These days our online experience is very much a part of our daily lives. From talking to friends to starting new hobbies, the virtual space is the key to finding these activities quickly and easily. As content creators and developers find new and innovative ways of helping us connect and learn, we will consistently have to change the way we look at the world to keep up with the latest trends. The digital landscape is THE NUMBER ONE stop for any form of information found in the world today. From ancient tibetan texts to Wall Street statistics, the internet is all powerful, the internet is all knowing.
Whilst having your business exist in the digital environment is important for helping your customers find where, what and how to purchase from you, It also gives you valuable insights into prospective customers. When people search for a specific keyword using search advertising, you can straight away market to that individual; if they type “wedding cake bristol” you can sell yourself through both a location based and product based category at the same time. Done is the day of cold calling and solo network events in the age of information. The tech that is used for this is easy to learn and easy to acquire, however many digital immigrants find it hard to change to the new way of marketing and so get bogged down in the technical jargon of website analytics, hit rate statistics, or keyword maintenance.
The most important part to start with is ensuring what objectives you want to achieve by going digital. Many businesses do not assemble a digital plan or strategy and so feel overwhelmed very quickly when looking at the broad number of features you can work on endlessly. There are so many targets you may want to work on whether that be to build upon relationships, sell online, or find new customers; there’s a strategy for everything in the world of the net. Let’s start with the most basic form of information, location. Listing your business on business directories stores info regarding opening hours, location, prices, and services you are offering. A quick way of doing this is by choosing Google My Business and or Yell.com which are the most comprehensive and popular of the business directories. This gives a good background for SEO if later you want to create a website or link social media. Websites nowadays can be expensive, so if your budget isn’t so extensive then this is an easier way of being found online and by far one of the most valuable free elements you can be a part of.
The popular direction after this is the creation of a website (you can do this before the business directories if you would like to add a website link to these). When you are finally ready to make a home for yourself online, the design of your website is vital, keeping this up-to-date shows to your consumers that you are investing in your ideas and services. The vast majority of websites have an underlying foundational structure with header sections including the Homepage, Services, About, and Contact. If you get a good web designer you can mix and match to suit what you desire and add cool motions effects, sliding images, and moving text to add a bit of life to your website.
The most popular content management system in which a website can be created on is WordPress, the Business Package (which is £20 per month) is a popular option for a bespoke website design, and allows for the purchase and installation of the Elementor plugin, used to easily link code together to create an intuitive, flexible, and easy to understand interface for website design.
Cutting edge competitors design their own mobile apps to cope with the changing desire for consumers to access info on the go, however this requires specific and complex industrial knowledge of programming, app integration, and planning. The main way of receiving traffic to your website is through search engine results, these can be helped along using two different methods. Search Engine Optimisation involves designing your website (and external links) in a way that is more appealing and useful to the consumer. Done via meta descriptions, keyword references, external website confirmation, and a slew of other features. Secondly, buying paid search advertising means that when someone inputs a keyword and you have selected that keyword to advertise towards, you will appear at the top of the search entry. Most major search engines use an auction system where lots of different businesses compete to show their ads by bidding on the keywords they would like to target.
A different way of creating paid advertising online is via display ads, which appear next to sponsored content online. This is more a method of passive advertising as the ad is more about general awareness rather than improving click-through rates. Depending on your industry, social media sites like Facebook or Twitter are another option for boosting awareness of your business, and they’re especially useful for building relationships with customers. Finally, email marketing is where you can get people to sign up, or “opt in” to receive emails from you. You can send coupons to people who have made an appointment on your site, advertise special events, or promote sale items. The more types of digital marketing you try, the more opportunities you’ll have to reach your most valuable customers, wherever they happen to be in the digital world.
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Information derived from ‘The Fundamentals of Digital Marketing’ on Google Digital Garage