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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Don’t be terrified of Twitter

Don’t be terrified of Twitter

Rob Osborne of Red Knight SolutionsI hadn’t really warmed to Twitter until recently. Yes, I tweeted some content and followed people who followed me, but I wasn’t really focusing on Twitter as a social media channel for promoting Red Knight Solutions and my following was fairly small.

However, I was asked to do a session on Twitter at an Elite Digital Mastermind group recently so in preparation for that session I have been working on my Twitter presence and have been pleasantly surprised to see my Twitter follower count jump from 400 to over 515 in a week, which is a rise of over 25%, so I thought I’d share some details of what I have been doing so you can consider doing it too.

Changing my use of Twitter

crowdfire logoThe first change in practice I’ve made is Tweeting to people who follow me as I follow them back, rather than just pressing the follow button and leaving it at that. I had already used Crowdfire to send a message to each person as they followed me, but I now I type a quick thank you tweet to them. I’m spending quite a lot of time on trains at the moment so I normally do this whilst travelling – mobile signal permitting, of course.

tweetjukebox logoI’ve also started using Tweet Jukebox to set up regular tweets. This comes with a jukebox full of quotes which I have left running and a jukebox that I am using to quote links to my site and other relevant digital marketing material – a link to this blog will be added very soon. I have also done some tweaking to the quotes jukebox, creating pictures for some of the quotes and adding them to the quotes in the jukebox and this will be an ongoing activity as I quite like the idea. I have also added some additional quotes from other sources – my next challenge is to make some quotes of my own that I think are worthy of sharing.

I am continuing to also tweet interesting and relevant links from digital marketing articles I find and have become more conscious of ensuring that I include Twitter as one of the places to share information, whereas before I mainly focused on Facebook.

These actions mean that the number of tweets I am making has increased considerably, which has also lead to more interaction with my followers.

Twitter LogoAlong with increased activity on Twitter, I have spent some time updating some of the company profile. I have updated the profile picture to use our new logo and I have also updated the header photo to include a picture of me. One thing I learnt when updating the profile picture was to ensure that you have the minimum height and width to 400 pixels. I was getting very frustrated initially as the logo picture I was using was 400 pixels wide but not that high and Twitter kept shrinking it. Once I set the background to be 400 x 400 pixels it all worked fine.

Learning Twitter the hard way

It’s not all been plain sailing though, as I experimented with linking Twitter to my personal Facebook page and on through to the Red Knight Solutions Facebook page  and for a few days I was getting regular posts on my Facebook page from Tweet Jukebox. The good news was that some my friends had conversations about some of the quotes that were posted, but it didn’t feel right to me so I have turned that feature off.

Twitter Tools

A really useful tool within Twitter that I have just learnt about is the creation and use of lists. One of my biggest frustrations with Twitter has been that as the number of people you follow and who follow you grows, your timeline becomes really noisy. However, if you create lists of people you are really looking to keep a close eye on, such as clients, potential clients or major influencers in your field, you can use them to see just those you are interested in. This allows you to start using the tools on Twitter, such as likes, retweets and quoting tweets, focusing on those you have added to your lists.

I have mentioned a number of tools I have started using and the world of Twitter seems to have an abundance of tools and add-ons that you can use to make your Twitter experience better. Whilst doing research about Twitter tools I did come across this blog which lists over 90 useful Twitter tools. Please feel free to research them further and if you find any of them are useful please let me know.


Rob Osborne of Red Knight SolutionsIf you would like help getting more out of Twitter or any other social media channel please get in contact with Red Knight Solutions by calling 02392 265725 and we would be happy to help you develop your digital marketing strategy and ensure it is making good use of Twitter.

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Expressing your business – Digital marketing on the radio

Expressing your business – Digital marketing on the radio

Express FM LogoThis week I appeared as a guest on the Business Express show on Express FM. I initially accepted the invitation out of curiosity, taking the opportunity to see behind the scenes of a radio station and getting experience of being in a radio studio. I have got so many benefits out of participating that I thought they would make a good blog post.

Rob Osborne of Red Knight Solutions at the Express FM studioThe first benefit has obviously been to satisfy my curiosity about how a radio show works and is produced. It was really interesting to see how it all works and as a bit of a techie geek at heart I was fascinated by all the equipment and how it’s all managed digitally.

The second and probably biggest benefit has been using the preparation for the show as an opportunity to really think about what I am doing and how I wanted to present this to listeners. It is very easy to lose sight of what you want to achieve in your business, but as part of the preparation was to provide some questions to help guide the show I was able to spend some time contemplating what I wanted to say and more importantly how and why. The only downside to this was that I forgot to get off the train at the station where I had left my car!!

Miles Henson presenter of Business Express on Express FMThe third benefit was that it took me outside of my comfort zone, as I wasn’t sure I would be able to speak for an hour about digital marketing or if there was a danger that I would waffle incoherently. I’m pleased to say that I have had some very good feedback from people who have listened to the show, so I want to say thank you to the Miles Henson who hosts the show as his very informative briefing before the show and off-air comments during the show were very helpful. This has helped me to stop procrastinating about an on-line mentoring service I have been planning to launch for a while, so keep watching this website or sign up to our newsletter for more information.

The fourth benefit has been that it has driven me to take some action on updating Red Knight Solutions website and it’s content, as I have sadly neglected it over the last few months and fallen into the trap of do as I say and not as I do. I have spent time updating content, adding new pages and planning my future blog posts, starting with this one. Although it’s not crammed with information about digital marketing it is a good place to start and I am now going to write a blog at least every two weeks. I will be monitoring how this helps with search engine optimisation and I am looking forward seeing an improvement in my search engine rankings.

Additional benefits are that participating in the show has boosted my confidence, raised Red Knight Solution’s profile on social media through posting about the show on Facebook and Twitter both before and after the show. The number of likes of the Red Knight Solutions Facebook page and the number of Twitter followers of Red Knight Solutions has increased and Google analytics shows that listeners were visiting our website after the show too.

Finally, I have been toying with the idea of writing a book about digital marketing for a while. I have signed up to Karen Williams 10,000 word challenge during August but haven’t got as far as I wanted, but as I announced on the show that I was writing a book and have now written it on this blog post I am now referring to myself as an author and will write my book.

 

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Survey

We’re undertaking a survey to find out how companies are using digital marketing to promote their businesses and how successful it is for generating new business.

Here’s the link to our digital marketing survey.

The Rainbow Centre LogoFor each survey completed we will donate £1 to our chosen charity, The Rainbow Centre, so please take the time to complete the survey. We are hoping to raise at least £100 for this amazing charity, so please take the time to complete it.

We will be producing a free report of our findings. If you would like a copy, please include your details when asked at the end of the survey.

Thanks.

 

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