The art of clever digital marketing


To get your business seen in today’s ‘noise’, traditional outbound marketing really isn’t enough. Just talking to, or even worse ‘at’ customers doesn’t work any more, because no matter what business you’re in there will always be a load more, saying pretty much the same thing above and below you in any online search. And depending on how robust your marketing strategy is – as soon as you catch your fish, a smarter one will always be around to lure it away from you.

Digital marketing, in the wrong hands, can be impulsive, erratic, and get all the wrong results. However, done well, digital marketing allows you to really get to grips with customer engagement, as it gives them the opportunity to take the lead, and we all know that if you empower a customer by touching on a need, they will be more inclined to buy. Digital marketing sets up these conversations, empowering the customer through a marketing experience rather than just being directly sold to.

Taking a long hard look at your brand is a difficult thing to do, but it’s vital that you don’t just see your brand as the ‘pretty face’ of your business. No, there is an art to making your brand work harder for you, and it’s looking at how, why and when you communicate with your audience. The customer’s expectation is ‘what I see is what I get’, which is worth remembering!

So let’s take a look at the three ways to optimise your brand through digital marketing.

1. Mobile first – so says Google!

According to mobile marketing statistics the percentage of web views made via a mobile device is steadily increasing. Google also released a new algorithm that ranks responsive sites higher in searches, so we cannot ignore this, and yet so many websites still do! When you don’t have a responsive site your entire page is reduced down to fit the phone display area, quite literally painful to the eye. A responsive site does what it says – automatically responding to the device parameters, resizing the content of the web pages and using different navigation devices that fit comfortably within the screen. You can test the mobile friendliness of your site here

2. Keep it simple, and stop annoying your customers

Everyone’s busy, busy, busy, which means attention spans are getting shorter. So we don’t want to be wasting precious customer communications opportunities with pointless information, questions or expectations. One simple message, that is targeted and more importantly, relevant will have a far greater chance of hitting the mark. Find out what your target wants, identify their pain and then supply the solution in really simple plain speak. You may know what your business offering is, in your terminology, but think about whether your audience will. Keeping an eye on your competition will ensure your messaging is clearer than theirs, and will draw customers to you; this type of inbound marketing works.

3. Stop relying on Google

Keeping up with Google’s ever changing ranking criteria can seem like a futile objective, so maybe we should all stop relying on Google? Take Bing for example; Microsoft’s search engine has proven to be more effective in encouraging click through to site. Whilst this may cause little concern for the Google giant, Bing is becoming increasingly important for ‘getting found’ by a more engaged audience. And if you’ve done your research, your adwords will give clear expectations and provide the incentive for warm visitors to your site. For those who don’t like being stalked, search engines like DuckDuckGo won’t track you, and claim to give users a better search experience. In the future this ethos will become more attractive, however that will have a direct affect on digital marketing tools such as remarketing. Next we come to the metasearch engines, which have been around for years. They allow you to search not only Google, but a variety of other search engines too – in one fell swoop. There are many search engines that can do this, Dogpile, for instance, searches all of the big four; Google, Yahoo!, MSN, and Ask simultaneously. You could also try Zuula or PlanetSearch – which ploughs through 16 search engines at a time for you. A very interesting site to watch is GoshMe. Instead of searching an incredible number of Web pages, like conventional search engines, GoshMe searches for search engines (or databases) then directly taps into a relevant web page.

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