Digital Awareness

Guardian Angels Marketing is a small and unique full service marketing agency located in Lancashire.

We offer a wide range of online and offline marketing services, with our specialism lying in the medical and pharmaceutical industry.

What makes you so different?

Unlike other agencies, we are true to our name and work passionately and creatively on each account we manage. Our ideas and experience within the marketing agency have become vital to many businesses throughout the UK.

What makes us different is our approach to work, there are no upselling or sales targets to meet, which means we spend our time solely marketing and developing close and trusting relationships with our clients.

Marketing isn’t just a job for us, but also a passion and a hobby. But this isn’t the case for many businesses, as marketing can be daunting and a bit of minefield to navigate on first approach, which is why we’ve put together some information to explain why digital awareness and marketing is vital for any business.

Why is marketing important?

At one point in the past, digital marketing was just a new and different way of marketing, but this has changed. In today’s modern age, customers have access to information at the click of the button and they utilise it to the fullest, as a result, being digitally aware has never been so important.

Digital marketing is vital to any business and the businesses that shun online marketing are often the ones that fail. It’s no longer enough to just have a website, as without marketing, your customers probably wouldn’t know your website existed.

So where do we begin?

As the internet becomes more entwined with everything we do, the importance of digital marketing has never been so clear, but for any business owner thinking about digitally marketing their business, it can often seem like a mammoth job and they might not know where to start.

How do I become ‘digitally aware’?

The first step to becoming digitally aware is accepting that you need to build your online presence and begin reaching your customers in a new way.

Secondly, if you’re a bit late to the digital marketing game, it’s important to understand that it will be hard work and there’s a chance that your competitors who are already online are way ahead of you.

Thirdly, it’s not a rush. When digital marketing is done properly, it will all run smoothly and grow at a good rate. When starting to build a business online, you will need to build from the bottom and work your way up to becoming the best, but this takes time.

But seriously, where do I start?

Website

When starting your online journey to becoming a marketing mastermind, a website is vital! This is the face of your business online and also what links all the other marketing tools and platforms you use.

Your website should be branded to your company’s identity, your target audience, have ease of use and have a clear, strong message of its purpose.

Ideally your website should be customer friendly and it shouldn’t take more than three clicks to get to where the customer needs to be.

The content needs to be clever, be memorable and more importantly, it needs to grab their attention.

If you need a website, but are unsure what type of website you need, or what functions your customers will require. Feel free to pop by to our stand at the Pharmacy Show to discuss your digital marketing plan.

Google!

Once your website is completed, or even while it’s being built, it’s time to get some of the more basic stuff out of the way.

When we say basic, we mean it’s the things every business should do when setting up online, but often they don’t.

Google offer a wide range of free tools and these free tools are often better than most of the paid marketing tools available.

Here’s are three examples of the tools Google can provide:

Google My Business is a free listing on Google, but it’s also incredibly useful, particularly for local businesses. You can easily appear on maps, or show up for certain keywords, offering your customers quick and easily assessable contact details and information about your company.

Google Analytics

Google Analytics is a software that is connected to your website through a piece of tracking code. It’s completely free tool that help you analyse your website traffic.

Even though web analytics might seem unimportant and a small part of your digital presence, it’s important to understand that data is key to successful marketing.

Given that your website is the central hub of all your digital presence, the data is important as it allows you to track your digital marketing effectiveness of all the campaigns you’re running from different services and it also helps identify weaknesses in your marketing plan.

Search Console

Search Console is another free tool and surprisingly one that many businesses don’t use. This service helps you monitor and maintain your site’s presence in Google Search results.

For anyone clueless about digital marketing, the sentence above will make little sense, but being in Google’s Search results is very important and we’ll get to that in the SEO section.

There’s many other free tools that Google offer to help with your digital marketing, but if you’re already feeling overwhelmed with all the information, just start slow and learn the basics.

Social Media

If by some chance you’ve been living under a rock and you don’t know what social media is, it’s very, very important to your digital marketing plan.

If you’re wondering why it’s important, let’s just say Facebook alone has more than one billion people using the platform, Instagram has more than 100 million people online and Twitter has 261million users. Now that’s a lot of people!

Please note that I’ve only listed three social networks, there’s also Youtube, Pinterest, LinkedIn, Google+ and more. Which means it’s very likely you could easily reach your audience through social.

Setting up business profiles on social platforms is important as many people use them on a daily basis and they’ve become vital in many people’s lives, but from a business point of view, it allows you to connect and stay connected with your audience.

A social media content calendar should be put in place and include a range of engaging and quality content, strong marketing campaigns as well as a mixture of content, i.e videos, images, articles, polls etc.

SEO

SEO is fundamental to any business’s marketing plan. Search Engine Optimisation (SEO) is basically how and where you appear on Google.

For example, if your company sold vitamins online, if a customer was to type into the Google search bar, ‘buy vitamins online’, you would want your website to appear for that search, preferably on the first page of Google’s search results.

To appear on the first page of Google, your website will need to be Search Engine Optimised, this means you will need strong, good quality and original content is written in a certain way, as well as a backlinking plan, competitor research, keyword plan, site maps and more!

When it comes to SEO, many businesses will outsource this part of their marketing, but be careful when choosing a marketing company. There’s two types of SEO, white hat and black hat.

Black hat SEO refers to techniques and strategies used to get higher search rankings often quite quickly, but requires you to break search engine rules. It usually focuses more on appearing first, without little care to how you appear to humans.

White Hat SEO uses various techniques and strategies that target a human audience as well as following the search engine rules.

Techniques that are typically used in white hat SEO include using keywords, and keyword analysis, doing research, rewriting meta tags in order for them to be more relevant, back linking, as well as writing content for human readers.

Those who use white hat SEO expect to make a long-term investment on their website, as the results last a long time, whereas black hat will often lead to your website being banned or penalised.

Email Marketing

Email marketing is a very skilled marketing technique and one form of marketing that isn’t as popular as the others, but when done correctly, it can become one of the leading marketing platforms.

Since the new GDPR laws have come into play, many businesses feel they can’t utilise email marketing anymore, but this isn’t the case. It’s all about creating and managing strong email campaigns to your new GDPR list of LOYAL customers.

Outreach

Using outreach in your marketing strategy can help drive more awareness to your brand and increase sales.

Outreach involves appearing in the press, on blogger’s websites and being mentioned by other businesses.

Outreach/ PR is a great way to build your audience through other people and it can also be done for free providing you have a good contact list, or know where to look.

Your Target Audience

The most important aspect of all digital marketing is the ability to easily gain feedback from your target audience at the click of a button.

The way you gather feedback is up to you, but acting on the feedback and keeping your audience updated on any changes really helps them feel part of your brand and they engage more.

To conclude…

If you’ve been running your business a certain way for years, suddenly changing all your current marketing strategies, or starting your first ever marketing activities can be confusing and quite frankly, terrifying.

But no business has to go through it alone. Whether you’re looking to improve your current marketing or take your first steps into the digital world, we can help.

If you’re interested in our marketing services, please contact us.