Digital marketing has disrupted the marketing process forever. What used to be a privilege that only big companies afforded is now a must-have for every business, particularly small and medium sized ones. Having a marketing strategy could be intimidating to local businesses, let alone a digital marketing strategy. But we believe that there is still so much unlocked potential that digital marketing holds for businesses in Antrim and across Northern Ireland. In this article, we will tackle how having a digital marketing strategy can optimise your internal business process as well as grow your business. Additionally, we will show some tips on how to choose the right agency for your business if you wish to outsource your digital marketing strategy.
Are You Looking for ‘Digital Marketing Antrim’?
ProfileTree – Expert Digital Marketers and Brand Strategists with a Local Flavour Serving Businesses in Antrim, County Antrim, Northern Ireland
We are a self-made, family run agency based in Belfast and Monaghan. We’ve established ourselves in the Northern Irish market since 2010. We’ve grown the team, collected awards, and helped local and international businesses with building top-notch websites. We’ve also helped hundreds of small and medium sized businesses with free digital marketing training through programmes funded by Northern Ireland’s Councils over the course of three years. Investing in building a digital marketing strategy for your business in Antrim means making sure your new partnership is built on proven methods. Our multi-talented experts can deliver on all aspects of digital marketing from social media marketing to building fully fledged websites and creating content optimised for SEO growth.
Digital Marketing Antrim: Benefits of Having a Digital Marketing Strategy
Businesses think that having a digital presence is all about running advertisements and getting more customers. While paid ads compose a big part of the digital marketing world, your digital world is much more than that. Customers and users have grown beyond that. They now expect much more of your digital presence. Now before you feel intimidated, fulfilling those customer expectations will only improve your own business process as well. Just think of it this way: the more you improve the customer experience, the smoother it becomes for you to run your own business. Allow us to explain how.
Digital Marketing Antrim: Lead Generation and Sales Conversions
We should get this out of the way so we can get to other ways having a digital strategy can improve your business. Of course, lead generation and sales conversions are a top priority for most businesses. At the end of the day, it’s the way to measure a Return On Investment (ROI). There’re many ways to achieve these goals.
First, there’s paid advertising campaigns. Every digital platform, social or not, enables you to advertise for your business. Beyond the most obvious social media platforms, you can advertise on Google, other companies’ websites – through Google Display Network – or even embed ads on a huge number of applications. The biggest perk about digital ads is that they’re specific and measurable. You can customise your advertised messages to every segment of your audience. That comes in handy if you have a large target audience that you wish to communicate with.
With digital advertising, you’re also in control of how much you spend. So, even on a relatively small budget, you can still make use of paid advertising on digital platforms to get more sales and leads. Being able to track live results also gives more control over optimising your campaign as you go. You can make changes to a running campaign to maximise your exposure and minimise your ad spending.
Email marketing is a powerful tool that many businesses underestimate. Spending money to attract leads is great, but if you don’t nurture the leads which don’t immediately convert, then it’s wasted money. Email marketing is the best way to nurture leads to eventually turn them to sales. Once you draw someone’s attention on the Internet, you can ask them to consent to receiving marketing material and that’s how you build a long-term relationship with them. Both notifications and email marketing rely on tailoring every message according to where that customers stand in the sales funnel.
For example, if the customer is still getting to know you, you may send an email introducing a solution to one of the common problems. Meanwhile, if they are already aware of your products, you should send them a discount code to give them a sense of urgency. Or, if it’s a service, you can send an infographic explaining how easy the registration process is, taking them a step further in the sales funnel and eliminating any barriers to registering.
Calls To Action (CTAs)
On your website, or within any content you share, you must always consider CTAs as your north star. What do you want your audience to do after they read that article or watch this video? Your content needs to have a purpose. Your purpose should be clear. Not only does this help you direct your customers and push them further in the customer journey, but also helps the customer avoid any confusion.
How many times have you come across a post with a great product shot with no link to click on and no phone number to call. A lack of CTAs puts you at risk of losing impatient customers who won’t take the trouble to go interrupt their scrolling to search for your website or page.
CTAs also need to be strategic. At some points, you will have to go for the ‘salesy’ CTAs like ‘Buy Now’ or ‘Add to Cart’. Other times, you will need to make them more friendly like ‘Speak to One of Our Experts Today’ or ‘Have Questions?’. That depends on where the CTA is placed. A product page on your website is different than a social media post.
Digital Marketing Antrim: Customer Service Optimisation
Your website is the most central part of your digital marketing strategy. Like all roads lead to Rome, all the digital roads should lead to your website. But you’re probably thinking what your website has to do with customer service? Customer service doesn’t start after the customer has already purchased – it’s the after sales service that does. Customer service starts the moment the visitor steps to your website. How easily they can navigate and find information, the voice of the content they will see and the details you provide to make their experience a breeze where they won’t even need to inquire or have more questions. The goal of having a website is to reduce – or ideally eliminate – customer inquiries.
By having a clear structure and design for your website in place, you’re already improving your customer service. Less inquiries means a shorter queue at your customer service agent’s desk. It could also mean you no longer need to hire someone who’ll dedicate their entire time to answering queries. If your business sells a product, every detail and frequently asked question should be answered on your website product page.
A great example to learn from is IKEA’s ecommerce platform. It is truly an optimised experience where you don’t need any assistance to make your purchase – simply because they don’t miss a single question that a customer may have about the product. Even the choice of pictures shows you how strategic they are about offering the best customer experience.
Chatbots and Live Customer Service
Chatbots are a great way to interact with your audience and give them a helping hand on the spot. A chatbot is a software or computer program that simulates human conversation or “chatter” through text or voice interactions. Businesses in both business-to-consumer (B2C) and business-to-business (B2B) environments increasingly use chatbot virtual assistants to handle simple tasks. Adding chatbot assistants reduces overhead costs, uses support staff time better and enables organisations to provide customer service during hours when live agents aren’t available.
There’re two types of chatbots. The first one provides a live messenger service. Through a live messenger that sends a notification to an agent’s mobile device or desktop once a customer types something in. The agent, then, would be able to communicate directly with the person who started the conversation. That way you can provide immediate customer support. On the other hand, you can use an AI programmed chatbot that provides self-service solutions such as linking the visitor to the Frequently Asked Questions (FAQs) page. In that case, you will need to create a list of FAQs and have template answers that addresses as much detail as possible.
If a customer’s problem requires live assistance, the AI Chatbot will transfer the chat to a human agent. Most importantly, the human agent will be able to see the entire chat, so the customer won’t have to explain their inquiry all over again. Even Facebook and Instagram allow you to create template questions with automated answers so that you can interact with your audience during the time your agents are out of office.
Social Media Moderation
Social media platforms are a place to engage, inspire, and entertain. It’s a place where you start conversations with potential customers. Therefore, it is a must to respond to the conversations you start. Publishing content online is done for the sake of engaging with your audience, so it’s not a one-way conversation. Moderating your comments, brand mentions, and messages must be done in a timely manner.
Users now expect that their queries on social media channels should be answered within hours. A patient customer may wait for 24 hours. By responding within a longer duration, you risk losing that customer. Facebook, for instance, displays your average response time to your visitors. If you respond quickly, it encourages your audience to choose ‘a responsive business’ over another who takes weeks to reply.
Moreover, the person responding must respond in a way that reflects what your business stands for. That’s entirely different from responding to comments on their personal account. It requires someone who understands what your brand stands for, its values, and character.
Digital Marketing Antrim: Managing Your Human Resources and Internal Business Process
Talent acquisition is sometimes daunting for local businesses. It’s common to see small and medium sized businesses struggling to manage the hiring process and source talents to balance the turnover. Businesses in the services industry like restaurants and hotels, in specific, are highly affected by high employee turnover.
Moreover, even if the employees are stable, some internal processes for many local businesses are in dire need of digital solutions to smooth out the process and create a harmonious workflow. Having an online store or a service registration online means that your sales, finance, and probably procurement teams need to be on the same page, too. If a product is out of stock, your procurement team needs to update the website which is usually managed by the marketing department. Similarly, if a customer purchases a product, then your finance department needs to be notified. A bill needs to be issued and tax paperwork as well. It all becomes a circle that must be connected.
For those reasons, a website is also your main business hub. It needs to be integrated with all the stakeholders in the business. HR, finance, and sales personnel all need to be involved. A Customer Relationship Management (CRM) tool can be used on your website to help all your staff members work hand in hand. Other software applications and plugins come in handy to integrate payments and invoices such as Zoho Books. For HR, Applicants can apply through the website and your HR personnel will be notified. They’d be able to schedule interviews and communicate with the applicant right off. You’d also have a database of candidates that you can refer to for future openings.
Having a website that acts as a business hub that links all your departments and connects your business to the customer is a great added value to your business in Antrim. It is the starting point of digital transformation for any business.
Digital Marketing Antrim: Expanding to Untapped Customers
Other than direct and pushy advertising, there are other ways through which you can build brand awareness and reach out to new audiences. Influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers and individuals who have a dedicated social following and are viewed as experts within their niche. For example, someone who has built a base of followers from talking about technology would be the right person to vouch for a new tech innovation.
Today, ‘influencing’ the market is no longer restricted to the A-list celebrities. Influencer endorsements have changed a lot in the recent years. People trust people who look like them more than they trust high end public figures. That’s why they trust nano-influencers and micro-influencers. You can use that as a tool to promote your business to a niche audience.
In addition to influencers, there are also digital publications, magazines, customer reviews, and online directories. Each one of them is a great tool to create brand awareness and market your business, especially within a local community. Magazines featuring your work, an event managed by your company, or announcing new job opportunities can be a great way to engage with the local Northern Irish community. Online directories like Yelp or TripAdvisor are also great for attracting audiences.
Digital PR is an underestimated tool that many businesses feel it won’t be effective, but you would be surprised to know that people trust featured companies way more than they trust a company promoting itself. Building a relationship with digital journalists is great at building credibility and having the spotlight on your brand. Moreover, it boosts your SEO through having popular websites backlinking to your website.
Digital Marketing Antrim: Market Research
Many businesses tend to forget that by not utilising digital marketing, they’re missing out on watching the market. On the long run, that could hurt local small and medium sized businesses badly. Because it’s a close-knit community, people know about new options in the market quickly. The old businesses become replaceable if they can’t keep up with competition. By keeping an eye on digital channels, you’re also keeping an eye on competition. Keyword analysis tools and web performance tools allow you to know how much traffic your competitors get, which keywords they target, and what their web performance is like.
Furthermore, you can keep an eye on the market by listening to your customers and being part of the online communities that they’re part of so you can understand them better. For instance, online forums and Facebook groups are great places to collect insights about consumer behaviour – what they aspire to have, what they’re not happy with, and what they’re looking for. Social media listening tools are also good to keep track of what’s being said about your brand online. If someone is putting out a negative word about your business, you can get in touch and try to solve that issue.
During recession and economic crises, people usually seek advice from each other on how to save money, which value brands turned out to be good or where to shop at places that offer good value for money. In other words, getting your business involved on social media and online forums makes you a part of the conversation so that you can read the market and adapt to it.
Digital Marketing Antrim: How to Choose the Right Digital Marketing Agency?
Researching the best options for business digital marketing in Antrim? Perhaps you’ve tried elements of digital marketing in the past with mixed results? Some good news: our local agency specialises in ‘big picture’, strategy and results-driven digital marketing designed around performance and Return on Investment (ROI). How? By testing our techniques in our own local business FIRST. We’ll even show you what worked, and why.
We’ve loved helping other County Antrim companies because we know the combination of a local, specialist digital agency and our local know-how can be a powerful partnership. We have clients across the world, but we’re proud of the work we do with Northern Irish companies because of the successes we’ve been able to bring into our closest business community.
Digital Marketing Antrim: Why Work With A Local Digital Marketing Agency?
Because a local working relationship brings some extra benefits:
Your Business and Audience
One great reason to work with a local agency? Because a company like ProfileTree is already a local business like you. Your audience makes sense to a local agency because the agency may well even be part of your audience!
A local agency will face the same challenges as your business and know how to translate these into messaging for your audience.
A local agency understands what works in the local market. Not just what works ‘on paper’ or what the broader statistics show. We also understand how to do something many piecemeal and generic approaches to digital marketing can’t do: plan for and react to change. By taking a ‘strategy first’ approach, support from ProfileTree will help focus on the REASONS for your digital marketing investment. Then build in not just the latest methods but planning for developments just around the corner in the digital world.
For example, we have helped some customers see how chatbots can help their company. Sound too futuristic for your business? Imagine being able to respond to customer questions 24/7 and keep helping your customers not matter how busy things become. We’ve helped other clients use incredible video marketing to create amazing customer relationships. That’s because delighting your potential/ existing buyers with useful content they’ll want to share is a key to making your online world come to life for your company. Most of all, we build our own business on content marketing, SEO, and digital marketing. Meaning we understand how to bring these elements together to make the outcomes you need happen online for you.
Digital Marketing Antrim: What’s Different About ProfileTree?
We build digital marketing strategies that help your business grow in a measurable, manageable way. Marketing is all about connecting the dots. Connecting the right message with your target audience, connecting your solution with their pain point, and connecting your business goals with the desired results. We’ll help you define who your most lucrative target audience is, develop messaging that speaks to them directly, position your product or service as THE can’t-live-without solution, and make it easy for them to engage and buy.
Digital Marketing Antrim: A Full-Fledged Digital Marketing Team
We work with you to create an effective digital marketing strategy to educate and sell to your potential customers. With our range of digital marketing services, ranging from social media marketing, content marketing, email marketing, SEO and digital advertising, our marketing professionals work with you to build a long term, measurable digital strategy that is engineered for growth. With our marketing services, we generate millions of website visits for our clients. We know how to optimise content so that it is seen by the right people, and we know how to write content that engages audiences.
Digital Marketing Antrim: A Proven Track-Record
In 12 months alone, we have delivered 30 digital projects with content strategies and social plans, each developed for the bespoke needs and requirements of our clients. Our tried-and-true methodologies will attract high-quality traffic to your site through content that’s valuable to your target audience. Our world-class conversion optimisation techniques ensure all digital marketing tactics used will deliver true return on your investment. This knowledge and experience allow us to develop digital marketing strategies and campaigns that achieve long term growth for our clients.
Digital Marketing Antrim: ProfileTree’s Story
ProfileTree is a highly innovative, fast-growing digital marketing agency with a difference. By building its County Antrim-based company and content using its own content and SEO methods first, across several sectors, potential clients are shown evidence of tried-and-tested techniques already producing results in their industry. Our internal brands Connolly Cove, Learning Mole, Amazing Food & Drink, and Amazing Cars and Drives touch on several industries: tourism, education, food, and automotive.
Relaunched in 2017 by Ciaran and Michelle Connolly, as an evolution from a 2010 SEO company, ProfileTree’s team now boasts more than 20 full-time colleagues specialising in web design & development, video content & copywriting, brand strategy, social media marketing and SEO in addition to digital training and digital marketing strategy. ProfileTree’s portfolio of work and client list spans Ireland, Europe, and the USA. ProfileTree, and its in-house brands, has been featured in the Sunday Life, Belfast Telegraph and Sync NI. Thanks to Michelle Connolly’s expertise as a teacher and Ciaran’s experience as a former Belfast Met digital marketing tutor, free training events have been delivered in Northern Ireland.
To help you achieve long term organic, sustainable growth for your business through strategic digital marketing. We create digital experiences that deliver results for your business and for your customers.
You work hard on your business…too hard to waste time on things like call centres and email support tickets and digital marketing efforts with uncertain results. Instead, talking directly to a local company about the results you need means more time to run your business. In short: local service meets world-class expertise.
Antrim, and wider County Antrim, are unique places to do business with their own challenges and benefits. To achieve the best outcomes, a company who’ll ‘get’ your market will be the perfect match for growing together. ProfileTree shares the same market as your company, creating a foundation for a great partnership.
No one knows your customers like you do, but a local agency will have the best understanding of WHO your marketing is speaking to. The right tone, the right customer journey and the right content comes from this knowledge. We share many of the same audiences. and will show you how we’ve already achieved great results for firms like yours.
Antrim is changing and your customers – including how they expect to interact with your company online – will never stop changing. A local agency who can make the very most of this fact will be the right partner for your company. We love to take advantage of change, and help our clients make the most of the latest trends.
Digital Marketing Antrim: How Much Does Digital Marketing Cost
Working with so many different businesses over the years taught us to work with different budgets and requirements. We have created multiple packages for each of digital marketing services. Of course, every project has its own requirements but generally, we use your requirements and budget to come up with a suitable digital solution. In other words, you set the requirements, we tailor a package within the limits of your spending. Contact us for a free quote and a digital consultation about your digital marketing strategy.
Digital Marketing Antrim: Ready to Book a Free Digital Marketing Audit?
A digital marketing audit is where one of our expert team members go through your digital marketing channels such as social media pages, website user experience, and SEO performance and analyse it to give you a brief of your brand’s digital well-being. Fill the form and send us your questions, we will be happy to answer all of them. Please do let us know if your business is registered in Antrim. Alternatively, you can book a chat with one of our team members to audit your digital marketing channels for free and find out how we can help you establish a strong digital marketing presence in Antrim, County Antrim, Northern Ireland.