BUSINESS INFORMATION
Digital marketing
Digital marketing tools include a website, email campaigns, social media platforms, search engine optimisation (SEO), and search engine marketing (SEM).
Promoting your business online has become essential as more people use mobile phones and tablets to search for products and services on the internet.
Creating a website
A website is a digital shopfront, allowing your business to remain accessible 24/7. Most customers research online before deciding to purchase products or services. Without an online presence, you could be missing valuable opportunities.
Your website should:
- Please make sure to outline your products and services clearly.
- Feature engaging, relevant content and images tailored to your target audience.
- Make it easy for people to contact you.
Before creating a website, consider:
- What is the primary purpose of the website?
- Will it sell products or services online?
- What actions do I want visitors to take?
- What budget can I allocate for the website?
- How will I keep the content up to date?
Steps to create a website:
- Register a domain name for your website.
- Build your site using a template or custom design.
- Develop clear, effective content.
- Determine the desired branding and user experience.
- Set up hosting to make the website accessible online.
Leverage these resources to create or enhance your business website:
- Read our Guide: Choosing a Website Professional
- Download our Booklet: Build a Website
- Attend our Workshop: Website Planning
Email marketing
Email marketing is a highly effective method to communicate with customers. A popular example is e-newsletters, which can include targeted messages or promotions designed to engage your audience. For instance, a ‘rewards club’ may send members exclusive offers based on their purchasing habits.
Effective email marketing typically requires a database of client email addresses. Always ensure you have consent from your customers before adding them to your mailing list to comply with regulations and build trust.
For further insights, explore our articles:
- Email Marketing for Beginners
- Five Email Marketing Mistakes to Avoid
Under the Spam Act 2003, sending unsolicited commercial electronic messages, including emails, instant messages, SMS, and MMS, is illegal. Always ensure you have your customers’ consent before initiating email marketing campaigns.
There are numerous online tools available to help small businesses create, manage, and automate email marketing. These tools range from free options to paid subscriptions, offering a variety of features to suit your needs.
Search engine optimisation (SEO)
Appearing on the first page of search results is vital, as most users rarely look beyond it. Search Engine Optimisation (SEO) helps your website secure this prime position on major search engines like Google, Yahoo!, and Bing.
Search engines rank sites based on relevance, trustworthiness, usability, and the value of the information they provide. To ensure online success, SEO should be integrated into your website strategy from the start.
SEO involves:
- On-page optimization: Improving elements like page titles, meta descriptions, and content.
- Off-page optimization: Building backlinks and enhancing your site’s reputation.
- Keyword research: Identifying terms your audience uses to search for services or products similar to yours.
DCK Enterprise can guide you through creating an SEO-friendly website to boost your visibility and attract more potential customers.
Explore our Search Engine Optimisation Made Easy blog article for practical tips to develop an effective SEO strategy tailored to your business needs.
DCK Enterprise ensures you have access to the right tools and guidance for improving your website’s search engine ranking.
Search engine marketing (SEM)
Advertising on search engine results pages can effectively boost traffic to your website by increasing visibility.
SEM typically involves pay-per-click (PPC) or cost-per-click (CPC) advertising. These ads appear prominently at the top of search results, ensuring better chances of user interaction. A fee is charged each time a user clicks on the ad and visits your site.
SEM is particularly useful for promoting content that does not naturally rank on the first page of search engine results.
Discover more about utilizing Google Ads to enhance your search engine marketing efforts with DCK Enterprise.
Monitor and review
Regularly monitoring and reviewing your digital marketing activities is essential to ensure they are meeting your business goals.
Set aside dedicated time each week to assess the performance of your website, social media, and other digital marketing channels. This allows you to identify areas for improvement and adjust your strategy to achieve better results with DCK Enterprise.
To effectively track your website’s performance, regularly review key metrics such as:
- Web traffic volume
- User engagement (time spent on the site)
- Popular pages
- User activity during specific times or days
- Traffic sources (e.g., search engines, social media)
- User journey to your site and device usage
- Customer conversions (sales, downloads, blog views, etc.)
- Entry and exit pages
- Browsers used to access your site
Google Analytics is a useful, free tool that integrates with most websites to gather this data, helping DCK Enterprise make informed decisions.
Most social media platforms provide built-in analytics to track performance. Regularly review these key metrics:
- Number of followers
- Post reach
- Engagement (likes, comments, shares)
- Click-through rates from posts to your website
These insights help DCK Enterprise optimize social media strategies and improve customer engagement.
For paid activities like SEM, monitor these key metrics:
- Ad reach
- Ad engagement (click-through rates)
- Customer conversions (sales and new customer inquiries)
Tracking these results will help DCK Enterprise assess the effectiveness of paid campaigns and refine strategies.
Useful resources
Guide to marketing and branding
The Small Business Friendly Local Government Alliance offers resources to help small businesses start, grow, and thrive.
Choosing a website professional
Hiring an expert to develop your website can be beneficial, even if you can build it yourself.
Build a website booklet
This booklet helps you plan your website and determine the features you need.
SMALL BUSINESS HELPLINE
Can't find what you're looking for?
Our business advisers are available to discuss any questions or concerns you may have.
- Call us on 000 000
- Book an online or phone appointment
- Chat with us online
Other helpful resources
- Sales and Marketing
Make the most out of the Xero and learn how to use its advanced product features to get the most…
Streamline your bookkeeping procedures with Xero, a cloud based accounting software system.
This workshop will help you calculate your product pricing and explore strategies to maximise profitability.
Social media
These platforms allow you to share text, photos, videos, images, and audio files to engage with your audience.
Before diving into social media, research different platforms and focus on the ones your customers are most likely to use. Social media is about building connections, engaging with your audience, and sharing content that adds value to your customers’ experience, rather than merely selling to them.
Encourage conversations, share useful information, and invite customers to share their experiences with your business on their own social channels.Explore our Getting Started on Social Media blog article for practical tips and insights on effectively using social media to promote your business and engage with your audience.