Starting with Digital Marketing

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Digital Marketing

As consumers increasingly move online to shop, companies need to look at how they best communicate the value of their products and services in the digital space.

Blogs, Twitter, websites, Facebook campaigns, YouTube, email marketing – there’s a lot to consider, and it can be a daunting prospect. The best way to become a digital marketing expert is to start practicing marketing on a small scale. So here’s what you really need to know about digital marketing for your business.

1. Start with the Customers you have

If you take one piece of advice it should be this: Start a database.

Take the time to put all of your contacts in one place and then look to roll out a quarterly newsletter. This is a great push strategy to your existing buyers and is easily shareable. There are several easy to follow sites that will help you to create polished and on brand newsletters, some with plug-ins to Facebook to get your followers to subscribe to your mailing list.

2. Understand your Audience

The goal of digital marketing is engagement. You want your audience to engage with your brand, so that you can sell your product or service to them. You can’t do that without understanding the people you’re trying to sell to.

Open an Adwords account and do some keyword research to see what people are searching for in Google. Understand what people are searching for and how your brand can attract a share of these searches.

3. Find Your Voice

How you sound on social media says a lot about your business. Think of this as the first impression a potential client perceives about you and should be crafted to be the best representation of your products and services. It is inseparable from your business and reinforces tangibility in the digital space. The goal here is to sound ‘sticky’. You want to create recall in conversations and have your story passed on. Be genuine, humble and if you have to think about it, you probably should not say it.

4. Facebook does not have to consume all your time

A common misconception is that Facebook is King and never sleeps. The Facebook marketplace is alive and well and will help you to reach a wider audience of users who fit your brand’s demographic however, this doesn’t mean that you are awakening a sleeping giant. Social media is designed to raise your business profile and act as an additional marketing channel.

A general rule for Small and Medium Enterprise businesses is to create a minimum of three posts per week with one of these posts a hard sell. Facebook allows you to schedule posts ahead of time and should then be treated to ‘check-in’ with your audience.

Do not spread yourself too thinly by going where your customers already are. Promoting to new audiences who fit your business demographic through Facebook psychographics, such as interests and lifestyle will get you in front of new markets.

5. Google and Search Engine Optimization (SEO)

Search engines love good content and want to provide results that are useful. Learn a little about SEO and look into adding a blog to your website with SEO optimized articles by providing valuable content on a topic. Used sparingly and sensibly rather than ‘keyword stuffing’, SEO optimization is an organic method to help boost your results in a search for your business.

Install Google Analytics tracking to track traffic to your site. Take some time to explore your Analytics to keep an eye on how many people have viewed your page, how long they have spent reading your blog and pages, and where your traffic has come from.

6. Content is King

Crafting genuine, interesting and engaging content is a vehicle to reach new customers and chase the people you want to hear about your brand. Keep it concise, skim-worthy and offer a link for more information back to the heart of where a sale can be made. Video marketing is the new king of content with Facebook video ad and post replays up 785 per cent year-over-year.

Consider that if your product or services have a technical aspect, create a 30 second video to educate your market on ease of use or a slideshow to showcase your product range.

Marketing is an investment, but does not require an expense of time or money to help get you to maven status. The internet allows companies with even the most modest budgets to engage more comprehensively and personally than ever. Finding your mix of where you allocate your budget should cover options that will best convert a lead to a sale.

Ultimately digital marketing is all about sales and like any good salesperson you will need to keep refreshing your campaigns and testing new ideas to find the best strategy to promote your brand.

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