7 marketing tools businesses should be using to survive in the digital era

Andrew Shaw, Business Development Assistant at Aspire Business Partnership, blogs on the 7 essential marketing tools businesses should use to have a commanding presence in the digital era.

In a world being taken over by digital technology, the likes of direct mail, brochures and flyers are in decline.  

Although these traditional marketing tools are still abundant, it is important to remember that the internet is now the most influential source of information in the world. The world’s first website was published on August 6, 1991, by British physicist Tim Berners-Lee. As of September 2018, there are 1.9 billion websites in the world.

The growth and development of the online world is a clear indication of the ways in which all aspects of business will advance in the future. Marketing has always been at the forefront of digital growth and strategies are developed to cater to online trends and digital advancements. In order to keep up with the trends, the following 7 tips are vital for businesses to consider and implement;  

1. Content, content and more content

Content marketing is a phrase that is constantly heard in the marketing sphere. The phrase is used so much because content marketing has, over recent years, proven to be remarkably effective. Although content marketing is used within traditional marketing strategy, it has most recently been associated with digital marketing and the world of Search Engine Optimisation (‘SEO’).

If you have managed to avoid any conversations with marketing professionals in recent years, the Content Marketing Institute defines content marketing as, ‘a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action’.

If your website, blog, social channels, and newsletter are dormant, perhaps you are not paying enough attention to your content strategy. Without this marketing tool, your potential clients have no reason to think about your business. Regularly posting relevant and useful content for your audience ensures that your brand is not forgotten. Tailoring your content in a way that drives customers to your website and other marketing channels will greatly increase the chance of sales and will improve your customer interaction and relationships. 

2. #SocialMedia

Whether in the B2B or B2C industry, social media should be an essential and major part of your marketing strategy.

According to estimates, there are approximately 3 billion social media users worldwide. It is important to realise the potential of this marketing channel and to ensure that campaigns are targeted and relevant. We all know someone obsessed with social media that can’t go ten minutes without checking their phone… your target market could be using social media platforms regularly, so take full advantage and use it to your benefit!

Implementing social media into your marketing strategy is also a great way to interact with your audience and can inform them of your business news and updates. Social networks can be utilised to build relationships with your connections making it more likely to convert the connection into a lead. Whether it be Facebook, Twitter or LinkedIn it is important to be involved... most of your competitors already are!

3. Email Marketing – your digital postman

According to the Office for National Statistics, in the UK, email remains the most common internet activity. A mixture of deals and promotions along with appropriate blogs and news articles can be a recipe for email marketing success.

Not a day goes by that I don’t receive emails that make me want to tear my hair out (Stop sending me emails Dave from an unnamed IT company in Swindon - I never subscribed to your newsletter and I have no interest in your cybersecurity package). This is why it is of vital importance to ensure your email marketing campaigns are professional, relevant and targeted.

Every email that is sent out to your customer base needs to represent the values, ambitions and goals of your company. Everything that you display on screen will influence decisions made by customers. It is important that your email is user-friendly, carefully designed to give a professional impression and offers numerous channels to contact your company.

4. Marketing Analytics – a date with data

Now, here comes the techy bit...! We’ve all heard about the Cambridge Analytica case, but every business needs to know that at the heart of any marketing campaign, a measure of success or failure lies in your use of analysis and analytics. You can create the most exciting content, deliver jaw-dropping social media posts, but how do you know that they’ve truly set the world on fire? Analysing data is the new science of marketing. The ability to gather information about your marketing campaigns is vital to evaluating and potentially updating, your business and marketing strategy.

You must learn to harvest this data using tools like Google Analytics to ensure that your leads are converted into sales. In the steam-driven marketing days of old, did you know who exactly had actually read your carefully designed flyer or who had dropped it straight into the bin? Unless you had a friendly psychic neighbour, who could provide this information, the answer is likely to be no. In the digital age, it is possible to gain a clear understanding of the power of a campaign by analysing the digital data that is produced and, most importantly, using it to your business’ advantage.

5. Your website - the digital shop window

The less attractive and functional a website is, the less likely you will be to interact and make a purchase. We have all seen lifeless websites that haven’t been updated since Windows 98, plagued with an infestation of the ‘comic sans’ font and pixelated images that make it hard to differentiate a Managing Director from an elephant. A website is often the first contact you make with a product or service and opinions are made almost immediately. This first impression can potentially cost you thousands.

It is vitally important that your website matches your business’ aim, brand identity and marketplace. It may appear to be an expensive addition to your marketing strategy, but a website is the hub of all of your digital communication and a menu of what your business can offer.

6. Events - the personal touch

Although digital presence is of paramount importance, people sometimes need to see your business represented in a more direct, friendly, and human manner. There is no substitute for a positive personal meeting with a potential client to convince them of the effectiveness and sincerity of your business’ approach. Events allow you to set the tone and stage-manage meetings with customers and clients to give a strong refection of your business’ ethos. From delegate packs to the quality of the catering, every aspect should be carefully planned to project your business in the most positive and professional light possible.

7. Marketing Consultancy - a fresh pair of eyes

It is likely that you have been creating marketing campaigns in-house in the belief that you know best, but we all know that a second opinion can lead to real improvement. Engaging the services of a marketing professional to appraise your current platforms is always a positive move both practically and aesthetically. Even if you agree to disagree, the process is a dynamic one and will ensure that you are completely confident with the ways you are in which you are presenting your business.

Marketing professionals can evaluate your marketing efforts or even give your business a completely fresh identity if required. As a business owner, it is hard to keep up with modern marketing trends and it is the job of a marketing professional to be fully conversant with your digital requirements. Consultancy might be the push you need to take your business to the next level.

Combine this with the strategies described above and you will have found the winning formula to survive the digital era. Good luck!

To find out how Aspire Marketing can help you survive the digital era, take a look at our marketing services webpage.