YOUR BUSINESS SPRING 2019 - 182

Digital marketing

Know your
audience
To get the
best out of
your digital
marketing
strategy, you
need to know who your
audience is. Søren Pople
co-founded Huga Digital
Marketing in 2008 with a
vision to help businesses
discover their brand. Here
he explains how brands can
reach their full potential.
Why does an SME need a
digital marketing strategy?
Digital marketing helps
you promote online, allows
you to see what works and
what doesn't, and means
you can make changes to
maximise budget. A strategy
is imperative for creating
clear goals and reaching out
to your audience at the right
time, in the right places.
What does a digital
marketing strategy involve?
There are six key stages:
1 Set goals What do you
want to achieve? Brand
awareness? More sales?
Greater social following? Set
these as key performance
indicators (KPIs) and
use them to monitor the
success of each campaign.
2 Strategy Where do your
audience spend most of
their time online and how
can you reach them? Are
they on Facebook more
than LinkedIn? Do they

182

check emails regularly or
do they search on Google?
3 Content What connects
with your audience? People
buy based on feeling,
so you need to provide
value and build trust.
4 Website Create landing
pages designed around your
goal and your audience's
needs. Use calls to action

Really think
about what
your brand is
and why you
are different

such as buttons, and
persuasive language that
encourages engagement.
5 Promotion Get your
message out through social
media, email marketing,
search engines and paid
advertising. Which is best
for your audience?
6 Monitor and adjust
Track the success of your
campaign, monitor your KPIs
and adjust your marketing
to meet your goals.
Do I need an "all or nothing"
approach or can I adopt
just some of these ideas?
A fully integrated strategy
is ideal because channels
complement each other, but
if you don't have the budget

or expertise, I'd recommend
quality over quantity. Pick
the area most relevant to
your audience and ensure
whatever you produce
provides value and tells
your customers how your
business can help them. Get
creative with communication
- maybe try infographics
instead of text - and learn
from everything you do.
What are the key
digital marketing
elements for an SME?
Really think about what
your brand is, why you
are different, who your
audience is and how you
can help them. From here,
everything else becomes
easy as you create targeted
marketing for your audience.



YOUR BUSINESS SPRING 2019

Table of Contents for the Digital Edition of YOUR BUSINESS SPRING 2019

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https://europe.nxtbook.com/emp/EMP/jobsandcareerswinter2020/21/jobsandcareerswinter2020
https://europe.nxtbook.com/emp/EMP/yourbusinessmarch2020/yourbusinessmarch2020
https://europe.nxtbook.com/emp/EMP/YOUR_BUSINESS_Spring2019
http://europe.nxtbook.com/emp/EMP/2016SixnationsGuide
http://europe.nxtbook.com/emp/EMP/NationalExpress
http://europe.nxtbook.com/emp/EMP/SixNationFeb2015
http://europe.nxtbook.com/emp/EMP/National_Express_2013
https://www.nxtbookmedia.com