Digital and Social Media Marketing

Advanced marketing strategy for your business.


Digital and Social Media Marketing Training and Consultation

Together we will look at the pros and cons of each digital and social media marketing outlet, to define what your business needs are.  We can review your existing web site content to ensure it is of the highest clarity and quality for better search ranking (SEO).

For specific marketing campaigns, we can customise the messaging for each outlet to maximise the impact and results of your offers and promotions.

Customer Demographics

By identifying and assessing your existing or intended client or consumer base, your marketing materials can be customised for the right audience.  Using management models, such as the Business Model Canvas, the Value Propositions Canvas, Customer Empathy Mapping, and others, we can categorise your customers and match them to products and services.

See below for some examples of the different aspects of Digital and Social Media marketing strategy.

Digital and Social Media Marketing Strategy

Strategy Topics

Content Design vs Marketing Strategy

A corporate marketing strategy will inform how you write and display information on your website.  Clear website content will provide most of the groundwork, upon which you can build specific marketing campaigns.  Many of the same tools and theory behind traditional marketing also apply to Digital and Social Media marketing, where you identify your audience and design specific messages which apply to them.  Your marketing message design and the wording used will need to be modified specifically for each output route, and therefore the audience demographic.

Traditional Marketing

Many of the methods used in traditional marketing will apply to the digital arena.  Assessment methods and models, such as Branding analysis, Business Model analysis, Value Proposition analysis and Customer empathy mapping, will allow you to create marketing materials to achieve specific goals.

The presentation methods, and the speed of delivery and return are the main differences in Digital Marketing.  You can do both traditional and digital marketing at the same time.

Search Engine Optimisation (SEO)

For people to find your website in the first place, they will firstly use a search engine (such as Google) to find the product or service that they want.  To make sure that the right people find you, your website needs to clearly state what it is you do, what you sell, how you deliver, and the background to your company.

The simpler and clearer your website content, the better it will perform in searches.  And most importantly, the less you will have to spend on dedicated advertising!

Paid advertising vs Organic searches

With good website SEO, and targeted messaging via email and social media, you may not need to pay for online advertising.  If the content and wording is correct and clear, when your potential customers search for the products and services you provide, you will appear in the search engine results without having to pay extra to boost your ranking.

If you have a new innovative product or service, or you are just starting out, then a small paid advertising campaign may bring you a better return on investment.

Digital Marketing

Digital marketing is a term which covers your website, email newsletters and special offers, your social media presence, and any specific online marketing campaigns.  A link within a marketing email can take the user to a specific landing page on your website with details about that single offer, and subsequently through to more information about your company.

Links placed in emails, or on social media can all be tracked using Google analytics (and other tools).  This means that you can go back and see where your customers actually came from, and what they are interested in.

Social Media Marketing

Social media is an ever-growing and ever-changing world.  Not all social media outlets may be right for your business operation, but it is also important to monitor social media to see if people are talking about you, whether positively or negatively!  Assessing online sentiment for your business can strengthen your brand.

Marketing campaigns which appear on social media have a very short lifespan.  You either need to repeat the campaign messages on a schedule, or to create new messages often.  In the world of twitter, for example, finding a post from 2 hours ago could mean scrolling through thousands of other tweets!  The way you post will vary depending on the social media platform; a post on Facebook for example will be present for longer in the regular timeline and can contain a lot more wording and information than a twitter post.

Imagery is also important to stop users from scrolling past your messages without seeing or reading them.

Google Analytics

This, and other analytics tools are there to show you what worked and what didn’t.  You can look back at your marketing campaigns and see which users clicked on which links, from the emails, from your twitter feed, and also how they behaved once on your website.  Did they just look and go away again?  Did they add items to a “basket” and checkout online?  Did they add items to a “basket” and NOT checkout?  Did they click an email link to make an enquiry?

You can also see which users found you that didn’t come via a marketing campaign.  Tracing and analysing consumer behaviour will allow you to create even better marketing campaigns in the future.  You can also find out which products and services sell themselves without additional effort on your part.

Start a conversation to discuss which of these avenues you would like to explore for your business.

Examples and more information

iSDAsoil ASA Conference Article

My contribution is to take the information discussed during the recorded discussions at this conference and produce a summary of topics and points.