Your Business Magazine 2022 - 264

portable devices dominate. As a
business, you need to be able to reach
your audience via all these devices.
According to Ofcom, as well as the
87% of adults who own a smartphone,
76% have a laptop at home, and 65%
have a tablet. Many have all three.
Ofcom's 2020 Online Nation survey
showed 81% of measured time spent
online was on a mobile phone or tablet.
Getting more hits
Search engine optimisation (SEO) is
the process of improving the quality
and amount of web traffic to your site
by employing techniques that help a
website achieve a higher ranking with
major search engines, such as Google
and Bing, when keywords are used.
This means your content appears nearer
the top of searches and is more likely
to be visited by potential customers.
Blogs
A blog is a platform on which a writer
or group of writers share their views.
One example might be a food blog that
shares recipes and pictures, and also
links to food manufacturers' websites.
Readers can comment, which boosts
reader involvement. Through blogging,
companies can keep customers up to
date on the latest products. The more
people who visit the blog, the more
exposure and trust a brand will get.
Blogs need to be frequently updated,
perhaps even several times a day.
It takes two
Businesses need to partner up with a digital expert for the best marketing experience. Steven Mikellides,
managing director and founder of Starlight-Digital, explains why
" There are now more businesses than ever advertising
across digital landscapes. We can see first-hand
that competition across the keywords and audiences
we target for our clients has ramped up over the past
couple of years.
" Our customers need results - and transparency of these
results. Digital marketing has been very 'black box' over
the years, which previously left clients with a lack of
understanding. Now, because digital has become so
important, clients have a real thirst to understand what
they're spending their money on and why.
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" It's more important than ever to work with a digital
partner like Starlight-Digital. We're here to be an extension of
your marketing team and work alongside you, with shared
objectives at the forefront of everything we do. It's important
to have the right partner on board, allowing you access to
invaluable resources and expertise from inside Google.
" At Starlight-Digital, we fully integrate with your
marketing team, ensuring we build a bespoke strategy
dedicated to driving growth and the best ROI. In such a
crowded marketplace, delivering first-class work is critical
to our future success. This is our promise to our clients. "
Right on track
Tracking your customers' behaviour can increase engagement and
conversion, explains Kenda Macdonald, CEO of Automation Ninjas
" Marketing automation is using software to automate the marketing
campaigns and processes that your business uses to get and keep a
customer. It works by mapping out the buyer's entire journey - from initial
contact through to post-sales support - to create a personalised digital
experience for your prospects and customers.
" One of the best ways to better understand your audience is through
progressive profiling. This is where we track customer behaviour and content
consumption to learn more about them. Their behaviour tells you what they
like and what's a problem, so you can nurture them with the right message
at the right time, and massively increase engagement and conversion.
" Demand generation is the strategy you use to get and keep customers.
It's everything from attracting attention and capturing leads to engaging
and converting customers, getting customer lifetime value, and increasing
your return on investment (ROI). Marketing automation is one of the tactics
that helps you succeed with your demand generation.
" Automation Ninjas helps businesses understand the psychology behind
why people buy. We use strategies rooted in neuroscience to help you
understand your audience, and build campaigns that are catered to your
audience's needs. By tracking and preparing for behaviour, we increase
conversion rates and help get higher customer retention. "
" Search engines, social media,
websites and email allow you
to target specific customers,
anywhere in the world "

Your Business Magazine 2022

Table of Contents for the Digital Edition of Your Business Magazine 2022