Preparing for the Digital Age

21st February 2019

By Sally Smith

The second of our Breakfast Seminars took place this week and the topic was “Future Proofing your Business in the Digital Age”. There are a number of things to consider though before you start fully embracing the digital age.

Where are you now? – Audit your digital marketing channels

By carrying out an audit of your existing channels you can outline your strategy which will result in your digital output being more effective. Make a list of all your existing content and by looking at your analytics and insights you can assess which ones are performing better than others.  Look at the following:

  • Website design and user experience
  • Calls to action on your website – are they clear and relevant to your business?
  • Brand messaging across all channels – does the quality reflect your brand and it is consistent?
  • Social media content – look at your insights to assess your customer groups and demographics
  • Email design and messaging effectiveness – look at your subscribers to assess your customer base. Look at segmentation to make sure messages are more targeted.

With all of the above in mind you can look to create a digital ecosystem for your business which includes a mobile friendly website with strong content and linked social media pages.

Once this is set up launch a few campaigns using tools such as Facebook Ads and Google Ads. Remember to measure your results and make changes to improve. Repeat this regularly. What works for one customer might not work for another

Understand your Audience

Building an audience online is impossible if you don’t understand the communities on each platform separately. Understanding who you are and what your strengths are will help determine not only who your customer is, but just as important, who is not.

Where do you want to be?

If you don’t have a goal, how do you expect to reach the end result?  You need to define your goals. These need to be SMART (Specific, Measurable, Achievable, Relevant and Time-bound). Review the progress of these throughout the year and adjust if necessary.

How do you get there?

  • Don’t just depend on one part of the business for complete success, create a diverse portfolio and look at different platforms to promote your services
  • Rethink past strategies that have worked with existing customers but might not engage with new customers
  • Predict what your customers need – how can you adapt your services to suit the changing buying habits of your customers?
  • Identity and start managing risk – this could be related to data security, your CRM system or business processes or the people around you.
  • Look around you – there are so many innovative new products on the market along with faster broadband. Combine this with consumer buying habits changing and loyalty no longer being seen as important. Are you adjusting your business to suit?
  • Innovate – get your staff involved and give them the freedom to experiment. Innovation shouldn’t be down to one person.

Some digital marketing trends to be aware of for 2019…

  • Make sure your website is lightening fast and mobile friendly!
  • Use lots of video – testimonials, case studies, top tips, jargon busters etc.
  • Strategy is key – this has to include all customer touch points
  • Local is the new global – tap into your local market with a local language, don’t try to be someone you’re not
  • E-commerce profits will come more from stories rather than discounts and offers – don’t dilute your brand, tell your story
  • Virtual Reality – embrace new technology
  • Artificial Intelligence (AI) will be your high tech marketing consultant – think about chat bots on your website and Facebook Messenger.

If this all seems a little daunting, don’t worry, get in touch and we would be happy to carry out an audit of your digital marketing channels for you. Now is the time to embrace all things digital!

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