NEWS / INSIGHT

Digital marketing demystified

Bernadette Kelly talk

“The average time spent with digital media per day will surpass TV viewing time for the first time ever in 2017.”

To help you capitalise on this massive digital opportunity, ActiveWin Media’s Digital Director, Bernadette Kelly explains where to focus your attention.

First up: the essentials. 

Digital ‘must-have’s:

  • Mobile responsive website
  • Basic SEO 
  • Engaging/sharable content    
  • Social media
  • Online offers/promos

Bernadette says, “If you’re not doing these, don’t bother as it’s a waste of time and money.”

Mobile

As well as giving your customers a better experience, websites optimised for mobile rank higher on Google. They’ll load faster. And you’ll drive more online sales and make your site more relevant too. Win, win, win.

Search

Forget about keyword stuffing. If you want to improve your rankings and increase traffic to your site, just give good content.

There are a few ways to make your way up the organic rankings. Based on SERP data from SEMRush, Bernadette says, “We found that longer content tends to rank higher in Google’s search results. The average Google first page result contains 1,890 words.”

And it’s not just size that counts, she adds, “Site speed matters. Based on data from Alexa, pages on fast-loading sites rank significantly higher than pages on slow-loading sites. Video, social media and blogs with relevant keywords dramatically improve rankings.”

So use multiple channels to get your message across. And make what you’re saying relevant and interesting. Which leads us to…

Content

Often an afterthought to adding keywords to your site, content is actually the best way to give your brand a voice. Engage with customers, give people a reason to come back, and position yourself as an authority. Original is best but atomised and curated content works well too.

Here are some useful ideas:

Often an afterthought to adding keywords to your site, content is actually the best way to give your brand a voice. Engage with customers, give people a reason to come back, and position yourself as an authority. Original is best but atomised and curated content works well too.

 

Here are some useful ideas:

 

Social

It’s an undeniable channel for engagement, which improves SEO. And it’s a great way to monitor people’s opinion of your brand – which is what puts some business owners off. Here’s Bernadette’s view:

“If you are concerned about people posting negative content, have a quiet word with yourself: Am I providing sub-standard service? For the one or two unhappy customers that slip through the net, addressing and amending their concerns shows that you care about customers.”

But a word of warning from Bernadette, “Do not engage in a war of words. A very popular restaurant in Manchester never recovered and closed.”

You’re looking to create brand ambassadors (the holy grail of digital marketing). First you need to work out which channels your customers use. And then you can target them with social specific offers. 

Often an afterthought to adding keywords to your site, content is actually the best way to give your brand a voice. Engage with customers, give people a reason to come back, and position yourself as an authority. Original is best but atomised and curated content works well too.

 

Here are some useful ideas:

 

It’s an undeniable channel for engagement, which improves SEO. And it’s a great way to monitor people’s opinion of your brand – which is what puts some business owners off. Here’s Bernadette’s view:

 

“If you are concerned about people posting negative content, have a quiet word with yourself: Am I providing sub-standard service? For the one or two unhappy customers that slip through the net, addressing and amending their concerns shows that you care about customers.”

 

But a word of warning from Bernadette, “Do not engage in a war of words. A very popular restaurant in Manchester never recovered and closed.”

 

You’re looking to create brand ambassadors (the holy grail of digital marketing). First you need to work out which channels your customers use. And then you can target them with social specific offers. 

Promos

Tailoring your offers for online increases your reach. Online promos are convenient for your customers, which helps build a relationship with them. They’re much more shareable too, giving you a better chance of word of mouth.

Even better, they’re really cost effective. You can make your offers daily, weekly or monthly – creating a sense of urgency is simple.

Often an afterthought to adding keywords to your site, content is actually the best way to give your brand a voice. Engage with customers, give people a reason to come back, and position yourself as an authority. Original is best but atomised and curated content works well too.

 

Here are some useful ideas:

 

It’s an undeniable channel for engagement, which improves SEO. And it’s a great way to monitor people’s opinion of your brand – which is what puts some business owners off. Here’s Bernadette’s view:

 

“If you are concerned about people posting negative content, have a quiet word with yourself: Am I providing sub-standard service? For the one or two unhappy customers that slip through the net, addressing and amending their concerns shows that you care about customers.”

 

But a word of warning from Bernadette, “Do not engage in a war of words. A very popular restaurant in Manchester never recovered and closed.”

 

You’re looking to create brand ambassadors (the holy grail of digital marketing). First you need to work out which channels your customers use. And then you can target them with social specific offers. 

Better to have's

Covered off the basics? Move on to these:

PPC (pay per click advertising) – drive traffic immediately through keywords.

Video – consumers love to watch and share video (humour works well).

Live chat – better engagement with your audience.

Online tools – give your customers reasons to come back.

SMS – 90% are read within three minutes (but remember, customers need to opt in).

Email marketing – still the most effective method of digital marketing when done right (no spamming or over-communicating).

Often an afterthought to adding keywords to your site, content is actually the best way to give your brand a voice. Engage with customers, give people a reason to come back, and position yourself as an authority. Original is best but atomised and curated content works well too.

 

Here are some useful ideas:

 

It’s an undeniable channel for engagement, which improves SEO. And it’s a great way to monitor people’s opinion of your brand – which is what puts some business owners off. Here’s Bernadette’s view:

 

“If you are concerned about people posting negative content, have a quiet word with yourself: Am I providing sub-standard service? For the one or two unhappy customers that slip through the net, addressing and amending their concerns shows that you care about customers.”

 

But a word of warning from Bernadette, “Do not engage in a war of words. A very popular restaurant in Manchester never recovered and closed.”

 

You’re looking to create brand ambassadors (the holy grail of digital marketing). First you need to work out which channels your customers use. And then you can target them with social specific offers. 

…And if you forget everything else, at least remember these

  • Connectivity is king. Use ultrafast broadband and offer your customers WiFi.
  • Don’t shy away from negative feedback online.
  • Commit to digital fully.
  • Know your customer.
  • Security matters.
  • Set goals.
  • Test, re-test and test again. Repeat.
  • Understand the cost per conversion and lifetime value of your customers.
 
 

Join our mailing list...

Get Insights & Customer Stories from Virgin Media Business

 
 

Accelerate your business growth
with information, advice and more