British businesses have been through an incredibly tough time over the last year or so, but things are starting to look like we might finally have a few reasons to be cheerful. As the summer comes in, the restrictions are rolling back, the vaccinations are reaching more and more people, and businesses are starting to reopen. However, anyone who owns their own business will tell you that things aren’t exactly back to normal out there. We might be through the worst of the pandemic, but we are still operating in an incredibly competitive landscape where the companies that avoided closure are battling to stay ahead of the pack.
One of the most important tools in any business’ arsenal as they head into this summer is digital marketing. As everyone fights it out in the same digital marketplace, smaller companies are going to be competing with much bigger rivals with significantly more resources. If you want to make your voice heard, you need to make sure that you are using every tool at your disposal. Here are just a few ways that you can take your digital marketing to the next level and find your target audience.
Think About What Makes Your Brand Unique
Anyone can get a casual browser’s attention by shouting that you’ve got a sale on. If you want to make sure that the people who are seeing that you are offering 20% off are the same people who actually want to buy what you’re offering, or that the clients you are emailing will actually open those messages, you need to think carefully about your brand. There is no right answer to the question of “what makes you unique” but it is well worth taking a step back and thinking about your business’ selling points and specific expertise.
Work On Your Content
Digital marketing is not all about pay-per-click ads. A huge element that you need to be thinking about is how the content on your site is working for you. You need to make sure that your content is not only loaded with the kind of keywords that your target audience is searching for, but that it is expertly written. Google is constantly refining the way it displays search results, and expertise and user experience are just as crucial to getting your site boosted to the top of those listings. Make sure that your blog is regularly updated and that you keep an eye on the current talking points to stay relevant.
Think About Hiring A Marketing Translation Service
If you are looking to expand your business internationally, it’s no secret that Brexit has thrown up an awful lot of roadblocks that we are all trying to figure out how to navigate. Time will tell just how many of these issues will still be around in a few months’ time, but there are some important steps that can give your business a boost no matter what else is going on in the marketplace.
Too many companies skip the step of hiring a marketing translation service for their international campaigns. It’s one thing to simply translate what is already working for you in English. It’s quite another to find a service that can help you with the specific cultural nuances of your target market, to make sure that your campaign is localised and finding those customers. Bright Lines works with some of the biggest names out there and can help you connect with your new base.
Keep Working On Your Social Media
Social media is one of the areas that can be neglected when you are in the middle of a particularly hard time for your business, but the pandemic has demonstrated just how crucial it is. If you have found that your channels are now a home for intermittent updates and personality-free link posting, it’s time for a revamp.
We mentioned the importance of a brand identity earlier and that needs to be reflected in your social media presence. Keep pushing the elements of your business that make you unique, keep demonstrating your industry expertise, and make sure that you are approachable. Customer service is very important right now so respond to queries quickly and courteously. The more that customers can see that your social media channel has a personality that they can trust, the greater impact your digital marketing campaigns will have on that platform.
Consider Automation And AI
AI technology has come on in leaps and bounds over the last few years and has been particularly game-changing during the pandemic. There are many areas where it can be applied but it can be particularly effective in digital marketing when used in tandem with an expert. The tech can save you a huge amount of time combing through data and identifying host sites that will yield the most traffic, as well as identifying customer behaviour patterns.