Editorial

Six Ways To Take Your Business Digital Marketing To The Next Level

We don’t need to tell you how competitive things are out there right now. The COVID-19 pandemic didn’t so much level the playing field as make sure that everyone was battling it out on the same one. Huge corporations started slugging it out with local businesses for the same customers, as suppliers and shoppers were forced to conduct all their activities online. Now, the UK government restrictions are starting to be rolled back but things will continue to be incredibly tough out there for businesses of all sizes and across all sectors for some time to come.

As a result, many businesses that don’t have a endless pool of resources have been looking for ways to boost their marketing without blowing their budget. How can you cut through the noise and the competition to reach your target audience and get your message across? The good news is that investing in digital marketing does not have to break the bank. You can get started quickly and cost-effectively, and here are just a few suggestions to help you get started.

Understand Your Target Audience

A simple one to start off with, but it’s something that some businesses seem to neglect. Why would they do such a thing? Because some businesses still believe that it is better to aim to get the biggest number of eyes on your advertising as possible. While this approach may find you some new customers, it is also extremely expensive and inevitably means that you are wasting time and resources on individuals who are not that interested in what you have to offer. Take the time to think about who your core customer base is and what kind of messaging will appeal to them. The more you focus on marketing to the right people, the better returns you will get.

Think Carefully About Where You Place Your Marketing

Following on from the point above, the idea that you should blanket every available channel and outlet with your marketing is always going to be expensive. This is especially true if you are running a pay per click marketing campaign. You can pay for a swathe of enticingly worded adverts on a popular social media channel, but if everyone who clicks through to your website discovers that they are not interested in what they find when they land on your home page, then you are paying for absolutely nothing.

So, once again, think hard about your target audience and do your research into which social media channels they frequent. More carefully targeted advertising will take more preparation, but it will lead to better results.

AI Is Changing The Way We Work

For anyone running a small business, it may seem like the advances in AI are not particularly relevant. However, it does not take a huge amount of research to see just how big a difference they have made to all our lives in a relatively short span of time. From the chatbots that greet us when we reach a company’s homepage to the ways in which business software is becoming more intuitive, AI technology has made a huge difference in our daily lives both on and off the clock. But how can you make the most of these tools when it comes to marketing?

You may have heard of programmatic advertising, but for the uninitiated, this is a technique that uses AI to target areas and audiences based on customer behavior. It takes an awful lot of the time-consuming legwork, not to mention guesswork, completely out of the picture. A good digital marketing agency will pair their software with experienced marketing specialists to ensure that your messaging is reaching the right people. Of course, bringing in an external team comes at a cost, but if you are struggling to find your target audience this could very well be a price worth paying.

Get To Grips With A Landscape That Is Constantly Evolving

One of the points that we keep coming back to is that the technology that helps us to find new customers and clients, and helps our competitors, is moving forward at an incredible pace. While there will always be a new tool to get to grips with and a new software update that you need to recalibrate for, a huge part of optimising your marketing strategy is making sure that your business is able to move with the times, to adapt to big changes. To describe the times that we are currently living through as “disruptive” feels like it is downplaying the seismic impact of the pandemic somewhat, that’s true. But being prepared to handle disruption is a skillset that every business owner needs to have in their arsenal. So, how can you become lighter on your feet, better equipped to handle the unexpected?

Well, a great place to start is by trying to think a little differently. If you feel like you are starting to become stuck in your ways and that you are struggling to think outside the box, then maybe it’s time to invest some time and energy into education. For example, taking a digital marketing course on disruptive strategy could open you up to new ways of doing things. It could help make a lot of the more imposing new ideas, industry changes and new technologies a lot more digestible.

Keep A Careful Eye On Google Updates

The world’s biggest search engine is constantly updating the way it displays results, and you cannot afford to ignore some of the big changes that continue to roll out. For example, user experience is being incorporated into its rankings, which means that you need to make sure that your website is welcoming and easy to navigate, and not just full of keywords. If you want to make sure that you have the best chance of coming out at the top of the search results, then you need to make sure that you stay up to date with any and all of the latest changes.

Be More Accessible

We have already talked about the importance of understanding your target audience and the channels that they use when it comes to creating a marketing campaign. However, it is not enough to simply get the message out there. An undeniable result of all this extra time that we have all spent online over the past year is that we have become a lot more discerning.

One of the factors that can turn curiosity into commitment is the sense that the business in question cares about its customers. That the people behind the campaign are available to answer any queries and concerns, and that they are interested in fostering a relationship that will endure past the point of money changing hands. It may not always be the case that customer service will have gone hand in hand with a marketing campaign, but with the marketplace as competitive as it is right now, you need to give those potential customers and clients a reason to invest their money and time in your business. So, when your campaign rolls out, make sure that there will be team members available to greet those people who are coming through those emails and online ads to make them feel wanted and welcome.

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