We caught up with Erin Morris, Founder and Director at Young Folks — a marketing agency for conscious companies. Passionate about what she does, Erin believes; ‘Marketing doesn’t need to be overcomplicated. In fact, when we break it down it’s simply a matter of getting the right message in front of the right people at the right time.’ We asked her to share her recommendations on digital marketing that works, challenging her to define her top five tips for local business owners to consider in their own approach.
Whether you’re selling a product or a service, it’s crucial you get super-clear on your offering. There’s an old marketing saying, ‘sell a good night sleep, not the mattress’. After all, that’s why people buy mattresses — to get a better night sleep. There are plenty of different bread choices in the supermarket aisles, right? But there’s a reason you buy the bread that you do — whether that’s price, ingredients, taste, or perhaps aesthetic and branding. You need to know why people buy your product or service.
If you try and please everyone, you’ll end up pleasing no one. Once you have worked out what you are selling and what makes it unique, the next step is to identify the unique and special audience out there ready to buy it. These are your target markets. A great way to understand your audience is to look at your Google Analytics or even the kinds of questions that customers ask via email, phone, or social media.
Once you understand your audience and what makes them happy, you can choose relevant marketing channels and craft compelling marketing messages.
Truth bomb: you don’t need to be dancing on TikTok or blowing your budget on Facebook Ads to run a successful digital marketing campaign. In fact, you only need to run digital marketing activity in the platforms and channels that your target audience consumes content.
When choosing your digital marketing channels, think about all the places that your target audience are likely to be hanging out online. And what kind of content they engage with in those different places. Are they asking questions on Google? Watching videos on Instagram? Reading articles on blogs?
Tailor your marketing channels to your audience and your digital marketing will be more effective and more efficient. Winning!
From Instagram to Google Search, algorithms underpin almost all digital marketing. These are the techy bits behind the scenes that choose where your content gets shown and who to. Smart marketers get tactical to make the algorithms work for them so that their content is shown to more people.
Some simple ways to make the algorithms work? Post carousels on Instagram. Use stickers such as questions, polls, and count down timers in Instagram stories. Add keywords to your website content. Make clear calls to action in headlines to improve click-through rates.
The best thing about digital marketing? It’s so measurable. Whether you want to measure the micro details such as how many people saw your Instagram post and how many clicked the save button, or bigger picture metrics such as how much traffic your website received and how many purchases or enquiries you got. Some of the key things to measure are website traffic, website bounce rate, purchase conversions, revenue, enquiries, newsletter subscribers, and how much website traffic you’re getting from various marketing channels.
It’s crucial to measure the performance of your digital marketing so that you can learn what works (and what doesn’t) and do more of the good stuff.
Content reviewed and updated November 2023
The Mornington Peninsula has an abundance of talented, local people in business. As part of the Support Local campaign, we are connecting our local business community to these local experts. Through sharing their expertise and insider knowledge, these experts hope to play a part in re-energising the economy with new ideas to Support Local.