Digital Marketing
Digital marketing is the first type of marketing most people think of these days when it comes to marketing strategy. It’s definitely not the be-all and end-all, but it is very important.
The first thing to bear in mind is that digital marketing changes really fast. New platforms enter the market, new processes and strategies emerge, legislation evolves and user expectations are constantly shifting. This is an area where it’s very helpful to follow niche experts in digital marketing online.
The first place to start is your website. Your website is like your corner of the digital universe—you control it, you own it and it’s your most powerful tool. When you create your website make sure it’s on brand. Before employing someone or getting started, go back to your branding and think about how your digital user experience feels for people. Make sure your website interfaces with people in a meaningful way.
Adjacent to your website is social media. Social media changes very fast. Be careful that whatever content you create, you retain control of it. Platforms can disappear overnight, as happened with MySpace. Platforms like Instagram, YouTube and TikTok can and do change algorithms, policies, or even remove your profile unexpectedly. Always have other avenues where you own your content. When using digital marketing, you want to stay flexible and retain as much ownership as possible.
Social media is social, don’t just use it to sell. Focus on community, connection, and engagement. At the same time, make sure you are leading people toward sales naturally.
Your mailing list is still a powerful way to connect with customers. Open rates have dropped over time, what used to be 50% is now often only 15–20%. So, yes, maintain a mailing list but don’t rely on it as your only channel.
Stay up-to-date and measure everything. Use tools like Google Analytics to see where customers are coming from. Track what works and what doesn’t. Use split testing to check which words, images, or layouts resonate with your audience.
Digital marketing is powerful but you need to stay agile and flexible to move with the rate of change.
Digital Marketing Strategies
Build a digital marketing strategy that works for you.
Website Optimisation
- Ensure your website is on brand and user-friendly.
- Use clear messaging, call-to-actions, and easy navigation.
Email Marketing
- Build and maintain a mailing list.
- Segment audiences and track open and click-through rates.
Social Media Engagement
- Use platforms like Instagram, YouTube, TikTok, and LinkedIn.
- Focus on community building and value-driven content, not just sales.
Content Marketing
- Blog posts, guides, and downloadable resources.
- Ensure content aligns with your brand and values.
Advertising / Paid Campaigns
- Google Ads, Facebook Ads, Instagram Ads, TikTok Ads.
- Test campaigns and measure ROI.
Analytics and Tracking
- Google Analytics, platform insights, conversion tracking.
- Understand customer behaviour and campaign effectiveness.
A/B Testing / Split Testing
- Test different headlines, images, layouts, or copy.
- Measure engagement to optimise digital strategy.
Video Marketing
- Tutorials, behind-the-scenes, or promotional videos.
- Can be posted on social media, YouTube, or your website.
SEO / Search Engine Optimisation
- Optimise content for search engines to attract organic traffic.
- Include keywords relevant to your products, services, and audience.
Retargeting / Remarketing
- Re-engage people who have visited your site or social pages.
- Remind them of your products or services in a non-intrusive way.
