We all know that the online world and digital growth is huge, but in an age where it’s never been easier to reach your audience and never been harder to get heard, businesses must leverage the best practice to stand out from the white noise.
A digital presence is no longer enough, and as businesses fight for a voice in a crowded market, they must know how, when and where to reach their audience through data backed decision making and targeted messaging.
We caught up with our friends over at BBT Digital to get the lay of the land as they see it. Founder and Managing Director, Mike Taylor, fills us in…
“The biggest change that digital has brought on is the ability to heavily target. A brand can have multiple messages to very segmented audiences,” Mike explains. “You can time messages as well as base them on behaviours or time of the day/week/month, which is hugely valuable.”
He also reminds us that all channels are not equal, so it’s key to work out where your customers are and what mindset they are in (eg: searching or consuming). That way, you can effectively determine what message would attract them and what time and part of their online journey is best for you to present.
The explosion of online information means that our access to content and knowledge is unprecedented. In fact, it would be safe to say that we’ve never lived in a time where we have access to so much, for so little. As well as the Internet totally transforming the way that people learn, interact and communicate, the world of marketing has changed too – to a content-driven environment.
“With the likes of social media being ingrained in everyday life, there is a level of transparency behind a brand that is relatively new. Just look at any airline or telecommunication company’s Facebook page and you’ll see a plethora of negative, positive and opinionated comments,” Mike points out. “Brands have to put a large amount of effort into building and maintaining trust with their customers nowadays because, if they are not authentic – or they say or do something that is untrue – they get found out very quickly.”
He believes this can be harnessed or used as an opportunity, however. “Having great content that people find value in is a good way to do this,” Mike adds. “The days of disruptive advertising are on the way out. The new age of adding value, entertaining and offering knowledge and solutions is in.”
When it comes to best optimising or leveraging content across your digital channels, Mike believes that a bit of knowledge and insight is key. “Understand the channel and write content accordingly,” Mike explains, but his advice doesn’t stop there. “Understand your customers’ mindset when they are engaging with the channel as well. For social media, it is entertainment and communication, etc. When it comes to search, they are seeking an answer to a question or trying to solve a problem.”
From there, put in place a content plan that will give your customers value, taking into consideration the best channels on which to reach them and at which times. Maximising reach is critically important. “Having the content distributed as widely as you possibly can (in the right way) is the best way to get results.”
The digital space is constantly evolving, from the way Google’s algorithms promote websites to shifts in the way marketers can reach customers. Stay informed in order to stay current, and don’t be afraid to ask an expert for help when it comes to navigating the online world in the best way for your business.
20 July 2017