Developing Your Digital Marketing

Posted: Tuesday June 23 2020

By: Guest Bloggers

“Marketing is telling the world you’re a ROCK STAR, Content Marketing is showing the world you are one”

Developing Your Digital Marketing

By Jay Cook – Cerebral Agency

  1. Goals and Objectives To Developing Your Digital Marketing

Developing your digital marketing strategy needs to start here first and foremost.  Without your goals and objectives, any strategy falls at the first hurdle; there will no direction and no aim. So, have clear and defined goals and objectives. Know what you want to achieve and within what timeline.

  1. Identify Your Customers

Take time to identify who your customers or future clients are.  See what social media platforms they are using and have a look to see if that platform will work for you.

  1. Identify Your Competitors

In the same way as you have identified your customers, you need to understand who your competitors are, where they stand on social media and what/who their content is aimed at. Look at their content see what’s working and what isn’t and adjust your plan accordingly. Use this as inspiration but DO NOT STEAL CONTENT.

  1. Assign Rules

Assign the rules of your team, i.e. who is responsible for what platform and the content of that platform. If you are doing this all on your own or you are a small agency with multiple accounts, then look to see what works on different platforms.

  1. Search Engine Marketing

The first thing you need to carry out is Keyword Research. Do the research and see what keywords are working within your industry.

Search Engine Optimisation- Carry out on and off page SEO.

Link Building – Wikipedia defines the following types of link building activities:

“Natural” – Editorial Links –  Links that are given naturally by sites and pages that want to link to your content or company. These links require no specific action from the SEO, other than the creation of worthy material (great content) and the ability to create awareness about it.

 Manual“Outreach” Link Building- The SEO creates these links by emailing bloggers for links, submitting sites to directories, or paying for listings of any kind. The SEO often creates a value proposition by explaining to the link target why creating the link is in their best interest. Examples include filling out forms for submissions to a website award program or convincing a professor that your resource is worthy of inclusion on the public syllabus.

Self-Created, Non-Editorial – Hundreds of thousands of websites offer any visitor the opportunity to create links through guest book signings, forum signatures, blog comments, or user profiles. These links offer the lowest value, but can, on aggregate, still have an impact for some sites. In general, search engines continue to devalue most of these types of links, and have been known to penalise sites that pursue these links aggressively. Today, these types of links are often considered spammy and should be pursued with caution.

Paid Search Ads

Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click – PPC) or less commonly, when your ad is displayed (cost-per-impression – CPM).

Paid Search Advertising

Search advertisements are targeted to match key search terms (called keywords) entered on search engines. This targeting ability has contributed to the attractiveness of search advertising for advertisers. Consumers will often use a search engine to identify and compare purchasing options immediately before making a purchasing decision. The opportunity to present consumers with advertisements tailored to their immediate buying interests encourages consumers to click on search ads.

Pay Per Click (PPC)

Pay-per-click has an advantage over cost per impression in that it tells us something about how effective the advertising was. Clicks are a way to measure attention and interest. If the main purpose of an ad is to generate a click, or more specifically drive traffic to a destination, then pay-per-click is the preferred metric. Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect click though rates and the resulting pay-per-click.

Measure the Results

Find what is working and do more of it, find out what isn’t working but instead of just throwing it away find a solution and make it work for you.

  1. Content Marketing

Content marketing helps your brand develop close relationships with your audience/customers, it establishes authority in your industry and contributes to the overarching business goals and objectives.

Content can come in many forms- Blog Posts, Photo’s, Infographics, Videos, Pod-Casts, guest blogging; the list can go on and on.

Questions to consider- Who will create content? Which SM Platforms to distribute it on and how often to post (See our article from last month).

When you been doing this for a few months look at the results and adjust accordingly.

  1. Social Media Marketing

This goes back to step 1, What are your SM goals?

Choose your SM Platform- Facebook, Twitter, LinkedIn, Google +, Instagram, You Tube or any of the vast number that is out there

Plan your content. Decide what is going out, when and on what platform.

Advertise though Social Media. Most platforms have some form of advertising system, the most prolific of these being Facebook, Instagram and Twitter. Don’t forget, Facebook owns Instagram, so you can spread your costs efficiently by advertising on both simultaneously.

And again, measure the results and see what is working and what is not.

  1. Mobile Marketing

What are your goals for mobile marketing?

For each of the SM platforms, what devices are people using to view your content? Have you tailored your content to be visible and user friendly to these people?

Choose the right platform for you and your audience and measure the results from that platform.

  1. Email Marketing

Again, what are your targets for email marketing? How many people are you sending to? What percentage do you want to open, click, action from the campaign.

 Build a strong customer list, develop a calendar for when your emails will be sent out and what will be contained in them…AND STICK TO IT.

Make your emails worth opening for your customers/prospects.  Don’t just put sale based items on there, give them a free bit of advice, tell them about your team, showcase another business you really like (Not a competitor). In essence, create engaging content.

  1. Measure the Results

And guess what……Measure the results of anything you do.

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# Developing Your Digital Marketing