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It’s hard for any business to ignore the digital marketing world these days. Even for those businesses based on traditional crafts that don’t use any kind of modern technology, customers still expect to find out more using digital means.

Research by KPMG reveals that high numbers of customers favour internet research to find out more before making a purchase.

It means that digital marketing strategies should be a key part of most business plans.

Research your competition and find your USP

USP stands for Unique Selling Point. It’s the thing that sets you apart from competitors, and is what to focus on to win custom away from them.

In some industries it might be difficult to identify what your USP is. Keep an eye on the industry and on your competition to make sure you’re not missing out, and use it as an opportunity to see how you are different.

It might mean that you’re all providing identical goods, but your business stands out by delivering excellent service or free delivery. Highlight your USP on social media, blog posts, or other marketing.

Connect with your customers

Research what it is that your customers really want and are interested in. Cater to this when you blog, share items on social media, and design offers. Encourage their input via testimonials, reviews, feedback and surveys. Competitions for customers to name a new product or caption a photo can also give really useful insight.

Get a Google Business listing

Listing your business details on Google help people find you, and also confirm to Google that you’re a legitimate business. Opening hours, contact details, directions, keep them all up to date, and make sure that things like Bank Holidays are covered if opening hours are different.

Keep blogging for SEO and for audience interest

The blog should be relevant, but not always focused on the explicit services of your business. For example, a painter and decorator might blog about preparing the house for Christmas visitors. Choose a subject to focus on in each blog.

Take your website seriously

Today, your website is often your shop front. It’s the glossy store window and inviting front door, and the very first thing a new or potential customer sees. So put out the welcome mat!

It should be engaging, easy to navigate, and secure. Template websites work up to a point, but don’t always perform well in search, especially if you’re not sure what you’re doing. Look for a reputable SEO company who can help. Our partners Team Organic come highly recommended!


For more advice on how to get started with the basics of Digital Marketing see our downloadable guide, here.

About The Author

Elizabeth Hughes

A content writer specialising in business, finance, software, and beyond. I'm a wordsmith with a penchant for puns and making complex subjects accessible. Learn more about Elizabeth.

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