Digital marketing is essential for all types of business but it’s becoming harder than ever to stand out from the crowd online. With so many advertising options what is the best use of your marketing budget?
Everyone uses the internet differently. Some people spend a lot of time on social media, some don’t. Some people respond well to direct marketing, others prefer to find information just when they need it.
The key is to develop a digital marketing strategy targeted to your customers and prospects, using a mix of activities which you can measure and refine over time.
To help you to get started, here are 6 essential elements of a digital marketing plan which will help you to succeed.
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An Engaging Responsive Website
Your website should be more than just an online brochure. It should provide relevant information taking into account the needs of website visitors and what stage they are at in their buying cycle. Your website must be mobile friendly, must draw people in with signposts to help them to find what they’re looking for quickly. It should encourage and make it easy for your visitors to take action.
Measured Search Campaigns
Marketing is vital to bring targeted customers to your website. You may focus on gaining good organic rankings, you may use paid search (pay-per-click) e.g. with Google, Bing or facebook or you may use all of these. Whatever strategies you use, you should have a monitoring system in place to make sure you get a return from your investment, and this may mean monitoring off-line activity (e.g. phone calls) too.
Sending consistent, well targeted emails is still one of the most effective ways to grow a loyal customer base. However people get so much rubbish in their inboxes these days, you need to make sure that your emails are engaging and get opened and read. Segmenting your database helps you to send the right types of communication to the right people rather than risk losing their interest by sending emails that they aren’t interested in. Monitor the results of your email campaigns, then adjust and improve your approach as needed.
Add Social to the Mix
Businesses of all sizes and types find that social media can play a key role in building brand awareness, industry authority, driving targeted traffic and providing great customer service. The most important start point is to understand your customer base, determine which social media platforms they use most, then find effective ways to engage with them.
Join the Dots with Content Marketing
Creating useful, unique content is a key component of a successful digital marketing strategy and can benefit your website’s organic rankings as well as giving you good information to post on social media, to promote your brand and engage with prospective customers. Use a content calendar to coordinate your campaigns, schedule publications, organise contributors and manage the editorial process.
Measure, Tweak, Improve
Work out your targets and how you will measure success. Then use web analytics, together with enquiry and sales data to identify which parts of your strategy are working and what needs amending to improve the return you get from your marketing spend and time.
Developing a digital marketing strategy for your business will mean you are ready to benefit from the evolving digital market place, instead of being left behind.
If you would like help to create or implement a digital marketing strategy for your business, please get in touch with WSI Derby.