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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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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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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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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