11 tips to kick-start the digital era of your business

by | Aug 3, 2017 | Columns

The New Zealand digital landscape has evolved fast, with big changes in consumer behaviour and expectations. Customers research everything online before making a purchase decision. With 90 percent of New Zealand connected to the internet, and over two million of us shopping online, it’s more important than ever to understand your digital footprint. So, where do you start? Hayden Ricketts from Digital Sciences gives us a digital 101 for business.

DIGITAL STRATEGY

Know where you want to be and how you are going to get there. This is the foundation for your digital presence. Don’t head off before you know where you’re going.

DATA + ANALYTICS

Understand the health of your business with analytics, to make smarter business decisions, improve your performance, and therefore your customer’s experience. You can’t argue with data!

RESPONSIVE WEBSITE

With mobile usage on the up, ensure your website is mobile-friendly. It’s worth noting that Google will penalise your search ranking if your website is not!

SOCIAL MEDIA

Only post fun and engaging content on your social platforms – your fan base doesn’t want to be sold to. Use the Ads Manager to do this and put targeted ads into newsfeeds.

UNIQUE CONTENT

There is so much content in the digital space, you have to be creative and engaging to cut through the noise. Be original, topical and personal.

TARGET LOCALLY

The beauty of the digital channel is that you can target users in a specific location. It’s cost effective, will raise your digital profile and reduce advertising wastage.

CLICKS

Don’t get too caught up on clicks as a measure of a campaign’s efficacy. Never underestimate the value of an ad being seen.

MARKETING AUTOMATION

Automate communications such as email or SMS to your customers, depending on where they are in the sales funnel.

COMPETITOR ANALYSIS

Identify your competitors and evaluate their strategies to determine their strengths and weaknesses relative to your own product or service. Try to identify where you can take a competitive advantage.

OPTIMISE YOUR WEBSITE

You may have lots of traffic coming to your website, but it’s important to know what your customer is doing there and why they are leaving. This will show you where improvements are needed.

BIG PICTURE

You may have multiple digital touch points but if you neglect one or more, you might be missing out on an opportunity. You should understand the performance of all touch points as a whole.

_____________________

Want to know more? Get in touch with hayden@digitalsciences.co.nz

or old school style:

Zak 021 248 3000

Hayden 027 314 0996

Hayden Ricketts

Hayden Ricketts

UNO. Columnist

Hayden is an early adopting digital giant, having helped develop and drive strategies for Air New Zealand, Sony and Westfield.

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