18 SEPTEMBER 2018
SOCIAL MEDIA
COMPANY PROFILE
COVER STORY
Website expert Murdoch Razmi from Auckland’s Powerhouse
Agency explains why internet profile is so important and needs to
be foremost in the minds of food and beverage businesses.
Why are websites/social media in general so
important to businesses today?
Where’s the first place you look when you need any
product or service? Google. What are two of the highestused
apps globally? Facebook and Instagram. No other
platforms are able to connect you with your target market
at such a deep level, so why would you not want to
capitalise on this?
What common mistakes do you see
regularly on websites and other social
media?
The basics… lack of contact details, information,
buttons don’t work etc. Websites that aren’t mobileresponsive
are way too common - more than 67%
of all searches online are done via mobile. If your site
looks horrible, potential customers will bounce
straight away. You’re literally ditching two
thirds of the market.
Do New Zealand businesses
take websites and social
media seriously in their
strategies around profile,
branding and customer
experience?
Not as much as they should. First
impressions mean everything and
having an amazing product or
service means absolutely nothing if
a huge portion of the market never
get as far as actually being able to
see it.
What should be the first
checklist for businesses
wanting to develop/
refurbish websites?
Make sure you understand
what success is for you, and
build your digital strategy
around that. If you’re a
service business, you’ll
need leads, so ensure you create an incredible customer
journey that encourages prospects to get in touch with
you. If you’re in e-commerce, you need to really think
about all the details. Map out your entire customer
journey and all possible outcomes, and ensure you have
remarketed touch points to re-engage potential buyers at
various levels.
What about New Zealand websites needing
to cater for overseas consumers? Any tips?
Ensure you have capabilities for multiple language
functions, currencies and content that speaks to each
culture exclusively. Just remember, a ‘thumbs up’ here
can be a ‘F@#% you’ in some cultures, so make sure to do
your homework. GDPR compliance is really important also.
How can businesses protect their websites/
social media from being corrupted or
tampered with?
Ensure all of your passwords are different for different
accounts, enable two-factor authentication and use
software like 1Password or LastPass to store them - do
not keep hard copies.
What is coming next in website design and
social media profile? Should businesses
today be thinking beyond Facebook and
Twitter?
This space moves so quickly! Video is already the driving
force on social media, and most platforms are adjusting
to cater to this, but augmented/virtual reality is going to
be huge, and not too far off. Facebook is about to release
AR ads, which will be a game-changer for product-based
businesses. Being able to try before you buy is a great
move for businesses.
Murdoch Razmi is head of strategy at Powerhouse. If
you have queries on digital media that you’d like him
to answer in the magazine, send questions to editor
Kathryn Calvert at kcalvert@hayleymedia.com.
For other queries, contact Razmi on 0800 797 473,
mobile 021 956 263, murdoch@powerhouse.agency or
www.powerhouse.agency.
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