If you are reading this then you have been on a journey, something or someone led you to this precise point in your life where you are reading my blog post. The same is true for any current or future customer of your business, visitor to your website, or reader of your latest social media posts. They all got to that point somehow. It could have been via a search on Google, an email, or an ex-colleague on LinkedIn who was aware of your current business. It could have been via your latest Tweet, in which you posted a link to a blog post.
In the digital age businesses need to consider that this journey, where awareness of your product or service is generated, is often carried out online. Never forget or ignore traditional marketing efforts, but don’t ignore the massive opportunities the digital age offers your business.
By considering this journey, and learning from previous campaigns you can target your efforts more effectively. Unfortunately though, one of the wonderful if somewhat frustrating aspects of promoting your company online is that this journey can be unpredictable. A content writer can put together a blog post that is only shared by one person. On a different day however, it could be read by a key figure in the industry who then shares it to their own network. On the other hand the blog post that you thought had no impact at all, could be read six months later by someone who contacts you and ends up being your biggest client.
If this is the case then why should a business consider the digital journey, and what can you do to make travelling that journey as smooth possible to the destination – your business?
Firstly you should lay smooth clear paths, don’t put obstacles in the way. Have clear and simple calls to action. Make sure your website is easy to navigate. Check your hyperlinks, have you got any broken links in your posts or articles? Make sure your layout is clear and easy to read. Use images and infographics to make your content more engaging.
Secondly consider if the journey could be made any easier by making more paths. If you just have one path, for example a website but no social media accounts, then you are reducing the chances of people making that journey to your business.
Thirdly, use the appropriate tools for the correct paths. Different content is suited to different mediums, for example Instagram and LinkedIn are two very different platforms, offering different opportunities and audiences for your marketing efforts. Don’t drive a tractor on a motorway – there have been a number of times I have winced when a representative has mentioned their divisive personal views on a company platform. A popular topic is politics, which is great to talk about if you are a political party, but most, (not all) business do not want to alienate potential customers if they can avoid it.
Finally, try and make the journey as short and simple as possible for your visitors. Take time to analyse keywords and maximise your organic search engine rankings, consider if pay per click advertising can work for your business. Implement an email marketing strategy to keep your contacts up to date with the latest news at your business. Ensure you have clear, relevant links and information on any content you create, so the journey can easily be completed.
If you would like any further information about how Meemo Digital can help with your digital journey, get in touch.
First published: 4th October 2016.
Updated: 11th October 2016.
Updated: 25th October 2016.