You know it’s important, you know your competitors are doing it – but how can digital marketing help your business?
Digital marketing has evolved into a more cost-effective way of spending your advertising budget than traditional advertising. This is because you can directly track your return on your digital marketing ad spend, whereas it’s difficult to say exactly how many people saw your newspaper advert or billboard.
The key to establishing how digital marketing can help your business
Don’t focus all your attention on one thing. For example, you may be writing regular blog posts for your business website, but you’re not sharing them on social media. By sharing your content across multiple platforms, you can ensure you’re getting the most out of the work you put in. The most effective marketing strategy is one which includes quality content, SEO, social media and digital advertising and analytics.
Let’s break that down so you know what we’re talking about:
- Quality content – Blogs, case studies, press releases, online articles, opinion pieces, features, optimised copy
- SEO – A mobile responsive website, link building, an SEO audit, keywords, meta descriptions, alt tag information, headings etc
- Social media – structured, regular content on relevant platforms for your business, such as Twitter and LinkedIn
- Digital advertising – boosting your posts, boosting your page, carousel adverts, integrating adverts across other platforms to increase reach, video advertising
- Analytics – a way of tracking what you’ve been doing to see if it has paid off
If your website has not been updated in the last two years, consider a website refresh!
You can lead a horse to water, but you can’t make it drink. In order to really grasp how digital marketing can help your business you need to understand the customer journey. Say you’ve created a social media marketing campaign and it’s doing really well; people are clicking on your links and you know they’ve started their journey to your website. But what if your website takes ages to load and they can’t be bothered to load the page? You’ve just lost out on a potential customer – not because your marketing campaign wasn’t effective, but because the place where you are leading people is not up to scratch.
It’s always a good idea to perform an SEO audit and take a good look at your website. Are all the page and product meta descriptions filled in with the appropriate longtail keywords? For most of the clients who come to us, this is not the case. They’ve had a website built which has been handed over to them without all the correct information filled in.
You should also check your website is viewable correctly on mobile devices. Try this out https://search.google.com/test/mobile-friendly just pop in your web address and it will tell you if your website is mobile-friendly. Next time you’re out and about, take a second to see how many people are glued their phone screens – it’s a lot. Digital marketing is an extremely powerful tool which can reach exactly the right audience for your business, so you need to ensure your website meets the right criteria.
It’s no surprise that more and more businesses are turning to digital marketing agencies to help them manage their marketing strategies and digital advertising spends. How can digital marketing help your business? Get in touch to find out on 01782 644456 or email firstname.lastname@example.org.