Help!

I've started but what do i do now?

"I have made a start but I need some support developing and implementing a better digital strategy."

Not Sure what to do next?

Once you have made a start with Digital marketing for your business, it can be all too easy to come to a bit of a standstill. Perhaps you have set up your social media pages and your website blog, published some posts and started to build your audience – but how to continue from there?

Refining your strategy

It can be hard to keep finding the inspiration you need to keep going unless you have a strategic plan in place. Perhaps you are not seeing the results you hoped for or engagement is low? If you are feeling a bit stuck – you probably just need to refine your strategy.

1

Is it Digital Marketing or Content Marketing?

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Digital marketing and content marketing are pretty much interchangeable terms.

Strictly speaking, the term digital marketing covers all your online efforts to reach your customers across all digital channels. This would include website content, blogs, news and static web copy, social media, email marketing and any paid channels like Google adverts or paid promotion on social media. There is however no digital marketing without content so in that respect they are really one and the same thing.

The principles of inbound marketing.

An understanding of the principals of inbound marketing are an essential part of creating a content strategy. As is an understanding of the marketing funnel. As many as 75% of the visitors to your website are accessing content whilst in the research phase of their journey. Moving towards making a purchase of goods or services online. 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Source: HubSpot).

For more information on the principals of Inbound Strategy and how it brings visitors to your website – see www.wearerumble.co.uk/help/i-dont-know-where-to-start.

Start by defining your goals.

There is no point is churning out digital content if you don’t have a clear idea of what you want your marketing efforts to achieve in terms of your business goals.  This is generally more nuanced that ‘I want more customers’ and depends what your website’s main function is. For some, their website is a straightforward commerce site and the goal is to sell more products. For others, who do business in their physical location, the purpose of the website is different, to raise awareness of your business and perhaps get people though the door. Some may simply want sign-ups via their web pages. Having a clear idea of this before you start is essential.

2

Who, What, Where and Why...

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Once you have taken on-board the principals of inbound marketing, and what you want to achieve, the basics of your strategy really revolve around these 4 W’s.

Who are you targeting with your content?
What are you targeting them with?
Where are you going to find your audience
Why are you doing it?

Personas, again!

The first of these is the who. This is the first because it is arguably the most important. If you don’t know who you are targeting, you are going to have a hard time implementing any kind of digital strategy and content plan. Defining your audience enables you to empathise with them and helps you to direct your content towards them. We have explored buyer personas in more detail in our blog post Working with Buyer Personas and here* (*can this go to the correct point on the page).

Spending time defining buyer personas is time well spent. Once you understand your audience you can start to answer their questions and solve their problems with your content, and start leading them through their journey from lead to customer.


Contact Rumble

5b Oaklands Court
Tiverton Way, Tiverton
Devon, EX16 6TG.
T: 01884 214111
E: info@wearerumble.co.uk

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