Social Media is one of the best marketing channels that every business should explore. It will help you build relationships, target prospects, for customer service, get media coverage, generate traffic and increase sales.

The life and soul of any business strategy is to understand your customer’s online presence. Ensuring that your company takes a strategic approach to digital marketing means you’re more likely to succeed within the digital sphere.

Digital marketing isn’t just about hard-selling promotion. It also incorporates your website, your social media presence and your assigned marketing budget.

Your Social Media Presence

In the age of social media, companies need to utilise the appropriate social media platforms to fully engage with their customers. But remember, not every social outlet is right for every business.

  • Facebook – Primarily B2C (Business to Customer)
  • Linkedin – Primarily B2B (Business to Business)
  • Twitter – Can be both B2B and B2C
  • Google+ – As with Twitter, can be both B2B and B2C

With digital marketing on social media, you need to update your content on a regular basis. There’s nothing worse than seeing an outdated Facebook business page, with very little information filled in. This gives an unprofessional first impression, and gives the appearance that you don’t have a lot to update customer on.

If you’re utilising different social media platforms, make sure that you’re posting content that’s unique (and appropriate) to the audience. For example, pictures from your office Christmas party may be suitable for Facebook, whereas posting them onto Linkedin isn’t fitting.

Your Website

For an online business, your website should properly portray your company as a whole. Does it make the right first impression, and has it been designed with an easy customer journey in mind?

A user experience is paramount to a website’s success. 94% of website users have stated that a bad web design is the reason they have rejected a business. This includes a jumbled navigation bar, numerous web pages and very little coherent structure.

Imagine walking into a physical shop. You’re looking for a specific item or service, but the employees are nowhere to be seen and the shop floor is hard to walk around. How would you feel about visiting this store again? The same applies to your website.

It’s not just a friendly user experience that makes a website. You need to make sure that your website is fully responsive. This means that it functions easily on hand-held mobile devices and tablets. As of the 21st of April, “mobile friendliness” is a ranking factor in Google.

Top Tips for improving your website:

  • Analyse your web traffic and monitor where they arrive from (e.g. social media, direct referrals, search engines)
  • Establish which are your top landing pages, and which are the least popular
  • Monitor your bounce rate, and evaluate how to decrease it if it’s high
  • Adjust any poorly performing web pages. For example, update the content, rewrite the title and meta descriptions, readjust your keywords
  • Make it responsive, focusing on hand-held devices and tablets

Your Assigned Marketing Budget

Just because you have a £10,000 budget for your digital marketing doesn’t mean that you have to spend it all at once.

You need to see your budget as an investment for the future, not just for a set-time period. By all means spend when it’s appropriate, but make sure that you’re investing in a package or product you’ll see an ROI on.

Just remember on thing when it comes to setting out your digital marketing budget: if you believe in your business to invest money into it, then others will too. This is crucial if you’re planning to expand your business in the future, or monetise your website.

When you’re realistically marketing, we recommend that you invest 15-20% of your yearly turnover on your marketing. If you have a more aggressive marketing plan, then you should consider spending 25% of your targeted growth.


In short, digital marketing is a marathon, not a sprint. You need to make your customers’ journey as smooth as possible, engage on social media, and set out a clear budget strategy.

What do you think the most important aspects of digital marketing are? We’d love to hear your thoughts, so let us know in the comment below.

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