There has been a digital transformation over recent months with increasing numbers of businesses moving their products and services online. It’s crucial that small businesses get to grips with digital marketing to promote their online offering effectively. The good news is that small businesses can really excel at digital marketing and spending time on it pays dividends. If you think your digital marketing is in need of a boost, the Better Business at Hand team can give you guidance.
So, what is digital marketing?
Digital marketing covers all marketing using electronic media and includes e-newsletters, websites, social media, video and more. It’s basically the way you communicate with your target market through digital platforms.
There are huge advantages when it comes to digital marketing for small businesses. The first is that you can reach your ideal customers wherever they are – whether they’re local, nationwide or international. Another major plus is that compared to other marketing methods such as print or radio advertising, digital marketing often requires a smaller budget to get results.
To ensure you get digital marketing right for your business, the main cost is your time. With digital it’s important that you don’t cut corners. A strong online presence is crucial for getting new customers and succeeding as a business.
If you need digital marketing advice, Better Business at Hand Consultant and Digital Marketing Agency owner Stirling Austin can help. Book an appointment with Stirling.
How to boost your digital marketing
- Know your customer
As with everything in business, with digital marketing it’s essential that you do the groundwork before you start. Develop a digital marketing strategy to ensure that everything you do is aligned with your business goals and your key messages are on point.
When you use digital marketing to market your business you get in front of people via their smart phones, laptops, tablets and other digital devices. You can get amazing reach but you need to make sure you are giving customers the right message in the right place. Above all else, you need to make sure you reach the right customers.
The key to success in digital marketing strategy is knowing your customers so that you can craft relevant content that meets their needs. Get to know everything about your ideal customer, create personas to understand them in-depth and to help you visualise this key target group for your business.
- Website content review
Your website is often the first impression a potential customer has of your business. Your content hugely impacts the success of your website and how potential customers perceive your business when compared to competitors.
Content writing is a major part of digital marketing, relevant content that speaks directly to your ideal customer is essential.
Your website content should meet the needs of your audience and have a goal. What do you want people to do when they come to your website? Book a discovery call or make a purchase? Give clear ‘call to action’ instructions to guide visitors through the site.
It’s a great idea to regularly review your website content. Use Google analytics to see what is working and what’s not. Tweak your content to reflect any changes in your customers’ needs and wants.
Does your website make it clear what you do and who you help? Your website content should include relevant content and messages about how you meet your ideal customer’s needs and solve their problems.
Do you demonstrate your expertise in your digital marketing activity? Blogs are a great way to show how your business can help your ideal customer.
Make sure your content and the look and feel of your website reflect your tone of voice and brand. You need to be consistent across your digital marketing channels.
- Stay on top of SEO
Search Engine Optimisation (SEO) is an important part of digital marketing. Effective SEO will see your website rank well in search engine results and is about optimising your website to get more traffic to your website.
SEO involves a range of tactics. A good start is to make your website simple for site visitors to use by providing a logical flow of pages and including relevant content for each page.
Your website needs to adopt a ‘mobile first’ strategy. Google looks at the mobile version of your site first and how mobile friendly it is will dictate where you rank in search results. Site speed is also a factor.
Content is key to SEO. Your website content needs to have useful information, be relevant for your products and services and contain keywords that customers would use when searching online. Adding regular content to your website such as blogs can boost SEO and help drive traffic to your website.
Perhaps you manage your website. Do you feel overwhelmed by SEO? Don’t worry, good SEO is often about making small changes to your website and uncovering issues that stop it performing well in search engines. Our digital marketing expert Stirling Austin can help with troubleshooting and answer any questions you have on SEO. Book an appointment with Stirling.
- Develop a social media content strategy
Social media is a great digital marketing channel for small businesses. It’s cost effective and helps you reach a wide pool of customers.
Before you embark on social media you need to develop a content strategy. It helps to consider the following questions, some of which relate to your customer personas.
- Are you on the right channels for your ideal customers?
- Are you posting relevant and helpful information?
- Are you clear about what you want your social media activity to achieve?
- Are you varying the content you put out to appeal to your ideal customer?
- Are you focusing enough on your visual content?
The key to success on social media is to create a balance of educational, entertaining and relevant information that speaks directly to your ideal customer. Think about your visual content – you need to stop the scroll! Finally make sure everything you do is on brand – your social media channels need to reflect your business including your brand colours and tone of voice.
- Try new things and Test
The digital marketing landscape is constantly changing and offering new opportunities for small businesses. Try new things and experiment!
Video is huge on social media right now and with limited or no costs is ideal for small businesses. You can produce quality content on a smart phone. Measure the success of your posts through social media insights.
Try social media advertising. You can target your potential customers effectively and get results. Track your success by reviewing statistics on social media platforms.
Experiment with your e-mail marketing. Do A/B testing to see which subject line gets the best open rate.
The great thing about digital marketing is that you can track and test from social media likes to blog page view rates. With digital marketing small businesses can make decisions based on fact and hone their strategy to get results.
Focusing on digital marketing will benefit your small business more now than ever before so don’t cut corners.
With strategic planning you can reach your ideal customer, create content that gets results and drive traffic to your website. Experiment with digital marketing and test, test, test!
If you need digital marketing guidance, book an appointment with our digital marketing expert Stirling Austin.
At Better Business Hand, we’re here to answer those urgent questions or help with business problems from the everyday to the more complex. You can book appointments of 15, 30, 45 or 60 minutes to suit your needs and budget. Meet the team to find out more about how we can help your business.