Zadro Communications - Unravelling the code - digital marketing revealed

The definition of 'digital' can be a somewhat contentious topic, but what isn't up for debate is that companies need to embrace the digital revolution if they want their business, event and product or service to succeed in this rapidly evolving landscape. 

The three fundamental tools of digital marketing, when used well, are a sure fire way to get your brand communications up-to-date in the modern age. They are most effective when they are used together and as part of a broader strategy. These tools can create connections and build successful brand awareness for your business or event, supporting your customer base in the digital world.

The three tools through which you can get the most out of your digital strategy are Social Media, e-marketing and a website.

Social Media is one of the first steps many businesses take in the direction of digital marketing, and it is a great start. However, more than simply creating accounts, you must be sure that the interactions on your social media sites are targeted and engaging.

Your Social Media should specifically target relevant audiences and then facilitate interaction and engagement with this audience so that they become invested players in the game. If you connect successfully online with customers, clients and prospects on a personal level, they are more likely to have a deeper involvement with your business or event.

If you're a little stuck on how to get started with these steps, see our last Event Connect post for THREE social media tips for events that you can do in under 15 minutes!

Once you have established this connection, the process of keeping the audience interested takes constant and consistent messaging.   Audiences are far more likely to be drawn in by posts that they can interact with, e.g. videos, images and polls, and these can easily be used as a means to reinforce your core messages in new and interesting ways. Also think about advertising on social media as a means to drive traffic and followers.

Email marketing (e-newsletters or EDMs) can be a little bit more difficult to utilise effectively. On the one hand, it is an incredibly powerful (and cheap) tool for taking your story directly into the customer's office or home, and it can be simple to track your campaign's success.

The downside is that email marketing is often abused by "spammers" with inbox-overload becoming common.  However, it still remains the best way to talk directly to your community - for the meantime.

But the secret is having great content.  Talk about what is important to your audience - from their perspective, rather than about your company. Lead with trends, new ideas or something that will add value to your contact's life.  A content plan for your e-marketing is essential to keep you on track, consistent in your messaging and full of fresh ideas.  If you like ideas, you may like to consider if a blog is right for you.

How many times have you come across a website that looks like it hasn't seen an update since 1991? Most often, all your marketing activity should drive people back to your site, as it is still the 'shop-front' of your business.

As your business grows and develops - so too should your website. You wouldn't use a spoon to dig a hole, so why would you want to use an out-dated and impractical website as a driver for your business or event? Whilst building a new website is not for the faint-hearted, getting your website designed and developed by professionals will make it easier to climb to the top with a clear-cut, SEO efficient and friendly website.

                        Find more helpful tips on Zadro Communications blog