Digital Marketing for Small Business
The digital revolution has well and truly arrived. Society has become increasingly digitally orientated and people are accessing more information online than ever. This means having a digital marketing strategy for your small business is critical.
Ensuring your brand is easily discoverable through search engines should be a priority to help people find you and your contact details – even/especially when they are already your customers. That doesn’t necessarily mean that you require a website, although it will definitely help.
Website Marketing for Small Business:
A simple website can provide excellent marketing for small business and be built for as little as $1000 – provided you supply content and information to you web developer. Initial optimisation (SEO) of your site to help it be found by people searching for your business name and key services should only cost an extra couple of hundred.
For simple websites, if your developer suggests anything but WordPress, alarm bells should ring. Globally, there is no better system for managing your website without requiring specialist knowledge. No comparison. Demand WordPress.
If you already have a website you should ensure it is optimised for consumption on mobiles and tablets. Test it with this Google tool. If it isn’t optimised, you can expect that the Google Gods will punish you. If it was built in the last three or four years, ask your developer why it isn’t optimised and sack them. With around 60 per cent of searches now performed on mobile devices, your site will suffer if it isn’t catering for that.
You may also wish to set up a blog which, given you have WordPress, is easy marketing for small business. It will help your site be found by search engines and, if it is delivering information of value, drive brand recall, engagement and enquiries.
Don’t put only commercial or business information in your blog. It’s there for customers, not for you. However, occasionally it’s OK to include some commercial messaging.
Google+ and other Social Media
If you don’t have a website, social media is your next best bet for being found online. Google+ isn’t widely used, but Google is, so set up a Google+ account for your business as well as adding plenty of details to the “Google My Business” section such as contact details, address and opening hours to help the page rank in local and map search results.
Other social media channels that provide easy-to-implement marketing for small business include Facebook, Twitter and LinkedIN. They can be excellent methods of driving content and attracting customers. However not every social media channel will be relevant and they require ongoing management. Don’t establish a social site and forget about it. This is about as inviting as an empty restaurant.
For more info, check out this detailed information about successfully managing Facebook.
It has never been easier to emailing your clients the latest information, insight and advice thanks to free and powerful email clients like Mailchimp. With quality content you should be getting open rates of at least 30 per cent or higher.
That said, don’t just send your newsletter to every person you have ever dealt with. Australian privacy laws prohibit it is considered spam.
Video and Graphical Content:
The digital revolution has seen the delivery of information reduced to small chunks of content often found in social media feeds. As a result, video and graphical content is winning. That doesn’t mean Red Bull production standards but it does mean providing relevant information or entertainment to your audience.
Whatever your views on the collection of personal information online, it means highly targeted advertising and marketing opportunities for small business. Social media allows targeting everything from a specific age, sex and location, to beliefs, values and political persuasion.
However advertising – whether in the local paper, on Facebook or search engines, will not provide decent returns unless you’re the rest of your brand’s digital presence is up to scratch.