Digital marketing has come on a long way in the last few years. Social media, content marketing, video, user-experience, voice search, pay-per-click and search engine optimisation have all had boom years already and continue to grow in importance.
Joined up digital marketing
So, what’s in store for 2018, you ask? A joined up digital marketing strategy and creating a great user experience.
Over the years I have seen companies throw huge effort into one of the key areas of digital marketing and hoping that would generate the enquiries they’re after. But they do this at the expense of all the others.
You don’t have to do every possible digital marketing campaign
That doesn’t mean to say you have to do everything! There are too many potential digital marketing campaigns for most companies to manage or budget for.
You need to be clever and create a strategy for the types of new business you are searching for and focus on the right digital marketing campaigns that will attract them to you.
Focus on the user
By focussing on your potential customer, we can work out where they are most likely to interact with your brand. A retail shop would need a very different set of digital marketing campaigns from a B2B service provider.
Professional website which turns visitors into customers
All digital marketing campaigns need to be underpinned by a professional, easy-to-navigate website. There’s no point having a full-on pay-per-click campaign if your website won’t turn those new visitors into customers. Does each page of your website give a clear message and encourage visitors to the next step of the journey?
Everything from your images to your content on your website needs to reinforce your business’s commitment to customer satisfaction.
Consumers are becoming increasingly picky and less brand-loyal – make sure you ring true in every aspect, otherwise visitors will see through you in a jiffy.
It’s key that you are regularly updating your online marketing. Tweaking pages on your website, posting on social media, improving pay-per-click campaigns etc. etc. If you don’t have time to do this, there are professional companies, like Realnet, who will review your stats/analytics, make updates for you and report back to you each month so you know things are moving in the right direction.
Voice search using tools such as Alexa and Siri is growing quickly in popularity. Is your website setup to provide the answers people are asking for?
Please see our article on voice search from last year for more information.
Start 2018 with a digital marketing strategy to be successful
So my advice for successfully digitally marketing your business in 2018 is don’t throw all your eggs into one digital marketing campaign. You need an expert to help choose the right campaigns for your marketplace and keep working on them every month. With the right digital marketing strategy and effort over 3-6 months, you’ll see the enquiries and sales build up.
Kari Sewell - Managing Director, Realnet Ltd
For advice on how to plan your digital marketing strategy for 2018, contact Realnet today on 01223 550 800.