In this technology driven age, every business – big, small, new or old – simply cannot afford not to have a digital marketing strategy as part of their overall marketing and business plan.
Digital marketing encompasses all digital or technological formats and mediums that are available for your customers, and potential customers, to engage with your business. This means everything from websites and search engines to mobile apps and social media.
Digital media provides the perfect platform for you to quickly and easily share your key business messages to a large and diverse audience. Which is something that you would likely be unable to achieve with more traditional marketing forms. In most cases, a digital marketing approach can allow you to get your business seen and heard by a wider audience without the need for hefty budgets, the restrictions of geographical location or language barriers.
With the technological way that our entire world functions and interacts these days, and that includes the business world, failing to have a comprehensive digital marketing strategy in place can really have a huge impact on the potential success of your business. Customers, and potential customers, demand a positive and easy online experience each and every time and if the first impression is not good, or they cannot find your business at all, then they will very quickly move on to the next option. It is that simple.
As technology and the way we use it changes so rapidly, so too does the digital marketing techniques that accompany it. So what do you need know and what can you do to make sure that you are making the most of all that digital marketing can offer, and not standing idly by as your competitors gain the upper hand.
- Digital marketing is not just paying for online ads
Paid online advertising is definitely one segment of a digital marketing strategy, but unlike the digital marketing strategies of years gone by, it is certainly not the entirety of it, and perhaps not even the most integral part. A successful digital marketing campaign should comprise a comprehensive mix of various website optimisation strategies, customer engagement and experience via social media and digital communication and can certainly be supplemented by some well-executed, targeted paid advertising. Relying on paid advertising alone could result in unnecessarily high costs, unsuccessful campaign outcomes and a less than desirable return on investment.
- Mobile Optimisation is essential
Mobile usage for web searching and browsing is now a solid leader over desktop devices, and has been for a few years. You may have a great website when viewed on a desktop but if it is not optimised for mobile usage then you could very easily be losing potential business. If users are not getting a great experience when they view your website on their mobile device, then they will just as soon go elsewhere.
Mobile optimisation is not just important for user experience, but also for search engine rankings. For example, Google uses mobile optimisation in its search algorithm and so in order to improve your site ranking in a Google search, it certainly helps to have a mobile optimised site.
- A great product or service is not enough, consumers want quality content and to engage with your brand
Customer and digital user trends dictate that not only should you focus on how to get more people to see and buy your product or service, but the process of engaging with your company and brand forms a critical part of the user experience.
You can enhance the customer experience with the use of great content. This includes relevant and informative blog articles, expert comments or tips, and pictures and videos. This content helps the customer or website visitor to build a relationship with your brand outside of just buying the product. If they can see that you have additional information and knowledge, or are posting content that is of interest to the target marketing, rather than just trying to blatantly make sales, this goes a long way to building your credibility and will more likely result in a positive online relationship. It can also increase the chances of your content and brand being shared, an invaluable online tool for getting your brand in front of even more people.
Quality content is a key SEO tool and also provides great material for social media posts and other digital communication, such as eNewsletters.
- So you have a great website and social media presence, then what? Getting visitors to take action
As with any marketing campaign, the ultimate goal of digital marketing is to grow your business and make sales. So once you have worked hard to create a great user experience and engaged with your website visitors, you need to be clear about what it is that you want them to do, and make it really easy for them to do it. Whether it is subscribing to your newsletter, or booking an appointment or making a purchase. Conversion rate optimisation can help you to design, test, assess and re-design how users are taking action on your site to ensure that you are getting the maximum success.
- Don’t “set and forget” your SEO
Search engine optimisation, or SEO, was once seen as a bit of a digital marketing buzz word, but it was anything other than a passing trend or fad. What is involved in SEO has undoubtedly changed quite rapidly and dramatically over the years, but there is no contending the fact that it is an essential digital marketing tool. The constant changes mean that SEO strategy should be a consistent work in progress in every business. It would be a disappointing waste of time and money to invest in great content, mobile optimisation, social media strategies and goal conversion optimisation and then no-one can find the website to enjoy all of the great things that you have done, because you neglected to keep up to date with the latest in SEO.
Of course, as a business owner, you have so many different things you need to be across each day, that you cannot possibly consider adding “digital marketing expert” to your list too. But no-one is saying that you have to. What is important is that at the very least, you understand the critical importance of digital marketing in relation to working towards your business goals, and then set about finding the right people to help you implement and maximise your business potential in the digital space.
For expert advice on improving your business’ digital marketing strategy, contact Clarity Marketing on 1300 060 204 or submit an online enquiry.