If you own your own small business or are responsible for the marketing of a small business, there are some tactics you need to be employing. Digital marketing isn’t as simple as sharing statuses and hoping things grow organically from there. It may not seem like it, but a lot of the ads and products that find their way into your various news feeds do so from a very carefully crafted content, though it seems effortless.
Social media isn’t your own tool. Email campaigns, ad campaigns, site optimization and content strategy are all ways to best manage your digital marketing efforts. While not all tools and tactics will be best for your situation, it’s a good idea to have a general idea of some of the best practices that you can try and see what fits your business model.
Below are some quick staples of a digital strategy for virtually any type of small business.
Content marketing is here to stay. While back in the day infomercials were things that daytime TV watchers mostly took in, today users want content, and lots of it. They want videos they can share to their own feeds, jokes they can send to their friends, articles with insights that matter to them. It’s not just about selling a product, it’s about selling a story and value. You can start with blog platforms and longer form social media content to get ideas.
Mobile & Desktop Optimization
While your website may look great on your 15 inch laptop screen, it may not look so great on a handheld device. Optimizing your pages for both desktop viewing and mobile viewing is incredibly important to maintaining positive traffic. If you’ve got a high bounce rate on mobile devices, it’s likely from a poorly optimized page. There are services that can help you do this if you don’t have a dedicated developer. You can use Google’s mobile tester to quickly see if your site is optimized for mobile.
While there are tactics out there that tend to be good bets, it’s never a bad idea to test. A/B testing–that is testing an email, ad copy, or landing pages where one element is different between the two—it’s the best way to start to gather data and make informed marketing decisions. Many email systems have infrastructure for you to A/B test emails and associated landing pages to understand what your customers respond to.
Are Testimonials Important?
Social proof is a huge selling point for a lot of people. Having testimonials from real people about the products gives people peace of mind and makes them more likely to buy. This is even more true if you’ve got a local business, as consumers often place a lot of weight on reviews from local customers.
How Can I Use Email Blasts?
This depends on your audience. If you have a small group (a couple thousand) of customers who opted in to your content, then you can use affordable and less comprehensive email platforms. Some common examples include MailChimp and Constant Contact.
The best advice I can give you is to start. You can start your digital journey with one strategy at a time. You’d be surprised how many people you can reach with simple additions to your existing marketing platform.
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