Name an aspect of running a business that changes faster than digital… we’ll wait. Take a
vacation, or even take a day off, and it feels like the whole landscape has shifted overnight.
Changing algorithms, emerging new platforms and a decline in user brand loyalty can make
digital operations – whether that’s websites, social media, digital marketing or video – seem
intimidating. The smart solution? Flip this intimidation on its head and see the ever-evolving
world of digital as a business opportunity. Fickle followers and endless changes present
constant new opportunities for engagement, growth and online community. Here’s six factors for digital growth to consider now – that you maybe haven’t already.
1. Understanding your audience data comes first, always
When it comes to understanding your brand digitally, data is queen. Put simply, no business
ever regretted taking time to dig into the numbers of who their audience are, where they
come from, and what they want.
One of the biggest mistakes a business founder can make is to assume our audience or
customers have exactly the same needs, tastes and wants as us. Be honest with yourself
about the content that’s really performing on your website or social media. If you’re at the
start of your business journey and low on data points, just get going. Test and measure
different types of website content, social media posts or videos, and create some audience
data from which you can begin to refine a strategy.
If you haven’t already, convert your social media profiles to business accounts. Connect your
website to Google Analytics, and take a course to gain an elementary understanding
(Google Analytics Academy does great, free courses). Shopify is also bursting with analytics.
Most crucially, decide which data points are the most meaningful for you, and set targets.
Ask yourself “what does ‘good’ look like for my business”, and put it into numerical terms to
set ambitious yet realistic audience KPIs.
2. Having a huge social media presence isn’t everything
If you’re thinking about buying 50,000 fake followers, step away from your credit card. More
than ever, social media presence is about quality over quantity. Curating a neat, niche
audience that truly believes in your business carries a far higher lifetime value than hundreds
of thousands of casual, unengaged followers. Give your social followers a reason to follow
you: bespoke content on Instagram stories, regular Tiktoks that you don’t find anywhere
else, or even a curated Whatsapp group.
If you’re thinking about publicity and PR, remember that the right people know the right
people. A journalist who posts about your product or service may only have a few thousand
followers. But, journalists are friends with other journalists and editors. Whilst any social
content they share may not get millions of views, it will however get a few hundred views of
super high quality to the right people.
3. SEO is important, but think about the context
We all get the emails: page one of Google, top rankings, SEO analysis… There is no
arguing that SEO is a complex and important part of running a digital business and a
website. But, hiring an SEO agency without doing the due diligence on your own behalf is
one of the quickest ways to burn a five-figure amount – and without seeing meaningful
results for your business objectives.
If you’re looking to increase organic traffic to your website, by driving traffic via ranking for
keywords on search, be honest with yourself about what your website has the power to rank
for. If your website is new, it can take years (and we mean years) to grow enough history and
page authority to rank well for competitive search terms. If your business has a niche –
especially if it’s a local or industry-specific one – work on optimising your content and
website for more detailed search terms. Top tip: use the autocomplete feature in the Google
search bar to get ideas for what users are searching for, and discover ideas for how to
optimise your website.
Website SEO is important, but it’s also one of many elements that make up a successful
digital marketing strategy. Weigh up the costs of really working on SEO: resource could be
better spent on a killer social strategy, newsletter programme or website redesign.
4. Don’t dismiss the power of newsletters
Newsletters can feel antique and antiquated, but get them right and they’re a brand
superpower. A world of changing algorithms leaves us at the mercy of the big tech third party giants if we rely too heavily on social media platforms. But with newsletters, you own the direct relationship with your customers and audience. Newsletters have some of the highest conversion rates for product sales and event attendance.
Take time to really dig into the data of your open rates, click rates and conversions via the
newsletters. If you have a long-time established newsletter, look at how many of your
existing subscriber base are actively engaging, and how many are dormant. Consider a
re-engagement series (sending a string of emails to confirm they still want to subscribe), with
the goal of ultimately cleaning the database of users who never even open the newsletters.
Do some competitor analysis: which newsletters, both in your sector and in general, do you
always open, read and click? What do you like about them? Why are they engaging? The
best newsletters give subscribers real value and a reason to part with their email address.
Think personality, personalisation and bespoke, exclusive newsletter content.
5. Community is everything
The social landscape has shifted. The rise of Gen Z – and the fall from grace of certain
major social media platforms – means that now, community is everything. Brands that are
able to build communities develop loyalty amongst a crowded, competitive digital landscape.
Consider WhatsApp communities, forums, Instagram broadcast channels and community
features within social media platforms we all use every day to grow more intimate
relationships with your audience. Start small: reply to social media comments, share
customer generated content, and reward followers and newsletter subscribers with unique
access and discounts.
6. Market people, not products
At the core of successful digital brands in 2024? Storytelling. Influencer marketing has
exploded – and seen such meaningful results – because audiences buy into the person, not
just the product. Don’t be faceless: it’s easy to hide behind a brand logo and a corporate
front, but founders who step in front of the camera and humanise their brand are seeing
strong, tribe-like, community loyalty. Pinpoint hyper loyal customers or members of your
audience, and tell their genuine story with your platform.