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Barney Durrant
Barney Durrant 23 February 2015
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5 Ways To Improve Your Digital Marketing In 2015

Never forget to have fun being a pioneer and a leader, transforming that clunking analogue steam train into a fast, sleek, digital bullet train for the future.

It’s well past New Year’s eve and your thoughts are turning to the plans you made for 2015. 



Here are 5 ways you can make digital marketing work for you in 2015.

1. Think quality, not SEO trickery

Google is changing quickly and most of the SEO strategies used to game a less-sophisticated search engine, even two years ago, won’t work as well in 2015. Well-written, concise, meaningful content that serves a purpose allied to your brand will get noticed by the right people and shared.

2. Right message, right place

Social media is no more one uniform place than a large city contains one type of person or area. Each social district has a slightly different set of rules, audience, effects and culture. Learn those rules through a test and learn approach using analytics to back up your instincts. Each tweet, Facebook update, LinkedIn post can be analysed to see how well it worked. Iterate and improve.

3. Plan and schedule

Take a step back. Don’t think we need to be on this new platform, the CMO says we must do this, be there or do this. Look at your communication goals, think how the various online platforms fit in with them. Work out where your audience spends its time. Plan a marketing calendar and get involved with events in an authentic way and interact with your customers. Measure your ROI in real terms, but think about non-tangible benefits too.

4. Challenge the status quo
Is your Website tired? Does your digital collateral look more Web 1.0 than up to date? Does everyone just care about likes? If you have become stuck in a rut online, then be the one to say it could all be better. Just because something has been done one way for years, doesn’t make it the best way. Gather case studies, look at competitors, search out the best in class, then make your plan to beat it using hard to challenge evidence.

 

5. Take off your digital blinkers
Online isn’t a different world to offline. It is one world now and we all spend time in both spheres. Think how online drives real actions to the bottom line. Don’t get caught up in likes, retweets, impressions, unless they lead to real outcomes for your brand. Don’t forget TV, radio, direct marketing, press, but as much as possible try to tie them into a trackable online model or at least one CRM. Think how one medium impacts another - does mobile drive research that leads to desktop or store sales?

 

One last bit of advice - never forget to have fun being a pioneer and a leader at your company, transforming that clunking analogue steam train into a fast, sleek, digital bullet train for the future.

 

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