5 ideas for your small business digital marketing strategy

Digital marketing is a critical part of the latest business success. While it can be a powerful marketing tool, creating an effective digital marketing strategy can be overwhelming.

Here are some ideas to help you develop an effective strategy for your online marketing activities.

1. Evaluate and strategize first

Before you start spending money, you need to slow down and consider what your marketing strategy is first. For many SMBs (small and medium-sized businesses), their marketing is a mosaic effort to take advantage of as many digital marketing services as possible, and that includes quite a few options. Digital marketing agency Hennessey Digital defines digital marketing services as an “umbrella category” that includes, among other things:

  • Website development;
  • Social media marketing;
  • PPC advertising (pay per click);
  • SEO (search engine optimization).

The ability to use these various options online can create a diverse, affordable, and scalable marketing strategy. In other words, they are accessible to both small and large companies. However, the diversity of options can also create a small problem. With so many options, it can be easy to exceed your marketing budget.

That is why, before spending a penny, you need to create a clear and comprehensive digital marketing strategy. This should select which online channels will help you reach your audience, how you should spend your time and resources in those areas, and what metrics can help you measure your effectiveness.

This may seem like a lot of preparatory work. But it is an essential first step in creating a quality digital marketing strategy. Without setting the stage beforehand, you can end up wasting your marketing funds with little to nothing to show for your effort.

2. Use your website as an online content hub

Content marketing is an integral part of most digital marketing strategies. The concept revolves around constantly creating content that is relevant to your audience, provides genuine value, and helps establish your brand as an authority in your field. When done right, content marketing can help you attract new customers as well as retain existing customers.

If you want to have a powerful digital marketing strategy, it must be based on content marketing. This is not an easy task, but it requires an initial investment and can continue to reward you in the future.

One of the best forms of content marketing is to blog on your website. A company blog can serve as an online database for your clients. It allows you to demonstrate your experience and knowledge in your industry. It also helps you resonate with your audience members’ pain points and show why it’s a legitimate solution they should consider.

On top of that, high-performing website content can be shared on social media (the online equivalent of word of mouth marketing). It can also help your website rank higher in organic search engine results.

Like a good digital marketing strategy, creating a company blog or similar website resources can seem like a lot of work. However, the amount of profit it can generate makes a blog worth the effort.

3. Leverage influencers

Digital marketing can feel very lonely at times. It’s easy to feel compartmentalized in your little corner of the internet. However, there are a couple of ways you can leverage an army of online partners to help promote your brand.

This army is made up of influencers. Influencer marketing is about getting influential online personalities to associate with and promote your brand.

This form of digital marketing takes advantage of the loyalty and trust that influencers have with their followers. It is also easy to scale based on your needs. For example, you can spend thousands of dollars chasing a larger influencer with millions of followers. If you are working on a smaller budget, you can look for a network of smaller nano influencers, those who have an audience of 10,000 followers or less.

Don’t let the numbers fool you either. Nano influencers marketing has proven to be an effective way to promote a brand. For example, nano-influencer accounts on Instagram with fewer than 5,000 followers tend to boast a participation rate of between 5.3% and 7.2%. The percentage drops to a paltry 1.1% for the platform’s largest influencer accounts.

4. Research your target audience online

As a successful small business, you may feel like you already understand your audience. However, if you want to be effective online, you must be willing to invest in additional customer research.

Take some time to research how your primary customer demographics relate to the online world. For example, Pew Research reports that:

  • Significantly more women than men use Facebook;
  • More than half of college graduates have a presence on LinkedIn;
  • 71% of those between the ages of 18 and 29 use Instagram.

There is an endless procession of statistics available for every imaginable demographic. Even if you can’t find enough specific information online about your particular group, try asking them directly. Ask for feedback on where your customers congregate online and what topics or resources they might be interested in seeing you create.

Also, consider whether your audience is in a specific geographic area. If that’s the case, you’ll want to target your online efforts to focus on those regions.

5. Establish and track metrics

Marketing is never a perfect science. On the contrary, with so many digital marketing options, it is common to find tremendous success with one strategy and miserable failure with another.

This is why you need to create KPIs (key performance indicators) to help guide your efforts. By identifying and setting KPIs, you can assess whether your marketing is delivering the desired results.

Since much of the modern world revolves around the internet, it is important that you invest in a solid digital marketing strategy. This starts with assessing your needs and resisting the urge to spread out too many areas of online marketing at once.

From there, you need to consider critical factors like audience research, content marketing, influencers, and metrics. If you can build your strategy with these elements in mind, you will be able to create an effective digital marketing strategy that is uniquely tailored to the promotional needs of your organization.

Image: Depositphotos

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