Taking the best approach to digital marketing


By Nutcracker

Do you ever get that ‘wow’ feeling when you see an online advert that really hits the mark?

At Nutcracker, we chase this feeling every day – it’s what makes digital marketing so special. But what is digital marketing? And how should businesses approach it in 2021 and beyond?

At its core, digital marketing is simply marketing carried out with digital tools. Search engines, websites, email, mobile applications – you name it: as long as it exists online, it fits into the sphere of digital marketing.

Businesses have already largely woken up to the potential of digital marketing – the real challenge is doing it effectively, smartly and with your target audience always in mind. Below, we’re rounded up some of the key aspects of a successfully digital marketing approach.

  1. Build an exceptional website with SEO-friendly content

Your website sets the stage for your business, painting a picture of your brand and gives your prospective customer a glimpse of what to expect. Your website needs to be user-friendly and pleasant to look at (no WordArt allowed) – but beyond this, you need to make sure your website is an active participant in securing new business.

Your website needs to feature SEO-friendly keywords that will drive traction, and the best way to do this is to ensure there’s a constant stream of new content to your site. Whether it’s blog posts, infographics, e-books, white papers or videos, adding new content puts you on search engines’ radar and, by extension, your customers’.  

  • Create a personal touch with your email marketing

Emails are still your primary tool for conversions, with around 4 billion users and more than 300 billion emails sent every day. Not only is email marketing cost-effective, but it’s also an incredible tool for building trust and loyalty among your consumer base.

The best email marketing is tailored to be relevant to customers’ wants and needs. Businesses can segment their audiences into lists based on set criteria (eg different behaviours and interests) to maximise relevancy.

  • Make social media a pillar of your digital marketing

With more than 3.6 billion people using social media in 2021, it’s clear that this medium is the lifeblood of a successful digital marketing campaign. It’s your direct connection to your customers, and every post keeps your company fresh, relevant and on their horizon.

Rather than trying to spread yourself out across all platforms, think about the ones your audience is most likely to use. LinkedIn tends to be best for B2B audiences, while Twitter is better for joining in customer conversations and staying on top of ongoing trends– if you’re promoting a visual product, then Instagram is probably the best choice.

  • Make sure you are tracking your online performance

…as how else will you know how well your marketing is performing? Metric tools for measuring unique website visitors, search engine traffic and conversion rates have never been better.

Measuring how your marketing campaigns and websites are performing helps you understand which ideas you should repeat and which you should adapt. It also encourages you to keep up with any new digital marketing trends taking the world by storm. 

Nutcracker takeaway

Digital marketing can be a tough nut to crack, but it’s crucial that you invest time into discovering the best digital marketing methods so you can boost your conversions, develop your brand’s reputation and maximise revenues.

Because the sooner you ‘wow’ your prospective customer, the sooner your business can really start hitting the mark.

If you’re looking to revitalise your digital marketing approach this year, email Nutcracker at jenny.knighting@nutcrackeragency.com, and find out how we can bring your company into the spotlight today.