Whether you’re in business, works with a charity, or just like to share your daily life with people, there is the potential for you to reach the 4+ billion people who are online (https://www.internetworldstats.com/stats.htm).
The share volume of people and information becomes overwhelming, trying to find your place in the online global village can be daunting.
Search engines have been developing algorithms since the internet began to help connect people with the information they are looking for.
However, making sure that the people you want to reach actually find your information can require as much effort. The reality is that you do not really want to connect to over 4 billion people.
You want to connect with people who are going to be genuinely interested. This is why it is so important to make sure that you get your digital marketing right.
“Digital Marketing” is one of those phrases that can terrify the uninitiated, but it doesn’t need to. All it really means is that you are using the tools of the internet to help people find you.
Marketing in the online space works even better if you can support it with real-world marketing and promotion as well. However, to give you an outline of some of the best digital marketing solutions here’s a three-step overview:
Step One: Website
You may think that in the age of social media a website is not necessary, but websites still have a place. A website is easier to find using Google (or any search engine) than a Facebook page.
It also (should) have a clearer layout, making it easier for people to find the information they are looking for, and a website can be used to promote your social media presence.
In digital marketing, you need to look at your goals and plan your strategy appropriately, as everything is interconnected (it’s not called a web without reason).
SEO (Search Engine Optimization)
One part of having a strong website is to ensure that you have content that search engines will like.
Unless you are a particularly talented writer of marketing copy, it is a good idea to have a professional at least glance over what you have written.
Search Engine Optimisation looks at the headings and titles you’ve used, how often you’ve used keywords (and where they’re placed) as well as images and video content.
Step Two: Social Media
Don’t fall into the trap of thinking that you need to be across all social media platforms (click here to see the 200+ platforms).
What you need to work out is where your audience is, and which platform best suits both your requirements and your ability to commit.
Your social media efforts should support your core business, not become it. Whether you have a Facebook page, a Pinterest board or a more niche presence on something like Doximity, the key is to ensure that not only do you actually use the platform but that you use it appropriately.
Your social presence should be about engaging with your audience and increasing that audience.
Step Three: Email
You may have thought email marketing was a thing of the past, but not at all! Email marketing can be a vital part of any digital marketing strategy.
However, as with building a website and creating a social media presence, you need to be clear about what your goals are and ensure that you are meeting the needs of your audience. There are a few dos and don’ts with email marketing:
- Do: use mailing list software which allows templates, customized addresses and the ability to view the email in a browser.
- Don’t: Use your Gmail account and put everyone’s email address in the To bar.
- Do: send emails with an appropriate frequency (e.g. if you are in the financial sector a morning ‘round up’ is a great idea or a ‘new releases’ monthly email for bookstores).
- Don’t: send an email just for the sake of sending an email. People receive so much email in their inbox, you do not want them in the habit of clicking delete on yours. Send emails that are of use and interest.
- Do: Think about SEO – even though this is email and not a webpage, email software is still scanning for keywords to decide how to prioritize your email.
- Do: Include contact details – not just email and telephone, make sure that you have included links to your social media options and websites (icons generally look better than text-based links).
- Do: design a beautiful template
Overall, make sure that your digital marketing plan isn’t just left to develop ‘organically’. Have a clear idea of what your goals are and everything will become much easier.