Digital growth

4 ways to improve your digital marketing

The last two years have proved that digital marketing is critical to the success of all modern businesses. If you want to grow your sales then you need an online strategy, where you can both generate leads, engage with potential customers, and drive sales.

Here are 4 ways to improve your digital marketing efforts:

1. Pick your social channels

There are numerous social networks available for businesses to connect with potential customers, but each has its own unique demographics and not all are appropriate for every business.

Rather than spread your marketing efforts thinly across every social channel, pick the top two where your customers are and focus your efforts there. If you want to target young people, then you need to be on TikTok not Facebook, and if you want to advertise your product to HR managers, then you should be looking at LinkedIn rather than Instagram. Every platform has its own strengths and weaknesses, but the key point is to get put your effort into platforms where your potential client base already exists.

2. Engage with customers and avoid the hard sell

We all have businesses trying to market their products to us 24/7 on the internet and whilst hard sell techniques can work in some situations, digital marketing is better used to share information and try to naturally drive up interest and engagement.

Never before have business owners had the opportunity to take advantage of network effects like today. If you can strike a chord with your customers and deliver a good product that people want to tell their friends about then you can generate hockey stick growth without a huge advertising budget. But it is not as simple as “build it and they will come” – you need to build it, support it, and encourage your customers to refer their friends and colleagues with the help of referral incentives or other bonuses.

3. Focus on reviews

Everyone looks for reviews before making a purchase, and businesses are no different. Getting five star reviews across Google My Business, Facebook, Trustpilot, and the other more sector specific review platforms can be a great way to get new customers. And asking for reviews can be a great way to touch base with current clients to make sure they are happy with your company’s performance and make changes where needed. Whilst many people may not think of reviews as marketing, many digital marketing firms like offer review management amongst their other services.

4. Build a website that converts

Not all websites are created equal. If your businesses is to succeed online then your website will need to be fast, responsive, informative, and give potential customers a clear pathway to buy.

Websites should be fast, because research shows that conversion rates drop by around 25 per cent every second. If your site takes 4+ seconds to load then you will need to work twice as hard everywhere else to make up or it. Speed is critical, and when people are using their phones to access websites more than ever, you should be trimming the fat everywhere to cut down those kilobytes.

Smartphones have become the main way many people connect to the web, and so not only should your website be fast so it loads quickly over a slow 3G connection, but it should be responsive so smartphone and tablet users get a beautiful and easy to navigate website on their smaller portrait displays.