SME BUSINESS TIPS
WHETHER you’re managing campaigns in-house or outsourcing to an agency, digital marketing presents challenges to businesses, not least the need to keep pace with what can be a very fast-moving discipline.
For those of you embarking on or running content-driven digital marketing campaigns, Dan Nolan, managing director of the Eword, has put together some top tips:
Find the resource – or outsource
Be realistic about what your in-house resources will stretch to – if the work required exceeds what is possible, start to engage with agencies.
Do it or diarise it
Whether you’re outsourcing or doing it in-house, you will need to set time aside to invest in marketing.
Switch off your email and phone and do what needs doing – sticking to a routine like this will keep the workflow moving along smoothly.
Know your audience
Content-based digital marketing is more effective when it is directed at a particular group of people.
Take the time (or ask your agency) to engage in data mining, focus groups and customer interviews to help form your content marketing plan.
If something doesn’t work, move on
It can be easy to grow attached to marketing ideas, especially when they’re your own.
However, you need to be brutal – if a campaign isn’t working, change it.
If it still doesn’t work, kill it.
●● Dan Nolan