24th May 2023

Digital Marketing: Can Less Be More?

Written By Johnny Duncan

24th May 2023

Think Before You Post

Social Media is just one aspect of a solid Digital Marketing plan - but it’s a very visible one. As the number of digital marketing platforms continues to rise, it's very tempting to plaster your message across as many digital marketing platforms as possible to connect with potential customers. But what happens if your potential customer base doesn’t use those platforms? And how do you ensure that the right users - the ones who might buy the products or services that you sell - pay attention to your digital marketing messages?

The key is to plan your social media marketing as part of your wider digital marketing strategy. Important aspects of a digital marketing strategy to consider include customer and keyword research, search engine optimisation (SEO) and end-to-end customer journey analysis. These are less visible than a series of Facebook posts, but spending some time to define a clear strategy upfront keeps you focused on who you want to connect with, and why.

Refine Your Canvas

Time is money in business, and spending days refining social media messages to suit each of the 10+ platforms you use is the perfect waste of time and money. With Digital Marketing, as in most other areas of business, less can be more. Undertake some customer research, identify one or two platforms that your current client base use and begin to ace it!

Industry: Is there a platform that your sector utilises? Which platform(s) are your competitors using?

Demographics: How old is your target audience? Does this age range prefer a particular social platform?

Website Referrals: Which social platform are you currently seeing the most referrals from?

Talk To Your Customers: Find out directly which social media platforms they use. Ask in person, or online during enquiries, or after-sale care.

Once you have some customer insights and understand where your audience is from a social media perspective, you can make a conscious decision about your digital marketing efforts and the platforms to post on. Then you can turn your focus to developing digital marketing content that your audience wants to engage with.

Stay On Trend With Your Digital Marketing Content

Users are more likely to engage with digital marketing messages that use fresh techniques to catch their attention, and from an SEO perspective, the richer, deeper and more innovative your content, the better the algorithms tend to like it.

Video Content Is Still King!

For some years now, video content has been king on social platforms. Outlets like Facebook & Twitter are at ‘war’ with YouTube, trying to be THE platform on which users watch video. On Facebook, video posts have 135% greater organic reach than a text or photo post, meaning your customers and followers are increasingly more likely to see your video post.

The growth of Tik Tok and it’s short form video platform has not only created a surplus of video content, but also taken over from Google as a top search engine for younger demographics. Google’s own conference in July 2022 acknowledged that almost 40% of young users would use Tik Tok or Instagram to look for places to eat rather than Google Maps. With younger generations and search habits evolving built on video content, it’s fair to say video continues to be hugely important in business strategy.

User-Generated Content

Encouraging users to create content for you has been a big part of marketing for some time, with restaurants, bars, music festivals and more using hashtags to encourage users to create content that they can then share over social platforms, helping others to get involved too.


As much as some of us dislike chatbots, they’re here to stay! These little AI chatters are improving response time on live chat and solving queries quicker than we ever could! Incorporating a sophisticated AI chatbot could free up your time to focus on other marketing matters at hand!

Stories, Livestreams & Reactive Content

Stories & Livestreams are hugely popular across all social media platforms. These short, videos capture a moment as it happens, allowing users to drop in and drop out of content. Users like this short-form content as it provides an authentic peek behind the curtain of big brands and businesses, and the algorithms seem to like it too.

What Can Mucky Puddle Do For You?

We are a full service digital agency, meaning that we not only have highly experienced Digital Marketers who can help you build your strategy, develop your content plans and generate engaging content, images and videos - we also have in-house designers and developers to ensure that every aspect of your digital marketing activity is delivered by a true expert.