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  • Writer's pictureCraig Thatcher

What digital marketing should we do?

What digital marketing should we do to reach our market?

We get asked this question a lot. In this post we'll be answering it to help focus your effort and resources. By the way, the result will be unique to you and your organisation, and only you can answer it fully. But we can help you get to it.

For instance, if you jump straight in and launch your own podcast just because everyone started one during the 2020 lockdown then you might be wasting your time and money. As first you need to establish what your customers or clients need and then you can decide what is the best way of reaching them.

So, we'll get started and go through the following points;

What is digital marketing?

Why bother with digital marketing?

What channels are best?


How much should you spend?

What should you do?

What is digital marketing?

A good place to start. Differing from traditional marketing it demands new ways of approaching clients or customers and new ways of understanding how they behave compared to traditional marketing.

It uses the internet, mobile devices, social media, video games or smart phone apps, as well as search engines and other channels to reach, engage and interact with people.

Although digital marketing communications are two way, the power balance is in favour of the receiver, client or customer. Not the sender, you or your company.

Lady covered in red and white tape. A warning about digital marketing.

Why bother with digital marketing?

Thew short answer is reach. For companies that sell to other companies rather than consumers, search engines have improved your reach enormously compared to traditional advertising and marketing. They have levelled the playing field when it comes to sourcing new products and services.

Because anybody can create a website and this provides so much extra choice for buyers. Plus the professional procurement process means it is more difficult to rely on the strength of personal relationships, alone so reaching all the different members of the decision making team is very useful.

There can’t be many businesses or business people that are not online nowadays. Even the humanist celebrant who conducted my father’s non-religious funeral ceremony is on LinkedIn.

Be where your clients spend their time

We all live in a multimedia world and we use our computers, tablets or smart phones to engage with companies and brands. A poll of 2,000 British adults by the Independent found that in a typical week, they will spend 59 hours - just under 2.5 full days using the internet or just over 22 years over their lifetime. I spend about 42 hours on screen time per week, which includes using the internet. How about you?

Goliaths like Amazon, Microsoft and Apple dominate

so how can the rest of us running businesses, survive and thrive?

“There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second” - Jeff Bezos.

I was relieved when I first read this. As everyone knows that only one company can be the cheapest in any given market. That leaves room for the rest of us to make a living! But I don’t actually believe it. Because Amazon is going all out to reduce delivery times as people want everything yesterday. As any corner store owner manager knows you can charge a premium for convenience and people are prepared to pay extra for easy ordering and fast delivery.

A podcasting microphone

What channels are best?

With so many to chose from, which ones are the best? The ones where your ideal clients spend their time. So do your research and ask them. Here is a list in alphabetical order;

Content Marketing

Email Marketing

Influencer Marketing

Pay Per Click Advertising


SMS Messaging

Social Media Marketing

Video Marketing



Learn more bout which channels are best.

Discover some great examples of digital marketing assets.

Do you have the right digital assets & tools?

Every company and brand needs to have a suite of digital assets or tools that can be used to communicate in a more engaging way and reflects the unique personality of their organisation. These include the following in alphabetical order;

Animated Icons & Logos

Audible Branding

Animated Videos

Digital, ebooks & Audiobooks

Documentaries, Short Films & Stings


Kinetic Typography


Soundtracks & Sound Effects

Voiceover Artist


Do you have access to the right digital skills?

The dynamic way you tell your story digitally will add so much more power, interest and engagement than if it is static or monotone. However, you need to work with creative directors, digital marketing managers and motion designers who understand the art and craft of storytelling and clear communication. As motion design can makes good content magnificent.


If you have the skills and the time, then you can certainly undertake ‘Do It Yourself’ digital marketing. This is especially important if budget is tight and you want to learn new skills. Alternatively, outsourcing to specialists who claim to ‘Do It For You’ rarely produces the best outcome, as they'll never be able to understand your clients and organisation to the same depth as you. So we we’d always recommend ‘Doing it Together’ which blends our digital marketing skills with yours, for the best of both worlds.

Don’t forgeT

Building relationships, socialising and entertaining clients (when it is safe to do so), as well as internal communications and using traditional hard copy printed items are all still vital components of a strong strategy. Not everything is better off digital!

How much should you spend?

5-10% of turnover if you are providing B2B Consulting Services. However, the exact amount depends on which industry you are in, whether you are a start-up or a market leader.

Why are B2B decision maker groups so complex?

We all know that selling products and services to companies takes time and can involve many people in the decision making group. Especially where more than one department or the whole company will be impacted by the purchase. This group has developed for a number of reasons. The first is that senior decision makers do not answer or return cold calls, which means that companies are often 50% through the buying process before you know they're looking. The procurement process is far more rigorous than ever before. The people in the buying group could be fulfilling some or all of the following functions;

Information Gathering stage


Champions or Sponsors

Shortlisting Vendor stage

Gatekeepers like Technicians or Executive Assistants

Financial Influencers

External Consultants

Buying stage





Deployment stage


Human Resources



Maximise the results of your digital marketing

Before deciding what digital marketing activities you should undertake, clarify your value proposition for your ideal clients (or target market) by using the worksheet (A: Developing your value proposition).

Map out the current stages that clients go through in their business relationship with you by using the second worksheet (B: Anticipating the content your clients need). Make it specific to your company as every one of our organisations are different.

Use this worksheet to note down what questions they ask themselves at each stage and then decide which channels or forms of digital communications are best at helping you to answer them.

Key stages of your clients' journey

Discovery of your organisation and making an initial enquiry

Compiling a long list of possible solutions or providers like you

Whittling the long list down to a very short one

Making the purchase


Become advocates when they really believe that you are the best for them

what now?

If you have a question, would like further information or support then contact Craig now and he'll be happy to help you get going, without obligation.


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