Calling all small business owners!
Just because you don’t have a big marketing budget, doesn’t mean you can’t expand your digital reach. There are lots of simple steps you can take to get your online presence up and running. Have a website? Optimise! Created a Facebook Page? Start developing a content plan. But remember, like any marketing endeavour, you want to take a measured approach. Smart Insights says that 49% of organisations don’t have a clearly defined online marketing strategy.
With that in mind, here are some ways you can strategically tap into the potential of digital:
1. Educate yourself
Digital is the new frontier and there are lots of opportunities to exploit. The trick? Understand key terms and functionality. For example, cookies. No, not delicious, sweet treats. It is a small file that gets loaded onto your computer when you visit a site. That’s how analytics are gathered on user journeys. Personalisation is a buzzword you’re going to hear a lot about this year. This trend sees companies using data insights to speak directly the needs of your customer. SEO is the best tactic a small business can use to make sure people know about your website. Done right, you’ll show up at the top of Google searches. And that is better than any billboard. Eager to brush up on all things digital? lynda.com has a great Introduction to Online Marketing course.
2. Get into analytics
“Big data is at the foundation of all the mega-trends that are happening today, from social to mobile to the cloud to gaming.”
One of the best things about digital? You can track everything. How long a user stays on your site. What products they viewed. You can even see what directed them to your site in the first place. That information is incredibly valuable. It gives you the ability to tailor your offering.
Notice that most of your site visitors are coming to you from Facebook ads? Keep plugging that angle (maybe even increase your budget). Finding that a certain product gets a lot of views, but no one is buying? Make that your next sale item.
3. Research, research, research
What are your competitors doing? Are there any online trends you can use in your own strategy? Research and planning are your best friends. Especially when you’re a small business with a DIY marketing process.
4. Use tools
You know what’s really exciting about the current digital climate? There are lots of innovative tools you can use to make your marketing that much better. Here are some of our favourites:
- Google Trends – lets you see the latest trends, data, and visualisations from Google.
- Google Keyword Planner – makes it so much easier to create ad campaigns online because you can see the value of using keywords for specific locations and audience demographics.
- Ahrefs – an incredible SEO tool where you can see things like how your competitors get traffic and where they rank for certain keywords.
- Buzzsumo – a tool for content discovery so you can track trends and create amazing blog posts.
- Facebook Audience Insights – helps you plan Facebook Ads with great insights.
- Facebook Ads – a powerful network with lots of different ad formats to slot into your digital strategy ideas.
- Google Adwords – a way to “drive relevant, qualified traffic to your website exactly when people are searching for the types of products or services your business offers”.
- Manychat – a platform that helps you build your own Chatbot!
5. Invest in content
People are devouring content at an incredible rate. That’s why creating your own is such an important aspect of any digital marketing mix. But remember, you’re not the only one who is tapping into this trend. Don’t get lost in all that noise. Keep it relevant, valuable and consistent. Here are some other ideas:
If your business is B2C then Facebook is where your social media posts should be. For B2B companies, it’s LinkedIn. Your goal: create articles, videos, and images that are engaging and unique. Your aim: drive awareness and brand loyalty. But be warned! Only 5% of web-using adults trust in the information they get from social media. So don’t put all your focus on social media content.
18% of local searches done on mobile devices lead to a sale within a day (Junto 2017)! You may not be able to afford a mobile campaign. You can, however, make sure you show up on Google when local mobile users are searching for a business like yours.
Send out a mailer
They’re a great opportunity to direct traffic to any e-commerce offerings you might have. And also a way to speak directly to your current customer base.
Start a blog
Blog content creation should really be your top inbound marketing priority. For one, this content is housed on your website, which is your most valuable online real estate. A blog is also SEO content you can update regularly.
Create some research posts
Why? This is the No.1 way to generate leads with the highest conversion rate.
Invest in influencers
Industry influences content carries more clout than your own marketing content. (Think: product and service reviews, third-party publications and user-generated feedback). So, it makes sense to put your focus in that direction. A simple way of doing that? Include testimonials on your website home page.
The question is not when you’re going to set up a digital marketing plan, but why you haven’t already. Unlimited opportunities await. There are literally millions of users to convert. And it’s oh-so cost-effective.
But maybe you’re feeling overwhelmed by the sheer volume of options available? Never fear! LUMEN has packages tailored specifically to the needs of small business owners. We’re big on ROI and have a keen interest in performance-based solutions.
Ready to learn more? Contact us today to start your journey towards performance-based, innovative digital marketing solutions.