Super Quick Digital Marketing Tips
So, you want to try digital marketing but you don’t have much time. You know that you need to do some keyword research, competitor research, social media, audience personas, journey mapping, intent analysis, SEO, PPC, CRO and a whole bunch of other TLAs (three-letter acronyms).
The only problem is, you haven’t got much time to spend on it
Well, a full digital marketing campaign isn’t quick, but if you need to do something and you want to save time, here are a few ideas…
Customise your messaging
Are you sharing tweets on your Facebook page? It’s time to stop. You should customise your message to whichever platform you’re using — after all, you should have slightly different audiences on each platform and you should talk to them in different ways.
Yes, it takes longer to craft different messages for Facebook, Linkedin, Twitter, Instagram, etc. But people can tell when you’ve just shared the same thing across platforms and it looks lazy and unengaged.
Drop a social network
Using more than 2 social networks? Do you need to be?
Unless you have decent levels of engagement, using 3, 4, 5 or more social networks is just using up time — especially if you’re following the previous tip. Is your audience on Facebook? Or do you use it because you’re ‘supposed to’?
Find your audience on their top 2 networks and scrap the rest. At Nivo Digitalwe don’t spend time on Facebook because it’s not where our clients are; a previous company I worked at was fully B2C and didn’t bother with Linkedin. Don’t waste time where it’s not helpful. Even if you have some clients/potential clients on a platform, if you’re struggling for time you should still stick to fewer profiles — if the choice is to do 2 relatively well or 4 poorly, it should be an easy decision.
Use tracking links whenever you share anything
Do you know how people find your website? Do you know how well your campaigns are doing? Was it an organic tweet or a sponsored post that brought new visitors to your page?
Use tracking codes to give yourself even more data about your traffic. Data is the lifeblood of successful digital marketing, after all. Obviously while implementing tracking codes is quick, you do have to spend some time digging into the data once you’ve collected it. But even a glance should give you more information than you had before.
Created a great blog post? Turn it into an infographic. Gave an in-depth presentation? Turn it into an ebook or a webinar. Had an insightful conversation on twitter? Turn it into a blog post.
If you’ve spent time on creating something, turning it into something new is the quickest way to generate more value, with very little effort. Plus, different people absorb information in different ways, so not only are you saving yourself time, you’re providing something of value to your audience, too. Win-win.
Make getting in touch easier
How easy is it for someone to get in touch with you on your website? Make it easier. If a visitor reads a page about your product or service, don’t make them click a link to go to a separate contact us page, give them a form right there and then.
Also, don’t make people fill in reams of details before they can submit the form — your contact forms should require only the information you absolutely need in order to respond. Asking people how they heard of you — and, worse, making that a compulsory question — just asks them to do more work before you’ll let them talk to you. Nobody needs that. Forget what you’d like to know and ask only what you need to.
Video might sound like it’ll take a lot of time and/or money, and it can do if you want something produced and edited and super polished. But if you have a decent quality camera and someone with a lot of insider knowledge, you can definitely make something quick that’s still useful.
Sometimes it’s impossible to get a colleague to write a blog post on a topic they’re an expert in, but getting them to sit and talk about it for 5 minutes doesn’t take up nearly as much of their time. A bit of editing, and you have content at your fingertips that can add value to a blog post. Find a 10-second clip and you’ve got a ready-made social media post, too.
Check your analytics and focus on optimising pages that make sense
Ok, so this isn’t the quickest tip on the list, but it is a way of making something quicker and more effective at the same time…
You can spend many, many hours optimising every page of your website. Or you could check your analytics and find pages that it’s worth spending a little bit of time on. In order, check:
- Pages with visits but low conversions
- Pages with high bounce rates
- Pages that are nearly, but not quite, ranking on page 1.
Find the quick wins and optimise those pages. Tweak the pages with low conversions (make sure you have conversion tracking set up) and see if a different layout, adding trust factors like reviews, or improving the content has an impact.
If a page has a high bounce rate, see if you can find out why — does the page not live up to the promise in your search snippet? Is the information buried and hard to read? Fix any UX issues and see if that helps.
Spend your optimisation time on improving pages that are nearly ranking — if your page is position 83 and there’s a lot of competition, it’s going to take a lot of effort to improve your page’s rank