We’re now in a world where websites, social media and all things digital are key. The problem is, too many businesses think it’s okay to simply take the same copy or images destined for traditional print media and use them online. For decades businesses have been producing information about themselves for magazines, leaflets, newspapers – it’s where people have felt comfortable- now you have to do it online too.
The classic mistake businesses make is to treat their online and offline audience in the same way.
Here are some top tips for making sure that you understand your digital audience and treat them accordingly.
1. People won’t hang around.
Don’t expect someone to stay on your website for very long. If they have to hunt to find something, they won’t. The average website visitor stays on a web page for less than a minute and reads less than a quarter of what’s on it. Make pages clear, engaging and interactive. Avoid swathes of text. People rarely read lots of text in printed material and they’re much less likely to online.
2. Use social media
The biggest driver to your website will be Facebook, Google and Twitter. Make sure your website is consistent with your social media presence, so that people can have a smooth journey through.
3. People will treat all online material like social media
Over 3/5 of UK online adults are now using social media: 55% use Facebook.
Look again at your target audience and understand how they are interacting digitally. People dip in and out of the digital world via their phone, tablet and computer throughout the day. Today’s interaction with technology is part of everyday life and your digital marketing strategy needs to reflect this. Make sure they can dip in and out of your digital material.
4. Know when and how your audience interacts digitally
A digital marketing campaign is about tapping into the ways your audience interacts digitally.
When they wake up what do they check on their phone? When they arrive at work what do they use their computer for first? At lunchtime what websites are browsed? At home who uses the tablet and for what?
Use the many digital metrics available to find out these answers and then set up your digital marketing campaign accordingly.
Good web analytics are vital to understanding how people are using your website, how they are arriving at it and what works and what doesn’t. Make sure you use them to inform your digital marketing campaign.
6. Measure social media too
Social media data is now just as vital as web analytics. Like word of mouth, social media is something a business does not have complete control over, but because of that, can have a greater impact on marketing. Make sure you are on top of your social media, measuring what’s you have put out there and monitoring both positive and negative interactions.
7. Doing nothing is not an option.
Your audience expects your business to have a digital presence. If they can’t Google your website or find you on Facebook, it can damage your credibility.
By Clare Kingsbury-Bell, Marketing and PR Executive, KMS Marketing