The Digital Marketing Mix

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Do you need a website? What are your options when considering social media? Where should you focus your time and efforts? How often should you be posting on social media?

An effective digital marketing mix will consist of a combination of activites that target the potential customers interesed in your products and services. Different platforms will have different demographics so it’s important to think about who your typical customer is and where they spend their time online. It’s also important to make sure the content you provide them is meaningful and useful. If you are using product photographs for example, these must be great quality and eye catching. Your online customers cannot see and touch your products in real time so you are relying on these photos to sell your items.

By creating a good online marketing strategy you will be able to hone and fine tune your efforts based on the responses and statistics you collect from your efforts. Your methods and practices will evolve and develop the more you learn about your customers.


Great for providing more in depth information about your products and services. Selling your services, contact details and blogs. Companies with websites are more likely to be found in searches online. Connecting your website to Google analytics will allow you to extract meainingful information about your visitors and the actions they are taking on your wesbite, giving you ideas on how to improve it and make it more useful for your visitors.

You may find that at first you don’t need a website for your business, or that you ever need one at all. Some companies find that a Facebook page is enough to engage and find people.

Things to consider: Mobile friendly site, making sure your website displays properly on mobile phones and devices is a must. Good quality content that is well laid out and easy to find. Clear calls to action and purpose to each page on your website. Well thought out SEO and structure. Analytics to monitor and learn about your visitors actions and needs. Visitor data capture to collect emails of visitors to be included in your newsletters and email campaigns.


With over 1.15 billion daily users your business will undoubtably benefit from having a presence. Creating a page for your business is the first thing to do. You also may want to create genre specific groups to encourage communities discussion and loyalty.


  • 75% Male, 85% Female.
  • 88% of 18–29 year olds use Facebook.
  • 84% of 30–49 year olds use Facebook.
  • 72% of 50–64 year old use Facebook.
  • 62% of 65+ year old use Facebook.

As you can see from the figures above it’s a great place to find a wide section of potential customers. With Facebook advertising you can fine tune your campaigns to target specifics as well so you may want to consider this as a very effective way to connect in a meaningful way with your customers.

Types of content: Great for engaging posts, links back to your own website, photographs and videos.


With over 300 hours of videos uploaded a minute, YouTube has something for everyone. It has a stagering 1,300,000,000 users uploading content of all kinds and purpose. YouTube is brilliant for engaging content that is informative or entertaining. Either Tutorials or funny compilations, viral and shareable content that has the potential to capture the attention of vast numbers of people.


While it attracts an even split of women and men, YouTube is still fairly male dominated. Men spend 44 percent more time on the site per month, and of 51 categories of YouTube content measured by OpenSlate, men make up the majority of viewers in 90 percent of them. If you’re looking for stereotypes to bust, YouTube isn’t the place. Women are into makeup and skin care; men are into sports and gaming. What bridges the gender divide: dogs — well, and East Asian music.

Types of content: Video.


Instagram has over 600 million active users. The age of these users is younger than Facebook. Instagram is great for product and lifestyle photos, utilising the hashtag facility on Instagram allows your content to be found by people interested in the things you are posting about.


  • 38% of online women use Instagram.
  • 28% of online men use Instagram.
  • 59% of 18–29 year olds use Instagram.
  • 33% of 30–49 year olds use Instagram.
  • 18% of 50–64 year olds use Instagram.
  • 8% of people 65+ use Instagram.

As you can see not as broad an audience as Facebook but great for targeting lifestyle and products to younger audiences.

Types of content: Hashtags. Images and post engagement. Links to outside websites are not a feature on Instagram apart from one link in your profile.


With 330 million monthly active users Twitter is thriving hub of activity and energy. Many companies are using it to engage and interact with their customers. Many companies are using it for customer services interactions as it provides the user with an easy way to interact.


  • 25% of online women use Twitter.
  • 24% of online men use Twitter.
  • 36% of 18–29 year olds use Twitter.
  • 23% of 30–49 year olds use Twitter.
  • 21% of 50–64 year olds use Twitter.
  • 10% of 65+ year olds use Twitter.

To get the most out of Twitter it’s important to realise you will have to invest time in getting involved in firect interations and conversations. Hashtags are a great way to find relevant conversations to get involved with and connect with people interested in the your field of expertise.

Types of content: Hashtags, post engagement, one on one interactions, images, videos, links.


Pinterest is an insprirational place where people make collections of places they like for certain types of content. It’s very visual and not really used for typed content. Great for collections of products and things. Think if it as scrapbooking or the place to create idea boards for weddings, parties, house decorating and so on. It’s a useful and powerful place to generate links and link juice back to your own website and gain rankings on seach engines. To be part of someone elses ideas board or collections on Pinterest will help your products and services get found in a different way.


  • 45% of online women use Pinterest.
  • 17% of online men use Pinterest.
  • 36% of 18–29 year olds use Pinterest.
  • 34% of 30–49 year olds use Pinterest.
  • 28% of 50–64 year olds use Pinterest.
  • 16% of 65+ year olds use Pinterest.

Types of content: Curated collections of links to websites. Images in the links are the crucial draw and focal point.

Google Plus

With 111 million active users only 3.5 million have 50 or more posts in the last 30 days. It’s not a place to invest much of your time in an active social media activity sense – however there are other social signals and benefits that you should consider. Businss address, opening times, services and images relating to your business can all go in your profile, Google being the main search engine on the block will use this info to consider your relevance when bringing up relevant listings in local searches. The Google shopping network is a place where you can list your products for free to appear in the shopping tab of searches.

Google places a lot of weight on good reviews so it’s worth encouraging your customers to go and write good things about you there. It’s worth noting that local businesses will benefit from listing on local business directories too. The more evidence you can provide that you are an active local business the better!

Definitely a place to set up an online presence and post every week or so to keep the profile active but not somewhere to invest a large amount of time.


With over 500 million registered users LinkedIn is the professional and business arm of social media. For job seekers, B2B interactions and networking professionally. Definitely include it in your strategy if your business relies on connecting with other businesses and engaging them as your customers.

  • 31% of online men use LinkedIn.
  • 27% of online women use LinkedIn.
  • 34% of 18–29 year olds use LinkedIn.
  • 33% of 30–49 year olds use LinkedIn.
  • 24% of 50–64 year olds use LinkedIn.
  • 20% of 65+ year olds use LinkedIn.

Types of content: Business pages, Links, Posts, White papers, networking interactions, career developments, business news.

Email Marketing & Newsletters

Harnessing the power of your previous customers and letting them know about the things ypur business has been up to – or the latest offers you have for them is a great way to build a relationship with your cureent clients. They already love you having used your services already so don’t forget to make the most of them by keeping them in the loop with your current offers.

Articles and Press Releases

Writing articles for other websites or publications to use is a great way to establish your expert position in the market. It exposes your brand and services to a whole new audience and frames what you do and offer in a different way. There are various ways to get an article published through press release websites or approaching a relevant industry website direct with any articles you think they mnay find useful to their readers.