Digital Marketing for Business Directors: What You Need to Know

Posted on 01/01/2005 by Team Hallam

digital marketing for business directorsIn January 2015, we posted the following article on Digital Marketing for Business Directors in the Institute of Directors (IoD) newsletter.

Business directors across the UK are investing in their digital strategy to improve brand awareness, get more clients and make more money. Are you?

As we move ever further out of recession, companies are dedicating budget to digital marketing. From large blue chip corporations through to independent local companies, every business can benefit from a strong digital marketing strategy.

Digital Marketing: Where to Invest

At Hallam, we work with a wide range of businesses and we recognise that each business has its own needs, requirements and budgets to consider.

It’s therefore essential as a business director that you enlist the guidance of digital marketing specialists to identify the optimal strategy for you – whether that specialist is in-house or, like us, an external agency.

Areas of digital marketing you should be considering include:

Search Engine Optimisation (SEO)

Search engine optimisation, or SEO, is the process of improving your business’ visibility in the search results. It includes ‘on-page optimisation’ techniques which focus on improving the content on your site and adding more content to reach your target audience. It also includes ‘off-page optimisation’ techniques such as ‘link building’, a form of online PR which promotes your business around the web.

Businesses that want to succeed online must invest in SEO. As well as improving your business’ rankings (positions) in the search results, SEO also helps you to ensure your website is ‘on message’ for your business and relevant to your target audience.

Paid Search Advertising (PPC)

Paid search advertising, also known as PPC (pay-per-click), is an online advertising tool which focuses primarily on advertisements within the search engine results pages. Have you ever noticed the ads at the top of the search results and down the right hand side of search engines like Google? That’s PPC.

The benefit of PPC to business directors is that it enables you to pay to appear at the top of the search results – ideal for promoting new products and pages which have yet to move up the rankings through SEO, or promoting special offers.

Social Media Marketing

Social media marketing pertains to the use of social media channels, including Facebook, Twitter, LinkedIn and so on.

The key to social media success is to understand why you’re using it, and what you hope to achieve. Social media return is measurable and a good social media agency/professional will, like us, report on the return therein in relation to your business goals.

Mobile Marketing

More and more internet users are using mobile devices, including phones and tablets, to access your website. Use tools like Google Analytics to review the mobile use of your website, and be sure to include mobile in your strategy.

Digital Leadership

As business directors, it is our responsibility to spearhead this digital movement, to be digital leaders. Digital marketing is no longer the realm of the marketing team alone, and everyone across our businesses should be aware of how they can use the web to promote the business and help it reach its goals.

This means we need to stay up to date on digital marketing techniques and how they can affect our businesses. Take a look at Hallam’s blog at or call us on 0115 895 5381 to discuss your digital marketing needs with our team of experts.

Digital Marketing for Business Directors

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Digital Marketing for Business Directors: What You Need to Know

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