Why you need a digital marketing strategy

Why you need a digital marketing strategy

It is really important to have a digital marketing strategy and at Red Knight Solutions we have developed a 6 step process for developing a successful digital marketing strategy. We will work with you to help you develop and implement yours.

The 6 steps are:

  1. Know WHAT you are promoting;
  2. Know WHO your target audience is;
  3. Know HOW to engage with them digitally;
  4. Develop a detailed plan showing WHEN you will be doing things;
  5. Take regular Action, following your plan;
  6. Measure the outcomes

The most common mistake companies make is to start doing digital marketing, often just trying to copy the latest trend, without developing a detailed picture of what they are promoting and who they are promoting it to. The outcome is normally an expensive disappointment.

Know what you are promoting

Build up a detailed picture of the product or service you are looking to promote digitally. This should include a detailed description of what the product or service is, what problems it solves, the benefits gained from the people using it, how much it costs to produce, how much you can afford to spend on marketing it, profit margins that you are generating, whether there are any associated products you can upsell, whether these are likely to be one-off or repeat purchases.

 Who you are marketing to

The detailed picture should include age, gender, existing or new customers, location, what their needs, wants and fears are, how they are likely to want to be approached, what their likely budgets are going to be and whether they are business customers or consumers.

Know how to engage with them digitally

Now you have your detailed pictures of your product and customers you can consider all the options available to you for digital marketing. You need to consider which are the best social media options to reach your target market and how best to use more traditional web tools.

Develop a detailed plan

Your plan should detail how you are going to use each of the digital marketing options, when you are going to use them, how you are going to use them and who is going to be doing these for you. You should also include details of budgets available, as although some digital marketing options are free, others will need to be paid for.

Take Action

This may appear to go against the advice this article is laying out, but it is important to take action, quickly once you have your plan laid out.  One of the slogans that Facebook use in their offices is “Break things – Fast”, which is good … provided you fix them fast too.

Measure your success

Make use of all the available digital marketing tools to keep an eye on your digital marketing campaign. Use Google Analytics to see how visitors to your website are increasing and what they are doing, use the analytical tools available on social media platforms to measure the effects of your social media activities and other tools to track your progress up the Search Engine rankings.

Do more of what is working well, do less or even stop doing things that aren’t working and don’t be afraid of trying new things either, as digital marketing is evolving all the time.


Help with your strategy

Although it sounds simple to develop and implement a digital marketing strategy, there is a lot of expert knowledge required to do it right. If you would like to know more about the services we offer to help you develop and implement a strategy, call us on 02392 265725, e-mail us at enquries@redknightsolutions.co.uk or fill in the form below:

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Digital Marketing in 2017 – Predicting the big things for next year

Digital Marketing in 2017 – Predicting the big things for next year

Desk Calendar Representing Year Two Thousand Seventeen

As 2016 comes to an end and 2017 looms over the horizon, I thought it was time to stare into my crystal ball and see if I can predict the big things that will happen with digital marketing in 2017. It will be fun to look back at this post towards the end of 2017 to see which, if any of them, will come true.

Video – even more important in 2017.

Video cameraLet’s start with something that’s a safe prediction – video will be even more important for digital marketing in 2017 than it is in 2016, which is saying something as it’s a major influence in Facebook and Twitter’s algorithm already.  The functionality of Facebook Live will continue to be enhanced and the use of Facebook Live will get even better results in their algorithm.

There have also been announcements of live video streaming developments both for Twitter and Instagram and I wouldn’t be surprised if LinkedIn and others followed suit.

In summary, you really need to include using video within your digital marketing mix in 2017.

Augmented Reality and 3D

Augmented and Virtual Reality ConceptThe success of Pokemon Go earlier this year was the first real demonstration of augmented reality, where the digital world was overlaid on the real world, in real-time. There will be more games like this in 2017 and this will lead to digital marketing opportunities for business.

The 3D world is also developing at pace. Facebook has made an investment in this technology, as our many of the games consoles and Samsung are now promoting a 360-degree camera to support it, so it’s coming. I don’t think it will be big in 2017 but I can see it happening in 2018.

Google – it’s plans will influence your website

Google LogoGoogle will continue to refine its algorithm and these will focus on improving the ranking of websites that perform well on mobile devices, so your website needs to be designed for mobile. Key things to focus on are a mobile responsive design, use of AMP pages and quick loading pages. I predict a further refinement to Google Adwords too. Oh and don’t forget to post those videos onto your website too.

 Social Media

Facebook

facebook logoFacebook will continue to go from strength to strength. Video and Facebook Live will become increasingly important and influential in the performance of posts. I am expecting some augmented reality and virtual reality features to be introduced in 2017, but these technologies are still in the development and experimental phase so it is difficult to predict exactly how this will be done. Back the right option and you will get an advantage but there will be many false starts. The developments that have started in Messenger for businesses will continue to deliver additional features.

LinkedIn

linkedin logoLinkedIn was purchased by Microsoft in 2016 and I believe that their influence on LinkedIn will grow in 2017. Some areas of LinkedIn, such as the company page, have already been revisited and revamped and this will continue across 2017. I can see groups being re-vamped as LinkedIn groups seem to have lost out to Facebook groups in recent years.

Twitter

Twitter LogoTwitter is going to have an interesting 2017 and its success or otherwise will depend on who eventually buys Twitter and the direction of travel they take it in. Salesforce were rumoured to be the most likely buyer and if this is the case then there is the potential for some exciting developments towards the end of 2017, assuming the sale takes place early in 2017. Whatever happens as far as the potential sale, I predict there will be enhancements made to the paid advertising feature.

Other social media

Pinterest and Instagram will continue their rise in prominence within the digital marketing sphere and there will be a social media channel that develops from left-field. I don’t know which one but either SnapChat or WhatsApp appear to be well placed.

Is this the year of the small business app?

I read an article recently that predicted the death of websites and the advent of app only internet marketing. I wouldn’t go that far, but I can see the introduction of simple apps for small businesses becoming more popular, especially as we consuming so much of our digital information via mobile devices and apps work so well on them … definitely one to keep an eye on and even if it doesn’t happen in 2017 it is going to happen in the next few years.

Summary

In summary, it will be interesting to revisit this post regularly during 2017 to see which, if any, of these predictions comes true.

Finally, I would just like to take this opportunity to wish you all a Very Merry Christmas and a prosperous New Year, where digital marketing plays a big part in your success.


Helping you with your digital marketing

If you would like help with your Facebook marketing or any other aspects of your digital marketing, call Red Knight Solutions on 02392 265725 or e-mail us at enquiries@redknightsolutions.co.uk  to find out more about how we can help your business thrive online.

 

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Business owners – don’t be frustrated by Facebook. 5 ways to boost your post.

Business owners – don’t be frustrated by Facebook. 5 ways to boost your post.

Are you a business owner who is frustrated by the impact of your posts on your Facebook business page? Despite working hard to gain lots of likes for your page, Facebook is hardly showing your posts to any of your followers – statistics show that often less than 1% of people who have liked your page will see your post.

If this sounds familiar, despair no longer, here are 5 tips to follow that will see your post reach increase dramatically.

Facebook loves Video.

Video is the number 1 way to boost your posts, as Facebook loves video and its algorithm is heavily weighted to extend the reach of posts that feature video. If you really want your post to reach its maximum potential use Facebook Live for the video feed, as Facebook is really promoting Facebook live.

If you’re not comfortable using Facebook live then produce a video, but load it onto Facebook if possible rather than hosting it on YouTube or any other video hosting platform, as Facebook does favour hosted video. If you are producing a video, it is also a good idea to include captions on the video or produce the video in such a way that it communicates its message without sound, as a high proportion of the people that will see your video on Facebook will do so with the sounds off.

A further benefit of having the video hosted on Facebook is the detailed analytics that Facebook provides you with.

Goals On Monitor - boosted reach for Facebook PostInclude a picture when you post on Facebook.

If you are unable or unwilling to include a video, include one or more photographs with your post. Facebook likes seeing photos with posts and it is also more eye catching in timelines that Facebook does add your post to.

If you can post several pictures that relate to a post, then you should use these to create a slideshow. There are facilities for doing this in Facebook or you could you a tool like Animoto or ripl. Facebook will treat a slideshow you have created as a video.

Encourage Interactions with your post.

Facebook Like and ShareIf people are reacting to your post, the Facebook algorithm will give your post a boost. There are three types of interaction you should try to encourage, sharing, commenting and liking. They all have an impact.

Sharing your post.

You can extend the reach of your Facebook post by sharing your business page post into any groups you are a member of where your post will be of interest. You should also share your post on your timeline.

facebook emotionsWhen sharing your post, you should include a comment that encourages interaction from group members – shares and comments seem to have the biggest impact on posts, but likes have influence too.

If you employ staff, you should encourage them to interact with your post and share it. If you know other business owners, then you should consider asking them to share your post too, with a reciprocal offer of sharing their posts too.

Page Settings

There are numerous business page settings that affect where and how your post will appear on Facebook, most notably your preferred page audience. Use these to let Facebook know who your target audience is and your posts are more likely to appear on the timeline of people who match this description. There are options available to help with selection across the 150 odd attributes that Facebook holds about its users.

Facebook Boost Post ButtonBoosting your post

If all else fails, you can consider boosting your post. If you decide that you want to boost your post, don’t press the boost post button, but got into the ads manager to boost the post. This is because Facebook advertising manager lets you choose what the purpose of boosting your post is and if you look closely at the options available, boosting your post doesn’t necessarily achieve the outcome you would expect it to.


Rob Osborne of Red Knight SolutionsHelping you with Facebook

If you would like help with your Facebook marketing or any other aspects of your digital marketing, call Red Knight Solutions on 02392 265725 or e-mail us at enquiries@redknightsolutions.co.uk  to find out more about how we can help your business thrive online.

 

 

 

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What should I do with my blog?

What should I do with my blog?

Seven steps to optimise readership of your blog

Phew, what a relief. You’ve finished writing your blog post and you’ve avoided the 7 content marketing mistakes that I recently wrote a blog post about, but now what do you do with it? How do you get people to read it? Here are 7 steps you should take to maximise the exposure of your blog post, without spending any money.

Step 1 – Search Engine Optimisation (SEO)

Make sure you have maximised your search engine optimisation when you published your blog by:

  • including appropriate key words and phrases within the text of your blog;
  • using appropriate file names and completing alt-text and description fields for all of the images you have used in your blog; and
  • Completing SEO meta data on your blog post, especially page title and description.

Step 2 – Facebook

facebook logoPost on your Facebook business page

The first place to post your blog is Facebook. Post it on your company page, making sure it pulls through an appropriate image. If it doesn’t pick up an image from your blog, then upload one to go with it.

Share on your Facebook timeline

Lots of people think they’ve done what they need to on Facebook at this point, but they are wrong and are missing so many opportunities, as sharing your post from your business page on your personal timeline will increase the number of readers, as your friends and family (well at least some of them) will want to read what you have written and hopefully think it is worth a reaction, comment and maybe even a share. If you can encourage them to react to it in some way it will help, as getting interaction is part of Facebook’s algorithm on deciding whether to display a post in somebody’s timeline.

Share in Facebook groups

Don’t stop there though. Have you joined any Facebook groups that relate to your business? Yes, then you should share your post in all those groups too. If you’ve not joined any groups yet, then there is a great opportunity for you to expand the reach of your post and for many unconnected people and businesses to learn about what you do by joining relevant groups, participating in conversations in those groups and posting your content there.

Step 3 – Twitter

Twitter LogoTweet your post from your business Twitter account, using appropriate hashtags and images. If it is relevant to a specific follower, then you could send them a direct tweet or direct message to allow them to connect.

Once you have tweeted your post from your business account log into your personal account, retweet your business account post and like it too.

If you are using any Twitter automation tools, such as Twitter Jukebox or Social Jukebox, then remember to add your post as appropriate to ensure that it is included in your automation.

Step 4 –  Linked In

linkedin logoPost a link to your blog as a status update on your LinkedIn profile and if you think your blog is an interesting read you could consider copying it and posting it on LinkedIn as an article. This will give all your connections an opportunity to see your post.

If you think your blog is relevant to some of your contacts, you could also send them a direct message which includes a link to your post and an appropriate message as to why you have sent them a direct message about it.

Don’t forget to also post an update on your LinkedIn company page too. Your company page may well have a different set of followers to your LinkedIn profile.

Finally, post your blog in all the relevant LinkedIn groups you are in. Although not as popular as they once were, groups are still an active area of LinkedIn and posting will help attract additional readers.

Step 5 – Google+/Google My Business

google+ logoDon’t forget to add your post to your Google+/Google my business page too. Although this is unlikely to bring you that many direct readers, it does help one very important reader – Google, Which means that this is one of the most important actions you can do.

Step 6- e-mail marketing.

e-mail logoIf you are running an e-mail newsletter, don’t forget to add your blog posts to it. If you’re not running one, then sharing blog posts is a great way to start developing your e-mail newsletter content.

Step 7 – On-line forums.

Post a link to your blog in any on-line forums that you are a member of. If the forum has a good reputation, then this can have additional benefits to your SEO as your post will act as a backlink to your site.

Bonus Step – Other Social Media Sites.

Rob Osborne of Red Knight SolutionsDepending on the nature of your business and the style of your blog then there are other social media sites you may wish to post your blog on too. These include Pinterest, Instagram and YouTube.

Lots to remember.

There is a lot to remember when it comes to posting your blog. I have developed a checklist to help me remember all the different steps I need to do and I’m very happy to share it with you. If you would like a copy please complete the form below and I will e-mail it to you.

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