today.


7. Integration of Video and Web Design

More people consume visual content that is moving (i.e. video). It is beneficial to use video as it shortens the amount of content you can consume that would take longer to convey in textual format. Marketers will find new ways to use video in websites, creating a more interactive space for viewers to enjoy.


Videos can be added as backgrounds in your website.  Interactive website videos allow the consumer to become immersed in the content, clicking and watching videos unfolding.


  • 80% of Internet users recall watching a video advertisement on a website they visited in the past 30 days.
  • The average user spends 88% more time on a website with video.


Therefore video is very effective to add into your website, giving life and making your website become timeless and unique.


8. Animated Gifs

What are animated gifs?

  • Animated gifs are short videos that convey a message in less than 5 seconds and loops.
  • Used to tease consumers of a businesses’ offerings.


It is an effective way to get your message across in a short amount of time, and also keeping your consumers on edge. Some brands have accepted it as their brand culture and use them often to connect with their audience.


9. How to Videos

An increase in ‘How to’ videos have been trending recently.

What is a ‘How to’ Video?

  • A video that shows you how to do something.
  • Another name would be tutorials.
  • It is beneficial as it educates and informs consumers about certain products and services.


These videos target specific niche markets with targeted advertising.


10. Creating a Series of Videos

What is a series of videos?

  • Having one long video or concept be cut up into bite size pieces for viewers to understand.


This creates a series of videos that explain sections of the same topic. This also helps to build up anticipation and engages the viewers.


These are a few video trends being used currently that could set your business apart from the rest. To keep your business in the game why not try video marketing? And with all these trendy new ways of using video in the digital space, you have nothing to lose.


Here at Breeze Website Designers, we can create videos that excite and make you stand out from your competition. Just get into contact with us on

Whether you’re a young entrepreneur or an experienced marketer, you don’t have to be intimidated by the vast amount of online marketing strategies out there.

Contrary to belief, the internet era didn’t bring new radical ideas to the table, it just adapted ideas to current, popular communication channels. So don’t be scared to embrace this e-revolution and use it to your advantage.

Conviction before commitment

Most businesses invest a great deal of money trying to achieve the same goal – acquiring new customers. They mix and match various marketing schemes and strategically aim their communications at their target market. Unfortunately, this is not enough anymore.

Reaching your audience is one thing, but engaging with them and then convincing them to use your brand are completely different challenges. Your audience has to be convinced of your offering before they will commit to it. To achieve this, you have to communicate your unique offering to them in such a way that you stand out from your competition.

The following is BWD-approved guidelines to ensure that entrepreneurs get the commitment they need from consumers through their online marketing campaign strategy:

Build a brand identity

Because it all starts with an idea, as a hardworking entrepreneur you are probably aware by now how important social capital is. Before you start investing in your brand though, begin by defining your own brand identity. A good starting point is to build your personal brand online. Be available, be connected, and show that you are qualified and have the necessary expertise. Show your audience you know what you are doing. During this process, you will learn many valuable things just by being online and observing similar brands and businesses.

Add SEO to the mix

SEO (Search Engine Optimisation) is becoming an increasingly relevant part of an online marketing strategy, as this tool is critical to improve your chances of being discovered online. SEO works via search engines, and when implemented correctly with the right investment, your brand could appear on the first page of Google.
In addition, you should also invest in local SEO in order to appear on an online map if you have a physical office. While we understand that you need to make a tangible profit and that cash flow can be a challenge, it’s important to remember that the main priority of SEO is to create brand awareness and make your brand accessible to as many customers as possible.

Social is big for a reason

Social media has become one of a marketer’s most powerful tools and there are plenty ways to market your business using a variety of social media platforms. One of the ways to implement social media marketing is to produce high-quality content that encourages your audience to not only engage with your brand, but also to share your content with their own social networks. This broadens your customer reach and assists with your overall brand exposure.

Try to not limit yourself to the most popular platforms only. Social media itself is a catch-all term for sites that provide radically different social actions, so choose the platforms that make the most sense for your business and your audience.

There is aggressive competition out there. Your business’s point of difference must therefore be clearly defined and using social media provides the perfect opportunity for you as a business to communicate this difference to your audience

Email marketing: old but gold

This strategy might seem outdated, but don’t ignore the benefits of email marketing. Remember: Not everything is happening on social media. Email marketing entails sending a message directly to your audience via email. Email marketing can be done to using an email list or a current customer database.

It is important to have a good email marketing campaign, as it still forms part of your online image. Keep your customers up to date or offer them something unique, but keep it relevant and make sure your subject lines are engaging enough to capture attention.

Take your brand mobile

Mobile marketing is the shared multi-channel promotion of products or services on mobile phones, smartphones, and other hand-held devices. Mobile marketing channels are diverse and can incorporate new technologies, trade shows or interactive billboards. SMS’s are currently the most common delivery channel for mobile marketing.

Another brilliant thing about having a mobile marketing strategy is that it allows you to not only get your message across, but for you to gain insight into consumer habits. You can create apps for instance, that your customers can install on their devices. In doing so, you can gather feedback and information directly from them.

The guideline for online

At the crux, it is important to remember this: Be present and active in the online environment if you want to create good brand awareness, because it will boost your visibility and make people interested in your unique offering.
If you implement these tips as part of your online marketing strategy, it is important to keep your end goal in mind. By doing so, you can monitor and alter your marketing executions according to the goal.
There are various ways to approach online strategy, but the best is to always keep your brand top of mind. Speak back to your brand and your unique offering and the vast digital realm might just become a bit smaller and a lot more manageable.

Feel free to contact BWD for more information or professional assistance with online marketing strategies.



I am both humbled and proud to say that since its inception over a decade ago, BWD Advertising has grown exponentially. It has evolved from a one-man website design company that operated from a flat on Johannesburg cbd, to a fully fledged integrated digital agency that offers turnkey digital and communication services – and that has a specialist animation and video division.

Our client portfolio has expanded from one single law firm to a multitude of blue chip brands including the likes of Thebe Investment, aha Hotels, T-Systems, Nedbank, NLC and EOH, to mention but a few. From learning by trial and error, we’ve elevated to the stage where we’re valuable partners in our clients’ businesses, that creates award-winning work. In spite of the highly competitive space that we play in, we’ve also been included in the Memeburn Guide to the SA digital agency landscape – one of the most credible indexes of digital agencies that are making waves in the design space in our country.

As a result, I often get asked: “How did you do it?” The secret is… There IS no secret. There is a reason why business clichés became clichés in the first place, because they work. Allow me to share some of the top phrases that I personally apply to stay on top of my business game.


“The harder I work, the luckier I get”

There is no short-cut to success, it requires a constant hunger and hunt for greatness, and total dedication to do whatever it takes. I can assure you, success didn’t come to me by chance; I worked for it. If you’re the kind of person who wishes to put his pen down by 16h00 and relax every weekend, then best you go back to a cushy job. Business is most definitely not for you. Prepare yourself to put in the time and make sure your family is on board with the compromises you will have to make.


It’s not about how often you fail; it’s about how often you get up

Very few business owners made it the first time around. Personally, I am a walking testimony of exactly that. In fact, I failed twice and got close to bankruptcy before I finally aced it. So if your business dream gets shattered – just get up and use the lessons that you learnt to start reconstructing it all over again.  Do research, speak to experts; find a mentor; get more training. Just DON’T. GIVE. UP.


Work smarter, not harder

This cliché is generally hugely misinterpreted as many believe it means you should work less. On the contrary, it actually just means you should be more efficient. As soon as I stopped trying to be everything in my business and appointed fundi’s to fulfil specialist functions – I was able to expand our capacity substantially. Plus I invested in business process improvement consultants whose insights helped us to accomplish a notable increase in productivity and profitability.


There is only one boss, the customer

Regardless of how innovative and creative you are, unless you supply products and services that customers want, your business idea will be of no value. By listening to customers, I learnt that the digital business landscape is exploding and that graphic and website design is only a portion of the digital tools and material needed.

This led us to develop a complete spectrum of advertising services, including digital marketing, strategy, tv, print, outdoor, social media, public relations, animated video explainers and copywriting of content, etc. Naturally, this increases clients’ spend with us and we now get repeat business.


The business that is only about making money, is a poor business

Some call it the law of attraction, but it’s been proven that if you pay it forward, more good things come to you. I’m also chairman of a non-profit organisation called “Each One Teach One” that offers mentorship to help fast-track the growth and success of new entrepreneurs.

Here’s the interesting thing: as you listen to the business issues that these industrialists-in-the-making are experiencing and you brainstorm solutions with them – you learn and grow in the process too. This leads me to our own quote, the creed that we at BWD live, work and breathe: “We grow, by growing others.” Unless there is greater purpose and meaning behind what you do, you will often get to a point where you ask yourself: “why am I even doing this??”


If you are in the market for transforming the way your business DOES business online, investing in an eCommerce website is going to help you convert your site visitors into consumers. We’ve put together a list of The 20 Most Important Features to look out for when thinking about the overall mechanics of Design, Product Options, User Experience, Shipping Options, Tax, Analytics & Reporting, Customer & Store Management of your eCommerce site. Open source platforms like WooCommerce seamlessly integrate these features to ensure that your potential consumers are successfully guided through the sales funnel and your business continues to thrive.




A Modern and Clean Interface


The initial impression of your site is your first point of opportunity to start the sales process with your visitors. If you are selling high quality and trendy bags for women, it helps to have a site that communicates and presents the essence of those products in a sophisticated, straightforward way. WooCommerce adapts its components to suit the themes, corporate identity and style of your website. We developed a corporate identity for Tshepy Boutique that was easily transferred onto the required eCommerce elements through the Website Design Project phase. More specific customization of the elements are available in the extended version of WooCommerce.


Product Options


Add and Manage Products


Woocommerce makes adding and managing products easy. Users are able to add single, grouped or even virtual product types to their stores making items like ‘2 for 1’ Specials or downloadable PDF’s easy to categorise and sell. Dynamic or alternate product views and zoom functionality allow users to easily inspect product images visually.

Specify Product Variables


Specifications like price, colour, size and weight are all available to be added and edited alongside important notifications like ‘Out of Stock’ or ‘On Special’. Good images and detailed information about your product ensure fewer product returns as visitors have a better understanding of what they’re getting before checkout. Product information in the backend allows you to keep track of your inventory, orders, returns and cancellations.


Shopping Experience



A Variety of Payment Gateways






The more payment options available for the consumer, the more accessible you make the purchase process. Preset payment gateways and integrations include services like Direct Bank Transfer, Cheque Payment, Cash on Delivery, PayPal or Credit Card. A range of default currencies are available to choose from and add ons for South African gateways like payfast can also be installed for added convenience by region.


Controlled Checkout Process


Cart and Checkout pages are are fully integrated with one another to allow the consumer a seamless experience between shopping items now or adding them to your cart for checkout at a later stage. Guest checkout can be disabled to enforce secure transactions.




Woocommerce’s Geo Location Support is able to auto detect customer addresses making shipping and checkout processes easier. This reduces the time it takes for customers to enter in billing information at checkout, leading to less frustration and confusion.




Online shoppers are the definition of people ‘on the go’. According to the Search Engine Journal, one in three purchases are made via mobile. These consumers need to be able to make a purchase whether they are at home on their laptop or on their phone. Heavy bounce rates occur when your mobile users aren’t able to make a purchase easily or view the products well because the screen size and user experience design hasn’t catered to ease of use wherever they are. Woocommerce stores are fully responsive and adaptable for mobile application versions.

Reduced Site Speed


Imagine the frustration of walking into an empty store and waiting for products to appear on shelves, clothes racks or display cases. If you wouldn’t wait for the items to be immediately visually available when you walk in what is there to keep you from walking into the next ‘fully loaded’ store. This is the exact case with a slow eCommerce site. Your visitor is looking for a fast transaction experience so it it’s important to make sure that all the steps from viewing the product to making the payment goes quickly and smoothly. Woocommerce optionally uses AJAX functionality; this means your store won’t need to reload each time a visitor adds a product to or edits their cart.


Shipping Options


Shipping Prices, Methods  & Calculations


Add shipping or delivery prices to products as a percentage of the final cart price using the cart calculator. Detail information like Free Shipping, Flat Rate, International Shipping, Local Delivery, Local Pickup or Automatic Shipping which defaults to the cheapest shipping option.


Change or Restrict Shipping Destinations


Specify shipping locations and restrict destinations where shipping is not available. Customers are also given the option to differentiate between delivery to their shipping address or their billing address.




Calculations and Control


Automate the process of taxes with custom tax calculations that base tax on either your customers billing/shipping addresses or geo-location. Define tax rates as standard, reduced or zero tax rates and choose to display product prices including or excluding tax.


Integrated Marketing & SEO


Search Engine Optimisation


The SEO integration feature gives you the tools and data to market your site and your products by reaching more people and bringing more traffic to your site.

Social Media Integration


The age of social validation is fast on the rise and Facebook, Instagram and Twitter sharing options are integral marketing tool to getting both your products and site to reach more people. Social media sharing buttons bring increased traffic to your site and begin to market your product through the activities of your existing customers when used. People trust people that they know before they are able to invest trust in your brand or your product.


Discount Coupons and Codes


People love to be under the impression that they’re saving money, especially when it’s for something they really want. Choose from fixed or percentage based coupons for selected products and apply expiration dates to them. Offer discount codes strategically through monthly newsletters or catalogs to encourage traffic and sales.


Related Product Suggestions


This sophisticated additional feature offers good pairings or suggests similar products for your users as a means of ‘upselling’ your products. Think about the consumer purchasing a phone who might be persuaded to get a cover or a set of earphones for that phone because a) they are already spending money and b) it’s a clever pairing.  This technique results in extra revenue generation and also helps customers ‘filter’ their choices by perhaps going for something similar to what they’re already looking at.



Consumer Generated Reviews


Disable or enable customers reviews to allow customers the opportunity to build real world ‘proof’ of a their experience with your product. Reviews provide a podium for visitors to see how you resolved issues when problems occurred. You can also choose to validate users before they are allowed to review.



Built-in Analytics & Reporting




Integrated reporting allows you to see a record of sales and show how well the business is doing. This includes information regarding earnings, growth, refunds, site traffic and sales orders. More comprehensive addons can be installed to get customer histories, cart reports and even campaign recommendations.


Customer Relationship & Store Management


Customer Accounts


Allow new user registration and account creation on your site. Users will be able to get their username and passwords from their email addresses. Choose to allow guest checkout or force account set up to  a) ensure that customer information is collected b) create ease of access for the customer next time they make a purchase and c) provide account security on transactions.


Live Chat Functionality and Contact Details


These features are arguably the most useful to your consumers. It is encouraging for consumers when they are able to get answers in real time and from a real person. These features however are at risk of falling flat if there is no one readily available to correspond with site visitors as and when they are online. If no full time staff is available for this kind of interaction, stick to regular info emails and a contact number


Product Status Reports


This feature allows notifications to be sent to both you and the customer through each stage of the product journey once payment has taken place.  Make or get cancellations, pause orders or or change the product delivery status from ‘processing’ to ‘complete’.


Online shoppers today are increasingly pressed for time with busy daily schedules, Sites like OLX, Amazon and have been performing better each year as a result. In order to become a strong competitor in the online market, it’s going to be a smart move for both you and your business revenue generation to invest in a site that brings the product to the consumer, makes itself readily available for information and provides a seamless shopping experience that your consumers will keep coming back to.

The notion of rolling out a digital marketing campaign strategy may seem daunting at first, especially when one considers all the shifting pieces, which often mean a single opportunity to either succeed or fail. The truth is, approaching a digital marketing strategy is not that different from how you would approach a traditional marketing campaign strategy. You can expect a broad goal such as “generate more sales”, as you would with most new briefs.


One of the major benefits of digital marketing is that it is easier to measure and quantify the results of your efforts. There are countless means of achieving your goals. This also means that there is a lot of planning ahead and analysis required to execute a successful campaign and measure it accurately. Below is a framework for approaching and executing a successful digital marketing campaign.


1.    How Much are You Willing to Spend

A budget guides us on what that we can do and how often we can do it. When buying adverts on platforms like Google search, Facebook, etc we have an idea of how much we can spend of the different platforms. A budget will also guide us whether we’re able to invest in effective video content. An advantage of digital marketing is that it tends to be more cost-effective. You can develop an online marketing strategy at a relatively reduced cost, compared to traditional marketing. Over the years, many companies have increased their digital marketing budgets, with some remarkable results. This does not however, imply that you have to spend large sums of money to get the best outcomes.


The first thing you might want to consider in developing a digital marketing campaign is your budget. The budget will be a significant influence when you come up with ideas at a later stage. Keep in mind that a small budget does not necessarily mean you have failed before you have even begun. This is an opportunity for you to be more creative and formulate innovative ideas (with little cost) that achieve significant impact.


The budget should comprise of three components:

  • Proposed activation budget – this is a detailed financial plan, which will include costing and timing of activation for the digital marketing campaign.
  • Proposed Campaign Success Measure – these are all the metrics you propose to use in measuring the success of the campaign. You need to justify your choice in metrics.
  • Proposed Brand Performance Measure – this is where you suggest a list of to measure overall brand performance in relation to the marketing spend.

If your budget for a digital marketing campaign is R100 000, for example, you need to remember that an effective campaign cannot work in isolation. Your marketing efforts need to be integrated. Thus a portion of your activation budget may be allocated to things like PR or a radio advert that directs audiences to the main platform of your campaign (e.g. social media or a micro-site).


2.    Identify Problem and Boundaries

It is true that we live in an age where digital platforms have dominance. Many brands recognize the value and importance of establishing an online presence in order to remain competitive and on par with evolving marketing environment. However, before you make any decisions regarding your online activity, you need to clearly define the problem you are facing and determine if a digital marketing campaign is the solution.


Perhaps you have already taken steps in building an online presence and you have a website. The website is not achieving the objectives you had hoped it would and now you are faced with a problem: How do you increase traffic to the website and ultimately improve the number of sales? There are numerous ways of increasing website traffic and a well thought-out digital marketing campaign might be the answer but you need to define boundaries before moving ahead.


3.    What are You Trying to Achieve? (Your Goals)

You have to be as clear and concise, about what you ultimately trying to achieve, as possible. If you have specific goals that are targeted, the process of creating a plan to achieve them will become a lot simpler. Always ensure that the objectives you set are SMART.

You could be looking to generate sales leads, increase sales, become a resource / authority, increase brand awareness, increase traffic to your website, establish your brand/business in social media, etc, etc.


4.    Conduct Your Research

Once you have decided on a digital marketing campaign, the next imperative step to take is researching. You need to begin by outlining what you need to know. This will involve a process of eliminating information that is ‘nice to know’. A lot of focus on what is necessary is important at this stage, as the information will guide you in the right direction in setting your research objectives. Once you have you have your research objectives clearly defined, you have to go over the process of selecting the best methods of gathering your data. The best methods will be those that are quick, fun and simple to execute. Another important consideration at this point is who needs to be researched. The digital domain is a diverse and inclusive environment. You have to be specific about who needs to be research in order to best meet your goals.

There are a number of free and paid tools that you can use to conduct your research like Google Analytics, Google Keyword Planner, Google Search Console, Adobe Analytics , Alexa, Buzz Sumo, Social Crawlytics, Social Analytics Chrome Extension, KISSmetrics, Crazy Egg, Similar Web, etc, etc. The tools when help you look into Social Sharing, Web Traffic, Keyword Research, Surveys, and What’s Trending.


5.    Conduct a Situational Analysis

Digital is a constantly changing environment. Real-time marketing is a concept that has emerged with the advent of digital media. This involves making decisions based on what is happening at a particular moment. This highlights the importance of having a good understanding of the external and internal forces that may impact the digital marketing efforts and the business objectives. At this stage, you need to be asking four questions:


  • Where does your brand sit in regards to digital authority?
  • Where would you like to see your brand go in the digital realm?
  • What are the obstructions in getting you there?
  • How should resources be organized in getting there?


You will be required to conduct a comprehensive analysis of your market and look at the major trends – focusing on digital marketing trends that are emerging within your market. It will work in your favour to have a clear picture of what your competitors are doing – seeing where they have succeeded and where they have failed in driving a successful digital marketing campaign.


Another aspect to take into consideration during your analysis is the consumer. You need to understand your consumer needs.


  • What are they searching for when they go online?
  • What would be useful to them?
  • What are consumers saying about your product/service online and what perception do they have about your brand?


The final thing to do at this stage would be to summarise the information in a SWOT analysis. You need to look at the strengths you have in the digital arena. Perhaps you have a well-designed website and this is something that could be leveraged. The next step is to be honest about your weaknesses. These could be things like, low-quality images on your website or maybe a poorly managed social media platform. You can then begin to look at opportunity and threats you may be faced with. Opportunities could range from a rising trend in content marketing, whereby online users are demanding more downloadable content, to technological advancements that allow for you to engage with audiences in a more authentic way.


6.    Analyse Your Research

The value of your research lies in how it can be used to achieve the goals. In making the most of all your research, you need to draw four things from it. They are:


  • The findings;
  • The insights and;
  • The issues


The findings will answer the ‘What’; the insights will lead to the ‘Why’; the issues will tell you ‘How’; and the objectives will be ‘What’ and ‘When’. An example of a finding could be that audiences are not taking time to read blogs on the website and exit the page quickly. The insight for this could be that audiences are intimidated by the large amount of information presented to them, decide it will take too long to get through and comprehend, and thus do not attempt to start. The issue would be, “How do we get audiences to stay on the webpage for longer and engage with the content”.


7.    Who is Your Target Audience?

At this stage, you have to segment your audience. This means that looking into all possible opportunity areas. You have to consider all online stakeholders, which would include bloggers, social media followers, bloggers, influencers etc. This will then allow you to better decide which groups to pursue. You can then define a persona for your target. For example, your customer persona could be:

Name:             David

Age:                 38

Platforms:      Twitter; Facebook; Google+; Instagram and LinkedIn

Description:    David is the founder and managing director of a small/medium engineering firm. He runs his business alongside a small team of experts. The business is growing fast and they receive a lot of enquiries. However, David has noted that a lot of people do not have an understanding of what the brand stands for and what it is that they do exactly. David wishes to maintain the growth of the firm and recognises the need to have an online presence in order to remain competitive.

A well-executed persona will inform a more creative campaign that will resonate with the target market effectively.


8.    Where Do You Find Your Target on The Internet?

Once you have clearly defined your target audience, you need to map out where you would find them on the Internet. Which website platforms do they visit regularly? What pages do they follow on social media platforms like LinkedIn, Facebook, Twitter or Google+? Which groups are they members of? Do they just prefer visiting news websites? Finding answers to these questions will guide you when it comes to making decisions regarding the best marketing channels for disseminating your message. It will also be useful when it comes to developing an effective social media strategy, which is an important part of your digital marketing plan.


9.    Position the Brand & Craft a Message

In crafting a message for your brand/campaign, you need to consider what is important for your target market to know in order to click-through and engage with your brand, and ultimately get the buy-in. Before developing the message, you have to position your brand. This is how you want the brand to be perceived by your target audience in relation to competitors. The positioning will be used for internal purposes to help guide you.

Positioning Statement Example:

To the young talent, with an unhindered imagination and a fierce desire to express herself, Éternelle Juenesse is a cosmetics range that allows for freedom and individualism because only Éternelle Juenesse pushes the envelope of beauty – delivering vibrancy and edge.


10.    Develop a Concept

When you develop a concept you need to keep in mind that it needs to be usable across multiple platforms. If you have an idea that cannot achieve more than a few executions on digital platforms, it means that your concept is not strong enough. Even if you ultimately decided on a few online platforms to use, the concept needs to be strong enough that it won’t be restrictive and can be executed on social media, search advertising, display advertising, etc.


11.    Develop a Communication Strategy Plan

Now that you have your concept ready, you are ready to execute but before this you need to conduct an inventory of your online points-of-contact. Make note of all the touch points your consumers, and prospective consumers, come in contact with on the Internet. A customer journey will help you identify all the points-of-contact your consumers engage with.


12.    Create Timeline

Is the campaign going to run for 1, 3, 6 or 12 months? It is important to know exactly when each item will be executed once the campaign is launched (and for the duration of the campaign). A timeline will outline all these items. Everyone working on the team needs to be aware of the timeline. This can be distributed through a collaboration tool such as project management, or whichever tool you find works best for your team.


13.    Create a Channel Plan

In choosing the best digital channels to use for your campaign, you need to be able to answer the question, “Why is this the best channel and are what are possible better alternatives?” The channels you select need to best serve the brand and achieve the greatest impact, whilst being cost effective.

We got a number of channels that we can consider for our campaign like Social Media Marketing, Microsite, Animated Explainer Videos, Videos, YouTube PreRoll adverts, Online Public Relations,  Content Marketing, Your Website,  Display Advertising, Email Marketing, Social Media, Search Engine Optimization, Digital banners, Events, Facebook Advertising, Influencer Outreach, LinkedIN Advertising, LinkedIN Group, Competitions, SMS, etc, etc.


14.    Setting Up Your Campaign

The final stage of your digital marketing campaign roll out is deciding exactly how you will measure results and implement tracking. Also before the official campaign launch, you need to gather all graphical and video assets. You do not want to be in a situation whereby you run behind on marketing collateral in the middle of your campaign. You might also want to consider writing and scheduling all the social medial copy for the campaign ahead of kick-off.

General Setup Items


  • Video
  • Copywriting
  • Posts & Tweets
  • Graphic Assets
  • Social Media
  • Lead Capture Funnel
  • Measurement and Reporting


After you have gone through this process and steps, you are ready to execute. Communication and project management will be key in ensuring a smooth running digital media campaign. Team members working in segregation will not benefit anyone, there needs to be constant collaboration amongst team members to ensure that everyone is on track in pursuing the shared objectives outlined at the beginning of the process.


It is true that marketing on digital platforms presents a whole new beast. The audiences behave differently, engage in new ways and demand even more. Digital is a rapidly evolving environment. Follow these steps when planning your next digital marketing campaign and you are guaranteed to have the best possible chance to succeed


15.    Measure Results

You would have created Key Performance Indicators which are based on your goals. For example if we were aiming to generate 100 leads per month, how many leads are we getting per day? Will this number help us achieve our desired objectives? If the answer is NO, then what do we need to do to correct the problem.

Not sure how to approach your social media strategy, or looking for ways to improve it? Over the next few weeks, we will share a sensible framework for creating a social media strategy – from start to finish. The insights we share, are a combination of best practices worldwide, as well as solid experience gained over many years, by members of our own team.

Step 1: Conduct an audit

You cannot compile a plan to improve your social media presence and activities, unless you know exactly what it is that you need to improve. Commence your process with a comprehensive as-is analysis of your current social media status. Here’s an outline you can use as a guide:


Start with the basics

  • Locate: Track and document all your social media profiles on every social media platform.
  • Record details: Record who’s responsible for managing each profile and what the handles, passwords and hashtags are – where relevant. This needs to be maintained and updated on a frequent basis.
  • Check consistency: Check whether the positioning statement or company description, as well as your logo and imagery are consistently applied and aligned with your corporate identity – across the board.
  • Conduct measurement: Note the statistics of each social media platform such as the number of likes and followers, how frequently posts are made on each platform and whether the engagement with your content is low, medium or high. Some platforms such as Facebook will also have growth insights that you can include.
  • Clean out: Carefully investigate underachieving social media channels. These can create a poor reflection of your company. So either shut it down or provide tactics in your strategy to bring it back to life.
  • Do a comparison: Find the two or three greatest influencers or leaders in your arena and examine and document how they manage their brands on social media platforms.
  • Log and track: Use a social media log to list all of your social properties, follower counts, engagement rates and average activity per week. This will help you to create benchmarks and have data at your disposal to measure the success of your strategy – going forward.


Analyze conversion rates

The conversion rate of your social media activity is of critical importance. Simply put, the conversation rate is a measure of how many people take the action you want them to, when they engage with your content. These are examples of typical actions you’d want them to take:

  • Click on read more, to go to your website. This will both increase awareness and opportunities for them to engage with your further.
  • Contact you for more information. It can either be done by completing and submitting an online query or by emailing your directly. This will generate leads and present your staff with an opportunity to get in touch. It will enable them to gauge the client’s requirements, offer a solution and seal the deal.
  • “Buy now” or “order now.” This is rather self-explanatory, as it will instantly generate sales and boost growth.

So, in practice, a high conversation rate implies that the desired numbers of people is responding to your social media activity – and are taking the actions you wish them to take. This also explains the significance of the conversation rate, and why it forms one of the key cornerstones of your social media plan. If your social media activities are not converting, you should:

  • Restrategize or try different approaches.
  • Re-allocate your budget to platforms that are indeed accomplishing the desired results.

If you are not sure how to measure the conversation rates on all the various platforms, consult with your IT techies, or specialists in the field.


Map your audience

You cannot engage your audience effectively if you don’t know who they are. These are the very bare essentials you absolutely have to know about them:

  • Age
  • Gender
  • Demographics
  • Income bracket
  • Interests

It is not always possible to determine this straight away, but it would also be extremely useful for you to know their lifestyle, interests, buying and behavioral patterns and/or emotional triggers. Even better if you can draw pictures and describe your typical clients. For example: Andrew is a 35-year old health fanatic, who is passionate about healthy diet and lifestyle and into all sorts of extreme exercise and adventure sports. Can you see how knowing who Andrew is; can be useful in understanding how to appeal to him?

Also, different channels are popular amongst different people and age groups. LinkedIn, for example, is more of a professional channel. Facebook, Twitter, and Instagram are more social platforms. But Facebook is generally more popular amongst older people and Instagram is more frequented by younger users.

These are but a few reasons why you cannot compile a social media strategy without proper target audience insights. Here are a few ways for you to get it:

  • Sync with your marketing department, as they will very likely have the info on hand.
  • Send out online surveys.
  • Conduct qualitative interviews with a strategic sample of 5-10 customers or businesses in your target market.
  • Check for advertiser data on media websites.


Conduct a competitive analysis

The next step is a competitive analysis. This involves basic intelligence gathering. Look at your competitors’ social media profiles, sign-up for their email promotions and analyze how they are reaching customers.

A few questions to guide your research:

  • How do your competitors use social media?
  • Do you share a similar audience? If so, what type of content seems to resonate best with their audience?
  • Do they run promotions? If they do, what approaches and channels do they use to hook their audiences?
  • Are there any valuable components of their strategy that you could integrate on your own?

Ultimately you want to take a careful look at what approaches work, and what doesn’t work, so you can build on what works and learn from what doesn’t work. However, do be sure to only use these insights as a learning curve, not to necessarily copy them. To get your audiences to resonate with you, originality and authenticity is key.

Step 2: Pick goals

You won’t compile a business plan without goals. Setting concrete goals in your social media plan; will ensure that your social media activities proactively drive and support your overall business goals and objectives. Here are some guidelines for creating social media goals:

  • Be realistic: For example, if historical data shows that your sales have been growing by 15% per quarter, you cannot expect your social media efforts to achieve a 100% increase in sales. Look at case studies instead to determine a realistic figure.
  • Define the purpose: Every social media activity must have a clear goal and must speak to a specific area of improvement. For example, does it increase awareness, showcase your work, boost sales or improve your image and reputation?.
  • Set time limits: The outcomes of your social media efforts have to be time-bound. Clearly outline by when you would like to achieve what.
  • Check measurability: One of the main benefits of social media activity is that it can be tracked and measured. Determine upfront whether you can set a target for your social media goals, whether these targets are measurable and what tools you will be using to measure it.
  • Tracking and monitoring: Set parameters for tracking and monitoring the progress and performance of your social media throughout.


Step 3: Define your voice and brand purpose

Clearly articulate your brand voice and purpose, so that you can align all your communication accordingly and so that you can shape the right picture of you, in the minds of your target audiences.

Check with your marketing department first, because they will most likely already have a document in place that defines or guides this. If you don’t have a marketing department, or you’re just starting up, these are questions you should ask when articulating your brand voice and purpose:

  • Is the image I am creating authentic and true to our company?
  • Does it integrate all the main building blocks of a good reputation: credibility, transparency, reliability and continuity?
  • Is it aligned with best practices and principles of PR?
  • Can we truly deliver on the brand promises we are making?
  • Do we have the kind of personality that will resonate with our target audiences and that will let them connect with us?

Most importantly, will our brand voice touch, move and inspire our target audiences, capture their minds and imagination, let them engage with us or take the actions we want them to? And how will it impact our community building approaches?

Your brand voice should be defined in the finest detail, and should at least include all the following elements:

  • What do we do?
  • What is our vision and mission?
  • What are the values that drive our business?
  • Who are we and who are we not?
  • What are our approach, tone and personality?

Once you have determined your brand voice and purpose, it must form the foundation of your content and communication across the board, on every social media or other communication platform.

To achieve this successfully in the long run, it is important to not only share the information with everyone who will form part of your social media activities, but also every other person in your company.

Step 4: Define reporting intervals

You cannot improve what you cannot measure. So do establish reporting intervals upfront, to ensure that it doesn’t fall by the wayside.

When it comes to general social media activities, you could consider monthly, bi-monthly or quarterly reports, as you will need to have a sensible time lapse to determine the impact of your efforts. Analysing the stats, will enable you to discard what doesn’t work and do more of what does work. Or it will point out that you need to take a different approach all together.

In instances where you’re running a specific campaign however, such as a competition or promoting a special offer for a limited period only, you will want to keep a close eye on its performance throughout – as it will enable you to take corrective action immediately. If not enough people are responding to your ad or post for example, you could consider boosting the post to reach a wider audience.



Step 5: Add your content calendar

It is highly advisable to create an editorial roadmap and content calendar in advance. Of course there will be instances where ad hoc events occur that you need to communicate about. But a content calendar will at least enable you to source the relevant content timeously and have sufficient time to control the quality of it, for the majority of the time.

Your content can comprise a mix ranging from short posts or blog articles, to videos, infographics, and photos. It can be created by your team, crowd-sourced from your community, or curated from relevant, reputable sources. Keep in mind that content can be repurposed from one channel to the next. For example, a photo essay from your blog may be divided into multiple posts on Instagram and Facebook. Creatively repurposing your content will maximise your resources and will help keep your messaging consistent.


Step 6: Measuring your success

The best time to think about how you’ll measure the success of any given strategy is in the development stage. Before you undertake a certain strategy, take the time to establish baselines, targets, and benchmarks, so when it comes time to report, you can clearly articulate your progress.

There are two basic ways to measure success: through quantitative and qualitative reports. The main difference between quantitative and qualitative reports is that quantitative reports look at the numbers from a more general perspective, while qualitative reports consider the finer details.


Quantitative reports

Quantitative measurement focuses on numerical values and their growth or decline over time. Here are a few ways to measure using quantitative metrics:

  • Track follower growth.


  • Set goals for follower growth. This is an excellent way to prove success. Setting a concrete goal – such as “we’ll grow from 10,000 Twitter followers to 15,000 in three months” – helps you clearly define what success looks like.


  • Measure the engagement rate. Engagement helps to show whether the content and messaging actually resonates with your audience. For example, if you have 10,000 Twitter followers and your campaign only gets 50 shares then clearly the messaging is not resonating. Engagement metrics typically include the number of shares, blog comments, and mentions.


  • Check the conversion rate. This is one of the metrics that matters the most, as it determines whether your audiences are responding to your call to action and taking the action you want them to.


In some industries— such as legal or B2B—a prospect might not share your campaign on Facebook but they will contact sales after reading your new eBook. Conversion metrics include a number of downloads, email sign-ups, qualified leads, and sales transactions.


Qualitative reports

In contrast, qualitative measurement is a more nuanced approach to collecting insight and is best done on a post-by-post basis.

For example, you may have set a goal to increase interactions on your brand page. And while the number of comments on your content has gone up, it’s necessary to also examine the nature of the comments.

Do they include many positive expressions of love for your products? Or is there a lot of disgruntled feedback expressing frustration with your service?

Sharing a really positive Tweet or email sent by a customer who loved a blog post isn’t hard data but does show success and can be a very impactful addition to your reporting.


Adjust your course with data

Once you have gathered the data on your key performance indicators, it is time to adjust the course by either optimising your strategy or pursuing a different direction.

  • Examine posts: Carefully look at the social posts that were successful in leading visitors to your website and think about how you can adapt them to other social networks to generate similar results. Or perhaps that type of content did not resonate with your community on a specific network. If so, think about what can be done differently. For example, can it be better targeted or can it be posted at a different time?


  • Monitor response. Monitoring the responses from your community is also crucial. Followers will often be vocal about what kind of activity and content they appreciate, and what they don’t. It is therefore important to ‘listen’ to what is being ‘said’ in your space. If you broaden your social media listening beyond your own brand name as well, your customers (and competitors) will give you a good guide to where and how you should be active on social media platforms.


  • Benchmark: Benchmarking yourself against competitors can reveal good insights. Is their following growing at a significantly faster rate? What are they doing that’s working well and could you incorporate some of their ideas into your own social media strategy?

Remember that digital space is ever evolving and so should your social media plan. Remain attuned to new developments and as new popular channels and networks emerge, you may want to add them into the mix. Also, as and when you achieve your goals, you will need to set new targets. Unexpected challenges will occur that you need to address. As you scale your business, you might need to add new roles or grow your social presence for different branches or regions.

Lastly never hesitate to be bold. Dare to try different approaches and go places where no one has gone before. There is a lot of noise in the social media space and you need to be ultra innovative to make your own voice heard, even if it sometimes means you have to be completely off the wall. As long as it remains within the parameters of your brand voice and purpose.

We trust this information will create a good basis for you to build your social media plan. Feel free to contact BWD for any further information or professional assistance with social media strategies, measurement of social media activities; content creation, or online campaigns.