GET YOUR­SELF IN THE DIG­I­TAL GAME

Stirling Times - - Opinion - with Tessa Tol­hurst Tessa Tol­hurst is Com­mu­nity News’ Dig­i­tal Sales Spe­cial­ist. For more ad­vice on dig­i­tal mar­ket­ing, con­tact her on (08) 9237 1104 or email tessa.tol­hurst @com­mu­ni­tynews. com.au.

MORE than 20 mil­lion Aus­tralians spend an av­er­age of 88 hours on­line each month.

The re­al­ity is we aren’t just go­ing on­line, we live on­line, and savvy small and medium busi­nesses (SMBs) re­alise this.

A strong dig­i­tal strat­egy po­si­tions your brand, prod­ucts and ser­vices to best con­nect with and nur­ture cus­tomers.

A re­cent Deloitte sur­vey of 1500 SMBs found those that had a com­pre­hen­sive dig­i­tal strat­egy were “50 per cent more likely to be grow­ing rev­enue, and earn 60 per cent more rev­enue per em­ployee”.

Not sure how you stand? Here’s a check­list to help.

Are you spend­ing on dig­i­tal?

Set­ting aside a mar­ket­ing bud­get to ac­com­pany a wellplanned dig­i­tal strat­egy will en­sure you’re lever­ag­ing the right mar­ket chan­nels and en­able you to put your brand in front of your tar­get mar­ket.

Is your web­site op­ti­mised for mo­bile?

Most of us are surf­ing the in­ter­net on our mo­bile de­vices these days. If your web­site isn’t user friendly and op­ti­mised for mo­bile, vis­i­tors will ‘bounce’.

Does your web­site in­clude a strong call to ac­tion?

What ac­tion do you want po­ten­tial cus­tomers to take on your web­site? Is your phone num­ber easy to find? An­tic­i­pate what cus­tomers want.

Paid Facebook ads vs boosted posts

Imag­ine eat­ing only a cou­ple of flavours of choco­late your en­tire life, then be­ing told Willy Wonka’s Choco­late Fac­tory ex­ists. Paid Facebook ad­ver­tis­ing is like the lat­ter and can open up a world of pos­si­bil­i­ties.

Do you have a con­tent plan?

Highly rel­e­vant and en­gag­ing con­tent is an im­por­tant part of con­nect­ing with your cus­tomers and stay­ing top of mind.

It can some­times feel like you are chas­ing your own tail when the dig­i­tal land­scape is chang­ing at an ex­po­nen­tial speed, so think of your dig­i­tal strat­egy as an in­vest­ment in your busi­ness to­day to cap­ture the cus­tomers of to­mor­row.

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