Still in its infancy, digital marketing is so fast changing that it’s not always easy to know how to integrate into your existing marketing planning effectively.
Try these 3 simple steps to making sure you choose the right platforms for your business.
1. Research: find out where your audience is
As a small business, it’s very tempting just to pick one channel, normally one you might be familiar with or may have dabbled with on a personal level. Focusing all your efforts on Facebook, for instance, when your target market might be engaging more in Instagram or YouTube, could prove costly in the long term.
Before you commit to setting up profiles on Social Media streams, find out what research has been done on your target market which outlines where your customers might be communicating. Using your keywords, search each channel to see how your competitors are engaging and learn from their apparent success.
Recent studies show that small businesses see the best results when they commit themselves to joining up their marketing efforts making sure all their digital platforms are accessible, whether through print advertising; QR codes, Website; link to email marketing sign-up, Social Media; links in online profiles which direct traffic to specific targeted offers/services.
2. Add Value: consider what your target audience really wants
Avoid blatant selling; posting constantly about how great your products are and communicating special offers won’t generate a sale on it’s own and will soon see your followers dwindle and go somewhere else. Whilst everyone loves a bargain, sharing useful pieces of knowledge and advice will give credence to your products and position you as the brand to follow in your field of expertise.
Ask your customers what they want; as soon as you know then you can start providing powerful, targeted information, which will generate more sales.
3. Join the dots: make sure your digital marketing becomes part of your overall marketing mix
Digital marketing is only one part of your overall marketing strategy; albeit an important one – don’t be tempted to separate digital from your other marketing efforts.
Consider your key propositions and utilize other marketing strategies to communicate your key digital platforms including Face-to-face (business cards/flyers), Media (advertising) and PR (Press releases).
Consider every physical touch point you have with a customer – at the till if you own a shop, the food bill if you own a restaurant, in the waiting room if you run a beauty salon.
In essence, try and keep it real; communicate openly with your customers and give them what they want – this way they’ll keep coming back again and again.
If you’d like some help with implementing your digital marketing Tweet me or call me on 01273 772033 for an initial chat over a coffee!