Leveraging Online Platforms for Growth

We explore how digital platforms are vital for business growth and cover essential strategies like identifying your audience, optimising your website, and utilising social media and email marketing.

Senior Marketing Manager
April 15, 2024
  (NZDT - GMT +12)

Just starting out on your marketing journey? Here’s a quick rundown on using digital platforms to drive growth. Leveraging the many online platforms available is not just an option but a necessity for increased visibility – bricks and mortar just isn’t enough anymore. But where to begin? We break down identifying the right platforms, understanding how to use them effectively, and following best practices tailored to your business needs. 

1. Identify Your Target Audience

Before diving into the plethora of digital platforms, identify your target audience. Understand their preferences, behaviours, and the platforms they frequent. This foundational step ensures your efforts are directed toward the right channels, maximising reach and engagement.

You can do this by engaging with them firsthand, conducting official research, or informed guesswork. Or (our recommendation) a combination!

2. Website: Your Digital Storefront

A website acts as your business's digital storefront, offering a central hub for your audience to learn more about what you offer. Ensure your website is:

  1. User-friendly: Easy navigation and mobile-responsive design.
  2. SEO-optimised: Incorporate relevant keywords that link to your offering to improve search engine rankings. Think about what words people will use to look for products in your category.
  3. Content-rich: Provide valuable information through blogs, videos, and infographics.
  4. Nice to look at: No explanation needed.

3. Leverage Social Media

Social media platforms like Facebook, Instagram, Twitter, and LinkedIn are powerful tools to connect with your audience. Here’s how to use them effectively:

  1. Consistency is Key: Regular posting keeps your audience engaged.
  2. Content Variety: Mix promotional content with educational and entertaining posts. Try and be real and down to earth, it performs better and people can see right through ChatGPT captions these days!
  3. Engage: Respond to comments and messages to build a community.

4. Utilise Email Marketing

Email marketing remains a highly effective channel for personal engagement. Use it to:

  1. Distribute Newsletters: Share updates, tips, and promotions.
  2. Segment Your Audience: Tailor your messages based on customer interests and behaviours.

You can use free platforms like MailChimp or Campaign Monitor to begin with, and build from there as your audience grows.

5. Explore Pay-Per-Click (PPC) Advertising

Platforms like Google Ads and Facebook Ads offer PPC options to target potential customers effectively. Start small, measure your ROI, and adjust your strategies accordingly. You can teach yourself using free online courses on Google Skillshop or other online providers.

6. Content Marketing

Quality content is the backbone of digital marketing. It can take various forms, such as blogs, videos, podcasts, and infographics. Content marketing helps in:

  1. Establishing Authority: Become a go-to resource in your industry.
  2. SEO: Drive organic traffic to your website.
  3. Engagement: Provide value to your audience, fostering loyalty.

One blog a month can massively help improve your website’s SEO.

7. Analyse and Adapt

Utilise analytics tools available on most platforms to monitor your performance. Understanding what works and what doesn’t allows you to refine your strategies over time.

3 top tips for using digital platforms

  1. Start Small: Focus on one or two platforms initially and expand as you grow.
  2. Monitor Trends: Stay updated with digital marketing trends and adapt your strategies accordingly.
  3. Invest in Professional Help: We know this seems predictable coming from digital marketing professionals, however if your budget allows it this is a great way to maximise your online presence. It doesn’t have to be us! Look around and compare options to find the right fit for you.

For small businesses and startups, the digital world offers a landscape with heaps of opportunities for growth. It's about finding the right mix of platforms and strategies that align with your business goals and audience preferences. Start with a clear plan, stay committed to engaging with your audience, and be ready to adapt based on performance data. With patience and persistence, your digital marketing efforts can turn into a significant growth engine for your business.

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