Here are six essential points to consider when integrating digital into your business’s processes.
The key to any successful business is one that integrates all elements of advertising, PR or social, according to Carparkit founder Nick Russell.
Carparkit is an online marketplace that connects owners of spare car parks or driveways with people searching for a place to leave their car. The goal is to reduce the cost and improve accessibility to car parking across Australian cities, and to work in a similar way to Airbnb to ensure a cashless and convenient service, says Russell.
When it comes to building a solid digital marketing plan, the first step, according to Russell, is to pinpoint your reasons for wanting to integrate digital into your business’s processes.
1. Identify your objectives
This will help you determine the short- and long-terms goals of your business. From here, you can research the technology options available to meet these objectives, he says. Some common objectives include:
- To help drive innovation across the value chain;
- To increase your market share or customer base;
- To find efficiencies and cost savings;
- To attract quality staff;
- To improve communication with clients.
2. Extend your reach with social
“Being a new tech startup in a highly saturated media market, I use social media to drive awareness and target specific interest groups and areas where I think Carparkit is relevant,” says Russell. “A major part of this strategy involves Instagram because it’s an easy way of storytelling for the brand.”
3. Are you going to pay to advertise?
Paid social advertising was a smart investment for Carparkit from the beginning, revealing which customers were interested in the site and who was disengaged, according to Russell. Useful tools include Sensis Search Ads, Google AdWords, or varying types of search and display advertising, search engine optimisation (SEO) and pay-per-click (PPC) campaigns.
4. Optimise your website for mobile
In addition to social media, having a user-friendly website that is easy to navigate and keeps the user coming back is essential, especially if the site is optimised for a mobile platform, says Russell.
5. Improve customer engagement with earned media
“Earned media is a huge part of my strategy. Working with business outlets like the Australian Financial Review helped position the business as a serious player in the Australian market,” says Russell. “I am working with key broadcast coverage to hopefully bring those unaware of our business over to the site.”
6. Create the right culture
It’s essential you foster a creative and digitally savvy culture within your business to facilitate growth, says Russell. “My whole business is based around a digital strategy. I’m involved in communicating to the developers and the marketing and PR teams, as well as the broader public about the strategic direction of the company… As a result, I am trying to build a creative culture that is agile and innovative – I believe this is vital for outperforming the market.”