What is a Persona in Digital Marketing

A persona in digital marketing is a fictional representation of your target customer based on market research and actual data from your existing customers. These characters have illustrative pictures and fictional names that help make them tangible to marketers. When creating personas, marketers go beyond the standard demographic questions; they drill into your customers’ psyche to better understand what drives them to make a purchase. In this blog post, we explore what is a persona in digital marketing and why they are important.

What is a persona in digital marketing and how to create one?

Buyer personas are created from a combination of these five key modalities:

1. Psychographic – This module focuses on the interests, values, lifestyles, aspirations, and opinions of the customer.
2. Demographic – Customer demographics are the unique identities and identifiers of individuals. They include basic information such as age, gender, location, level of education, marital status, etc.
3. Transactional – This reveals an individual’s purchase history and post-sale service records.
4. Behavioural – This module captures data passively by learning where individuals spend time online, what type of content they engage with, which social media platforms they use, what they search online, etc.
5. Ethnographic – It involves participatory observation where information is gathered by watching subjects in their daily routines.

To gather this information, you can look through your customer database to uncover how customers find and consume your content. You can also use surveys and form fields that capture essential persona information when customers use your website. Alternatively, you can interview customers and prospects to find out what they like about your products.

Benefits of using buyer personas in digital marketing

A better understanding of your target customer

Personas are critical to digital marketing because they give you a better understanding of your ideal customer. They give you a deeper insight into their needs, likes, preferred shopping methods, etc., allowing you to better connect with them.

Targeted marketing

Buyer personas provide you with critical information that enables you to segment your marketing campaigns. They help you customise your content and distribute it using their preferred channels.

Increased efficiency

Personas enable you to speak your customers’ language. Since you already know what they like and how best to reach them, your digital marketing campaigns will increase conversions and sales.

At Real Internet, we have a team of experts to help you with all your digital marketing needs. To find out more about our services, please contact us today.

What does digital marketing involve

In the world of online shopping, digital marketing is the key to any successful business. Digital marketing is a process that involves using the internet and various digital software to promote products or services.

Digital marketing will often stretch across several digital platforms to reach a wide audience, but the process is far more than just posting an advert on Facebook. There are many ways that businesses can effectively market their products or services online. So, what does digital marketing involve?

What does digital marketing involve?

A successful digital marketing campaign will involve a strong strategy that is often overlooked by a digital marketing manager. The process requires research, planning and skilful execution.

Audience research

Before creating a digital marketing campaign, it is important that you know what will appeal to your audience. There is no point in running a campaign that doesn’t attract the right people. Usually, businesses will carry out audience research to find out what works and what doesn’t. This means that you can create a campaign that ticks all the right boxes.

Social media marketing

Social media platforms are a valuable tool for any digital marketing campaign. Instagram has over one billion monthly active users – that’s one billion potential people that you could reach with a good social media marketing campaign! Most digital marketing campaigns will develop a social media strategy that works with the algorithm of each platform and ensures that posts are seen by as many potential customers as possible.

Search Engine Optimisation

Each day, an estimated 3.5 billion searches are made on Google alone. Search Engine Optimisation (SEO) is a way of using this to the advantage of your digital marketing campaign by optimising the content in your website for the searches that are being made. Performing SEO will give your website a higher chance of being found within search engines, which will drive more visitors to your site.

Creating a brand

Creating a strong, recognisable brand is the best way to ensure digital marketing success. Brands work because they are recognisable, trustworthy, and professional and assure potential customers that the products or services that you offer are high quality. Branding will involve a strong website/social media theme, a good logo, synergy across marketing materials and an effective brand voice.

Real Internet have a team of experts on hand to help you create the best branding and logo design for your marketing campaign. We can help business through every step of the branding process from initial design, to building and even maintenance. If you would like to know more about the services that we offer, feel free to contact us today.

How to promote your business through digital marketing on social media

As you help your clients with their needs, set some time apart to work on a digital marketing strategy for your business as well. Social media is very important, and as an expert in your field, you should strive to create a strong social media presence for your business. This will allow you to have meaningful engagement with your followers and prospective clients and publish content that will set you apart as a thought leader in your industry. Here are a few ways on how you can use social media to promote your business.

Show off your work and discover what sets you apart

Think of your social media profile as your CV. Before a potential client reaches out to you, they will want to know your business’s capability and will most probably go through your social media pages to see your previous work. Therefore, use your social media platforms to show off some of your best works. Also, ensure that you communicate what your business specialises in through the content that you share.

Use social data to inform business decisions

As you share content across various social media platforms, pay close attention to your social data results. These results are full of crucial information that can help you streamline your content to your audiences’ needs. They will show you what type of content your audience engages most with, which posts drive more traffic to your website, etc.

Publish content that positions your business as a leader

The type of content you share on your social media platforms informs your business’s position in the industry. Content such as industry insights, how-to webinars, and other educational content sets you apart as an expert and will keep your audience coming back for more. If you don’t have a lot of branded content, do not be afraid to share content from other industry leaders on your social media. Publishing and sharing insightful content will not only help attract new customers but will also help instil confidence in them that they made the right decision.

If you need help creating and implementing an effective social media strategy for your business, please contact us today and let us help you.

How to implement a digital marketing strategy

Digital marketing is undoubtedly the future of marketing and advertising, but for it to be effective, you need a cohesive digital marketing strategy. It will help you identify your business’s unique selling points, and it will also help you communicate that message to your target audience through various digital channels. If you already have your digital marketing strategy in place, here are some tips on how to implement it to ensure that you get a high return on your investment.

Analyse your current marketing strategy

Before implementing your new digital marketing strategy, it is crucial that you go through the results of your current marketing efforts. You can use a variety of quantitative research methods to analyse the effects of your marketing campaigns. These tests should give you a quantifiable number of the people who acted upon your campaign. Doing this will give you a better understanding of your current customer, target customer, and the effectiveness of your marketing materials.

Curate a strong digital marketing team

To implement your digital marketing strategy flawlessly, you will need to work with a team of highly skilled individuals. Firstly, you will need to get a creative content creator to produce compelling digital campaigns for all your social media posts, blog posts, emails, etc. Secondly, you will need an analytics expert to research and analyse the effects of your current and future marketing efforts. They will help you see what methods are working for your business and which ones aren’t. Lastly, you will need a user experience expert who can evaluate users’ intentions and tailor your digital content to their needs.

Ensure that your landing pages can handle increased traffic

The goal of digital marketing is to increase traffic to your website. Therefore, you must consider where the increased traffic from your social media campaigns and online ads will lead to, to prevent your website from crashing. If you suspect that your web host will not be able to cope with the influx of new users, contact them to devise a carefully measured preventative strategy.

If you need help creating and implementing a digital marketing strategy for your business, please contact us today.

We offer the complete package – website design and development, website hosting, graphic design, and technical support.

 

 

 

How is digital marketing done?

More than just a buzzword, digital marketing is an integral part of any successful multifaceted marketing campaign. If you don’t know where to start with a digital campaign, our introduction to how digital marketing is done has got you covered.

Digital marketing in a nutshell

Essentially, any online marketing is digital marketing! Website ads, social media marketing, targeted emails, pay-per-click (PPC) advertising and blogs with carefully thought-out SEO content are just some of the core ways to implement digital marketing. Just like traditional out-of-home or print marketing, it is a way to introduce potential customers or clients to your product or services and persuade them to invest.

It can feel daunting hearing the words “digital assets”, but you will likely already have lots of digital content as part of your business you can utilise for a campaign. Some of the basic digital assets you might already have include:

• Your website
• Product and company photos
• Social media channels
• Online reviews from customers
• Written content (news or blog posts, product/service descriptions, customer reviews)
• Video content

Is it really worth investing in digital marketing?

One of the best things about digital marketing is it gives far more detailed and trackable insights compared to print or OOH marketing. You can use analytics on pretty much all forms of digital marketing to test what your audiences are truly responsive to and what gives you the best ROI. Digital marketing doesn’t mean wastage either, you can target social media campaigns by postcode area and interests, implement SEO in your website content to improve search results and so much more, to ensure you target the ideal customers for your business.

How do I start a digital marketing campaign?

If you’re a beginner at digital marketing, don’t panic! Lots of online advertising platforms have helpful guides to get your online campaign started. It’s also important to remember the principles of a successful print and OOH campaign are still key to a digital marketing campaign: take time to find out who your audience is, where they are, and what their interests are. You’ll also want to have a budget prepared.

Another advantage of digital marketing is you can start with a small spend and if you find your digital marketing activity is performing well, you can then increase that spend and momentum rather than making a large, potentially risky, investment upfront. Finally, make sure that the website all your digital marketing campaigns link back to has up to date content and a strong user experience. For more advice on how to ensure your website works alongside a digital marketing campaign, speak with a member of our team today.

TasteConnection Major Website Upgrade

Recently we completed a major upgrade to the TasteConnection website. TasteConnection develop premium, on-trend, seasonings, and flavours. They interpret today’s ever-changing consumer food tastes and make it easier for food manufacturers to produce market-leading products, for tomorrow’s consumer.

TasteConnection Directors Nick, Andrew and John are all ‘Foodies’ at heart, and they’re passionate about great tasting food. They wanted their new website to reflect that passion, as well as be easy for their customers to navigate.

TasteConnection are based just outside Wotton-Under-Edge in Gloucestershire and have been one of our customers for several years. Back in October last year Andrew, their Managing Director, contacted us about completing a major upgrade to the website.

Our Tech team worked closely with TasteConnection’s marketing and graphic design teams over the next couple of months to produce a website that looks exactly how they wanted it to. The new website is functional, is easy for potential customers to navigate, tells the story of how they produce innovative food flavourings and, most important of all, is beautiful to look at.

spicy-bourbon-rib-rub

We received the following review from Ian in TasteConnection’s Marketing Team when the website went live…

“We had the pleasure of working with Real Internet recently. We found them to be efficient and technically very proficient. We provided them with a site map and a clear outline of all the design elements for the TasteConnection site, which they implemented to perfection, at the first time of asking. Something I’ve found to be the exception, rather than the rule with most other website design companies. The whole process was made simple by dealing with people who very much understood the brief and were very easy to deal with. I would have no hesitation in recommending them or using their services again”.

Our websites are suitable for major companies as well as small companies, everything from TasteConnection to hairdressers, to hotels, you name it we can do it!

Contact us today at Real Internet and talk to us about how we could create a beautiful, functional website for your business.

How has digital marketing changed consumer behaviour?

Digital marketing has dramatically transformed the way consumers behave. The way we make consumer choices, engage with brands, and access the goods and services we need is radically different from what it was even just a few years ago.

While it may be tempting to regard the process of change as purely one way, the interactions between consumers and brands are also shaping digital marketing.

What exactly is digital marketing?

Digital marketing refers to any marketing activity that makes use of electronic devices or the internet. It may take advantage of a variety of channels such as social media, websites, mobile apps, and blogs. It’s now the principal means by which companies market their goods and services, and through which consumers make choices regarding those goods and services.

The consumer decision-making process is less linear

Compared to the pre-digital age, consumers now have an almost limitless range of consumer choices. Whereas the process through which they made purchases was once relatively straightforward, the consideration stage is now much more involved. It may include referring to review sites, comparing a wider range of potential brands and looking at what their friends and social media connections are saying about a product or service. At the same time as consideration takes longer, the purchasing stage is usually easier. Consumers expect to be able to make a speedy, straightforward purchase.

Consumers are more involved with brands

Social media and other online channels encourage interactivity, and increasingly consumers will look towards brand social media channels for inspiration, entertainment and even community. They may identify with brands to a much greater degree, sharing content with their friends. Good web design and smart use of social media are vital when it comes to being heard.

Change works both ways

Marketing strategies have to be adaptive and flexible to take account of changing consumer expectations. As the digital world gets bigger and noisier, brands that can offer a more personalised and responsive approach will appear more authentic.

To summarise, consumers now have vastly more choice and at the same time, they’re looking for more personal and authentic connections with companies and brands that reflect their values.

Creative web design is a vital component of good branding. Contact us at Real Internet today to find out how we can help.

How can digital marketing help me grow my business?

In the current business climate, digital marketing is essential. Digital marketing refers to the type of marketing that takes place using the internet. It can include anything from website marketing to social media.

Here are some reasons why digital marketing can help you to grow your business.

Many more people are online

Nowadays, much of our day is spent online. Whether you’re scrolling through social media over a coffee in the morning, checking out the latest news on your way to work, or replying to emails in the office – chances are, you’ll use the internet a lot.

Your target audience will too. Therefore, advertising your business in the places where they are most likely to see it (via Instagram, Facebook, or Google) is essential.

You can target your area via digital marketing

“What’s the point of marketing my local business for customers hundreds of miles away?”, you may be wondering. This is a very valid concern, however, there are plenty of tools that help you market your services to your area alone.

For example, if you advertise on Facebook, you can target the advert so it only shows up to people in a specific area. We are based in Gloucestershire so we would target our ads to that area plus the surrounding areas. The same goes for Instagram advertising.

If you are using SEO to get more visitors to your website, you just need to include your city name in your keywords. This will ensure that more people in your local area see your business.

Businesses are moving online

The coronavirus pandemic has caused many physical businesses to close their premises and move online. This may be the future for many businesses, so it’s a good idea to start thinking about this now and move your marketing online. As fewer people are out and about, they are less likely to stumble across your business or see non-digital marketing, which means that they need to learn about your business from the internet.

In this modern world, digital marketing is essential. Even if you have a small local business, you will notice the benefits of moving your marketing efforts online, and you should see a big return on investment!

If you’re looking for an affordable web design service, get in touch with Real Internet today.

How to map out a website design

The process of designing a website is one that should be detailed and not done in haste. Like an architect drawing drafts of a house build, a well-worked website design map ensures that everyone is aware of the project’s goals and removes any potential design snags. Whether you are already a business owner or preparing to launch a new website, it is important to think about why you need a website, how you expect it to work, and what you expect to gain from it.

How to map out a website design

So, what does a website design map include? It is, more often than not, a visual (digital) representation of a user’s journey through your website. A visual representation usually starts with the homepage and displays how your other pages link to it. The most common pages are: home page, about page, service(s) page, contact page. If you have an e-commerce site, you are likely to need more pages; the same goes if you are adding landing pages as part of a digital marketing strategy.

The map of your website can also show user movement – through navigation bars and other links. This means that your designers can see at a glance the audience’s usability. For example, a visual sitemap will diagram how the ‘about page’ links to the ‘services page’. It may also show that the ‘services page’ has three child pages detailing those services.

There are several online platforms that can be used to create a digital design map; however, in the preliminary stages, a more traditional option may be to use several Post-It notes so that both you and our team of designers can see easily how you expect your website’s pages to link together.

Remember the aim of your website when mapping it out. Is it to lead to a sale? Is it to prompt an enquiry? Or perhaps to provide an answer to a query to develop your authority? In all instances, you will still want to take users to the information they need quickly and seamlessly. Therefore, try to design an intuitive map with as few obstacles as possible to direct users to their destination, depending on where they arrive at your site.

Getting started with mapping your website

A well-organised sitemap means that your website designers will have a blueprint to produce a successful website. At Real Internet, we cover the whole design process; from initial design to the build and monthly maintenance, we have a team of engineers on hand to support your request. If you would like to find out more about the website design services that Real Internet can provide, please get in touch on 01454 806 570 or contact us here.

 

How Does Website Design Help Companies?

Your website is an integral part of your company’s online presence, and therefore, it must be designed right. Without proper website design, prospective leads will bounce off your site as soon as they land because of poor user experience. A beautifully designed website will benefit your audience and business, so here’s why you should invest in it.

Website design and brand image

Your website reflects your company’s brand. It is among the first things visitors look at when learning about your company, so it helps to form the vital first impression. The colours, images, and even fonts you use matter, so carefully think about what message you are trying to send.

It adds to your search engine optimisation (SEO) strategy

Your website design elements affect how you publish content on your website, and that affects how search engine spiders crawl your site. This is extremely important for visibility because it affects the ranking of your site on SERPs. Other than how content is published, a well-designed website makes the user experience so much more pleasant. Since user experience is integral to SEO, it helps your website rank higher on results pages.

It builds trust with your audience

Like we mentioned earlier, your website forms a long-lasting first impression. An outdated and poorly designed website speaks negatively about your company and may cause customers to view your company as unreliable. Therefore, it is important that you build trust with your audience by ensuring that your site is easy to navigate and always updated.

Good website design creates consistency

When building your brand, consistency is key. It helps your customers and audience recognise your brand easily so that they can choose you when they are ready to buy. Web designers help you create consistency across your website’s pages by maintaining the same layout, colours, fonts, etc.

Your competitors are doing it

Many companies now understand the value of web design and are using it to their advantage. By simply making their websites more appealing, they are attracting more leads. If you want to remain competitive, then you must also follow suit. Otherwise, you lose leads to your competition.

For more information about web design, contact us today.