It’s common knowledge, isn’t it? To survive and prosper in business today, you have to be digital with email marketing, social media activity. e-commerce, online advertising, blogging and a website, of course, with good SEO and an active Adwords programme.
All very commendable but what’s the strategy? Where does digital fit with more “conventional” marketing? And, which, if any, of the above tactics should your business be employing?
In order to maximise the ROI in digital, it is absolutely essential to have a clear and detailed strategy which identifies exactly where each piece of the jigsaw fits; how it relates and influences other parts of the strategy and what is meant by “success”.
To view the Prezi, click here
BD2 have developed a Prezi which identifies eight component parts and shows how they work together to inspire and engage across the whole gamut of a business’s target audiences and stakeholders.
Here’s a brief synopsis of the eight and how they integrate.
“Content” is the current buzz word in marketing, along with “engagement”. It’s all about creating and sharing information that’s closely related to what you sell – but it’s about ‘telling not selling’.
A well-executed content strategy offers a much more long term, personalised and engaging customer experience with content that can then be shared, commented on and updated by the audience through email or social media.
Websites have become the essential point of verification for any business, b2b or b2c. It needs to be very user friendly as it should never be forgotten that leaving the site is just one click away. The site needs to provide access to all relevant information in a way that is clear and engaging (there’s that word again).
In the UK alone, 94% of adults either own or use a mobile phone [Ofcom], and by 2016 it is predicted that 80% of all internet access will be via mobile. Mobile devices are changing the way we use the internet, and mobile marketing provides one of the most effective, innovative and inexpensive ways to reach an audience. Websites must be optimised for mobile through the use of responsive design and should consider how users might interact with a business via mobiles such as location based services.
4. Social Media
Social media represents one of the biggest challenges for businesses and one of the most exciting and significant opportunities. It is important to understand that in social media, one size does not fit all and what works for one business might not work for another. The sheer pace of growth in this channel requires research and planning to ensure a well thought through, integrated and agile strategy is in place.
There is little point in having an informative, inspiring and engaging website if no-one can find it. Search Engine Optimisation (SEO) is a crucial part of the overall marketing strategy and integration with other areas of the marketing is critical. Google has shifted the focus from keywords to ‘conversational searches’ and wants to see proof of engagement in the form of feedback, comments and sharing through social media.
Incredibly, some people are saying email marketing is dead. It’s not; it’s thriving and can deliver higher lead conversions, increased sales and brand awareness for your small business. Email marketing is affordable, simple and powerful and mobile means that it is more potent than ever. Email is also very engaging (heard that before somewhere?) offering real interactivity, with hyperlinks allowing recipients to click through to websites, videos and other forms of rich content.
7 News Microsites
Blogging has become virtually a national sport and we’re all publishers now. News or information microsites offer the opportunity to become ‘a voice’ within your industry by putting your own editorial online. Meaningful content is again vital with the aim being to be relevant and (yes, you guessed it) engaging.
Microsites deliver specific information to a specific target audience who are therefore naturally engaged. They allow marketers to focus on specific messages and to test creative treatments.
Just like a “traditional” strategy, your digital strategy should start with some SMART objectives develop the strategy, identify tactics and contain KPIs against which to measure success.
Oh, and it needs to be engaging (did we mention that already?)
BD2’s infographic is an extremely useful touchstone from which to work. It helps clarify areas which need focus and demonstrates the need for interactivity.
As marketers, we all have to be cognisant of what’s happening in our marketplace. More than ever before, we have the chance to interact and engage with our audiences in a direct and truly mutual way.