Effective Digital Marketing Strategies for Small Businesses
Whether your small business has been around for years or just recently launched, finding the most effective marketing strategies is vital. That’s because small businesses don’t have the resources to execute like larger firms. You may be the founder and CEO who has also taken on the role of the marketer.
But to get results, it’s important to understand digital marketing and keep up with digital marketing trends.
Small Business Marketing
An organization’s marketing strategy is intended to enhance brand recognition and generate qualified leads that lead to sales. In a small business, getting the word out can be challenging due to less visibility and fewer resources (like budget or time). Nonetheless, there are key strategies that can help you scale your small business’ marketing efforts.
Regardless of the limitations of your budget, the cost of having a smaller team, or even a lack of direction, a marketing plan that’s tailor-made for your business will provide guidance as you grow.
The purpose of this guide is to teach you about the digital marketing basics your small business needs to create a successful online marketing campaign.
8 Small Business Marketing Strategies
1. Know your audience.
Assuming that “anyone” will buy from you is a big mistake. Larger companies may have the ability to appeal to a wider market, but we say, “the riches are in the niches.”
As a small business, you’ll have the most leverage if you specialize in a niche. To develop a niche and appeal to buyers within the niche, you must understand their pains, problems, triggering events, and priorities.
What drives them to make a purchase decision? What will it look like if they succeed? Understanding these things will help you craft messaging that makes a compelling case for your solution.
Think about your existing customers and who you would like to work with. Then, create a buyer persona to help you get inside the mind of your ideal customer.
2. Understand the power of existing customers.
Recognize your opportunities for repeat purchases, upselling, and cross-selling. You already know, like, and trust your existing customers since they have already purchased something from you. By providing a good experience, you’ve given them a reason to do business with you again in the future.
If the need doesn’t arise (for instance, if it’s a one-and-done purchase without any upsell opportunities), you should still delight your customers. Word of mouth is a powerful—and free—marketing tool.
3. Establish your online presence by creating a website.
Even if you’re active on social media, it can’t replace a business website. Your website is the digital “home” of your business, and it’s the only place online where you can control your message completely. A company’s website is where you will show who you are, what you offer, where you are, and how a potential customer can get in touch with you.
Unlike other platforms, it will always be yours (unlike other platforms that may change policies or go out of style), and you can generate organic traffic on top of sending traffic from advertising and other marketing efforts.
It’s not just another brochure, either. By understanding how to convert traffic and convert it into leads, you can turn it into a 24/7 salesperson.
4. Enhance your SEO strategy.
Increasing search engine traffic via organic (non-paid) results is called search engine optimization (SEO). A lot goes into SEO, such as using the right keywords on your website, your social media presence, links to your website from external sites, etc.
Some SEO best practices:
- Align your website copy with search intent in mind.
- Optimize your website’s loading times.
- Focus only on using reputable and authoritative backlinks.
Consider hiring a digital marketing agency that specializes in your industry if you own a business with an online component. SEO experts make it their business to stay on top of the industry. With the right one, you can truly take your company to the next level by enhancing your web presence.
5. Maximize your social media presence.
You might think social media is just an easy way to socialize and connect, but it’s a powerful business tool. You can increase your domain authority, improve your search engine rankings, and engage with potential customers through social media. Wouldn’t you want to be seen where your potential customers are spending their time?
6. Invest in ads.
The process of building organic traffic takes time, and as a small business, you need to invest in short-term strategies. Pay-to-play tactics that target buyers with high intent are great for short-term wins to jump-start other goals.
When consumers do an internet search for the terms you are using in the ad, they will see pay-per-click digital ads. This name derives from the fact that you only pay when someone clicks on your ad. Typically, PPC ads are run on Google (using Google Ads), but ads on Facebook and other social media channels are also considered PPC.
7. Become a content marketing expert.
This practice involves creating digitally shared content (such as blog posts, ebooks, white papers, infographics, and videos). The objective is to get users to view your content and take the desired action. In a blog post on “How to Winterize Your House and Save Money,” you might ask readers to contact you for a free estimate on winterizing your house.
8. Make marketing easier with marketing automation.
Many repetitive aspects of marketing can be automated with marketing automation software. It is possible, for instance, to automatically respond to prospects who fill out a lead form or to initiate a drip marketing campaign. It can schedule your social media posts, determine the best time to send out email newsletters, and more.
Depending on the data you have, your digital strengths, and your company’s weaknesses, you can decide on the direction your digital marketing should take. If you hire a digital marketing company like Badger Mountain Digital, you get a team of experts determined to increase your sales, optimize your marketing costs, and differentiate your brand.
Want to get ahead of your competition? Contact Badger Mountain Digital to get started.