With so many digital small business marketing services, it can be hard to know which will work best for your small business. Some basic knowledge will help you set the right goal and expectations. Besides, it can help you understand what you are buying if you ask a small business digital marketing agency to help.
We should begin by setting up some basic definitions of terms that are used widely in the industry, but are not always easy to understand. This is not meant to be an exhaustive list, but rather cover the most common definitions.
Many people do not realize the impact a poor site can have on all your online marketing efforts. Your website is the foundation upon which the rest of your online marketing efforts are built.
For many small businesses search engine optimization is the magic thing that happens that suddenly makes you rank 1 on Google Search Engine Results Pages (SERPs). Unfortunately, this is not the case.
Google’s main focus is on classifying and structuring information so it can serve the right information to its users. If the users find what they are looking for, they come back. At its essence, that is that Google does.
As a small business owner, there are three aspects of search that you should ensure you understand and one you should at least be familiar with.
As the cookie passes into history, we will not be able to lean on it as a crutch to filter our bad marketing. In today’s world, you need to understand how your customer makes purchase decisions about your product or service.
One place to start is to mine your current customer base and google AdWords conversion data. This may yield some insights into the best target audience for local business.
The effectiveness of free social media marketing has been dwindling as Facebook, Instagram, etc. have effectively limited the percentage of your followers who see what you post.
If you want your blog post or social media post to have any type of audience exposure, you are almost forced into boosting or promoting that content. These companies have made it much more difficult for smaller businesses to break through.
There are still ways to connect with your social media audience, but it takes much more planning and strategy than in the past.
As we discussed in Stop Getting Trashed! 3 Easy Email Marketing Hacks. Get Better Results Today , Email remains one of the most effective ways to promote your business online.
In terms of return on investment on your marketing efforts, this tactic is hard to beat. The main challenge is obtaining that precious email. Offering valuable content or information as a call to action works well.
Quite the contrary, with the death of the cookie, classical marketing techniques and skills will be more important than ever.
We cover much of this in our post Surprising Similarities & Differences in Small Business Marketing, but I can summarize the key points here as well.
The fundamentals of marketing are not size dependent. Many small businesses, however, assume the costs are. The surprising truth is that is not always the case.
The truth is that a small business can produce as effective marketing as a large company if they follow a few simple principles and steps. You may not achieve the scale, but you will identify, attract, convert, and keep customers every bit as well
With so many digital small business marketing services, it can be hard to know which will work best for your small business. It can take some trial-and-error, especially when you're working on marketing your company yourself. Some basic knowledge will help you set the right goal and expectations. Besides, it can help you understand what you are buying if you ask a small business digital marketing agency to help.
As a basic review, I put together a list of three essential services to help any owner know.
Digital advertising can take on several forms, but the most common is Pay-Per-Click (PPC). As the term implies, with PPC, you pay a platform a fee when a visitor takes some action, which is most commonly a click, but it can be a view, etc.. PPC is a staple for industry, including social media platforms, search engines, YouTube, etc.
Not all PPC is the same. There are many different forms it can take. If you're thinking about which type of PPC advertising to include in your advertising campaigns, check out this article from WordStream about the abilities of Google ads and Google Adwords compared to Facebook ads and Facebook Ads Manager.
Here are some of the biggest reasons to use PPC as part of your digital advertising plan for your small business marketing strategy:
Even with all the advances in technology, email is still one of the best methods to drive conversion. It is typically the least expensive of all your options. Therefore, it generally has the greatest ROAS. This especially true for B2B businesses.
Any digital business can use an email service, but that doesn't mean running an email marketing campaign on your own for a small business is easy or will be successful. Email campaigns take time and effort. First, you need to understand your customer, so you have a clear picture of what they need and motivate them to act. Then, you need to create a message that will stand out from the competition. This is difficult, especially when starting from scratch.
While it is challenging, a small business can excel at email marketing when executed correctly. It opens a good means of communication between your customers and your business, and it can build a stronger relationship in the long run.
If you're looking to build an email marketing campaign for yourself, Steven MacDonald at SuperOffice wrote a piece with some of the best email marketing examples you can think through. It is a helpful guide, but success depending on knowing your audience and what it will take to motive them.
Everyone loves Search engine optimization (SEO) because it is free. But few recognize the time and skill it takes to do it correctly. Therefore, many who try it give up. SEO is a useful digital marketing service for small businesses when done well. To do it well, requires a very intensive process. That said, the return on that time investment can be massive. SEO can boost your search results and ranking, so you are more visible on various platforms and search engines. For more information, you can check out a post on the same topic from Digital Current about SEO.
Localization, or local SEO, is also a powerful search engine optimization tactic to deploy. Google and other search engines account for the location of both businesses and searchers. By localizing posts, making them relevant to the places nearest to your small business, you can leverage Google's algorithm to your advantage.
Here's a recap of the services to know:
For more in-depth information on all of these, look at our service pages on each for more details or contact us for a free consultation.
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Brian Cairns, CEO of Prostrategix Consulting. Over 25 years of business experience as a corporate executive, entrepreneur, and small business owner. For more information, please visit my LinkenIn profile
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