As a new business manager, you’re probably feeling quite overwhelmed by the numerous tasks you need to accomplish on any given day. While you likely have your hands full with logistical and managerial responsibilities, though, don’t forget that marketing still plays an important role in today’s businesses—and it’s one that can’t be ignored! If you don’t have much experience in digital marketing or you aren’t sure where to start when it comes to marketing your business online, consider the following do’s and don’ts.
Do understand your buyer personas
When it comes to digital marketing, it’s all about understanding your buyer personas. Whether you are developing a website or writing a social media post, you need to understand who your audience is and what they want to see. Are they millennials looking for a flash sale? Are they stay-at-home parents seeking recipes? When you can clearly identify your target market, you can develop content that speaks directly to them.
Don’t rely on other people to run your campaigns
You may have heard some variation on don’t start a business if you can’t be your own marketing department. If that applies to you, then congrats—you should probably stick with your current job! If it doesn’t, there are some essentials to keep in mind as you make your first steps in social media . As tempting as it is to ask friends or family members to run your campaigns, remember that they may not know what they’re doing. Don’t assume others will follow best practices or even understand how their actions affect your brand. It might seem like a good idea at first, but handing over control of any part of your online presence is risky.
Do put social media in context with your overall strategy
Don’t build a social media plan out of vanity. You need to have a broader strategy first. Just because your competitors have a presence on Facebook or Twitter doesn’t mean you should—at least not yet. If you’re still figuring out which channels are most likely to help you reach your customers, or if you haven’t identified potential customers yet, it might be premature to set up a profile on every available platform.
Don’t skip website optimization
New business owners are often so excited about their fresh idea that they neglect to optimize their website with some basic, but important steps. This includes choosing a simple domain name and writing good copy for your home page, site search, services page, contact page, about us section, etc. Your website is an extension of your brand—make sure it’s working hard for you from day one!
Do optimize on-page elements
If you’re in charge of a company’s web presence, optimize your site to get better visibility in search results. On-page optimization includes things like making sure page titles are relevant, optimizing meta descriptions to grab visitors’ attention, and using appropriate H1 tags. If you want help with on-page optimization, see our SEO services.
Don’t expect immediate results
Your first attempts at digital marketing will not be instantaneous. It takes time to learn how to reach your target audience through different mediums and create an effective brand strategy. Be patient with yourself, your strategy, and your customers; once you find a winning combination, things will begin to take off!
Do start monitoring what you want to improve
You've launched your brand or you're running a campaign. You want results, but what exactly will determine whether you succeed? The best way to determine these metrics is to collect relevant data from multiple sources—and that means it's time to think about which analytics tools are right for your organization.
Don’t try this at home
Not every type of advertising works well with every kind of company. Before you begin to develop a digital marketing strategies, you should know what types of businesses work best with which kinds of ads. For example, if your business sells organic products, search engine ads are probably your best bet. But if you run a big-box retail chain, online display ads might be better.
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