Digital marketing for small business

Every business is small before it becomes big. In industry small business term is common and generally used for the business of 1 to 2 years or man power count between 2 to 50 people. Turnover of small businesses around 50 lacs to 1 cr.

Marketing is important to small businesses, because small businesses server small market size and big businesses and multinational companies starting to enter in local markets. To keep customer flow on going and continue business operations, small business should focus on well design marketing plan. Small business marketing for a local company can include many offline local advertising methods, but it needs to also include a healthy portion of digital marketing strategies in order to maximize sales in today’s economy. A small business that is doing most or all of its business online needs to embrace a digital marketing strategy that helps online users see it.

There are several main areas of online marketing that are of interest to a small business. Some of them are more important to local, offline businesses, while others are more effective for those exclusively operating online. Many businesses engage in multiple areas of small business marketing on the internet.

Take a look at your customers and identify where they spend their time online. Your digital client base might be a different audience than you’re used to targeting. Your budget will be an important factor when deciding which digital marketing strategies to pursue.

Don’t be afraid to test out a few different methods when deciding which digital marketing strategy is best for your business. Take a look at the results to see which methods are the most effective with your client base, and make sure you’re getting a positive return on investment (ROI). Some strategies can be difficult to measure, but be consistent with your method of measurement—one suggestion is to compare the company’s revenue during certain marketing efforts to the revenue generated while running other marketing campaigns.

This portion of marketing is critical for a small business. It gives you a chance to compete with larger companies by being more visible in search engine results. Since people use search to find products both online and locally, it is important that your company place high in search results for words that relate to what you are selling. Professional internet marketing firms offer this service through search engine optimization (SEO), which can help your website rank higher on search engine results pages through methods such as:

• Keyword research and volume
• Internal link building
• Optimizing content to produce high-quality, relevant information

Location-based marketing includes website optimization for search results but also integrates a search engine’s maps function. This is especially true with Google, where your business can be listed with mapping and address information, giving the prospective customers what they need to visit your establishment. Your phone number and website address can also be listed. Customer service will often be available to help someone decide if they are interested in your product or service.

This strategy revolves around giving prospective customers information about your product or service, as well as information in general. Everyone is trying to sell, but those that can inform are more likely to get sales. People will attribute a certain level of expertise to a company, and this instils confidence in the consumer. 

In the past, content marketing was often executed through printed brochures and guidebooks. Today, however, the strategy relies on delivering valuable, relevant articles and information on your company’s website that advise and attract potential customers, and serve as a call to action.

This type of marketing can be tricky. Everyone talks about social media, but the truth is, it can be difficult for companies to integrate social media into their business. The type of media used, as well as how it is used, is dependent upon the type of business you have. For some companies, being in touch with their customers and giving them breaking news can be an important element of success.

Other businesses, such as a local restaurant, have seen success using social media by letting customers know of the latest specials and new additions to their menu. The most important aspect of social media is to use it to strengthen your customer base to achieve repeat sales.

Trying to spread yourself across a wide net of social media platforms can be difficult for small business owners with limited resources. Instead, figure out which online channels make the most sense for your business and the customers you’re trying to reach. Are you targeting professional clients? LinkedIn might be your ideal tool. Does your marketing have a strong visual aspect? Instagram could be the best fit for your business. 

Social media marketing is about developing a relationship with your customers—not just constantly selling to them. Use the platform to listen and engage with your online clientele.  

This form of marketing can be crucial to a small business’s online or offline success. Essentially, email marketing is promoting products and services electronically—through newsletters, updates, promotions, or general messaging—and is reliant on building a list of existing and prospective customers. This list of names and emails consists of people who are interested in your business, and you know this to be true because they have opted into this list themselves.

Perhaps they were offered future updates on products as well as coupons to sign up. As this list grows, it becomes more valuable. Many marketing professionals consider this a very important, long-term small business marketing strategy.

A consumer’s experience nowadays is largely driven through a mobile device—whether they’re searching for the product or company, doing a price comparison, or actually buying a product.

Mobile marketing is aimed at reaching customers through their smartphones or tablets by using mediums such as text messaging, social media, website, email, and apps. Businesses can take advantage of technology that can target clientele based on time or location, like sending customers a discount code when they enter a store. 

Pay-per-click (PPC) marketing is running online advertisements where the business only pays if the ad has been clicked on. There are many different types of online ads including the ones featured at the top and sides of a search, promotions that run before videos, or ads that show up in mobile apps or while browsing online.

Some benefits of PPC marketing are that the business only pays for results, and that ads can be targeted towards a specific geographic location.

The cost of PPC marketing can vary significantly depending on how much the company is willing to invest in advertising. Pricing is based mainly on keyword competition—popular keywords that have high competition will cost more.

As we already discussed, your business needs to be present where your customers and that’s online. Whatever product or service a person looks for, they will most likely start their search with Google. If you have no online presence, then you won’t be found, and you can’t compete.

If you have an online presence but your competitors are easier to find as they rank higher in search, you still might not be found. Along with creating a website, learning what Search Engine Optimization (SEO) is and why it’s important will help you outrank competitors by being the first name that a prospect finds on a Google search.

Keywords are crucial in making this happen so make sure you understand the best keywords (long-tail and short-tail) for your business. Use this simple infographic to guide you through the five steps of keyword research. You should also include simple questions prospects may want quick answers to, such as where you are located, your opening hours, and details of your product or service. By looking at your website and competitors’ websites side by side, your prospects should be able to compare hours, prices, special offers and more to make the best decision for them.

Think of digital marketing as a way to make yourself accessible to the people you’re trying to target. The reach of your business can reach well beyond your locality and scalability becomes a reality. 

Through a web presence, your business is open for business even when you’re not! You can create an environment where your customers can contact you day or night.

This means that customers and prospects can send you emails with questions, make purchases and browse your inventory in a few simple clicks. In addition, potential customers who have no way of physically coming to you can still do business with you through an e-commerce function or simply by using social media.

Few forms of advertising are as cost-effective as digital marketing. Small businesses and start-ups are always trying to achieve as much as possible through their marketing on a budget. 

Advertising online can stretch your budget further and will allow you to refine your target audience. Social media is particularly good for this as it enables you to set a daily budget for a discrete audience that has an interest in your brand or ethos. Most importantly, it allows your business to exclude the people that would never buy from you – saving you time and money!

The key with advertising on social media is to select the platform that will work best for you and your brand. Don’t pick TikTok just because it’s trending or advertise on LinkedIn when you’re not trying to generate B2B interest. Research social channels, check out a guide on social media demographics to find one that matches what you’re looking for and run some simple tests to see what messaging and content works. 

1. Build a strong social media presence
2. Use email marketing to connect with customers
3. Expand website marketing 
4. Start using video marketing
5. Use in-house digital marketing resources
6. Find more outlets for print marketing
7. Determine your small business’s main goal