‘Digital Marketing’ is all about using digital channels to grow your business. People are spending more and more time online; and if there is one takeaway from this Ofcom report, it’s that your customer or prospect is probably online right now.
If you want to grow and nurture your customer-base and have heard the term ‘digital marketing’ but don’t understand the concept or how to apply to your business, then here are 7 digital marketing tactics to help get you started.
Digital Marketing Assets
For most small businesses, digital marketing starts with a website. However it’s the creation of digital content that will drive results.
Digital content comes in many forms, including online coverage (i.e. reviews, social shares, media coverage), branding (i.e. logo, consistency of colours & fonts), infographics, social media, blogging, imagery and video to name a few. Your goal is to understand the type of content and format that will best reach your target audience.
7 Digital Marketing Tactics
Tactics are all about making the assets you’ve created work for you. The following lists 7 digital marketing tactics you can use for your business.
1. SEO (Search Engine Optimisation) is about making sure the content you have created is search engine friendly. Here is a blog post about the 5 things I have learnt about website optimisation to help you.
2. Google Ad Words is a Pay Per-Click tactic used to get your website listed at the top of Google’s SERP (Search Engine Results Page). The search term you purchase will return a search result that will be defined by Google as a sponsored link with ‘Ad’ symbol as per example below.
TIP: Do your research to understand your audience, especially the specific keywords they will type into search engines for your goods or service. Also craft and test copy that will encourage a prospective customer to click on your link.
3. Many businesses use Social Media to build brand and followers – but it takes time and patience. A small business is often time-strapped, so the trick is to choose one or two social media platforms that will work for your business and dedicate time to not just sharing others content but also creating your own that inspires likes and shares. Tip: As per the image below, a small investment in Facebook can increase your reach and engagement 10 fold to a very targeted audience.
4. Online advertising has reached a new levels with the likes of Facebook, Instagram & Twitter offering targeted solutions. Like traditional print advertising, you should have an eye-catching and compelling message to cut through the clutter. Also remember that many internet browsers allow the user to block advertising, so if you are planning to invest in online advertising, choose your channel wisely.
5. Online public relations is all about getting your news online. You can apply traditional PR tactics with a press release or blog post and nurture digital press and other blogging contacts to secure online coverage, inbound links and mentions.
Example below : A media release below via MailChimp converts to online coverage.
6. Using forms to capture contact details or email addresses is a particular Inbound Marketing tactic that enables a business to nurture leads and continue ongoing communications with customers.
Example below: This methodology provided by Hubspot, is an idea of the types of content which can help move your leads through the ‘marketing funnel’ or ‘delight’ existing customers, turning them into promoters of your business.
7. Email marketing is regarded as a very effective channel to support ongoing customers communications and turn leads into customers. Unlike social media platforms, with email marketing you own the channel. Here is a summary of why email marketing works.
What are the benefits of Digital Marketing?
Unlike traditional marketing tactics, where the results of your time and investment is often speculative, the beauty of digital marketing is the ability to tract results immediately. With each digital channel you can set-up a dashboard which enables to you view metrics such as website traffic or the open rate of an email campaign. Below are dashboard examples using MailChimp for email and Yoast for monitoring WordPress website traffic.