Published: 14 Dec 2023
“There are many elements to take into consideration with digital marketing, from your website to an array of social media platforms as well as search engines and email marketing. Used effectively, digital marketing can provide you with a cost-effective way of reaching your customers.”
So says Clara Hughes, director and owner of Zebra Marketing and Communications and author of Digital Marketing, the last in our series of Business Briefing Notes, which is now available to download here, free of charge for all our members.
A Chartered Marketer with an MSc in Marketing, Clara is an expert in PR, marketing and communications. She founded Zebra Marketing , a small business specialising in strategic marketing, copywriting, media relations and services relating to events, exhibition and conferences in 2010. Her easy to follow guide to digital marketing, written specifically for TSA members, covers websites, the value of email marketing and newsletters, demystifies SEO and provides an insider’s guide to social media channels too.
Each section of the guide is accompanied by a list of additional online Useful Resources, all of which are also easy to understand, providing readers with the tools required to tackle different elements of digital marketing. Each section also comes with a practical list of key things to remember and top tips.
Useful resources, top tips and key things to remember
The list of top tips when it comes to designing or updating your website includes some particularly useful pointers. These include a reminder on why it is so important to keep your website updated and your branding consistent and how you need to design your content management system to ensure the integrity of the site remains intact, even when the content is altered or updated.
Social media, whether paid for or organic, remains an important part of the digital marketing mix. It helps establish your voice, build relationships, engage with and support customers. Clara says that planning ahead is critical, for example, developing a monthly social media schedule, will help you keep track of exactly what you are doing and when, across every platform, saving you time and effort.
The digital marketing guide can be used as a foundation to develop your own digital marketing plan that is bespoke to your needs and tailormade for your business. Whether you decide to outsource to specialists or do it all yourself, the guide ends with a reminder that when it comes to digital, you must remember the following:
Being social
- Tone of voice
- Frequency
- Relevance
- Consistency
- Good imagery
- Video content
- Engagement
This series of guides to running your business is available free of charge for all our members to help you build a better business. They are aimed at any size of business, at whatever stage of development it’s at.
Whether you are just setting up a new business for the first time and need to put systems and processes in place, or you have a more established firm and you’re now looking to healthcheck existing practices or introduce new ideas, the guides are ideal for all our ‘time poor’ members, who are looking for effective, yet easy to implement, solutions.
