Five easy ways to boost your digital marketing

Tracy Sheen (main photo) is a digital trainer for small businesses, a certified marketer and the author of the 2021 Australian Business Book of the Year The end of technophobia. In this guest post, Sheen offers actionable tips to instantly boost your digital marketing…

It has never been so difficult to attract customers’ attention to our company. If you want to cut through the noise, you need to understand how digital marketing works in 2022 and follow the new rules. Being the best at what you do is not enough. Fortunately, there are proven ways to keep your business relevant in a changing market. Follow these five steps to boost your digital marketing.

Understand the data

Every social media platform has an Analytics tab, which will give you insight into your audience’s demographics, where they are, and when they’re most likely to see your content. You’ll see what content they interact with and what content they ignore.

Your email marketing platform will show you which emails were opened, which links were clicked, and which messages went straight to trash.

Understanding this data is the first step to creating a better and more deeply engaged social media community.

Pay attention to what Google Analytics and Google Search Console are telling you. You can find out how long people spend on your website, what pages they visit, and where they come from, so you can make better decisions about what to invest in.

If you’re not sure about your analytics, it’s time to ask. Facebook and Google both have self-paced learning platforms to teach you everything you need to know.

Know your strategy

If you don’t have a strategy for attracting and keeping eyes on your content, you’re working with one arm tied behind your back. You need to be clear about who you are trying to attract and what you are trying to sell.

from google ‘Zero Moment of Truth’ research has shown that customers need to consume 7 hours of content across 11 instances across 4 platforms before purchasing. So you need a strategy to develop content that answers all their questions in multiple ways (blogs, audio, video etc.)

Build your Expertise, Authority and Confidence (EAT)

Google is now so sophisticated that just posting content with a few keywords will do you more harm than good. To have a significant impact on your company’s ranking, you need to use the EAT methodology.

Skill. Google looks for pages written by real experts. You can show Google that you’re an expert in your field by creating well-thought-out content that explores your topic in detail. So go narrow and deep on your specific topics, not broad and superficial.

Authority. Google looks for ways to endorse you as an authority in your field. Producing content for those with higher authority (like associations) in exchange for links to your site can be a good place to start.

Trust. Google is looking to validate your site. You can build trust by making sure your contact details are easily found on your website, keeping it super up-to-date, and getting a steady stream of reviews from your customers.

Make good use of video

YouTube remains the second largest search engine. Some 50 % of Australians use YouTube and we spend around 17 hours a month on the platform.

If that’s not reason enough to include video in your digital marketing, then convince yourself that 54% of consumers say they would like to see more brand videos.

Lean into technology

Technology is constantly giving us new ways to improve our digital marketing. Apps like Topic Buddy harness the power of AI to help you generate a content plan in less than 30 minutes (using 30,000 data points), and platforms like Answer The Public give you insight into the exact questions. what your ideal customers pose.

Technology can make our lives easier and improve our marketing. It is up to each of us to make good use of it. The worst thing you can do is ignore the technology because your competitors aren’t.

A tip as a bonus

Take 15 minutes a day to research what’s happening in digital marketing.

Watch webinars, read websites like Dynamic Business, or join a small business community where you can learn and stay ahead of trends. Things happen quickly in this space, and your best advantage is curiosity and a willingness to learn.