If you’re not doing digital marketing, what are you doing?


Rebecca Cofrancesco

It’s fair to say, marketing doesn’t work the way it used to.

New technology and lower-cost digital marketing channels like Social Media give businesses of all shapes and sizes easier ways to get in front of potential and existing customers.

Every business can be a digital publisher today

Your company website, social media channels (hello LinkedIn, Facebook, Twitter and Instagram), and email are what’s known as ‘owned’ publications.

You own what’s said, how it’s said and where it’s delivered.

You can quickly respond to current events, sharing what’s happening in the moment.

And when you show up consistently it keeps you top of mind and more likely to be remembered.

We collect more data than ever before

We know what works and what doesn’t because the analytics tell us. It means we can be more fluid in our approach to marketing, quickly stopping things that aren’t working and ramping up the things that do.

We can use what we know and the data we collect to create a more personalised experience much easier than before.

It’s a welcome change compared to times when the only way to stand out was to have a ridiculously creative direct mail, put an ad in a paper or splurge on Radio or Television.

Advisers who embrace digital marketing have a distinct advantage

But not all advice practices have seen the benefit of digital marketing yet. Believing word of mouth marketing will get them through.

But I want to tell you, Word of mouth referral marketing is not enough.

Don’t get me wrong, word of mouth referral marketing will always be a part of every advice practice marketing strategy, but it’s only one piece of the puzzle.

Great marketing relies on how all the pieces of your brand fit together.  Everything adds up – from the first impression of your website, the way you communicate on socials, to the experience you create for every interaction people have with you.

There are five key elements to a digital marketing strategy in 2020

1. A strong digital presence

Still think all your business comes from referrals? Guess where they go before they contact you? Yep. They go to Google, then your website, then to LinkedIn.

They’re a judgemental bunch too. Checking you out to see if you’re the right fit for them and whether what you say connects with them. And if they don’t like it – they move on. Quick smart.

If your digital presence is lacklustre, chances are, you’re losing potential customers, you just don’t know it.

Action: Review your digital presence. Invest the time and energy into ensuring your website, LinkedIn company page and other social media channels represent you and what you want to be known for.

2. Make it easy for Google and customers to find you

Search Engine Optimisation (SEO) is all about making google fall in love with your website and content. It’s not rocket science, but it is important that your site is set up properly so Google can index it and serve it up in search results.

Tip: Write for your customers first, answer the queries they type into the search bar.

3. There is power in your email list

Despite contrary belief, email isn’t dead. Boring emails are dead.

Find a way of producing relevant engaging content and your customers will respond.

4. Get active on Social Media

You can’t ignore social media anymore. It’s time to go where your customers already hang out.

Everyone wants to know, like and trust the people behind the brand.

It’s why advisers are having success with LinkedIn  and other social channels like Facebook or Instagram. They are designed to help advisers be more personable, show their human side and join in genuine conversations.

It would be remiss of me not to point out, that social media isn’t usually a quick win.

It takes time and commitment. And is part of the content marketing long-game.

If you only broadcast your message (when you’re the only one talking), then it’s not going to work.

To win at social you have to be social, you have to engage in conversations.

Just like a real-life social setting.

5. Improve the digital experience across all your customer touch points

Companies like Google, Amazon and Apple have really upped the ante. Showing customers what true digital experiences look like.

Seamless. And enjoyable.

What would your customers say about working with you? Is your digital game on point or stuck in the 90’s?

Action: Make time to review your digital experience.

How’s your business going with digital marketing? Were you nodding your head in agreement or thinking oh crap, we’ve got work to do?


By Rebecca Cofrancesco, Marketing Strategist and Content Creator

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