Is digital marketing embedded in your business?

As the digital space continues to evolve and consumer behaviour changes, business owners need to constantly monitor and re-think their digital marketing strategies, guests at the Larking Gowen Autumn Business Breakfast heard last week.

The speaker for the sold-out event at Milsoms Kesgrave Hall, near Ipswich, was Laura Bielinski, Commercial Director of LOCALiQ (Newsquest Media Group), which publishes many news brands across the east of England, including the East Anglian Daily Times and the Eastern Daily Press.

"In some ways, the smart phone has made us into control freaks. People are researching ten times more than they did before they buy something. We have an information overload which is making us consume twenty times more information than we did eight years ago," she said.

With her presentation entitled “How to improve your business awareness and cut through the noise”, Laura shared insights and described a number of strategies to reach out to customers and win business.

Laura explained: "The key thing is getting found online. When you build your website, you have to know what you want your website to do. Is it for booking appointments, being in contact with customers 24/7, or just to phone you, in which case you'll need your phone number right at the top.

"Once you've established your website, you have to constantly make sure it’s secure, up to date and corresponds with search criteria. You need to build paths for people to find it, either through Google, YouTube, video content or social media.

"Social media must be sociable and likeable so that people want to share it. Most organic social media doesn't get leads because you’re already engaged with your followers who are friends, colleagues or existing customers. Paid-for ads do work, however, whereas organic social is good for loyalty and advocacy.

"Advertising can be very effective and staying on top of your Search Engine Optimisation (SEO) is important. Google AI Overview launched in the UK four weeks ago, where you’re presented with content relating to your search and a list of the top ten sites that the content was drawn from.

"If you choose to have paid-for search, it's good to have SEO in parallel with this. Eighty-five percent of clicks choose a site on page one, then people don't go to page two, they try a new search term. Bing has 23% of the search in the UK so don't neglect this."

Laura, who has more than 20 years' experience in media and marketing, including 12 years in senior management roles, said that in the digital space we are going to see an increase in the use of video, and with audio tools such as Alexa with video added, becoming the norm for internet searches.

Larking Gowen Partner, Ian Fitch, said: "We have had an amazing response to our Business Breakfasts in Suffolk this year, with fascinating insights being provided by Laura and our other speakers. We look forward to launching an exciting new programme of events next year."