We challenged ourselves to summarise our most essential digital marketing advice for local companies into two short points.
Want to know how to take your digital marketing to a new, more cost-effective, level?
Connect to your business strategies:
When you speak to the right digital agency in Belfast, or Northern Ireland, be prepared to think beyond digital marketing ‘products’. Instead, start with your business plan, marketing strategy and content strategy – if you have one – to genuinely combine your digital marketing into the direction and goals of your company.
Also, and this is something often bypassed in error, by involving your team you can discover ideas and needs from every part of your business. You might find that sales have suggestions for a new target audience or other colleagues may have an idea for a campaign.
In short, digital marketing isn’t a product or service as such. It isn’t a string of actions, where you try one thing and try another, but a structured plan interwoven with the direction of your company to support and help your business grow.
A common mistake, we should mention, is the approach of using digital marketing to constantly reach for a ‘hard sell’. This isn’t, of course, something that works on your shop floor and it doesn’t work online.
Instead, a sense of customer journey and/ or community creates a circle of buyers ready to convert *when they are ready*. After all, ‘do you want to buy now?’ is a yes/ no question…while smart digital marketing allows you to draw your audience closer until they are ready to purchase.
Connect to how your company, and audiences, will change:
An often-ignored fact in digital marketing? Just as your business will change, your audience will change too.
Digital marketing without this factor designed-in runs the risk of a costly catch-up later instead of being ready to meet your audience at the sharp end of their changing behaviour.
For example, your potential customers and existing customers will already have encountered a chatbot working and helping with their questions 24 hours per day on Facebook. So their expectation of how long – and when – a business will reply has changed.
Your audience will constantly see rich social content beautifully optimised for their mobile device (such as Facebook Canvas) meaning your LinkedIn page with photos from staff events won’t gain the same kind of response for much longer.
Those who fall within your target segments may well have used voice search at home or on their phone/ tablet. Sooner or later they’ll want to know how your online presence can respond to this. Will they be pleasantly surprised…or turn to your competition?
Looking at digital marketing at a bigger picture avoids missed opportunities and wasted investment by taking considerations like these into account.
After all, you make have engaged a digital agency in Belfast or beyond for sporadic digital products or services – or worked with one of the marketing companies in Northern Ireland – but taking time out to really focus on outcomes can be the key to amazing ROI.