Digital Marketing: Where do I start?

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Digital Marketing: Where do I start?

Launch your digital marketing campaign

Digital Marketing is like launching a rocket into the unknown, so it’s understandable if the very prospect of starting is daunting. And like rocket science it seems very complex, but it doesn’t have to be! Remember one step at a time.

 

Start with your customer

As with most things in your business you want to think about your customer and make your offering as appealing to them as possible. So, who is the audience for your product?  Demographics, likes/dislike etc. Compile all the information you can about them and then use it against them… just kidding… after you have your information the picture should be clearer of how they like to consume content and what sort of content they like. For example, if it is a teen audience you might go down the influencer marketing route on any number of social channels including Instagram.

 

Appraise your resources

Do you have lots of time? Have you allocated a budget for your marketing? A comprehensive marketing strategy will consume one of these (and can consume both but it doesn’t need to).

 

Where should you focus your efforts?

Are you here for a good time not a long time? If you want quick gains then advertising is your best avenue – some great design showcasing your offering to the world, or should I say because you know your customer, showcasing your offering to your highly specified targeted audience, will have you seeing fairly immediate results. Advertising can be anywhere be it ATL (above the line: traditional sources like print media and radio) or across the digital landscape: be it native, search, display networks or social media.

If on the other hand, you want to play the long game you could curate your audience through solid content creation. This would normally align with a blog and lots of great social posts. To get noticed you should have your own voice, you may think everything has already been written but there is always an area or viewpoint that is unique and there are always new developments in every area so there will be lots to canvas. Consistently great content will get shared you can also guest post on other popular avenues that have viewership that you want to target. This content will also help with that dreaded acronym SEO (Search Engine Optimisation).

The wisest option is a little from column A and a little from column B – advertising once it’s finished is finished and you see less and less residual effects but a great content strategy can be fruitful long after the work has been done.

 

(More) Research

Now it’s almost time to put the plan into action, research is the key to start off on the right foot. Research your competitors – what they are doing and what they aren’t doing. What they aren’t doing can help you know what not to do but it can also lead you to a niche area that you could quickly establish yourself as a thought leader in.

 

So the check list is:

  • Know thy customer
  • Know where they are (digitally speaking)
  • Know what strategy is best for you
  • Know what content you will produce
  • Hit the play button

As we said at the top, any new endeavour can be daunting but if you are ready and willing the time to start is now. If you need guidance drop us a line for free consultation.

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Photo by Bill Jelen on Unsplash

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Written By: Rob

3 Golden Rules of Web Design

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3 Golden Rules of Web Design

When you boil it down most jobs are fairly simple… Once you know what you are doing. As is the case with Web Design and Development

Users Come First. 

The 21st century version of the customer is always right – The user experience (UX) is tantamount for the success of your website. Think about your user – what will they want from your website? This means make it easy for them, whether it is
– making sure that it is responsive for different screen sizes
– make the information easy to find and easy to understand
– make it fast – a speedy website is essential if you want people to continue to use your website.
– Make it familiar – we are creatures of habit and use icons to save time so a gear/cog usually means settings or a trolley would be your shopping cart. Don’t assume that your user will intuitively know a new icon. If you want to create iconography make sure it’s easily understood and have a key or “hoverover” in an easy to find place.

You Come Second.

Your aim, in having a website in the first place, is to get the user to do something – so make sure it drives them to that goal. Plot out the user journey you want anyone to take from whatever page they land on. On a publisher’s website, whose livelihood is from ad revenue then their goal might be for a user to consume as many pages as possible thus serving as many ads as possible – To help this along they will have suggested articles with catchy titles. In Wikipedia’s case they are not trying to serve you ads, rather they deliver information, so they have a very simple interface with the bare facts so you get what you want as quick as possible but they also know a user might want more information on a term they come across, so they have their cross linking game down pat – Wikipedia provides a great resource for the world’s enjoyment and education and they do it time and time again – which is why they don’t need ads or subscriptions the product is so good, they can live of donations of people that appreciate it. If you have a blog but you want to drive leads for your contracting business make sure you have strong call to actions on your blog posts that lead a user to make an enquiry or take up an offer.

Engage!

Once you have covered the basics of UX and User Journey it’s engagement time – make sure the website speaks to your brand – engage them by showing off your uniqueness – whether it is adding some flair to the designs – creating some videos that show you at your best or copy that screams “we are the that you’ve been looking for”.

Finally,

Remember the internet is a free global market place. Standing out is not simple and simply being there isn’t good enough. So, spend time making sure you have a plan that encompasses the above and don’t forget websites are a living embodiment of your brand, so make sure your plan goes beyond today and includes both a clear mechanism for measuring performance and the flexibility to evolve with your audience.

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Written By: Rob