Last week we had the opportunity to hold a workshop for our friends at Strathclyde Inspire: How to Start and Grow a Business Using Digital Marketing! We’ll take any chance we can get to talk about the work we love, so that’s why we’ve put together a run-down of the topics our workshop covered and the tips and tricks we let slip.
What is Digital Marketing?
Digital Marketing is the promotion of your services or products through digital platforms and it must be considered as a vital tool to help you reach your business goals. For example, if your business goal is to increase sales then you need to determine which social media platform your ideal paying clients spend the most time interacting on. As a result, you gain a stronger understanding of your core market and their interests—and your posts have a greater chance of being seen. Embracing digital marketing is your chance to communicate the voice and personality of your brand! So don’t hesitate to define your businesses core values.
Firstly, before you begin to design a digital marketing strategy a few defining parameters need to be worked out. Consumers are far more likely to actively search for and go through your social media accounts than they used to be. Above all, these accounts must provide the customer with an obvious route to purchase.
- Is your business B2B or B2C?
- What are your business goals?
- What are your possible communication channels?
- Who is your target audience?
- What is your budget right now?
There are different associated costs with advertising on social media platforms, therefore your budget will determine whether these are costs you take on early in your business journey—or if you set some targets and expand into paid advertising in the future. However, it’s important to remember that an emphasis on posting and networking is not only effective—it’s free!
- Instagram Ads: Minimum spend £20 per day
- LinkedIn Ads: Minimum spend £20 per day
- Facebook Ads: Minimum spend £40 per day
2021 Social Media Trends
We’ve identified some trends for social media management this year, although we’d recommend keeping your eyes & ears open for new innovations!
- While social monitoring refers to the collection of social media analytics, social listening is the art of analysing that data. It’ll help you understand what’s trending in your industry and most importantly why it’s trending!
- Customer to customer marketing is all about prioritising your consumer voices. People trust people more than flashy boastful ad campaigns. They want to hear the positive things real clients have to say about you.
- It’s not just other customers’ testimonials that have an impact. Influencer marketing can be a powerful tool—providing you know how to do it.
- Due to rising advertising costs it won’t always be viale to throw your money into ads straight off the bat. Organic growth is possible with a goal-orientated strategy and an understanding of the free tools at your disposal!
Our SMM Rules
We know that rules were made to be broken—but we’ve still got a couple that we stick to. They help to keep your brand’s tone of voice consistent. Most importantly, setting yourself some ‘rules’ before you start posting will take some of the guesswork out of your strategy. If something isn’t working for you, find out why! You can use what you’ve learned to make amendments in the future.
- Know your audience! Limit your hashtags. It may have been a good look a few years ago but at the risk of being seen as old-fashioned, don’t overload your posts with irrelevant hashtags.
- Respond to all comments as quickly as you can.
- Keep the 80/20 rule! Inform and entertain first, sell second.
- People love people! Using images of real people will usually generate more engagement and interest than inanimate objects—this is especially effective as a humanising agent in B2B marketing.
- Use first person plural when talking about your company/brand (We, Us).
Our Case Studies
We’ve handled both B2B and B2C clients here at Noframes and it’s vital to understand the difference between the two. For example, when launching The FLUX Blowpipe (a revolutionary moisture control system for the Bagpipes) we had to stick with a B2C approach. This meant a focus on bright/creative post layouts, championing the inventor and face of the brand, providing a high level of customer communication and maintaining an approachable, friendly tone. Within the first two weeks the campaign had reached 40k consumers and generated £2k in sales.
On the other hand, a B2B company requires a different approach. For Spark Survey (an application that measures the engagement of a company’s employees) we focused on statistical visualisations, a rigid posting schedule and writing industry relevant blog posts. Impressions were boosted 200% with a 55% hike in engagement.
In conclusion, the first step into digital marketing may be daunting—but the most important thing is getting started! Social media is more than an advertising platform, it’s a tool. Find out how you can make it work best for your business.
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