When it comes to marketing, the days of using only offline strategies are long gone. Digital marketing for small business is a must in order for your customers and potential clients (online or off) to know that your company exists.
Online actions are an important part of a business’s overall strategy. It can be used for targeting specific customer segments, collecting data on what works best for particular age groups and geographic locations in order to make informed decisions about where to spend your time and money next, and literally buy the customers you need to reach your goals. Many businesses will use several channels available, however if you’re just getting your feet wet, i.e haven’t done any digital marketing before, we suggest you stick with just one, and master it!
6 tips to successfully use digital marketing for your small business
#1. Know your target
Marketing is one of the most essential components when it comes to any new or small business. Digital marketing is even more prevalent these days. You won’t be able to create effective campaigns without understanding who your target market is and how they think, and this can be easier than you may think.
To get started, create a customer profile by using the power of what you already know and can still learn about your business. The most important thing to do is research. Find out who your target market is - this will help dictate where they’re based as well as their personality types so that when creating an account or product page for them on Facebook etc., it fits seamlessly into their lifestyle without advertisements popping up everywhere, interrupting their daily routine.
#2. Content will certainly help
From brick-and-mortar, mom-and-pop, independent stores to freelance professionals, any small business can succeed from digital channels if they do content marketing well. Years ago the phrase ‘Content is King’ became popular amongst digital marketers. In many ways, this is still true today. Authenticity is highly valued and video content that is not too polished often does very well.
The secret to making your content relevant is simple - do research on your audience. It’s important that you’re able to put together assets tailored to them. If they are teachers, then talk about how this will improve their work efficiency; if it’s finance professionals, focus only on the most essential information in order to create context and use numerical data to help the client visualize the value of your product.
In both cases, make sure all relevant data comes alongside an engaging tone which can easily capture their attention. That’s one of the most important pillars of digital marketing for small business.
#3. Learn the power of Social Media
The marketing world is changing fast. Now, companies can use social media to reach customers. It is not always easy for a business that has other priorities or goals, like making money, to integrate this type of marketing strategy into their day to day routine but, it is essential to take your business to the next level.
Your social media platform of choice depends on what your company does best: if being contactable and providing breaking news will help your customers succeed, then Twitter might be the right channel for you; if you have a complicated product or service that requires a lot of explanation and convincing for someone to buy it, then maybe a YouTube profile is a better fit.
Whichever channel or channels you choose, keep in mind that you don’t need to spend hours on social media platforms to get things running. Instead, figure out which online channels make the most sense for your business and customers. This way, you can target what’s relevant in an engaging way with limited resources!
- Linkedin is a particularly useful tool when it comes to digital marketing for small business - B2B activities are more effective here. You can reach extremely high-value prospects with ease, build credibility, and engage with communities to build your network. You can access enhanced features with a Sales Navigator premium account.
- Twitter can help you hone in on certain trends and better understand the type of content you should focus on. The microblogging platform can also assist you in reaching certain influencers or decision-makers as well as help build your reputation and sharpen your messaging. There are advertising options available too.
- Instagram is the best way to promote a v business that is visually driven, such as cosmetics or clothing. You can target audiences, share stories and build a following while directly messaging the engaged and networking with influencers and younger demographics.
- Facebook comes with a targeted digital advertising platform, a seller marketplace which is useful for product or retail businesses, and self-selecting engaged audiences in all sorts of niches via the Groups functionality.
- YouTube is also an essential part of digital marketing for small business. Creating content about your product, such as how to use it, commonly asked questions, the story or history of your product and so much more can help drive success within this platform.
Local restaurants around the world have seen success with social media by letting customers know about the latest specials and new additions to their menu. The most important aspect of using this tool is strengthening your customer base so you can achieve repeat business, which in turn builds brand loyalty.
#4. Email is the way
Email is the most cost-effective form of digital marketing for small business. It is so powerful because you’re able to engage with people who have already shown interest in your company by subscribing, following or engaging on social media. This allows you to reach out to them directly when the time comes to promote products and services through newsletters, updates, promotions, etc.
The key here isn’t just being heard but making it into someone’s inbox where they can see the value in YOUR company. It’s a great way to get potential customers interested in your product. You can offer them updates on the latest releases, as well as coupons to incentivize them to sign up or buy something.
Having strong copy is a huge help, as well as having a solid, well-planned strategy, targeting the right audience.
#5. Mobile is more important than ever
It is now more critical than ever before for businesses and brands to have a strong presence on mobile devices. Mobile marketing platforms help create a personalized experience that drives customers to your product with every engagement, making them lifelong advocates of your brand in the process.
The convenience of technology is unparalleled, as it can be used to send discounts and offers when the customer enters your store i.e at an ultra-convenient and engaging time. This is one of the fastest growing trends regarding digital marketing for small business - and you should keep an eye on it!
#6. Paying for your clicks (PPC)
In search engines, companies can target keywords and bid how much they are willing to spend to acquire clicks and as a result approximate impressions (people looking at ads) of their Google Ads, Bing Ads, etc. These results appear with the word “ad” in the corner. If you do this correctly, you can eventually buy your customers, buying your own ticket to small business success.
PPC marketing has several benefits, including the ability to target specific audiences with highly relevant ads. This means that your business can advertise in an area where they will have high potential for conversion rates and minimize the waste of time/money on unwanted results from advertising efforts elsewhere.
Digital marketing for small business: the important thing is to get started!
That’s all for now. We suggest you try one first, master it, and see actual, tangible success from it before moving to new channels. There’s no recipe - you just have to get started and learn what works best for your business. That’s why measuring your results is also important, so you can keep your focus on things that are worth your time.
If you have any digital marketing for small business questions, don’t hesitate to get in touch with our team! LeadOwl is here to help you grow your business. Leave your comment below!