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Posted on 7 November 2023 by Ceris Burns

A digital marketing masterclass in 5 simple steps

Is your business keen to boost website traffic, drive conversions, reach more relevant online audiences, build a strong social media following, and develop high-quality website content? And what about the importance of user experience and the latest trends? These are the crucial topics we discuss with Luke Quilter, co-founder and CEO of award-winning digital marketing and education agency, Sleeping Giant Media in episode 3 of our new podcast series, the Marcomms Heart to Heart.

In this episode, Luke shares essential tips to help you make the most of your digital campaigns. Here’s five top tips we discussed to help businesses grow online:

1) User experience matters

Improving your website’s visibility starts with prioritising the user experience. View your website from a visitors point of view. Is it easy to navigate? This is often overlooked. Check that links work and you can easily find the contact button.

2) Streamline the User Journey

You lose about 50% of your traffic for every single click they need to make on your website. The simple takeaway here is to try to bring people to the right page as quickly as possible. If you’ve got useful content to download and you’re running paid social or paid advertising to support this, rather than sending people to the homepage, send them directly to the relevant landing page.

Make the next steps and actions you’d like the visitor to take on that landing page simple. For example, using a big red button or a colour that stands out on your page to try to encourage them to click the download button. That’s significant.

3) Provide engaging content that helps people find answers

When reviewing the content on your site, it’s important to go back to your marketing plan and understand the type of questions your target audiences have. Ask yourself if you’re answering those questions with relevant and useful information for their searches.

Rather than saying you’ve got a great solution, incorporate relevant keywords, but don’t flood your site with these, as that can have a negative implication on your search engine optimisation. Remember to make page titles and headings relevant too.

4) Regularly update your website

The market and the online search space is constantly evolving and changing, so your website needs to as well. Did you know that between 15 and 20 percent of Google searches are completely unique, so there’s always more that can be done to help people find answers to their questions.

5) Be more personal on social media

A lot of senior people within businesses are reluctant to be personal on business-to-business social media channels, but the important thing to remember is people buy people. In the B2B space, it’s not just about your company, it’s about who you are, what values you have, what things you talk about, what you’re interested in, what content you’ve shared. This will help people decide if they trust you and can build a rapport with you. Being more personal will increase the chances of conversion. Encourage your teams to share content too. Think about running some training courses around Linkedin content, so your teams are engaged and are confident in posting or sharing content.

You can hear more of Luke’s insights on effective digital marketing by listening to episode 3 of our new podcast series The Marcomms Heart To Heart. Tune in for a ‘A B2B digital marketing masterclass | SEO, PPC and social media’ at www.marcommshearttoheart.co.uk

Luke Quilter


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