January 2024 Round Up
In this month’s blog, we cover a range of exciting topics, including the significance of making ‘SMART’ decisions, the distinction between Digital and Traditional Marketing, and how to find the best strategy for your business. We also discuss managing your online reputation, including some tips on how to respond to your reviews effectively and much more! Find out more below:
Making Smart Decisions
Last week, we spoke about the differences between Traditional and Digital Marketing.
And, when making marketing decisions for your business, one key factor to consider is your GOALS!
Your goals are the compass, guiding your decisions, directions, and timing within your business framework. They should dictate your entire marketing approach, whether that’s your social media, the content on your website, advertising…
Just as an example, if your objective is to enhance awareness of a new product or service, your ads and other comms should aim for a broader reach. In this context, the effectiveness of social media ads (like Facebook or Insta ads) can be gauged through impressions (who has seen them) and clicks.
Your goals need to be SMART (specific, measurable, actionable, relevant, and time-bound).
Once you have established SMART goals, crafting robust strategies becomes easier, meaning you can allocate marketing and operations resources more strategically! This approach also makes monitoring and measurement easier, so you can make ongoing adjustments, ensuring a SMART-er trajectory towards marketing and business success.
Ultimately, adopting SMART goals positions your business for success and transforms your aspirations into real-life results.
Digital Marketing vs. Traditional Marketing: Where to Invest?
Understanding the Purpose of Marketing Channels:
A marketing channel is the vital link connecting your business with the target audience. Its mission is to amplify your message, boost brand awareness, engage your audience, drive sales, or attract new customers to your products or service.
Key Definitions of Marketing Channels:
Digital Marketing Channels: A range of online tools, including websites, social media, email marketing, SEO (Search Engine Optimisation), paid ads, listings, citations and backlinks, and online reviews. You can access a local, national or global audience where you can view real-time metrics to see what IS and what ISN’T working.
Traditional Marketing Channels: Print ads, billboards, flyers, signs, neighbourhood cards, mail campaigns… While lacking instant analytics, they can excel at building brand awareness and can be especially effective for local businesses.
Choosing the Best Marketing Channels for your business:
Look at how your target audience behaves: Understand where they are, what they are interested in, how they interact online and offline, and what content they consume.
Assess Your Budget: Consider the amount of money you want to spend and evaluate the potential return on investment for each marketing channel.
Make Informed, Data-Driven Decisions wherever possible:
Selecting the perfect marketing channel (or a blend of marketing channels) is crucial for your business and depends on your unique business model and goals.
Making The Most Out of Your Content!
Content repurposing, or content recycling, is a game-changer in boosting your content production efficiently and reaching a broader audience. It involves adapting existing content for different formats or platforms, a strategic move that can save resources and increase your content’s lifespan.
Here’s why content repurposing is a must:
- Increase Reach: Extend the life of your content and tap into new audiences across various platforms.
- Improve Engagement: Adapt your content for different formats to effectively engage with your audience on multiple platforms.
- Save Money, Increase Production: Create multiple pieces around the same content, saving resources compared to starting from scratch.
Maximise your content’s potential with these steps:
- Identify Opportunities: Repurpose high-performing evergreen content that resonates with your audience. (So look at what your audience has liked in the past!)
- Choose the Right Format and Platform: Tailor your content for the specific format and platform to maximise its impact. For example, a technical document explaining the ins and outs of a piece of machinery you have probably won’t transfer well to a social media post!
- Optimise for Format and Platform: Fine-tune your content for the chosen platform, tweaking wording, images, or key points to enhance performance.
Keep Your Content Fresh!
Keeping your social media and website up-to-date with fresh content is essential to maintain a strong online presence.
For websites, particularly, this includes adding new client reviews, testimonials, blog posts, product/service updates, city/geo pages, and more! Engaging media content like images and videos will make your website more appealing to both users and search engines, meaning that you are found better and when your users do find you, they are more likely to be interested in the content you have to share!
When incorporating images into your website, ensuring proper optimisation before uploading is crucial. Image optimisation involves various factors and, most significantly, contributes to your SEO!
You can read more about how to get imagery ready for your website and other helpful tips here.
Managing Your Online Reputation
Managing and monitoring your reviews is key to improving your online presence and crucial for ensuring your customers and potential customers positively perceive your business.
Here are some of the key things to remember when you’re operating online, particularly how to utilise your reviews best!
Influence on Purchasing Decisions: Your online reputation significantly impacts consumers’ choices. A positive online image can sway buying decisions in your favour. You can promote this by showcasing your good reviews and giving examples of your excellent service.
Managing Negative Reviews: Negative reviews are inevitable (we can’t all be perfect all the time), but actively managing your online presence empowers you to address and potentially reverse unfavourable feedback. Stay proactive in addressing concerns to maintain a positive image.
Extracting Valuable Insights: Monitoring your online reputation provides valuable feedback. Consistent issues that arise in customer reviews may unearth underlying problems that need attention. Use this feedback to gather insights into your products, services, and overall customer experience; this means you can make informed decisions if you think anything needs to be changed!
How Does SEO Work?
SEO (Search Engine Optimisation) works by aligning your website with the preferences of search engines and their users, addressing what people search for.
Google uses website crawlers to navigate the internet. A crucial element of any SEO strategy is ensuring these crawlers can effectively access your content.
Simultaneously, Google’s search algorithm focuses on understanding the intent behind each search query, determining what users are seeking. It evaluates various ranking factors to select the most relevant and valuable results.
Certain ranking factors are within your control, enabling you to optimise your content to be viewed more favourably by Google’s algorithm. Implementing strategic SEO practices helps enhance your website’s visibility and aligns it with the interests and requirements of both search engines and users. This means you get more leads, customers, viewers, or any other traffic you seek.
Make Your Social Media Work for You
Is 2024 the year you will finally make your social media channels work for you? Here are some of our recommendations on how.
In previous posts, we have mentioned this before, but you can transform your social media channels into Customer Service Hubs. You can use your social media platforms to bridge the gap between you and your customers, meaning you can promptly address and resolve customer queries, concerns, or feedback.
Be yourself! Share content that genuinely interests you and is relevant to your company. Avoid trying to conform to what you think others want you to be. A vital aspect of this approach is to refrain from overselling. Instead, focus on providing valuable advice and suggestions to showcase your company as helpful, knowledgeable, and trustworthy.
Share your reviews and testimonials. This allows you to promote real customer experiences and show everyone how good you are at what you do!
Create ‘Edutainment Content’- We love ‘Edutainment’ here at WDSEO; this is the act of blending education with entertainment to create engaging content. It makes for a more enjoyable and memorable learning experience for your audience.