Digital Marketing in a nutshell

18th January 2018

The second of our Breakfast Seminars took place this morning and the topic was “Digital Marketing”. The key areas covered included:

  • What is Digital Marketing and why is it important?
  • How to build your digital marketing strategy

Digital Marketing is a method of communication with your customers which includes Search Engine Optimisation (SEO), Pay Per Click (PPC), email marketing, social media, online PR, blogging, display advertising.

Branding defines what people feel, think and say about a company, evoking an emotional response and creating differentiation between companies. From market research carried out by ESPC, 93% of consumers start their search for an agent online using websites and other online portals. First impressions count more than ever so your digital presence needs to be strong and a true reflection of your brand. It needs to appeal to your target audience and provide the basis of their customer journey.

Content is at the heart of digital marketing.  Content marketing has become a core business activity. Sharing useful content online offers a powerful way to engage with customers. Relevant, interesting and valuable content allows businesses to build relationships. By sharing useful information that solves your customers’ problems, you can improve your customer service and inspire loyalty and trust.

It is vital that your website and other portals have valuable information that will not only answer questions but also position you as the trusted resource they seek. There are different ways in which you can share your content:

  • Blog posts
  • E-books
  • Case studies
  • Infographics
  • Video
  • Social Media posts
  • Reports
  • Webinars
  • Testimonials

A well-designed website is an essential digital marketing tool and a good user experience means increased traffic, leading to more conversions and an increase in revenue.

If users are having a poor experience on your site, there’s a strong chance they’ll look elsewhere, so here we take a look at some of the reasons behind this –

  • Quick to load – 47% of people expect a web page to load in 2 seconds or less. Images which have not been optimsed are one of the main culprits here, you can significantly improve your website load speed by resizing your images.
  • As a result of the above, 39% of people will stop engaging with a website if images take too long to load
  • 44% of website visitors will leave a company’s website if there’s no contact information or a phone number. Contacting you is ultimately what you want the user to do, be it via a contact form or picking up the phone, if your details aren’t visible then they can’t do this.
  • 38% of people will stop engaging with a website if the content/layout is unattractive. This is a common occurrence on mobile, if a site hasn’t been designed to support smaller devices. Make sure your website is optimised for mobile devices.

Think about your consumers website experience across all platforms. Mobile is rapidly becoming the most important platform to engage with consumers:

  • One-third of people use their smartphone as their primary device to access the internet​
  • 35% of smartphone users check their phone more than 50 times per day​

Does your website layout look as appealing on smartphone as desktop​? The majority of designers now take a ‘mobile-first approach’ and build sites for mobile devices first and foremost.

Building your Digital Marketing Strategy

This is an integral part of your overall marketing strategy and there are a number of key building blocks required in order to set this up, some of the most important are highlighted below:

  1. Set your goals – what is your mission? How does this fit into your business strategy?
  2. Make it measureable – what does success look like? Set realistic and achievable KPI’s in order to increase traffic, social media engagement and open rate. Use tools such as Google analytics, social media insights and email analytics
  3. Identify your audience – put your audience at the heart of your strategy. Think about who influences your audience and what social media channels are they most active on.
  4. Resources – who is responsible for digital marketing in your team? Do they require extra training? What’s your budget and can you outsource anything?
  5. Create a plan – use a content calendar to plan what you are doing and when. Schedule in time each month to review based on results.

Remember to keep your digital communications personalised, focused and consistent. It’s essential to delve into analytical tools to regularly review and adjust your digital strategy accordingly.

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