Digital Marketing - Study Notes:
The role of websites
Every website needs a defined purpose. A successful website is one that delivers a mutually beneficial scenario, where visitors take actions that the business wants them to, but also delivers an experience that’s of value to the visitor too.
Examples of valuable actions that visitors take include:
- Buying something on the site
- Filling in a contact form
- Understanding your offering or your brand
Creating a basic experience
There are some free and easy ways to create an online experience for your company or brand. These can be used as a starting point before you build a website and to enhance your existing website experience.
- Get listed on Google Maps, Apple, or Bing Maps
- Create a social media profile for your business
Google Maps and social media allow companies to engage with consumers when they are:
- Searching for map locations and phone numbers for services that they require
- Interacting with content and topics on social channels
Social media and map listings provide opportunities to showcase positive customer reviews and recommendations. It can be powerful and persuasive to read favorable reviews from past customers.
According to Statista:
- 94% of customers said that positive reviews would make them more likely to use a business
- 92% of consumers would hesitate to use a business when they had negative reviews
- 79% would trust online reviews as much as personal recommendations from friends or family
You can be selective about using social media. You do not need to appear on every single platform. Your organization should have a LinkedIn company page set up. For consumer focused-brands, a Facebook company page enables you to include reviews and basic information. Consider Twitter and Instagram if have time to keep them updated on a very regular basis. TikTok and Snapchat are good if you have B2C audiences, especially younger demographics.
How to set up a Business Profile to get found on Google Search and Google Maps:
- Visit https://www.google.com/business/
- Enter your business details
- Google will send out a postcard containing a code to verify the address
Tip: When your business is verified on Google Maps, encourage your customers to write a review of your business. In this way, when people are actively searching for your services, they will see numerous positive reviews about your company. This can assure new customers that you are the right choice for them.
You go through a similar process for setting up a listing on Bing.
- Go to bingplaces.com and under Get Started, click on New User.
- If your business is already listed on Bing you can “claim” your listing or add a new one
- If your business is not listed yet:
- Complete your listing profile
- Verify it by receiving a PIN from Bing at your company address, phone or email.
For Apple maps, these are the steps that you take:
- Go to https://register.apple.com/placesonmaps/
- Sign in with your Apple ID or create one
- Click on Add My Business under the Small Business menu and fill in your information
- Verify your information by choosing to receive a code by phone, which you then type into the Apple site.
- Once you have been approved, you’ll be able to review and confirm your listing.
Whatever platform you decide to use, you should check your map listings regularly to avail of features that help you engage customers. Pay particular attention to your contact details on all map listings when your business details change.
Investigate your reviews regularly, both good and bad. You should be willing to reply to any negative reviews that are posted and deal with customer issues directly. Seeing how you deal with negative reviews can impress people just as much as positive reviews!
When you want your business to progress, a website is essential. Alongside your website, map listings and social media work alongside your website can enhance your digital visibility.
Back to TopDerek Liddy
Derek is Head of Marketing and e-commerce for Carrolls Irish Gifts. He has over 20 years’ experience developing brands through digital channels, onsite UX/UI, and digital innovation. He has previously worked as the Head of Digital Marketing at Aer Lingus, Head of Online for Anglo Irish Bank, Head of Digital Strategy at Continuum, and has held communications roles at Windmill Lane and Animo Television.
Alison Battisby
Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools. While relevant to this module, you will not be assessed on this content.
