How to guide: Digital marketing

28 October 2015

Do you strive to:

  • Sell more products and services?
  • Drive more traffic to your website?
  • Increase brand awareness for your business?
  • Connect more with your customers?

If you answered yes to any of the above questions, you and your business could benefit from a digital marketing strategy.

Digital marketing is the promotion of your business’s products or services on the internet.

A typical digital marketing strategy may include:

  • Search Engine Optimisation (SEO)
  • Social media marketing
  • Online advertisements
  • Email marketing


Search Engine Optimisation (SEO), also known as Search Engine Marketing (SEM), is a strategy used to make your website more visible on the internet when potential customers search for a product or service you supply.

In Australia, up to 90 per cent of people say they use search engines to find websites, and studies show that internet users are likely to give the most attention to the businesses whose information is shown at the top of their search results page.

SEO is all about getting your business to appear quickly, and with prominence, when internet users search for the products or services you sell.

Developing your business website according to strategies of SEO means you need to understand how which search engines work.

A business serious about improving its website ranking via SEO would first need to ask:

  • What will my preferred customer base search for?
  • What are the actual search terms or keywords they will type into search engines?
  • Which search engines would my preferred customer base prefer?

Using SEO to improve the search engine ranking of a website could involve:

  • Editing web content
  • HTML and coding activities

Social media and your business

Social media is easy, free and everybody else is doing it.

According to the latest Yellow Pages Social Media Report, 83 per cent of Australian small businesses use Facebook, 27 per cent use Twitter, 20 per cent are on LinkedIn and about 12 per cent use Google Plus or YouTube.

Businesses are increasingly using social media devices to build relationships with customers and develop and evolve their brand in a global market.

Social media sites businesses use

Promote your business using Facebook

How to promote your business using Twitter

Promote your business using Instagram

6 ways to promote yourself via LinkedIn

How YouTube can benefit your business

How can benefit your business Pinterest

The benefit of Tumblr for your small business

Customer reviews and Yelp – how they might affect your business

Mobile apps

You probably use them in your personal life, so why not in business?

A study by Compuware shows 85 per cent of consumers prefer mobile apps over mobile websites, primarily because apps are more convenient (55 per cent), faster (48 per cent) and easier to navigate (40 per cent).

The three main things consumers expect from mobile apps are:

  • Easy access to product and store information.
  • Help planning and navigating trips.
  • The ability to communicate in real time.

Businesses looking to utilise mobile apps to increase their technological efficiency need to prioritise based on their customer profile.

This may require gathering and analysing data on which mobile app devices their customers would be most likely to choose.

Depending on your core business activities, you may benefit from using mobile apps that assist with:

  • Financial management
  • Document editing
  • File storage
  • Monetary transactions
  • Customer support

The best 10 apps for Australian small business

Web analytics – measuring the success of online advertising

Tracking the traffic your website is getting and the success of the online advertising you are doing can be managed through web analytics.

Web analytics is the measurement of internet data that helps to not only determine the web traffic a website is getting, but can also be used as a form of market research to improve business efficiencies.

Off-site and on-site web analytics

Off-site web analytics is a measurement system that determines how visible a website is, how much attention web surfers are paying to it through traffic and comments, and gives out hints as to who potential future customers might be.

This type of measurement can be made on any website, regardless of who the owner of the website is, and is useful when trying to determine what it is your competitors are doing to gain online business success.

On-site web analytics measures the visitor statistics on your own website and can tell you, for example, which pages visitors clicked on before they made online purchases. This type of data measurement is useful to create key performance indicators for your business.

Google analytics

This is the most commonly used analytics tool to generate data about a website’s traffic and performance.

Basic Google Analytics are available for free, and more information about how to use Google Analytics to measure your website performance can be found here

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