- Posted by Alice Morgan
- On April 27, 2018
- 0 Comments
Visit Kent digital marketing panel discussions
Breaks from routine are energising. And so it was today. I travelled out of familiar old London on one of the new high-speed train services from St Pancras to Dover. The sun shone, the sea sparkled and the White Cliffs? Very white, I assure you, against the cloudless blue sky. I didn’t go to wax lyrical. I went because I was invited to by Visit Kent as part of an initiative to offer digital marketing tips and expertise and support to SMEs in the region. It’s an initiative that’s backed by the EU’s Interegg group.
Chaired by James Page, Managing Partner at Muse, my fellow digital-marketing-expert-panel-partner, Visit Kent’s very own Jim Dawson, and I answered an array of questions on all aspects of digital marketing. Each question led into sometimes lengthy discussions and tangents, but we above all focused on providing practical tips and useful advice. We saw a lot of note taking – always a good sign.
Here are a few of the highlights.
Ten top digital marketing tips for SMEs from today
- Keep it manageable.
Don’t set unrealistic targets. When it comes to writing content for blogs and newsletters, determine what you and your colleagues can manage, plan it all out and then make people accountable for delivering to the plan.
- Don’t micro-segment your audiences.
Focus on archetypes – max. five – and then strategise around these. Think what motivates the kinds of people in each of the broad archetypes and develop content that will resonate and appeal, or solve problems/provide answers.
- Don’t let perfect get in the way of good enough.
This is a great piece of digital advice. If – like me – you’re not by nature a perfectionist (except when it comes to my etchings, but that’s another story), digital is great. Perfectionism in digital can often mean paralysis. Go for things, try them, fail sometimes, but learn from failure – find out what works and do more of that.
- Focus on user experience.
Make sure that what you do adds value to your intended audience. Don’t make them have to think (cue to the top tip – buy a copy of Steve Krug’s eponymous “Don’t Make Me Think”). Be clear, straightforward and uncomplicated.
- SEO hygiene factors matter.
Make sure you optimise your meta data, images and ALT tags. Make sure your You Tube videos are similarly optimised and make sure there’s a route back into your content at all times. When it comes to meta descriptions, pay particular attention. They need to be good to encourage click-throughs. There’s a whole lot more to SEO than this, of course. It’s also important to pay attention to keywords (and how you select them according to what’s known as “intent”). It’s important to understand where the keywords fit within a consumer’s journey and to map them to the right pages.
- Focus on brand equity.
Make sure your brand has a consistent and consistently high quality presence online. Create a style guide if you don’t have one, with editorial mandatories in there too.
- “Fish where the fish are”.
When it comes to any sort of media, use data and common sense to understand which channels your customer archetypes use and don’t waste time on fruitless channels.
- Leverage relationships with other businesses in your area
Look for symbiotic relationships in businesses where your customers overlap, but where you don’t compete. A great example is festival organisers and city centre accommodation facilities. Get together, work the content out and get to it. There were some fantastic ideas in the room – and some frantic swapping of business cards too.
- Explore Google’s veritable treasure trove of resources.
- Always apply common sense.
Looking forward to the next ones in Maidstone and Chatham.
About ALTA Digital
Offering practical, clear and helpful advice is what we do at ALTA Digital. We work with marketing managers and business owners, usually as an extension of their team. We help them develop and implement sustainable (business-focused) digital marketing strategies across search, paid media, UX, content marketing and analytics.