Digital marketing has become a part of every company’s marketing strategy. For small and medium sized businesses (SMEs), it has become the main channel due to its affordability, diversity, and efficiency. As a digital marketing agency that built its own equity based entirely on digital marketing, we love to empower local businesses like us to unlock their digital potential. In this article, we will tackle the difference between digital marketing strategy and tactics as well as share with you some basic digital marketing tactics that any SMEs can use to promote itself.
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ProfileTree – Expert Digital Marketers and Brand Strategists with a Local Flavour Serving Businesses in Omagh, County Tyrone, 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 Omagh 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 Omagh: Digital Marketing Strategy VS Digital Marketing Plan
A digital marketing strategy is not a plan that outlines the channels you use and what you’re going to post on every platform. This is called a digital marketing plan and it entails the tactics you will use. In other words, it gives all the specific details about what you’re going to do exactly on which platform, for how long, how much it going to cost, and the expected key performance indicators (KPIs). A digital marketing plan may also include the content and the visuals to be published.
On the other hand, a digital marketing strategy is entirely a business perspective document. It’s aligning your digital marketing direction with the business and brand vision. It entails the headlines that will guide the digital marketing plan. It must include the brand positioning, name, brand promise, tone of voice, and digital goals and milestones. It should also highlight your competitors, target audience, and the value proposition. Therefore, your digital marketing strategy should always come first before your digital marketing plan. The purpose of a digital marketing strategy is to align your marketing goals with the organisation’s overarching goals, while the purpose of a marketing plan is to develop the specific steps, you’ll take to realise your marketing goals.
Most companies make the mistake of starting at the plan, though. They focus on the channels they will communicate through, the content they will publish, and the budget they will spend. That usually makes ‘digital marketing’ an isolated part of the business – which seems to be working fine, but in an unpredictable direction or a direction that is not headed towards a business goal. That’s why we advise all our clients to think strategy first and the execution comes later.
Digital Marketing Omagh: Basic Digital Marketing Tactics for Small Businesses
Digital Marketing Omagh: Social Media Marketing
Social media marketing comes first to mind to most small businesses. It makes perfect sense because it’s free to use and even if you’re willing to spend some money on promoting your content, it wouldn’t break the bank. Our advice is to always take your time to do your research before you start publishing. You need to understand the nature of the platform, the content that people love to engage with, and what the content standards within your industry are. Looking at what your competitors do on social media is great to find out what you want and what you don’t do.
Other than direct competitors, to be good at social media marketing, you need to be inspired by what other people create. Following accounts, even outside of your industry, is great to develop a direction in content and a general taste of what your brand should communicate with its audience on those platforms.
The second most important tip is to be committed and consistent with everything you do on social media. If you say you’re going to post once weekly, then commit to that first and then add to the number of posts as you go. What we often see is that clients are super excited to create their own social media content and post sixteen times on the first month, and then it starts to fade away slowly until the page becomes completely inactive.
When it comes to consistency, your audience needs to recognise a pattern in your content to differentiate you online. That’s why you need to set a tone of voice and a direction for visuals that speaks to the audience who you are. If you’re publishing on more than one post, it’s important to remain consistent and devoted to the same brand identity.
Digital Marketing Omagh: Email Marketing
Email marketing is beneficial for many SMEs, but it’s particularly efficient for B2B and retail. The purpose of email marketing is to build and nurture relationships with your customers and potential customers. Most of the time, customers won’t convert online from the very first encounter with your brand. But you need to make the first encounter count by capturing your visitors as leads that you can communicate with and promote your services too. That way you can educate them about your solutions, offers, give them incentives, or engage with them in a way that adds value to their lives.
Additionally, email marketing can be used to retain existing customers, encourage them to keep coming for more. By keeping the conversation going, your business gets the advantage of top-of-mind awareness and that’s how you become their first choice once they’re ready to purchase.
MailChimp is one of the most popular and easy to use email marketing tools. You can use it for free to send emails to up to 500 contacts. It allows you to choose from a wide catalogue of email templates which are easy to tailor you’re your own branding without requiring any design skills. Furthermore, you can set up different mailing lists, personalise and automate your emails, too.
Digital Marketing Omagh: Mobile Marketing
Mobile marketing is any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones. It makes use of features of modern mobile technology, including location services, to tailor marketing campaigns based on an individual’s location. It can be used to create personalised promotion of goods or services to a user who is constantly connected to a network.
For local SMEs, mobile marketing could be a good option, especially if your clients are not tech savvy. You can easily reach them through SMS to tell them about new promotions and products. You can also take advantage of targeting clients by location. If they’re doing their shopping or running errands near your physical store, for instance, you can send a message to prompt a visit.
Digital Marketing Omagh: Search Engine Optimisation (SEO)
Mistakenly, many local businesses think that SEO is only for the large companies. This isn’t true because you can still take advantage of getting traffic through Google by optimising your website to SEO. Some aspects of SEO are technical, like enhancing the speed and performance of your website. If you can’t do that by yourself, get in touch with us today and we can help you with a free technical SEO audit and provide solutions.
However, a big part of SEO also relies on creating content that answers the questions of search users. So, if you understand your industry and audience well enough that you can create content that simply answers their questions, you can compete for high rankings on Google and use it as a lead generation tool. It’s something you can do in-house, with little assistance from a content marketing agency – that doesn’t cost an arm and a leg.
Digital Marketing Omagh: Google My Business
Google Business Profile is a free business listing from Google. It allows you to provide details and photos of your business, including your location, contact information, services, and products, and what others think about your business. Creating this free profile is a great way to increase your visibility across Google services. Information from your Google Business Profile may appear in Google Search, Google Maps, and Google Shopping. You know that most people nowadays use Google to look for service providers or places to buy things from.
More importantly, Google Business Profile is only available to businesses that have contact with customers. This includes businesses with a physical location (like a restaurant or store) and businesses that provide services by meeting with clients in other locations (like consultants or plumbers). That gives you advantage over businesses that operate exclusively online.
The more engaged you are with your Google My Business profile, the more likely for Google to recommend you to users. Your ratings, photos added, your verified phone number and email, and even your replies to those who rate you all affect your SEO and your overall digital presence positively.
Digital Marketing Omagh: Video Marketing
Yes, for a small business – you read that right. Using affordable tools, you can start creating videos and publish them across different platforms, such as YouTube, or create brand awareness videos for your website. Video marketing is much more engaging, and it is an efficient tool to introduce your business to the world. It also differentiates your business as not so many local businesses use video marketing, so that will give you an edge online. All you need to do is find someone within your company or, if you’re willing to be in front of the camera yourself, you can start creating videos.
Digital Marketing Omagh: How to Choose The Right Digital Marketing Agency
For digital marketing in Omagh, we’re proud to combine local know-how with world-class results. We know your business will want a digital marketing approach designed to perform and designed to help reach your specific business goals. That’s why we’ve tested and proven our strategies, knowledge, and techniques in-house FIRST to create the perfect package of high-performance digital marketing support for local companies. Through testing our methods and techniques on our own internal brands, we perfect our digital marketing solutions to keep up with a dynamic digital world.
Digital Marketing Omagh: Mistakes to Avoid
We love working with local businesses because we love helping businesses like you to grow using great digital marketing. Just as we have grown our own company the same way. Our clients in County Tyrone, and across Northern Ireland, often tell us about digital marketing mistakes they have made in the past and look to us for the right fixes. How do we help? This tends to focus on some common areas:
Digital Marketing Omagh: Sales, Not Traffic
Local businesses often tell us that by finding their own way into digital marketing, by trial and error, they have a popular social post here and perhaps even the odd email with a spike in open rates. But that, in itself, doesn’t equate to sales. In fact, even when it does, it will only work for so long and then dwindle away. Our approach is that we help your business to have a plan for digital marketing, designed with real outcomes instead. So, no more ‘hit and hope’ efforts but a strategy designed to account for change, for individual audiences, for considering where traffic and engagement goes and why, rather than digital marketing efforts working in isolation.
Digital Marketing Omagh: No Customer Journey, No Dice
Or wasted sales at the very least. Not considering where your potential buyer will go next, or how they can stay engaged without buying, is a lost opportunity. Few customers in a physical shop will respond well if immediately asked ‘do you want to buy, yes or no?’. And, of course, a ‘no’ response is a lost chance to have a relationship going forward with that person.
Our fix is we’ll help our customers connect their digital marketing efforts together to give customers a way to stay with your company until they are ready to buy. A sense of community, with useful and engaging content, also has the benefit of helping previous buyers to stick with – and even advocate for – your company.
Digital Marketing Omagh: Failing to Plan
You know the saying about ‘planning to fail’. That’s why one-off digital marketing investments, a social advert here and a video there, will only drive results for so long. If a plan hasn’t been made for where the traffic will go, how they will convert, how the activity will adapt to change or how to make sure the right segment sees the right message? It will be, at least partly, a wasted investment. While some agencies may be trying to promote products, our fix is that we spend time listening to, and understanding, your company and audiences and the things you want to achieve. This broader view means digital marketing activity designed for lasting value.
Digital Marketing Omagh: The Quick Fix
‘Nothing in life worth having comes easy’ is VERY true for digital marketing. Because change happens, activity should be part of a bigger plan and set up to deliver real outcomes for the investment you’ve made. Online results, without the right foundations, can be a missed opportunity. We like to set our clients’ expectations with real and reasonable timelines without overpromising. Digital marketing strategy is long term – with some tactics embedded within it to achieve small wins along the journey.
Digital Marketing Omagh: The Tick Box
Your online world isn’t a ‘fix and forget’ item, as your audience and technology will shift very quickly and leave your efforts standing while your competitors move ahead. A broad strategy will help take advantage of this. We can help with digital marketing designed to take advantage of change, not just react to change.
Digital Marketing Omagh: The Vanity Dead End
Looking at your digital marketing in terms of – for example – social post reach is a ‘vanity metric’. That’s because you can’t pay the bills with ‘reach’. Instead, well-designed digital marketing with have real measures of value. We’ll steer you through the jargon of digital marketing with a clear path to results.
Digital Marketing Omagh: The Wrong Steer
Lots of people will offer you advice, but few people understand your specific business. Meaning that third-hand tips don’t take account of your company, your audience, or your goals. Think strategy, and work to your plan, to avoid this. Digital marketing should be tailored for you and not just a ‘product’.
Digital Marketing Omagh: 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 Omagh strategy.
Digital Marketing Omagh: 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 Omagh, County Tyrone. 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 Omagh, County Tyrone, Northern Ireland.