If you’re a business owner, you’re almost certainly aware of how important marketing your company and your products or services is. This is true regardless of the size of your business, how long you’ve been in operation, or the industry that you work in. Traditionally, marketing was done through methods such as newspaper adverts, radio commercials, and putting flyers in people’s mailboxes. These days, however, you need to focus on digital marketing if you want to survive and thrive.
For those who haven’t yet explored the world of online advertising, it can feel like a daunting prospect. However, the good news is that there are so many options available in the digital world that you’re sure to find a strategy that works for you and your company. Here are some of the top dos and don’ts to keep in mind to give you the best chance of success.
Do: Humanize your brand
Many people like to feel a connection to the companies they shop with and make decisions on where to spend their money based on the emotional response they have to a brand. As such, it’s important to ensure that your business isn’t just another faceless corporation. You can do this by using platforms such as social media and a company blog on your own website to showcase your brand’s personality. For example, you could share photos, use humor if appropriate for your industry, highlight individual members of staff, communicate directly with potential customers via message, and so on. Authenticity is key, so be yourself and have fun with it.
Don’t: Try to appeal to everyone
The fact of the matter is that it’s impossible to please all people all of the time or to create a product or service that every single person in the world is going to love. So don’t try to come up with a digital marketing strategy that will appeal to everyone either. The best tactic is to first figure out exactly who your specific target audience is (for example, in terms of age, gender, location, income, educational level, and hobbies or interests). Once you know the demographic you’re trying to appeal to, you can tailor your online marketing to suit them, for instance, in terms of which social media channels you utilize.
Do: Consider bringing in the professionals
Digital marketing isn’t always easy. If it’s an area in which you have no background, experience, or interest, getting the help of a professional digital marketing company is sure to get you better results. They can design and build you a top-quality website, help with areas such as SEO, use data and analytics to come up with an effective plan, and even assist with video and audio production. Another idea is to outsource only those services that you’re not confident with and handle other aspects of your digital marketing in-house.
Don’t: Put quantity over quality
It’s tempting to focus on getting as many social media posts or blog articles on your website as you can; however, you must make sure that you never sacrifice quality in order to do so. Potential clients and customers will be put off by poorly written articles or boring content. Take your time and focus on the sort of content that will be genuinely engaging and interesting to your target audience. You might feel as though your progress is slow at first, but in the long run, your efforts will be much more successful.
Do: Try out different tactics
The world of digital marketing is huge, which means that there are all sorts of different techniques you can try. It’s crucial to remember that not every tactic will work for you, and some will work far better than others. You can use your knowledge about your industry and target audience to predict which will be the most useful for you, but at the end of the day, it will likely be a process of trial and error. Try to enjoy this learning curve, and don’t be afraid to experiment – you never know what might happen!
Don’t: Forget about word of mouth
Most entrepreneurs know the value of word-of-mouth marketing, and it’s just as important in the digital world. Online reviews and recommendations are highly valued by potential customers, and almost everyone uses them to decide where to eat, shop, stay, and so on. Try to encourage your existing customers to leave a positive review by offering them an incentive, such as 10% off their next purchase. It will be well worth the investment!
Keep the above in mind, and your digital marketing will show a great return on investment.