Small business marketing is one of the most important parts of running a successful business. But with so many tools in the marketing toolbox, executing a modern digital marketing strategy that produces consistent results can be difficult.
How can you put digital marketing to work for your business? Check out these 6 tips that can help your business to make the most of digital marketing and small business marketing.
1. Get Your Google House In Order
The first thing to do is to establish a presence for your business on Google.
Because more people use Google than any other search engine. It’s estimated that there are nearly 3.5 billion Google searches made every single day.
People use Google to connect with local businesses all the time. Having an established presence on Google can help to draw in local traffic and to grow your brand and business locally.
You can start by creating a Google My Business (GMB) profile that will make it easier for local customers to connect with your business and that will boost your SEO signals. Be sure to include accurate and relevant business information such as your address, phone number, hours of business, and pictures of your business.
Additionally, be sure to include branded keywords and utilize a keyword targeting strategy that will help you to best connect with local customers. Using locally-oriented keywords in your Google My Business profile will make it easier for local customers to find.
Managing your Google reviews should also be an important part of your Google strategy. Responding to negative Google reviews and managing your online reputation will not only make your business look better to potential customers but will also help with your SEO strategy.
2. Create And Activate Your Email Marketing Strategy
Email marketing is yet another tool in the digital marketing toolbox that can be used to connect with current customers and to earn new customers. Email marketing has proven to be a crucial part of small business marketing.
Email communication is a great way to stay in touch with your customers and to bring them up to date on events, promotions, special offers, and other important news.
Email marketing is also crucial to the success of business loyalty programs. Loyalty programs work by offering special deals to repeat customers for their continued patronage. Emails are a great way to keep your loyalty program subscribers in the know about special offers or promotions only available to them. Apart from SMS marketing, there is no better tool for connecting with your loyalty program members than email newsletters.
Additionally, email messages can also be used to promote and drive more traffic to the content on your website or to your social media pages.
How effective is email marketing? A study from DMA found that for every $1 that businesses invest in email marketing they see a return of roughly $42.
Why is email marketing so effective? Simple! More people than ever have constant access to their email inbox through the smartphones that they carry with them everywhere. By 2023, nearly 4.3 billion people worldwide are projected to have access to an email address. Take advantage of the smartphone revolution by making the most of email communication!
3. Create And Activate Your Social Media Strategy
Social media has become an invaluable tool for digital marketers. Social media platforms allow you to hyper-target audience segments in order to more effectively promote your business and website in various ways.
Social media platforms like Facebook, Twitter, Instagram, and Linkedin can be leveraged to publish great content, interact and engage with your audience, and share special offers and promotions with a large audience.
Social media is especially useful for promoting the content on your website. When your social media audience shares your content within their network, the reach of your website, brand, and business is extended.
Social media signals are also known to contribute to your website’s SEO. Social media engagement demonstrates credibility, trustworthiness, and value. Google’s algorithms work hard to ensure that only the most valuable and credible sites reach the top of the ranking. Stacking up shares and likes will improve the likelihood that Google views your site as worthy of being ranked near the top.
4. Cultivate A Site For Both Users And Search Engines
Search engine optimization (SEO) is the practice of optimizing your website to rank high in search engines. It’s important that you design a website that appeals to both your audience and to the search engines that allow them to find you.
Optimizing your site for search engines is a great way to pull in organic traffic that you don’t have to pay for. Search engine optimization is a long-term strategy that focuses on demonstrating your site’s value to search engines like Google through creating content, building links, and many other factors. There are believed to be over 200 ‘signals’ that go into search engine optimization.
Additionally, a solid SEO strategy that produces results will keep you from having to waste precious advertising money on PPC (pay-per-click) ads. While PPC ads may be effective, the cost of running a PPC campaign can quickly skyrocket as clicks add up. Moreover, the cost-per-click for certain keywords can be so high that PPC may simply not be worth it for your business.
Search engine optimization is a clever strategy that is crucial to small business marketing in the internet age.
5. Create And Activate Your Yelp Strategy
Customer reviews are a great way to prove the value of your business to other potential customers. Nowadays, many people read reviews before purchasing a product or using a service.
How important are customer reviews to the average person? A 2014 review found that 88% of people surveyed trusted online reviews just as much as personal recommendations.
Take advantage of this by encouraging your customers to leave positive reviews for your business on Yelp. More positive reviews means a higher chance of consumers trusting your business enough to become first-time customers.Additionally, Yelp reviews are also believed to contribute to your site’s overall SEO value. The more positive reviews of your business on the internet, the more likely your site is to rank highly in Google searches.
6. Refresh Your Branding And Story For
Small Business Marketing
Branding and brand building is a crucial part of small business marketing. But in order to develop a brand identity, you must first start with a brand story.
A brand story is a cohesive narrative that defines and describes your brand. It gives your brand an identity that can further be developed through content and engagement.
If you don’t have a brand story that appeals to people and demonstrates the value of your business, then you’ll need to take some time to create a new one or to update your current branding.It’s important for your brand story, narrative, and identity to be consistent across all platforms. Inconsistent branding sends mixed messages and makes it much more difficult to establish a brand identity that can then be positioned for maximum effectiveness.