Your marketing efforts present opportunities every day to bring in new leads to the business, to convince existing clients to stay with you and to engage your audiences further with your brand.
There are many tools of digital marketing to support your business and here’s how you can utilise them.
Your website is your digital shop window representing your business – the minute a customer steps into your digital platform – it’s an opportunity to gain a new customer or make an impression – and first impressions definitely count. Whether you are starting out building a website or reviewing an existing one – put yourself in the customer or prospects shoes.
- Does your website quickly inform them who you are, what you sell and what your stand for?
- Is it visually pleasing – do you have both copy and images? Is there a balance?
- Do all the links work?
- Is it mobile friendly?
- Can they easily find a way to contact you via your phone or email?
- Is the navigation simple and the website easy to navigate?
If you’ve answered no to any of the above, you could be losing customers or leads.
Some other important elements on your website to check off are:
- Testimonials – customer recommendations and case studies will go a long way into convincing customers to take that final step to work with you.
- Videos – dynamic content is a great way of keeping people engaged.
- News and articles – not a blog, but news and updates on your business is content that will help with SEO and keep customers coming back for more.
- Social media – add all your social icons to the homepage so people can engage across multiple channels. If you’re active on social, you may want to integrate your Facebook, Twitter or Insta feed directly into your homepage.
- Meet the team – adding a meet the team can give a personal view of the business.
A blog is a great way to share advice, tips and knowledge with your audience. Adding regular content to your website or to your blog is also an important search engine optimisation tool to gain more traffic to your site.
The art of blogging is not to make the content too salesy. Consider what your audience might learn or take away from each piece of content. What do your customers want to know from you? What are you expert in?
Sometimes I will ask reception, or call centre staff – what are customers asking you about when they call? This can lead to a vast amount of potential blog topics that will be relevant and informative to your customers and may take the burden away from your front-line teams.
When creating your blogs, try and add both imagery and copy, or if you’re a video whizz – why not try a v-log (video-blog)!
It’s got a bit of a bad rap in recent times, especially as we all struggle to clear our inboxes of hundreds of emails, but email marketing can still be effective.
The first step is to have a cleansed and up-to-date database – the success of your email marketing really relies on this. If you can go that step further and have a database that has additional information about your customers, such as interests and some demographics you can really start to think about personalising your email marketing, which will always increase engagement.
Some simple tips for creating good email marketing are:
- Use a reputable email marketing system.
- Create email marketing templates that are designed to display your brand and can accommodate both images and copy professionally (no distorted pictures, mis-matched content and wonky font sizes).
- Make the subject line engaging – ask a question, be quirky and interesting.
- Make sure the intro connects with the subject line – it can be really frustrating if you have set the expectation and once the user opens the newsletter it doesn’t connect.
- Give a short summary in the newsletter and link through to more information on your website
- Measure the clicks, and see what content your audience is most interested in
- Share your blogs in your newsletter, add a variety of content
- Don’t share a newsletter for the sake of it – have you got something new or interesting to say?
- Don’t make it all about the sales message
- Add in different content types – videos (you can’t host them in email newsletters, but you can use a visual to entice a click-through
- Include your contact details and links to your social media
There are many different social media channels out there for businesses to use for free – you don’t have to use them all. Choose one to start with and do that one well. It’s not good for your reputation to have customers on your social channels where content hasn’t been shared for months on end.
Some top tips for utilising social media are:
- Brand your pages – make sure they look good and align with your brand on your other digital channels.
- Be live – answer questions, respond to messages and comments, and be an active user.
- Share content regularly and change it up with videos, pictures, graphics, questions, polls, news, case studies etc. (once week posting might work until you grow your audiences).
- Engage with your audience – comment on other businesses pages, respond to comments, report and share other peoples or businesses posts.
Debbie Bradley, Founder and Director of LEODIS Marketing & PR is a no-fluff straight-talking professional with more than 20 years’ experience. If you want to chat about your marketing activities or need help, contact Debbie today: firstname.lastname@example.org