Google Webmaster Guidelines give a good dissection on how to start your project. How can Digital Next help print businesses to improve this area? Digital Next offers digital marketing solutions tailored to the specific needs of print businesses. Our team of experts can provide services such as SEO audits, content optimisation, PPC campaign management, and data-driven insights to help print businesses enhance their online presence and achieve their marketing goals. How can print businesses get in touch with Digital Next to find out more or to access your services? Print businesses interested in learning more about Digital Next and our services can visit our website at https://digitalnext.co.uk/ or contact our team directly. In this case, I’m happy to accept any questions directly and readers can easily find me on LinkedIn. We offer consultations to assess your needs and explore how we can help your printing business succeed in the digital landscape. Do you have anything to add? We are committed to helping print businesses adapt and thrive in the modern digital era. My role as chief of operations at Digital Next ensures that we not only provide top-tier marketing services but also prioritise legal compliance and protection for our clients, especially from a cybersecurity standpoint. Our team at Digital Next is passionate about delivering results-driven digital marketing solutions, and we look forward to partnering with print businesses to achieve their online marketing goals. online presence, driving targeted traffic, and maximising conversion opportunities. We understand the unique challenges and opportunities that the print industry faces and work closely with print businesses to help them thrive in the digital age. For those who aren’t familiar or confident in the subject matter, what does SEO, Google Search, and digital paid marketing entail? • SEO involves optimising a website's content, structure, and technical elements to rank higher in search engine results. The goal is to increase organic (unpaid) traffic by improving visibility on search engines like Google. • Google Search refers to the process of users conducting online searches using the Google search engine to find information, products, or services. It's a critical channel for businesses to connect with potential customers. • Digital paid marketing includes strategies like PPC advertising, where businesses pay to display ads on digital platforms like Google Ads. It's a way to reach a targeted audience and pay only when users interact with the ad. How have you seen this area evolve and change over the years? The digital marketing landscape continues to evolve rapidly. Google's algorithms continue to become more sophisticated, user behaviour has shifted and transitioned, plus technology has advanced. This evolution has led to a greater emphasis on user experience, content quality, and data-driven decision-making in digital marketing. How could focusing on SEO, Google Search, and digital paid marketing help a print business to grow and become more successful? Focusing on these areas can benefit print businesses by increasing their online visibility, attracting a larger audience, and driving targeted traffic for conversion into new leads or business opportunities. It can lead to improved brand recognition, higher lead generation, and ultimately, increased sales. Effective digital marketing strategies can help print businesses compete in a digital-first world. Do you think the print industry is utilising SEO, Google Search, and digital paid marketing enough to promote their businesses? While a small percentage of print industry businesses have embraced digital marketing, there is still uber large-scale untapped potential in the industry. Many print businesses could benefit from a more strategic approach to SEO, Google Search, and digital/social paid marketing to reach a broader audience and stay competitive. We know this as we work with some industry leaders and know that this takes our clients where they want to be. What are some common mistakes you see print businesses making when it comes to this subject? • Neglecting their online presence and persevering with outmoded sales methods • Using generic or outdated content or even AI ineffectively • Failing to target the right keywords and audience • Not tracking and analysing data to make informed decisions • Ignoring mobile optimisation For anyone feeling overwhelmed or not knowing where to start, what would you say is the first thing to focus on when looking to optimise your brand’s online presence? Start with a comprehensive website audit to identify areas for improvement. This includes assessing your website's performance, content quality, SEO, and user experience. From there, develop a strategic plan that prioritises the most critical improvements. ▲ Blackhurst delivered a talk at The Print Show 2023 in the Knowledge Zone area 45 www.printmonthly.co.uk November / December 2023 - Issue 345 Q & A / MARK BLACKHURST, DIGITAL NEXT MARK BLACKHURST, DIGITAL NEXT
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