The 21 October 2015 was my 24th birthday and to celebrate that day, I  chosen to share a selection of top 24 digital marketing tips – hopefully these tips will help you. For the sake of time, I chosen to only highlight a few key elements that make-up digital marketing.

Email marketing
  • Email databases – Avoid buying databases, rather build your list up organically. Endeavor to preserve your brand’s reputation by ensuring that everyone on your database has opted in to receive newsletters. Email marketing is still a big deal but caution needs to be exercised when conducting email campaigns – the frequency of your emails and content play a key role.
  • Personalisation – Do personalise your email marketing campaigns by addressing to your recipients by name. Personalisation works (just look at the #ShareACoke campaign) – Addressing your recipients by name makes your email campaign a bit more personal (just as you would if you were personally sending them an email).

“Remember that a person’s name is to that person the sweetest and most important sound in any language” – Dale Carnegie

  • Email marketing calendar – Create an email marketing schedule/calendar with varying content and vary your subject lines. The same content gets old very fast and can negatively affect your open rate. Create different campaigns that target your audience’s various needs – add promotions, discounts, giveaways and coupons where possible. Once again market research can guide you in this.
  • Unsubscribe button – It is a best practice to always provide an unsubscribe button and your company’s address. There are too many spam emails doing the rounds so use this transparency to differentiate your email campaigns.
  • Database research – if email marketing constitutes a large portion of your marketing then perhaps you should consider investing in database research. This may include picking up the phone to investigating or updating details of soft and hard bounces.
  • Testing – Test your email campaigns across various devices and provide an online version of your email campaign for those who cannot view it via their email provider or app.
Website and Google Analytics
  • FAQs, robot txt and sitemap – Ensure that you have a frequently asked questions page (FAQs), a sitemap and a robot txt: this will help Google bots and other bots index your website to your specification. Your robot txt file should indicate which pages not to index (if any) and direct each search engine bot to the precise content they should index.
  • Conversion and ROI – Ensure that you create conversion goals on your Google Analytics: this will help you track which pages are popular and give you an estimate of your return on investment.
  • Google Analytics Reports – Use your Google Analytics to check where your site visitors are coming from: is it social media? blog sites? or is your web traffic just made up of spam? – check your traffic sources to find out.
  • Website Audit – Conduct a weekly website audit to ensure that you do not have any broken links.
  • Mobile Friendly Website – Make your website mobile friendly: recent research shows that more and more people are accessing websites from their mobile devices. Use your Google Analytics to help you identify which devices are used by the majority of your site’s visitors.
  • Cookies – Use cookies to get a better understanding of the people who visit your website: use this to customise/personalise user experience e.g. recommend articles/products that might be useful to users based on their browsing history. (P.S: Remember to ask or inform your visitors for permission to use their cookies).
  • Cross- browser Testing – Regularly conduct cross-browser website testing from various devices: this will help you keep a pulse on the user experience across various browsers such as Google Chrome, Firefox, Safari and yes… Internet Explorer.
  • Meta tags and Keywords – Add relevant meta-tags/keywords to your website. To do this accurately, conduct comprehensive keyword research – your Google Analytics can also guide you in this regard. Check which keywords visitors use to land on your website.
  • WWW v/s Non-WWW – Make sure that your website’s www and non-www domain show the same view. I have come across many sites that have missed this crucial point. If either your www or non-www redirect to a broken link then you can say ‘bye-bye’ to those of your visitors who prefer to type the URL directly into their browser.
Social Media Marketing, Search Engine Marketing and Optimisation
  • Avoid Black Hat Practices at all cost or search engine will penalise you severely.
  • Have a solid content marketing plan – This will help you guarantee consistency across all your articles. Vary your content – create informative articles with images, infographics and videos. Infographics and animations/gifs are rapidly becoming popular, so learn to create your own.
  • Claim your Google Places account (this account is linked to your company’s physical location) so that you have control of the details on the page e.g. you need to be able to update your company’s contact number if and when it changes. A Google Places account is a powerful tool because it allows people who are looking for your premises quick access to your location via Google Maps by simply searching your company’s name.
  • Always have a plan before you take on social media – there are many cases of social media conduct to reference and trust me your company doesn’t need that kind of reputation. If you are not ready to tackle social media – it is better to wait than to create a fragmented online brand presence. However, waiting doesn’t mean that you should NOT listen – social listening is key even if you are not on social media yet. Feedback from various stakeholders is crucial to the success of any business – you need to know what people are saying about your brand so that you can determine whether you are reaching your marketing objectives.
Content Marketing
  • Do have a blog on your website: a regularly updated website is Google’s best friend. A blog with quality content does wonders for search engine optimisation (SEO).
  • Create a blog schedule with topics that your audience finds intriguing: you will need a good understanding of your audience for this – that’s where market research comes in.
  • Remember content marketing goes hand in hand with social media marketing and SEO: invest enough resources into your content marketing and you will reap the fruits in the long run.
  • Last but not least – reference other articles, reports and blog posts. Add statistics and facts to your articles – ensure that your articles are the answers to questions that your visitors have. Make your audience/customers part of your articles by writing about them or asking them to submit articles for publishing on your website.

If you need more details regarding any of the tips mentioned above, kindly comment below with your question or simply send me an in-mail.

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Disclaimer: The full article was originally published on my LinkedIn account, www.linkedin.com/in/ofentseolunloyo.