Key Elements of a Digital Marketing Strategy

The principles and purpose of marketing have never really changed, but the means and tools to achieve success have evolved rapidly over the last decade, bringing with them new opportunities as well as challenges.

The last 12 months have shown that when it comes to nurturing and developing your online presence, your website is the tip of the iceberg. For instance, in the charity sector organisations harnessed the power of social media, propelling their fundraising campaigns into viral territory. And more recently Labour developed a simple tool that shows people how many people share their name on the electoral role as a way of collecting data to be used in email campaigns in the lead up to the 2015 election.

It doesn't matter if you're a small business, large business, niche or mainstream...investing in your digital marketing activities (both time and money), is essential.

The key elements that make a successful Digital Marketing Strategy are:

1) A Responsive Site

It isn't enough to have a beautifully designed site, if that site only functions properly on desktop. Users need to be able to view your site content, navigate around, interact (make purchases, comment, share) with ease; and the only way that can happen is through a site that is either responsive to different devices, or adaptive.

Proof: Over the last couple of years, mobile devices have started to account for a very significant proportion of online sales. In the UK 46.3% of all online sales during November/December 2014 were generated by mobile devices - an increase of 29.9% compared to the same period in 2013 (IBM Online Mobile Shopping Report 2014). No doubt this trend will continue next holiday season, putting even greater pressure on retailers to deliver high quality user experiences across all devices.

2) Social Media

Social Media has become essential in the development of a brand's online presence. Not only is it helpful for SEO and gauging market opinions, platforms such as Facebook, Twitter and LinkIn provide unparalleled opportunities to engage with customers.

Proof: ASOS are an amazing example of how to harness the power of social media - Twitter in particular. Using Twitter they are able to deliver relevant, engaging content not only through their regional accounts, but also through stylists who act as brand ambassadors, who attract thousands of followers in their own right.

They also ASOS utilise Twitter to handle customer service queries. This is a clever move, as not only does it means that they can keep negative tweets separate from their marketing communications, they are able to visibly tackle customer problems with impressive speed.

3) SEO

It’s not enough to have a great website anymore…people need to know you’re there. A large part of the solution to this is search engine optimisation (SEO)...the confusing and ever evolving art of pushing your site up the rankings on search engines such as Google and Bing.

This can be achieved by by creating reference points for your brand (mentions across the net, be them in directories or social media), meta tags in the HTML, updating your site regularly,  and pay per click (PPC) advertisement.

Proof: We use many different methods to boost our SEO, favouring a combination of using Google AdWords as well as content in the form of site content updates, campaign landing pages, blogs, using online publishers like Figaro, and lots of social media sharing!

3) Content Marketing

Content is key. Current approaches to marketing have undergone serious revision over the last few years, as people seek out authenticity and integrity over the hard sell.

As a consequence, explicit product promotions, banner advertisements, and cheesy sales videos have been replaced with informative and engaging content creation that allows you to share your expertise and knowledge of your industry in a nuanced way that won't scare people away.

Proof: The Kaspersky Lab are one of the key players in the internet security market. To really cement their reputation on a global level, they invested in two very different content marketing projects. The first, Global Think Test, was a browser based games site that included puzzles created by British Mensa. The other, Think Security Guide, provides free downloadable white papers that cover topics within online safety such as identity theft.

Together they worked really well, as Global Think Test attracted a high number of visitors who registered their details, and Think Security Guide bridged the gap between engaging content and Kasperky Lab products by discussing relevant topics within the industry and advertising a free scan.

Tellonline offer a range of Digital Marketing services, so if you are interested in how your business could benefit from online marketing, please get in contact.

Posted: 25/03/2015 11:19:09