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Digital marketing: it’s not rocket science and it’s not mysterious – Insights from ARO PR and Marketing
Digital marketing can help to reach customers, staff, funders, and suppliers. This goes for existing customers and markets in which you are already strong. But for this article, we’re going to focus on finding new customers and pivoting into new industries.
Using digital marketing to reach potential customers and new industries
Digital marketing has moved a long way from its beginnings when the main activity was email campaigns. Then search engines optimisation (SEO) became the hot topic and now it has evolved to encompass a wide range of tools that can very precisely reach people that are, or could be, important to your business.
Digital marketing has become much more sophisticated – just think about the ads that pop up when you are browsing the web or in your social media feed; these are targeting specifically you, based on your interests and online activities.
Audience and keyword research
SEO will help your website appear at the top of the page in Google searches.
There are many techniques to win that coveted position on Google, from ensuring that the keywords that your potential customers, say, type into the search engine when they need your products or services, are present, on your website.
Determining what those keywords are would be an article in its own right, so we’ll leave it there. Another marketing activity that will help put you at the top of the rankings is profile – is your company referred to by other companies, especially technical media publications
Social Platform Selection
Not all social media platforms are equal. Each of the four major platforms (Facebook, Instagram, Twitter, and LinkedIn) has its type of user, posting and sharing their different types of content. By taking a closer look at data about your target audience and competitors, we can determine which platform your digital marketing efforts would yield the best results on.
Sending the Right Message
The digital space is all about messages. Think about what you’re doing right now: you’re reading an article about digital marketing. The thing is, there are so many different and conflicting messages online that it can be difficult for potential customers to wade through the barrage.
This is where all the research about keywords and audiences comes into play. By using in-depth research and proper planning, we can deploy exactly the right message to the right customer (existing or potential) at the right time.
Digital Marketing Reports
The amazing thing about digital marketing is the wealth of data that it provides. Every click, every search query, and every ‘Like’ represents valuable data that can help us tailor the most effective digital marketing campaign. In the digital space, nothing is set in stone; the content on a website can be changed with just a few clicks, and so can your digital marketing strategy.
We constantly collect, analyse and review data, so that we can always ensure that the campaigns we’re running are fully optimised to reach their full potential. Providing reports to our clients also keeps us honest, because the numbers never lie!
Want to find out more about digital marketing?
If you’re looking to reach potential customers and new industries, potential employees, digital marketing can put you right in front of them. It can start the conversation or it can keep the conversation flowing.
If you’d like to explore this further, do get in touch. We are a specialist agency, based in Ivybridge, for engineering and scientific companies. You can email me jayde.hobson@aroprandmarketing or visit our website to find out more www.aroprandmarketing.co.uk.