digital communications

Social media

The area that tops most business’ lists of digital tools is social media. Businesses often struggle with what social media they should have. Should they be present on LinkedIn, or should they be using Facebook, Twitter or Instagram? Should they be advertising and/or using ‘Stories’? Where to start? Yes, you guessed it, your audience. Where are they and do they want to be having a conversation with you there? B2B businesses are probably best sticking with LinkedIn and Twitter. B2C might have more success on Facebook or Instagram.

The trick to social media is consistency. If you aren’t posting several times a day on Twitter, and you aren’t engaging in any conversations, you might be better off on LinkedIn where you can be less frequent but where you can achieve visibility. A social media profile with no activity is worse than no profile at all.

Making your content work harder

A constant worry about social media is what to post. This brings us to our last piece of the digital marketing puzzle – content. A digital marketing plan should coordinate all your efforts and make your content work harder for you. A strong digital plan will look at what you want to be found for and include a plan of key words that link back into that. Content should be written that will be attractive for the audience, but also for search engines. That same piece of content can then be used across social media channels and it can also be included in newsletters or in personalised emails to key contacts and stakeholders. One piece of content should work hard, after all, you have spent a lot of time producing it.

Finally, remember that content doesn’t just have to be in writing. We have already spoken about video, but you can also include podcasts and webinars as ways of producing content that can be shared and distributed across various digital channels.

What about all that jargon?

SEO – or Search Engine Optimization – describes the process of increasing the visibility of a website to search engines. Getting your SEO in order (and maintaining it) will mean that when a web user types keywords relevant to your business into a search engine your site comes up high in the SERP’s (Search Engine Results Pages). SEO refers to the improvement of unpaid results and is both an alternative and a complementary activity to paid placement such as PPC.

Building SEO involves, among other activities, creating relevant content on your website with clear signposts for search engines, improving your domain authority and building relevant backlinks with other reputable websites.

PPC – or Pay-per-click – is internet advertising where your business creates adverts which are shown to web users searching for specific keywords. You pay a fee if the user clicks on an advert and essentially ‘buy’ traffic to your site. Search engine adverts are a popular type of PPC.

Keywords – these are the words that you want to be found for. Part of ensuring strong SEO and implementing a successful PPC campaign is understanding what keywords your target audience are searching for and ensuring that your website is delivered in the paid or un-paid results.

Backlinks – many descriptions of SEO will reference the importance of backlinks. These are links from other relevant and trusted websites that help boost your trustworthiness (and therefore SEO) in the eyes of search engines.

Domain authority – this is a search engine ranking score from 1 to 100 which looks at numerous factors including backlinks and on-page links. The higher your domain, the more likely your site is to be ranked highly in SERPs. A domain authority between 40 and 50 is average, 50-60 is good and anything over 60 is excellent.

To find out more: Claire Rason Joanne Bayliss


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