Getting your digital marketing sorted may have been sitting on your to-do-list for years.
But now it has become business critical. The time to get your digital marketing sorted is now!
It still surprises me how many businesses I have seen that have pretty terrible websites. Amazing people, super clever products, smart strategies and great ambition but terrible digital marketing.
Businesses have limited time - I get it. And your digital footprint can be hard to get sorted – lots of faffing and complicated jargon from people trying to sell you stuff. I get that too.
But (and I’m stating the obvious here) your digital footprint IS your footprint now.
And it’s not just if you are selling direct to your consumer.
If you are a B2B company digital is key to sharing who you are and your unique offer online. So many steps in a buyers journey relate to looking at the web and supporting them as they decide to buy what you are offering.
So if you’ve got a below average website its time to suck it up and get it sorted.
Where to start? Well the great thing is that your digital marketing strategy should come from your marketing strategy with the overlay of the opportunities that digital provides…
1. WHO: It is deciding who your customer is and thinking about what they want to know online about your business
2. WHAT TO SELL: Ensuring that the unique product or service you are offering them is what they want
3. WHAT TO SAY: Talk to them in a way that engages them and makes them understand why they should choose your product instead of others (what is your message/ value proposition)
4. WHERE: How does the architecture of your site work? What is the simplest way to talk to them. Then figuring out where your customers are – the best/ most cost effective way to talk to them on digital channels – social, search, blogs etc
5. WHAT TO DO: With an action that they can take so you can sell something or continue to talk to them in the future (call to action)
6. HOW DID IT WORK? Then the last step is to review what you did and what worked (and what didn’t) and then going back
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