Where to invest your digital budget in 2018

Most independent businesses understand the need to have a strong presence online, but it can be tough to prioritise where best to invest your budget. From developing a company app to upping your SEO game, we’ve asked our experts from Creative Blend, a local digital marketing agency with a difference, where they would advise spending your hard-earned pennies...

Create a stand-out brand

Natasha Carter, Branding Expert

Similar to when you meet someone for the first time, brands are judged instantly and you have just seconds to capture the audience's attention. In that time they have already formed an opinion on if they like the brand or not, and whether they want to interact with you in the future.

In a world where choice has become so saturated, trends show that consumers are buying into brands that they feel are the right fit for them. It is crucial that brands recognise the importance of crafting a strong and clear identity. Too many play it safe, and opt for tried and tested elements instead of creating something truly unique; that not only reflects their personality and core values but allows them to stand out from competitors.

SEO content that packs a punch

Emma Pryke, Online Content Consultant

Digital content can take many forms. Long gone are the days when posting the odd blog would shoot you to the top of Google. Video, on-page copy, podcasts and infographics are all types of content that savvy marketers are investing in, but the key is working out what would suit your business, and more importantly, the needs of your customer.

Google will reward you for being helpful, useful and relevant to a searcher online. This requires making the most of your data to identify powerful SEO content and copywriting opportunities that will hit both the searcher and Google’s sweet spot.

Having a well optimised website is integral to ranking well for desired search terms, in 2018 revisiting your on-page website copy with an SEO copywriter can be invaluable.

Up the ante with an App

Adam Liversidge, App Developer

Desktop computer use is continuing to decline as mobile devices encourage new types of interaction. In fact, many younger people don’t use desktop computers at all, instead relying entirely on their smartphones.

A mobile app allows you to be visible directly via the phone menu, customers are reminded of your brand presence simply by the app being installed. Push notifications are a step ahead of many web based experiences, allowing a more direct and ongoing interaction - you can easily remind customers about your products and services whenever it makes sense. It helps you stand out from the competition especially if you are the first to offer an app and with certain features.

Even if you have a strong digital presence, it is another channel to help improve customer engagement and satisfaction. Apps are often set up with offline capabilities so allowing you to stay closer to your customers for more of the time. The most successful apps are created to optimise a single process and aren’t unnecessarily complex, instead focusing on solving problems or enhancing experiences.

Make your social work harder

Alex Higgs, Organic and Paid Social Expert

Organic social media is the public face of your brand. Setting a consistent tone of voice and image can not only share who you are, but deliver trackable actions from your audience.  However, in 2018, the opportunities around paid social media advertising and it’s ability to convert are becoming an equally important factor in your digital budget.

Paid social works best for targeted offers and services, for example, Facebook and Instagram adverts can allow a wedding photographer to pitch directly to those in their area who are recently engaged. Reaching out to the experts to help you set up ongoing campaigns that deliver on your KPI’s can be an incredibly cost-effective way to get results.

If you’re thinking about changing up the way you do things online, or need some advice about where to invest your digital budget then please get in touch with Grant at Creative Blend. Our offices have sweeping views of Palmeira Square and we make a mean coffee.

Thanks to Creative Blend for writing this blog.

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk