Understanding The Digital Marketing Skills You Need In Your Business
May 19, 2019 | Marketing
On Tuesday, 14th May, Price Bailey delivered a report titled “Inside the minds of business Leaders” in South Cambridge at the Genome Campus Conference Centre, Hinxton.
The report covered their findings from surveying businesses with turnovers above £1 million across London, Hertfordshire, Essex, Suffolk, Cambridgeshire and Norfolk during December 2018 & January 2019. The sectors these businesses represent are across Property, Healthcare, Technology, Professional & Financial Services, Consumer Goods & Retail, Automotive, Energy, Distribution & Logistics, Transport, Manufacturing, Tech, Telco, Media & Entertainment sectors and 42% of these businesses had sales above £10 million.
The focus of the survey questioner was to gain insights to what the barriers to growth are for the businesses in this region. Of which the three main barriers consisted of:
- uncertainty caused by Brexit,
- access to finance, and
- disruption from new technology.
Technology threats was segmented as follow key areas;
- Automation 56%,
- AI 67%,
- Outsourcing 72%,
- Social Media Marketing 73%
and those who saw this as opportunities was as follow;
- Outsourcing 57%,
- Online markets 63%,
- Online Sales 74%,
- Cloud Services 80%
What struck me though a general consensus that there is a skill need, to help bridge this digital divide. Not just in the perceptions of senior management but also in basic us of digital in business. The hype from so called social media experts doing one thing on social platforms and chasing all the latest flavours of the month, don’t help win perceptions over. But as the figures show above there is definitely consensuses that something needs to be done. One of these is around education to understand where each component fits in, so people can either do it themselves or have a better understanding of what they require and be informed when they engage a supplier. So, let’s go back to basics. Who is your customer, who is your competitor and for me this is not so someone who sells what you sell.
But I would urge you to rather look at a competitor from your customers perspective. What I mean with this is if me as your customer has the choice to spent money why would I spend it with you. Not because you are on page 1 of Google or because you bombard them with Facebook adverts. For example;
- Do you know who else could your customer spend their money with instead of you,
- Do you know why your customer is looking to buy,
- Have you got enough awareness in your customers eye and is there social proof that what you selling fill their need?
These are basic question I would expect a prospective client I work with to be able to answer. Some understanding of the market you operate in and what your client needs are. To help you build that understanding I would suggest you have a look at using online tools such as www.similarweb.com. Which at the free level can give you some very useful information as to where you rank Globally, within your Country and within the Category you are trading in. This gives you traffic sources percentages under key headings, referral links, how you found on search, (organic or paid), social etc.
Google Keyword Planner is another useful tool, to help you plan the keywords you need to be considering. Think in terms of what your client will be using to search for your product or service. Then develop your keywork plan for that and don’t forget to also include # tags into your keywork plan.
Now that you know your market, have the relevant keywords and #tags you can develop a client persona for each with a content plan tailored to each client persona. Worth remembering to further segment each client persona or profile into the right group that this client will be at within your sales funnel, i.e. Awareness, Interest or Purchase. Because you need to develop your content and campaigns specific to each of the stages a client will be going through. Nurturing that client through the stage they in and into the next. Also need to make sure you use the right analytics to measure how your campaigns are performing, capture leads, number of sales, shares and conversions as example.
Know your client Target Audience and remember people who search on Google already have an awareness of what they are looking for, Facebook advertising has its place to, but you need a different strategy as your using for Google because the users on Facebook don’t go to Facebook to search for your product and services like they will be doing on Google.
Developing some skills and understanding is essential for all members in your business today. Once you have this basic understanding in place you can look at progressing from manual processes into more automated ones. Plan the customer journey, develop the content, measure and monitor so that you have a integrated digital marketing platform that works for your business.
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