Resource type: Top tip

10 Top Tips for Successful Digital Marketing

1. Know exactly who you want to target and talk to.

The core of any strategy is to have a very clear idea of the type of people you want to attract to your business, their age, lifestyle and purchasing habits – and why they should be interested in what you have to offer. For Digital Marketing, it is important to add their online behaviour to this list: What websites do they visit? Where do they shop online? Which social media sites do they use?

2. Think multi-channel.

Gone are the days when you could pick just one powerful channel and rely on that to do the job for your business. To really be effective, you must think in terms of multi-channel activity and become skilled at selecting the channels that can work well together to create the most powerful effect. For example, if you were marketing a hotel, you might well use a combination of:
• Hotel website to showcase your offer and take bookings
• Advertising on third party websites such as holiday directories, to drive people to your site
• Facebook, to spread word of mouth about your business, announce news and promotions, and encourage customer feedback
• Email marketing to customers who have previously visited, to encourage repeat business

3. Make sure you are mobile-friendly.

Today, being mobile-friendly is an absolute must. Over 50% of internet searches are now carried out on mobile devices. In retailing for example, more and more shoppers are using their mobile phones in store, to get background details on the merchandise on offer and to compare the prices on the shelf with those offered by competitors.

4. Invest in great content.

To build a strong and lasting relationship with your potential customers, you must devote considerable time, thought and effort to creating content that draws them in, engages them, interests them and provides them with useful information. If you build trust in this way, you have a much greater chance of creating a loyal following of customers.

 5. Exploit the power of social media.

It has often been said that ‘word of mouth’ is the most powerful form of advertising that there is – and that is very true. Social media gives you a very powerful tool for spreading word of mouth news and recommendations in a way that fits with the goals of your business. It also gives you the opportunity to measure how many people you are reaching and how their purchasing behaviour has been affected. Engaging with, and talking to, your potential customers via social media will give you some great feedback on your business and potentially some free ideas and suggestions on how you can improve your offer.

6. Video is the future.

Video is taking over the way in which businesses communicate in the digital arena. Consider this fact as an example: including video on the landing page of your website can increase your conversion rates by up to 80%. And if you provide video content that your customers love, then they are very likely to share it with their friends.

7. Make use of Online Remarketing.

This technique allows you to target ads at users who have previously visited your website while they browse other pages on the web.  So you are selectively targeting your ads at ‘warm prospects’. You can even tailor messages to people who have visited specific pages on your website and then follow them up with ads that reflect their particular interests.

8. Have a clear call to action.

Although not all of your digital communications will contain an overt ‘selling’ message (it is important to be subtle in your approach), you must be clear in your mind exactly what you want people to do as a result of seeing any piece of your digital activity – and you must steer them towards doing this.

There is also a real art to ‘charming’ people into following the course of action you want, rather than ‘shouting’ at them. If, for instance, you want them to click through to your website, then a phrase such as ‘Tell me more’ may be more effective than something like ‘Visit our website –NOW!’

9. Focus and empower your team.

Implementing a Digital Marketing strategy requires consistent, carefully planned effort across a range of activities. So there will often be a team of people sharing the work. It is important that each person is clear on their roles and responsibilities and that they have the resources they need to operate effectively.

There are some great software tools to help you carry out the work, such as Hootsuite, which enables you to ‘pre-programme’ your social media posts across a range of sites so that they appear automatically on the days you have scheduled.

10. Keep learning and improving on what you are doing.

The beauty of Digital Marketing is that most of the activities that you carry out can be measured. So you can get constant feedback on what is and isn’t working for your business. This gives you the opportunity to continually refine and improve your approach.

So, make full use of the various analytics packages that are available to you (many of which are free). These software tools give you vital information on the performance of your activities. For example, Google Analytics can tell you how many people are visiting your website, how long they stay, which pages they visit, if they signed up to receive further information, and whether they viewed your site on a mobile phone.

Keep up to date with any new developments and make use of the excellent training resources that are available online. Doing this will mean that your Digital Marketing strategy is always evolving.

 


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