When it comes to spring-boarding your business into the digital space, I guess the first skill to master is change management. Getting your business up to speed with state-of-the-art websites, email marketing, content marketing campaigns, online advertising or social media community management, means being comfortable with constantly needing to iterate strategies, training and up-skill staff, and so on.
I read on a blog somewhere that we ‘digital marketers’ shouldn’t refer to ourselves as gurus because how can one become a guru of something that continually changes and how can one perfect something when the goal posts are constantly moving?
But I’d like to think of ourselves as gurus of change because that’s what we do…
Our team at Dreamsmiths have assisted many great clients, spring boarding them into the digital space. Whether it be with state-of-the-art websites, email marketing, content marketing campaigns, online advertising or social media community management. In our experience, the digital space changes so quickly that we are constantly needing to revise strategies, send staff for training, upskill, brainstorm and research until we feel we are offering our clients the latest insights, advice and service to their business.
Here are five pointers that we hope will help you to not only digitally market your business but become a guru of change:
For those businesses not already online, yesterday is the time to do so. Embrace all things digital! Yes, it’s daunting and where do you begin but not having an online presence may cause your business to fall behind. Don’t forget, your competitors are thinking the same and may have already beaten you to it. Then don’t settle with just that. Constantly try new things, keep it updated with latest news, new campaigns, offerings and competitions.
Create your digital footprint
Depending on what your service or business offering is, start a website, blog or social media profiles to create your digital footprint. Promote your digital efforts on all your traditional mediums such as branded stationary, magazine ads, shop windows, till slips, etc. Ensure all platforms speak the same language, are sophisticated and well managed. Create a content calendar in Excel to plan and schedule regular posts. This way strategic intent is put into the planning phase. Hootsuite is a great platform from which you can quickly post to a number of platforms simultaneously.
When new platforms arise, research them to see whether you feel being on them will benefit your business, don’t just ignore it. It could be the next big thing!
Where do you find your audience? With the internet offering a wide variety of advertising platforms i.e. Google Adwords, Linkedin, Facebook, Twitter, Pinterest etc. Cast your nets wider at first, looking for bites from your target audience. You will quickly see where there’s engagement and interest and where there’s not. Don’t be afraid to pull the plug on efforts that don’t work and rather shift your energies to a new platform that shows promise.
It is essential to put PPC budget behind your efforts. Organic efforts are often not enough. Decide on a budget and a strategy and create PPC campaigns driving traffic to selected platforms.
Constantly analyse all platforms and make changes immediately. Even if it means pausing campaigns to review and assess.
It’s never a fail
From your efforts you will have a vast amount of data and insights available to you to analyse, different to traditional advertising mediums. This is incredibly detailed data which you wouldn’t have had before – audience demographics, interests, geographical data, behaviours etc. Set aside chunks of time to analyse this data and create new strategies based on your new insights. Immediately implement your new strategy and don’t continue in your old ways if you saw they weren’t the most cost effective way of doing things.
Your company may not be that interesting to a person. But peel back a few concrete walls, branding and titles and you can quickly show your human side. Don’t be shy to share things like your company values, interests, philanthropic endeavours, syndicated content you believe in, ideals, thoughts, inspirational stories from your staff, the list is endless.
Create content that is exciting and fun for your audience. It doesn’t even have to be related to your business or product simply create a subtle way for the user to make the connection and you have gained that exposure alongside goodwill and most probably word-of-mouth! Instead of spending on talking about yourself, why not spend on things like discount vouchers, competition prizes, personal gifts, freebies. Often these things will get you a lot more engagement and buy-in and once again goodwill.