At Innovation City’s Business Ink Tank, Catherine Black, co-author of Small Business, Big Plans, delivered a power-packed session titled: How to Dominate in Digital. Black offered actionable insights for business owners and marketers to command their online presence effectively without burning through their budgets.

Groundwork and Belief: The Cornerstones of Digital Command

To truly dominate in digital, Black emphasised the importance of foundational work and unshakeable belief in your business. Commanding your presence online isn’t about trying to control every element, but about building a solid foundation that naturally attracts customers.

Keys to Digital Command

1. Sell a Great Product or Service This may seem obvious, but quality is the backbone of any digital strategy. Without a solid offering, even the best marketing efforts fall short.
2. Know Your Audience Understanding who you’re talking to allows you to tailor your messaging and speak directly to your audience’s needs.
3. Identify What Makes You UniqueYour brand’s standout traits will help you rise above competitors.

Essential Brand Collateral (Without the Budget Burn)

“Do what pushes the needle,” advised Black. A big-budget website isn’t a must-have from day one; testing is critical, and often it’s more effective to start lean, even selling through a platform like Instagram. High-quality content resonates with audiences and conveys your message effectively. Here are key questions to assess your content’s impact:

• Does it solve a problem, entertain, or educate?
• Does it convey expert insights or a strong opinion on the topic?
• Is it well-written and jargon-free?

Black shared that AI can be a game-changer, describing it as “the ultimate marketing intern.” While AI won’t replace human creativity, it’s invaluable for idea generation, process optimisation, and identifying gaps in your strategy.

Key Digital Marketing Tactics

Black recommended these core tactics for a well-rounded digital marketing strategy:

• Influencer Marketing: Expanding reach and credibility through trusted voices.
• Digital PR: Building awareness through online media.
• Email and SMS: Staying directly connected with your audience.
• SEO: Making your content discoverable.
• Paid Advertising: Targeted ads for greater reach.
• Content Marketing: Engaging with consistent, valuable content.
• Social Media: Meeting your audience where they spend their time.

The 3-Budget Rule: A Blueprint for Digital Marketing Investments

Black introduced her “3-Budget Rule” for budget allocation:

1. Nurture First-Party Leads: Foster relationships with your existing community.
2. Know Customer Value: Understand lifetime value and adjust spending to match.
3. Measure, Test, and Repeat: Sustainable growth is all about optimisation.

Digital Mastery Summit for Marketers 2025: Don’t Miss Out!

Mark your calendars, because the Digital Mastery Summit is back in 2025 at Innovation City! This year’s summit was a sold-out event, and the upcoming one promises even more must-have insights and networking opportunities for marketers looking to elevate their digital game. Sign up for Early Bird ticket sales for Digital Mastery here.

For more insights from Catherine Black and other top minds in business, check out the recorded segment by NB-Uitgewers/Publishers from Innovation City’s Business Ink Tank here.