1. Get your online tools in order
Firstly, you need to decide your key online tools and your KPIs (key performance indicators).
- Your website and branding
- Email marketing
- Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
- Blog and news posts
- Ebooks and online brochures
- Infographics, videos and rich media
- Interactive tools
- Online coverage (PR, social media, and reviews)
2. Develop a solid strategy using a variety of tactics
Promotion of content to generate brand awareness, increase traffic growth, lead generation, and bring in customers.
Social Media Marketing
Promote your brand and content on social media channels to improve brand awareness, drive traffic, and generate leads. Also a great place to implement some native advertising, place some content-led ads and feature them on a platform among other, non-paid content. It automatically increases their gravitas.
Email is often used to promote content, new products/services, news, discounts and events, it is used to direct people towards the website. This can be as complex or as simple as required.
Many businesses have to automate repetitive tasks such as emails, texts, social media, and other website actions. These can produce great results and greatly reduce staff resources. Automation can be triggered by transactions, customer journey milestones, events or even news related.
Advertising where you receive commission for promoting someone else’s products or services on your website, this can enhance your brand importance if you can team up with other strong brands in your area of business.
Search Engine Optimization (SEO)
Optimizing your website to ‘rank’ higher in search engines, to increase organic traffic that your website receives.
Drive traffic to your website by paying every time your ad is clicked. The most well-known type of PPC is Google AdWords.
Online PR is online coverage with blogs, online publications and other content-based websites.
3. Push and pull marketing
So you’ve gathered your digital tools and agreed your strategy? Now you can add a final additional dimension, push or pull marketing. Are you going to push information to your customers by continually sending them information or draw them to you by pulling them in with gifts and valuable insights. Push and pull marketing each has it’s benefits and we can talk you through these. It is most likely that you need a healthy balance of sending information out and then giving your business the competitive edge by pulling people to you with valuable incentives.
4. Stay on top of the competition
Once your strategy is up and running and you’ve seen some fantastic results, you can breathe a sigh of relief. But, don’t be lazy and don’t be fooled. In order to stay on top of your competition you need to continually measure and analyse your performance against your KPIs. You can do this by using analytics tools and reports to measure MOM and YOY performance. Don’t forget to test variables and stay up to date with the latest technology, fashion, trends and marketing tools. Take one step into the unknown and be known as an early adopter.