– What you’ve got to do is you’ve got to really own your audience just like the UK government did last year. They owned their audience, they put their best digital foot forward, and they used social media to drive traffic to their website. We know from Google that the optimum time of a micro-moment where preferences are shaped and decisions are made is 1 minute and 16 seconds.
So that is your benchmark for time spent on websites in 2022. It really is up to you to win the attention from the public. You might be getting backlinks from mainstream media that also helps with your traffic and your discoverability on search engine results pages.
But are you engaging in email marketing? Are you building up your own audience of citizens who want to hear from you, who are giving you their details with express permission, in accordance with GDPR? Are you spending some money and rediverting some of your marketing budget to PPC advertising, pay-per-click? When you are failing in organic social media, it’s time to put your hand in your pocket and to invest some money in pay-per-click.
So, if you’ve got a really good campaign, or a white paper, or a new piece of legislation that you want to explain, new public health regulations, investing in advertising is a great strategy. But remember, the whole digital marketing mix of web marketing, social media marketing, content marketing, pay-per-click marketing, and email marketing. They are the five pillars that you want to lean into. And, hey, who knows, in 2022, you could be like the UK government and placing in the top 10 websites viewed in your country.
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