The UK is one of the most digitally advanced countries globally, which means that there are some great examples of digital marketing to look at. This blog post will explore 5 lessons from successful UK brands and how they apply to your business.
The five points include repurposing content for different channels, using social media for customer service, creating a community around your brand, understanding what type of content works best with specific audiences and giving customers control over their experience.
These lessons can be applied in any industry looking to reach consumers on digital platforms. Read on below!
Staying up-to-date with Data
Businesses learned from life in lockdown the importance of staying on top of their data. When lockdown hit, many companies were not ready for how difficult it would be to engage an audience they could no longer understand. During the lockdown, almost every industry saw changes that couldn’t explain size and habits over time due to the difficulties with understanding them.
The same social media post published one month apart could perform drastically differently – with no consistency in impressions, engagement, and leads. Audiences they knew didn’t seem to be reacting at all to ads or content how they used to – and this is probably not surprising given the pandemic currently plaguing our country.
So what now?
Our pandemic quickly showed us that staying informed about how your audience – and the general public! Interacting, browsing, and buying is essential to make sure you’re using resources in the right place.
For instance, your B2C Instagram post might have unexpectedly tanked at 8.30 am on a Monday, where previously, this slot gave you the highest engagement rates of all week long slots! It turns out that without people commuting to work and browsing before or after their commute (most likely due to sitting down for 9-5), there was no peak time in between those hours when they were looking online rather than working like most other days would be.
Your company’s average number of likes per day has decreased by 20% from last year; however, one critical insight is giving us hope– an increase in traffic during off-peak times points to undiscovered opportunities waiting just around the corner.
Your mobile-only graphic might have been a killer post in 2019, but next year will see the trend shift to 50% of people using desktop or laptops. This means that creative spending is going in the wrong place, and you need to reconsider your strategy accordingly.
Adapting your Marketing Approach
For many businesses, the digital landscape they were working with in 2020/2021 was entirely new. And while that meant an opportunity for growth and innovation through data mining and analysis, it also came with a sense of uncertainty about what kind of marketing would work best to reach certain audiences – especially when existing patterns seemed not to be connecting at all as before.
When the adage ‘tried and tested’ no longer applies, you have to think outside your traditional comfort zone.
The trend is clear.
People are more likely to use the internet for business transactions. This has been most notable with B2B sales, but even those who sell only on their own site have seen a significant change in customer behaviour this year. As of March 2020, over 50% of all interactions shifted towards hunting down good deals online rather than meeting face-to-face with potential buyers or partners at conferences and networking events. That’s how much trust consumers place in finding quality products without pushing around by aggressive sellers!
These data are useful to make a marketing plan and take the right steps to see more success.
Researchers at Business X used Google Trends to determine where the industry focused on buying up cheaper or unwanted stock. They found out what other companies are ordering by talking to suppliers and couriers. This helped them figure out what products their competitors sell. They could then focus more on other things while still knowing about one company’s products versus another.
Business X’s data collection process was easy. They just asked couriers and suppliers about how many of their partners were on furlough. This lets them know if they would have longer delivery times or a busier schedule. This information also helped Business X decide whether the price should be raised, margins adjusted, etc.
Business X can be successful if they use the available data and stay responsive to a changing environment. It sounds like a smart idea!
Change is Constant
On social media were dominant posts discussing lockdown.
For the last few weeks in Britain, social media has been dominated by posts discussing lockdown. The most important lesson we’ve learned from this national crisis is that no trend lasts forever. Even those which seem set to stay can change unexpectedly and fast. Some predictable digital marketing trends changed over UK’s lockdown – an organic search rise for “desks” accompanied people working at home. Less predictable trends happened too (a sudden interest in sleep with a consequent increase in searches related to pillows).
“It was like the switch had been flipped – without being able to predict it, in a single day all around the world, human behaviour changed. It’s hard enough predicting what your peers are going to do today, much less tomorrow or next year.”
Stay agile – invest.
It’s time to invest in digital if you want your company to stay agile. The business landscape is getting busier. Much more expensive and difficult for companies with a digital-first approach as the world moves online. It’s not just about what you do on-site anymore but how your organisation can adopt when customers are constantly changing. Their preferences?
Your business needs to invest in advertising and marketing if your goal is to grow. If you want higher Google rankings, then that means more ad spending across the board. Make sure you have a plan of action before making any big decisions like this!
If you’re looking for some new followers on social media or are trying to get better search engine results, don’t forget about investing in creative copywriting as well as targeted ads with an eye toward both time and place-based relevance.
We hope that the next time you create content or a campaign for your business, you will look to these 3 lessons. We can help by providing expertise in SEO and digital marketing strategy. Please reach out if there is anything else we can do to make your online presence stronger.
What are some of the takeaways that resonate with you most? Let us know on social media!