Six Powerful Digital Marketing Strategies for Small Business

 Many Business Owners believe that a great product sells itself, however, this idea, while appealing, often doesn’t work in real business. Thinking “If you build it, they will come” sounds good in stories, but it’s less effective for growing a business. To truly succeed, marketing has to be a key part of your plan. 

Have you heard of the Microsoft Zune, Amazon Fire Phone, or Betamax? Chances are, you haven't. Despite being created by famous companies, these great products failed to leave a lasting impression on consumer minds. Ineffective marketing is one of the causes of their failure. 

This blog post covers six proven digital marketing tactics for your business.

Though they're all tried and true, not every strategy will fit your needs. Our advice? Look over all the digital marketing services we mention, pick and combine them effectively that best suit your business. 

In 2024, not having a website that looks great and works smoothly on both desktop and mobile is a missed opportunity. With over half of all internet traffic coming from mobile devices, your site needs to cater to every user to stay ahead.

Consider your website as your always-on digital billboard. It's the central hub for your digital marketing efforts, where providing a seamless experience can boost your credibility and reach.

How to Get Started:

• Ensure key information is visible without scrolling ("above the fold").
• Minimize the need for typing to enhance the mobile experience.
• Buttons and links should be easily clickable with a thumb.

Do you have a website for your business?

2)Search Engine Marketing (SEM)

Search Engine Marketing, or SEM, helps increase a website's visibility on search engines like Google and Bing. This popular marketing tool is essential for boosting online presence, especially for small businesses aiming to grow.

How SEM Works

Keyword Research

Start by finding the specific keywords your audience uses to search for products or services like yours. For instance, if you're selling shoes in Vancouver, keywords like 'best formal shoes in Vancouver, BC' could attract local customers. Tools like Ahrefs and Semrush are great for this research.

Create Ads

Next, craft an ad focusing on your chosen keyword. Since search engines primarily show text ads, make yours compelling to draw traffic. Consider hiring a digital marketing expert for effective ad creation.

Launch Your Campaign

When you begin your paid search campaign, your ad appears in search results for your targeted keywords. You'll pay each time someone clicks on your ad, thanks to the pay-per-click (PPC) model.

SEM vs. SEO: It's crucial not to mix SEM with SEO (Search Engine Optimization). 

SEO service focuses on improving your site's organic ranking through techniques like keyword research, unlike the direct ad buys of SEM.

Benefits of SEM

The immediate access to motivated buyers searching for your offerings is SEM's biggest advantage. Unlike SEO, which takes time to show results, SEM can quickly boost your visibility.

Effectiveness for Retail

SEM is particularly effective for retail businesses, as indicated by research from Forrester Research and Shop.org, which highlights search marketing as the top customer acquisition method.

ROI and Insights

With SEM, businesses can see a significant return on investment (ROI) and gain insights into customer behavior through ad interactions. Google states that businesses make an average of $2 for every $1 spent on Google Adwords, and 75% of users who find local, helpful information online are more likely to visit physical stores.

SEO is a must for all businesses in 2024. With 90% of users clicking on first-page Google results, being visible here, especially through organic searches, is key.

SEO can significantly benefit niche businesses, making them discoverable to the right audience.

How to get started

• Target local, long-tail keywords with a good search volume.
• Optimize every page with relevant meta titles and descriptions.
• Write in a way that's easy for your audience to understand, using subheadings for clarity. 

Social media is where millions gather daily, making it a goldmine for businesses. Did you know that 97% of online shoppers browse social media at least once a month? Many discover new products here, highlighting the importance of social media marketing.

Social media marketing means using platforms like Facebook, Instagram, and Twitter to grow your brand, boost sales, and increase website traffic. This strategy includes posting engaging content, interacting with your audience, analyzing feedback, and running ads.

How to Start with SMM

Pick Your Platform

Identify where your target customers spend their time. If you're selling trendy t-shirts, Facebook or Instagram might be where you'll find your audience. For more professional services, like legal advice, LinkedIn could be more appropriate.

Set Up Ad Accounts

Next, sign up for the ad services on these platforms. This could mean creating a business account on Meta for Facebook ads or LinkedIn Marketing Solutions for LinkedIn ads.

Craft Your Ad

Design an ad with a message that resonates emotionally with your audience.

Budget and Schedule

Decide how much you want to spend and how long your ad will run. If unsure, online guides or a marketing expert can help set this up.

Beyond Basic Ads

Creating compelling social media ads is just the start. Regularly update your social media profiles with fresh posts, tailor your audience groups, run A/B tests, and tweak your ads to find what works best.

Content marketing is essential, especially for small businesses. That's why you often see a blog section on business websites. It's all part of engaging in content marketing.

According to the Content Marketing Institute, content marketing is all about creating and sharing valuable, relevant, and consistent content. The goal? To attract and keep a specific audience and eventually encourage them to make profitable actions.

Breaking It Down

Valuable Content

The core of content marketing is producing content that matters to your audience. Whether it's through blog posts, ebooks, videos, or infographics, the content should solve a problem or address a need. For a shoe store, an article on keeping shoes looking new would be perfect.

Targeted Audience

It's not just about creating content; it's about getting it in front of the right people. Using SEO tactics, social media ads, or guest posting on relevant blogs can help you reach your ideal audience.

Encouraging Action

Once you have an audience that trusts your content, it's time to introduce your products or services. If done right, this builds a loyal customer base ready to make purchases.

Does It Work?

Absolutely. Studies show 60% of internet users read blogs, and many make purchases based on blog recommendations. Considering over 42% of internet users block traditional ads, content marketing experts offer a direct line to potential customers.

6) Personalized Email Marketing

Email marketing remains a standout strategy in the digital world, consistently proving its value for businesses big and small. Despite the rise of social media and messaging apps, email marketing retains its crown in the digital marketing realm, with many marketers increasing their email budget due to its effective returns.

Email marketing involves sending commercial messages to a list of people via email. It's a broad term that encompasses any email sent to potential or current customers. The aim is to advertise, request business, or build loyalty and brand awareness.

Building Your Email Strategy

Grow Your Email List

The first step is gathering email addresses from your audience. Drive visitors to your site or landing page and use a compelling call-to-action to encourage subscriptions.

Offer Incentives

People guard their email addresses closely. Offer them something valuable, like a discount or a free guide, in exchange for their subscription.

Personalize Your Approach

Send targeted emails based on customer behavior, such as reminders for unfinished purchases or updates on products similar to past purchases. Adding a digital business card to your email can also enhance personal connections.

Wish there was a Magic Button for the Perfect Marketing Plan? 

While that would make things easier, it wouldn't be nearly as exciting. Truth is, there's no one-size-fits-all marketing solution out there.

Marketing is all about meeting your ideal customers where they are, at just the right moment. This approach changes from one business to another. While we can draw on years of expertise and research for guidance, truly effective marketing plans are tailored to individual needs.

The strategies mentioned are great starting points for small businesses as of 2024. However, what works best can vary greatly depending on your specific situation. If you're wondering what steps to take next in your marketing efforts, we're here to help guide you with digital marketing services!