In 2022, your prospective clients are going online to get the information they want and look for firms that can provide the service they need.
That means digital marketing has to be placed at the heart of your wider marketing strategy, so your brand can be in the mix as people decide which company fits the bill for them.
However, digital marketing is an extremely broad area, which means it’s important to drill down into your specific priorities.
It’s not just about building awareness of your brand. You want to be able to drive clients through each stage of the sales and marketing funnel. Not only do you need to generate interest and engagement with your brand, but also provide a great experience for people interacting with you via digital channels. Make it easy for people to contact you, sign up for that service, and finally, capture their loyalty to your company for the long term.
Let’s take a look at some key priorities to focus on as part of your digital marketing strategy.
Improving your website
Your website is your digital shop window, so it’s vital that it works for you as effectively as possible.
Visitors might soon click away if:
Internet users will click away from a website in mere seconds if it has any of these problems, so could be a quick win that helps you convert more leads.
Regularly publishing original blog content on your website and sharing this on your social media channels can help to position you as an expert in your field and a trusted thought leader.
By showcasing content that informs, educates and influences your prospects and clients, you can add value to the customer experience, and encourage people to keep coming back to your digital platforms.
A can in turn help you rank higher on search engine results pages, as Google wants to list high-quality websites that are trusted, authoritative and respected sources of information.
Your Facebook, Twitter and LinkedIn channels are ideal showcases for online content that may not be suitable for your website, such as videos, infographics and bespoke graphics summarising complex themes or topics in a bitesize form.
At the same time, you can boost your brand visibility and reputation as a thought leader in your industry by starting debates and conversations, as well as participating in threads on other pages.
As part of your digital marketing strategy, you can ask your clients and prospects if they’re willing to be contacted via email. This then opens up another avenue to send more content that further adds value to their .
A mailshot could include personalised messages tailored to each recipient’s specific needs and circumstances, round-ups of relevant news about your company, such as the launch of a new product or service, and round-ups of the content you’ve recently published and shared on your website and social media.
These are just some of the digital marketing priorities you may wish to focus on in the coming months.
Each one gives you a chance to showcase your brand values, so existing and potential clients can understand what drives you and makes you tick.
They also provide a valuable opportunity to engage with your customers, so you can gather useful information about them, find out who is interacting with your brand and what their priorities are.
In addition, they allow you to get your brand seen on platforms that your clients use and check regularly, so you can be active in that space and build up a degree of familiarity and trust among your target audience.
Finally, each channel gives you a chance to tell people what you can do to help them and how you can improve their lives, so they can get in touch with you quickly and easily.
For more insights and information, download our IFA Marketing Strategies for 2022 guide.