In these uncertain times, you may be tempted to pause your marketing activities to save money and because you have convinced yourself that there is no market for your product or service right now. However, if you are thinking this then how likely is it that your competitors are too? Could this be an opportunity for you? Should you be considering how to make the most of digital marketing for your business rather than reducing your activities?
Lynsey Sweales of SocialB, an award-winning digital marketing agency, delivered a recent webinar, in partnership with DIT Yorkshire and the Humber. Here, we summarise some of the key points. Check out the full one-hour webinar below for more details.
It’s important to continue marketing in uncertain times, as people can’t buy from you if they can’t find you. With so many tools available to help you listen to and understand your target audience, you can be gathering information and planning your strategy, even if you choose to reduce your marketing budget. Limited options for entertainment and a desire to find new ways of making staying home more exciting, means people are turning to the Internet and spending more time online. This presents a great opportunity for engaging your potential clients by creating useful content. By staying front of mind, your clients will remember you when normality is resumed.
If your business has had a surge in demand during the crisis, you may be prioritising processing orders therefore putting marketing on hold. However, you are in a great position to be able to collect valuable data that you can use to market your products/services when things return to business as usual.
Tip 1: Create a Strategy
Your strategy will depend on your goals, so it is important for these to be as clear as possible. When thinking about the following questions, try to be specific.
- What do we want to achieve from our digital marketing activity?
- What is our budget for this activity?
- What are our success metrics?
- What is our unique market offering or USP?
- Why would our customers choose us?
Your overall objectives will inform what you do in digital marketing in terms of:
- Who you want to connect with
- What content you will share
- How you will interact with people
- How often you need to interact with people
- How you want to influence people to act
If you can be specific about who you want to connect with, you can create content with your audience in mind. If you have a limited marketing team and you are wondering how to share content quickly, you can use the questions above to guide you.
Tip 2: Measure Your Current Progress
Before you make any changes to your digital marketing strategy, take a measurement as a benchmark to compare to later. Measure your progress against your objectives and your competitors.
You may want to include:
- Channel growth
- Audience demographics
- Who you are engaging with
- Engagement on a post level
- Social traffic to your website
Tip 3: Identify Your Audience
If you understand who your audience is, you can create engaging content that will be useful for them. The better you know your audience the more cost effective they are to target and convert. If you have a broad target audience, you can create content specific to each niche group within it.
Think about who you want to engage with:
- Who is your target audience? Parents? Professionals? Existing charity advocates?
- Think about demographics such as age, gender, city, country, languages
- What content and platforms do they engage with?
- What are their interests and challenges?
Tip 4: Create Great Content
Great content on different digital channels will engage people and drive them to your website. To identify what content people are looking for, start with keyword research. There are a lot of free tools available to enable you to find what people are searching for, how users are behaving on your website and general trends (Google Search Console, Google Analytics, Google Trends).
Define your keyword strategy and search opportunity:
- Search volume
- Human intent
- Customer journey
- Mid vs long tail
Answer the Public is another great free tool which displays the questions people are searching for around a given keyword. This can provide a lot of ideas for great blog content.
Be Useful & Helpful: Listen in more ways than one
Listen to the words and phrases your customers use when you talk to them or ask the sales team to listen for you. Ask open-ended questions about your customers’ challenges, then create content which addresses the issues they raise.
Maximise Your Content
People digest content in different ways, some like to read, some watch and some listen. If you only have one type of content, you will only reach a third of people. If you have a blog which is performing well, turn it into a video, a podcast, an email or a targeted ad. Set up a recorded video call with a colleague to discuss the blog topic and as a result you will have a piece of video content.
To make the most of your content, create a content plan and calendar. It’s better to do 2-3 channels well than make half-hearted attempts at numerous channels.
Tip 5: Measure Your Performance
Measuring your performance will show you the areas of your marketing where there are opportunities for improvement.
Figures You Need to Know:
- Profit margin
- Cost per enquiry
- Cost per sale
- Conversion rate
Knowing these figures will help to dictate how much you need to spend on digital marketing. For each of the 3 stages of marketing – attract, engage and convert (with a sale or other action) – Google Analytics can display relevant metrics (acquisition, behaviour and conversions). If you haven’t got Google Analytics installed, do it today.
Access the full one-hour webinar: Rethinking Your Marketing Strategy. Recording password: cJJ3EEN3
For support with re-thinking your marketing, or any other aspect of your business, our International Trade Advisers have years of private sector experience and can help you with free, tailored advice. Book a meeting now.