The Isle of Wight, despite being only 380 km2, is the second most populous English Island. Separated from our mainland friends by the Solent – we Isle of Wight businesses have a smaller domestic market than most, but that doesn’t mean that we are restricted and it doesn’t mean that, because our home is small, our business must be too.
Social Heroes has worked with clients nationally and globally in the past, and we regularly receive queries from companies who are based at the other end of the country. We know that the opportunity to work with a wider market has come from the fact that we utilise our own digital marketing expertise in a series of ways, which help us to grow year on year.
There are several ways you can use digital marketing techniques to stand out down on the South Coast, and we’ve outlined three of them here:
Social Media Marketing
Whether you’re in Brighstone or Bembridge, your business needs an online presence. Years ago, that meant having a brilliant, bright website with lots of flashy graphics. Unfortunately for many businesses who are still stuck in the past, this has changed now and a comprehensive online presence is not only expected, but it’s essential.
A great way to ensure that your business is getting the recognition that it deserves within the local – and national – market is to set up social media profiles on the right channels. There are hundreds of social media platforms available, but generally the most popular ones are: Facebook, Twitter, Instagram, LinkedIn, Tumblr and Pinterest. Due to their widely varying nature, no one platform will work best for all businesses, but when experimenting with them you will soon learn which platforms work best for you.
If using these platforms correctly, your business will benefit from a new, expanding audience of customers who will be able to see your posts, share them with their friends and increase your overall brand recognition and visibility. From your social media pages your customers will begin to convert, and you will find yourself managing a new stream of clients that have come from your Facebook page or your Tumblr blog.
Whether you run one of the Isle of Wight’s premier B&Bs or an Island window cleaning company doesn’t matter – every industry and every business can make social media work for them if they know what they are doing.
There are thousands and thousands of people on the Isle of Wight that are using the internet at this moment, searching through their Facebook pages, scrolling through online news sites, taking a moment to consult Google and one thing ties them all together. They are looking for something interesting to read. What if your business could provide them with that?
Content Marketing is a great way to capture the attention of your target audience, by showing them unique and interesting content relevant to them. This is usually done in the form of a regularly updated blog, discussing some of the important items relevant to your industry. For example, a self-catering cottage in Shanklin may want to discuss some of Shanklin’s best restaurants in a post, or a Cowes sailing school might want to discuss some of the newest sailing safety gear on the market.
If there’s something that your business wants to say then blogging is a great way to say it. Not only will it draw in interested people to your website and give them the opportunity to convert, it will also position you as an expert within your industry and increase your overall brand recognition.
Content creation is also a great way to improve your search engine ranking – and will help you reach those top spots on Google. When paired with great social media management, content marketing is a major part of effective Search Engine Optimisation (SEO) and Search Engine Marketing (SEM); thus providing an even more powerful marketing platform than either of these marketing methods alone.
Pay Per Click Advertising
Many businesses on the Isle of Wight are aware of the traditional advertising methods: the newspaper pages and the on-board ferry brochures being two areas. However, these methods can be costly and it isn’t always easy to measure the Return on Investment (ROI) your business will get from those methods. Whilst you are aware of their circulation figures and average readership, you aren’t always sure who has actively engaged with that advertisement. What if you could measure the results effectively for a fraction of the price?
The truth is that you already can. Facebook and Google offer advertisement purchases, which help businesses reach their specific audience for less money than a traditional print advertisement.
PPC is done on a cost-per-click basis on certain keywords or phrases that are searched for in a particular geographical location, so you could set the Isle of Wight, Southampton or Portsmouth as your desired location if your business targets those areas. The price you pay for a click is a bidding process against other companies that may be using those same keywords or phrases, hence why certain words cost more than others. For example, a phrase like ‘Isle of Wight B&B’ is likely to cost more than something more niche, because there are more companies putting money into those specific keywords. There are hundreds of factors to running a cost-effective and successful PPC campaign, however, when done correctly, the PPC campaign will be massively effective for your business.
How can Social Heroes help?
Social Heroes are the Isle of Wight’s Digital Marketing experts. We have a small, dedicated team of professionals who work with your business to get you the best results. We believe in the Isle of Wight, and the potential here, and are always keen to work with Island businesses to take them to the local market, the mainland and even beyond.
Minimise your spend and maximise your marketing potential with Social Heroes. We are offering a FREE TRIAL of our Social Media Marketing services. Please contact us for further information.