In this article I will be talking about digital marketing strategies for small businesses. Marketing is a fundamental component of running a successful online business. While certain offline promotional methods can attract clients, they typically pale in comparison to online methods.
Top 5 Digital Marketing Strategies
#1) Pay-Per-Click (PPC)
Arguably, one of the most effective digital marketing strategies for small businesses is pay-per-click (PPC). Using PPC networks like Google Adwords and Bing Ads, you can create custom ads on the leading search engines which are only displayed when someone searches for your target keyword. If your business sells wedding bands, for instance, you can set up your PPC ads to display when someone searches for keywords like “diamond wedding band,” “buy wedding band,” “wedding bands for sale,” etc. Because these keywords are highly relevant and related to your services, you’ll reap the benefits of a high conversion rate.
In addition to specifying your target keywords, PPC advertising gives full control over budget, date/time during which ads are displays, and target region. If your small business serves clients in Denver, you can target the Mile-High City and nowhere else for maximum conversions.
Another powerful digital marketing platform is email. Electronic messaging has been around for nearly half a century, long before the dawn of the Internet. And since that time, the underlying concept has changed very little: it allows individuals and businesses to communicate via electronic messages.
When compared to other digital marketing platforms, email consistently ranks as one of the most cost-effective approaches. Once a prospect has subscribed to your newsletter, for instance, you can send him or her commercial messages advertising your legal services. So instead of generating a single sale off a prospect, you can generate multiple sales — all for a minimal investment of your time and money.
#3) Search Engine Optimization (SEO)
Of course, search engine optimization (SEO) can yield tons of new clients and sales for small businesses. If your business’s website ranks high in Google for keywords relating to its products or services, you’ll have an easier time generating sales. SEO involves modifying, or optimizing, a website to rank for these keywords.
On-page SEO factors include the following:
1. Title tag
2. Meta description
3. Internal links with relevant anchor text
4. Site speed (tip: use Google’s PageSpeed Insights to identify bottlenecks)
5. Mobile compatibility
6. Bounce rate
7. Content quality and relevance
8. Use of target keywords in content
Off-page SEO factors include the following:
1. Backlink anchor text (tip: diversify your anchor text; don’t use a single keyword)
2. Number of backlinks
3. Quality of backlinks
4. Brand name mentions
5. Social signals
#4) Social Media
We can’t talk about digital marketing strategies without mentioning social media. Regardless of what your small business sells or offers, its target audience is probably using social media sites like Facebook, Instagram, and Twitter. Statistics show that 78% of the U.S. population has a social media profile. Small business owners can capitalize on this trend by maintaining an active presence here, engaging with their target audience.
#5) Video Marketing
If you aren’t using video to promote your small business, you are missing out on one of the easiest and most effective ways to attract new customers. According to this infographic, 70 of the top 100 listings on Google consist of video. This same infographic also claims that 78% of people watch at least one YouTube video per week, attesting to the sheer reach of video marketing.
Small businesses of all shapes and sizes can use video to attract new customers. Assuming you have a TV commercial, why not convert into an applicable format for YouTube? You can even upload informational videos that are relevant to your target audience. Remember, your videos don’t have to be entirely commercial in nature. Uploading “explainer” videos can prove beneficial for your target audience while also establishing greater brand recognition.
These are just a few of the many digital marketing strategies that small businesses can use to attract new customers and build a stronger brand. For more information on how to succeed in the ever-evolving field of PPC, SEO, social media and more, contact me here today.