It’s hard to avoid the evidence that supports the importance of implementing a digital marketing strategy for your growing business – both for small businesses that are in the process of finding their feet and for corporate organisations who endeavour to keep pace with the developing landscape of digital advertising and the more targeted audience access that it provides.
This is because digital marketing is developing exponentially, providing more and more reasons to explore its facets. Here we’ll detail some of the many avenues of digital marketing in 2018 and beyond – with a view to explain how they work within your business model. These particular aspects are creatively focused, which means that by utilising these tactics and thinking innovatively, you have the power to become relevant online in a bulletproof manner.
Social media is the obvious one. The amount of loyal Instagram, Snapchat, Facebook, Twitter and LinkedIn users is growing so quickly that the platforms are now implementing schemes to make people aware of the amount of screen time that they’re embarking upon every day, so there’s no argument that the audience is guaranteed, and already online.
Following the same logic that you wouldn’t put a billboard in a desert, social media is the perfect way to put an advertisement right in front of the exact people that you want to see it.
However, a common mistake that businesses and organisations make is to hand their social channels over to a sole member of staff, usually on the basis that they’re younger and therefore more qualified. Conversely, a successful social channel is usually a collaborative effort, planned out weeks in advance.
The content that you put out needs to satisfy multiple causes; it needs to be cohesive across all platforms, whilst remaining individual to that platform’s needs; it needs to follow the discourse of your content themes and strategy on your website; to develop your branded tone of voice, both audibly and visibly; and it needs to be engaging.
Engagement doesn’t necessarily mean that you should have a high number of likes on each image that you upload, although that does help (as long as you don’t buy them!!). More effectively, it means that you should be seeking your audience out and engaging with their posts yourself in order to build a bank of connections.
Content Marketing and Blogging
Similarly to your social media channels, your on-site blog content should follow a cohesive plan that is mindful of your branded themes. The key is that it should add value in some way – through entertainment or by answering a question that you’re qualified to speak on.
In terms of brand management and reputation, your blog is the easiest and most cohesive way for you to show your audience that you know what you’re talking about. If you manage to get a roll of engaging blogs out there, you could quite easily build a returning audience who class you are their ‘go to’ source for information on your topic. This, combined with an SEO strategy that works to optimise your blog content will do wonders for your search engine ranking.
Approximately 88% of B2B marketers use content marketing as an integral part of their overall marketing strategy, but only 32% of businesses have a formal content marketing strategy. These statistics represent an opportunity for businesses to utilise a marketing strategy that actually works, and soar above the masses of businesses that haven’t caught on yet.
Don’t make the mistake of thinking that blogging is just another way to fill out your website though – actually, some of the most effective blogging occurs outside of your website. Outreaching content that links back to your website is the most effective way to show google and other search engines that you’re a leader in your field. Give us a call if you’d like to know more about what outreach is and how it can work for you.
Email marketing is one of the more traditional forms of digital marketing, and there was time, not long ago, wherein the general consensus was that email marketing was coming to its end. Conversely, email marketing continues to work as a method to serve your content in a more respected manner, which causes it to be perceived with more integrity by your audience.
The most effective email marketing strategies are extensions from content marketing strategies. Once you’ve got an engaged audience, you can send emails as a sort of newsletter, highlighting the new content on your website and hooking people in with engaging metadescriptions and imagery. In general, links through to your blog content translate to traffic to your website, which translates to sales.
These three aspects of digital marketing are driven by creativity and the aim of communicating levelly to your audience – but they’re powered by more technical techniques like a really user friendly website build, and even a PPC campaign. It’s important to know that the most effective digital marketing strategies incorporate multiple methods, which strengthen one another and become cohesive. If you’d like to talk to us about how to mix the perfect blend of digital services to skyrocket your digital marketing efforts and online presence, you can call us, or fill out an enquiry form and we’ll get back to you with something really special.