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Short term wins and long-term planning – all things digital, from SEO to website and social media tips

18 May 2020

Your digital presence is now more important than ever. Without seeing customers and prospects face to face at meetings, networking events or conferences, your website and digital communications are the windows through which people see your business. They represent your brand, are a key point of interaction and they help to sell your products and services – so it’s vital that they work effectively.

To help mitigate the impact of this difficult time on organisations, Horizon Works has put together some practical marketing advice and tips on where you can make quick changes to enhance their digital presence, and how they can bolster their digital marketing channels now to support growth in the future. This blog examines how a well thought through digital strategy can pay long term dividends – and will look at the importance of ensuring your business is seen in its best light online.

We delivered this content as a webinars too – If you would like a copy of the Short term wins and long-term planning – all things digital, from SEO to website and social media tips presentation, please email us and we will send a copy to you.

First things first…Digital Tip #1

Review your digital landscape. Get a clear picture of your audiences and interactions.

Your website

  • Check how everything is working – contact forms, links, page speed – test your own website
  • Content review – is your message clear? Is your product and service information up to date?
  • How recent is your news and content?
  • Does it look like you are still operating as a business?
  • How easily can you update your content? (CMS access)

Your social media

  • Are your bios, images and company information up to date?
  • Are you posting regular and appropriate content?
  • Are your posts on brand and message?
  • Which posts and platforms provide better engagement and perform well for your business?

Your email marketing

  • Do you have easily editable templates?
  • Do they match your brand?
  • Which emails do people engage with?
  • When do people open or engage the most with these emails (time of day, etc)

First things first…Digital Tip #2

Digital performance is everything. Turn your data into opportunities.

  • Google Analytics and social media analytics – important tools for monitoring website and social performance
  • Data gives direct insight into your customers, their activity and their motivations – you can learn about your customers from your data
  • Which posts on your social media channels are people engaging with? Who is engaging? Is it your target audience?
  • Which pages on your website are people visiting?
  • Make comparisons with your data – are there any trends? Compare to the month previously. For greater insight, compare over a longer period
  • Which pages outside of the homepage receive the most visits? How can you optimise content using this intelligence?
  • When people come to your website, what clear way do you have for them to convert (perform an action)? – download content, contact,
    signup to your newsletter
  • Data storytelling – what does the data tell you?
  • What opportunities can you create out of your data?

First things first…Digital Tip #3

Continuously evolve your digital presence. Working on it regularly will get results.

  • Continuously create new content for your website – latest updates during this time, what service can people expect?
  • Reshape content around your company’s tone of voice and what your audience needs to know about you
  • Work on your SEO to optimise pages and click-through from search results. Update meta descriptions, hierarchy of page content using
    heading tags
  • Start with the basics, light maintenance, then generate new ideas to meet digital objectives – can you add any useful resources?
  • Post regularly on social media – develop a content plan where possible and be consistent – Look at different ways to enhance your content – infographics, videos, are you hosting webinars?

Short term wins – Digital Tip #4

Regularly update your website. A little bit of maintenance can make a big difference.

  • Test functionality regularly – notice glitches before your users do – Check pages for broken links – Test your website on all devices
  • Add regular news updates – one or more blog posts or website news pieces per month to encourage SEO traffic and keep users engaged
  • Add new products or services, notify customers of your change in service during this time
  • Create new customer testimonials
  • Make any updates to website software or plug-ins if necessary
  • Make sure you know where your contact form emails can be retrieved
  • Check in on your website load speed – search engines penalise rankings for this
  • Add or tweak call to actions

Short term wins – Digital Tip #5

Content is king. Create a suite of engaging content that resonates with your audience.

  • Adapt messages and content to address the current business climate
  • Content can be shared on social platforms and e-marketing to encourage traffic to your website
  • A range of content is interesting for your customers offering different ways to absorb information about your business
  • Tailor content to different needs of your customers
  • Regular content is good for SEO, blog posts from 600 to 1,000 words is attractive to Google
  • Write content that will encourage a positive response – not a sales pitch – offer insights, advice and updates
  • Consider your tone of voice across your website and throughout all online content

Short term wins – Digital Tip #6

You may have a great website. But it needs to be seen by the right people.

  • Digital marketing tactics are needed to drive traffic to your website so that people can engage and convert
  • Promoting your business to the right audiences will ensure traffic from people who are more likely to ‘buy’ from you
  • Research where your target audience is most likely to engage with you – LinkedIn, Twitter, Facebook. Which news sources do they read?
  • Optimise your content with relevant keywords and search terms (SEO) to be found by the right audience looking for your products
  • Use Google My Business, make sure that your business website can be easily found on Google – create your business profile

Short term wins – Digital Tip #7

Twitter is like a business directory. Interact with the right content and people.

  • People will often find you on Twitter before finding your website
  • Make sure bios and web addresses are up to date
  • Generate further exposure for your posts by adding industry relevant keywords or hashtags
  • Use images in posts where possible – they receive 150% more engagement than those without
  • Connect with potential customers and market your products and services
  • This is still a social platform, so add posts about the personable side of your business – team info, internal updates, office pets/working
    from home pets

Short term wins – Digital Tip #8

LinkedIn is a great sales tool. Optimise your company page to create more opportunities

  • Do you have a profile for your business? Make sure your credentials are clear
  • Is your bio up to date? Give as much info as possible about your expertise and business
  • What do you want people to do when visiting your profile? Get in touch, read more about your services? Read testimonials or case studies?Create relevant links to your website for them to do this
  • LinkedIn Pulse articles – add new articles/ content, recycle older blog content, use for thought leadership pieces in order to raise awareness
  • Support business development opportunities by having a profile that is informative and on brand – link to useful and relevant industry
    news and content

Short term wins – Digital Tip #9

Communicate with your customers and prospects. Build campaigns which connect and inform.

  • Digital campaigns are the best way to do this – you can direct certain messages, information, products and services to a defined audience. This will better your engagement
  • Campaigns can be integrated across all digital platforms, or individually depending on the scope of the campaign and your objectives
  • You can build digital campaigns around your sales priorities to help boost lead generation and awareness of products/services
  • Continuous engagement with customers can be done through emarketing campaigns to keep them up to date and also via social media through sharing content
  • Launching a product and service can still be achieved at this challenging time through a well thought out digital campaign
  • Keeping at the forefront of your industry is important too – digital campaigns can be used to remind your audiences of your knowledge and capabilities…and keep ahead of your competitors

Short term wins – Digital Tip #10

Integrate campaigns into your website. Attention-grabbing landing pages will get results.

  • Campaigns will lead people to your website, now try and get them to take action!
  • Create attention grabbing landing pages that are campaign specific – new product or service
  • Make landing page content easy to read and the page easy to navigate
  • Ensure content is relevant to the topic and audience and always tailor it for landing pages
  • Make it easy for a customer to act – visible contact information, clear call-to-actions
  • Consider pop-up options to encourage customer activity when visiting your website

Moving forward…

Above all, this is a good time to forward plan and get back to basics. Build a cohesive digital strategy and map out the journey to long term success. Consider the following in your long term planning:

  • What are your overall marketing objectives and how does digital dove tail with these?
  • What is your digital marketing strategy and the role of digital in your business?
  • Work backwards from your goals – all digital roads lead to your main objectives
  • Take a customer-first approach – put your customer at the centre of your digital activity
  • Consider different types of content – entertain, educate, inspire, convince – which content suits your purpose and audience best?
  • SEO considerations – mobile first approach, clear URLs, content structure, headings, meta tags
  • Monitor your performance and implement findings into your digital strategy – acquisition, behaviour, outcomes and analytics

If you would like to assess your current marketing position, from strategy to delivery, why not try our free online marketing diagnostic tool Snapshot360? Complete our online assessment and within minutes you’ll receive a 360 snapshot report which scores all areas of your marketing. Click here to take the test.

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