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Your Basic Digital Strategy

Published on 1/15/2017
For additional information  Click Here


Image result for digital marketing



"Digital media time spent with mobile is now a whopping 68 percent. The desktop commands just 32 percent of our digital attention." (comScore)


This article was published



Marketing online can be a daunting prospect. Facebook, Twitter, websites, viral campaigns, Google+, email, blogs – there's a lot to consider. The digital environment is constantly changing. So, where do you start?

Understand your audience

Digital marketing is like conventional marketing in some ways. The goal is to get your potential customers to engage with your brand, so that you can sell your product or service to them.

You can't do that without understanding the people you're trying to sell to. So take the time to do it by:

  • Asking for feedback on your products or services – and make it easy for people to respond.
  • Engaging with your customers wherever they are: in discussion forums, social media and via email or blog comments.
  • Embracing complaints
  • Conducting market research to learn more about your customers' needs and wishes.

Armed with all this information you'll be able to run targeted digital marketing campaigns with a high chance of success


Learn by example

Like any aspect of running a small business, digital marketing is all about effort – the more you put in, the better the results will be. You don't necessarily need a huge budget, but you do need the drive and desire to try new things and learn from the results.

One of the best ways to start is by looking at the digital marketing strategies of companies that are already doing well, to see what you can learn.

Investigate companies in your field and that with brands you admire – Apple is a popular choice, for good reason. Also look at companies that have a strong, loyal, online following, because they must be doing something right.


Related image

Communicate with your customers

Different methods of digital marketing work well with different audiences. For example, younger customers tend to prefer mobile apps with 'push notification'. This is where you send information about new offers to a customer without a specific request from them. Older customers are more likely to prefer email – but not the unsolicited kind. Here are some tips for making the best use of different communication methods

  • Email
    It’s still an important tool. Depending on your niche, it may still be the preferred choice by many that will say that email is their preferred marketing method, so this should be a fundamental part of your digital marketing strategy. Think carefully about the structure of your emails, from the subject line – which should be a strong call to action – to the content and the design.
  • Blog
    You could have a blog on its own, or as part of your website. Either way it's a useful digital marketing tool because it offers a personal insight into your business, making it feel more human and approachable. It can also provide a platform for feedback from your customers, helping them feel more emotionally engaged.
  • Apps
    It can cost money to have an app written for your business, but perhaps not as much as you might expect. Be sure to check all of your options. Smaller businesses need apps where they can send out special offers and updates to their customers.
  • Social media
    A presence on Facebook, Twitter, Pinterest, Google+ and other social networks will help raise your profile. It can also help you engage with your potential customers and learn from their feedback. It can be time-consuming work though, so begin with one or two networks. Don't spread yourself too thinly and start by going where your customers already are.
  • Viral campaigns
    A viral marketing campaign is where a small marketing project spreads far further than its intended audience. Some companies try to force their campaigns to 'go viral' but this is a risky business. If the wrong message goes viral it can hurt the company, so be careful.


Use tools such as as HootsuiteSprinklr and Sprout Social to monitor responses to your social media and other online activity.


Let your customers build your brand

Your customers can do a lot of the work for you. For example, some sports clothing or luxury car brands are so well loved, the customer 'wears' the company's logo with pride. You can do something similar online, with your own brand.

For example in the US, Fiskars makes scissors which are popular with scrapbookers. Fiskars and Brains on Fire went into the scrapbooking community and found members that were using Fiskars scissors. With these members, they created the 'Fiskateers', a group of brand ambassadors for Fiskars.

With a little effort and the right reward structure, it's possible for any small business to do something similar online – and let the customer spread the word.

If all else fails, pay

Although you can get great digital marketing results with effort and time, sometimes it's worth paying to get a quick result.

PPC (pay per click) online ads are targeted at specific audiences, based on their keyword searches. PPC ads might be expensive, but they can work well:

  • You only pay when people actually click on your ads and visit your website.
  • You can track the source of each click in detail, with tracking code.
  • You can target a specific audience or niche.
  • You can test out new keywords for relatively little cost.


Image result for communicating with customers


What is important is to keep refreshing your marketing campaigns, test new ideas, and watch e-commerce companies to find out how best to promote your products. Stay active and never stop learning


Thank you for stopping by!





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