Building Blocks To Digital Marketing For A Small Business
All businesses are different, and require a custom digital marketing plan which aligns with their business and marketing activity to date. That being said, there are a few things to keep in mind to give you a good base for marketing your small business digitally.
Build your website with Google in mind
Ensure your web pages all have the right header tags (H1, H2 etc.) so Google knows what each page is about, ensure the copy is written with specific keywords in mind, determine a URL structure that makes sense and make sure your website is mobile friendly.
Content is king
There should be a reason for people to visit your website. This means your content needs to be original, worth reading and fresh. Incorporate a way to freshen your content every few weeks e.g. new products, new blog posts, new case studies etc.
Social media
Social media is a great way to reach potential business. It’s great as an awareness builder for your brand and it’s cost effective. But make sure you are using the right mix of channels. Have a think of what your business is, what content you can create or use and what users want to see on each channel.
Facebook can be a great channel for all business types, but be aware it is monetising its business model more and more. Even if someone likes your business page you will have to pay to reach them. If you have high quality images for your products you should get that content on Instagram, if you have interesting video content a Snapchat channel could work well – but a B2B business would struggle on either of these channels and would be better looking at the various options on LinkedIn.
PPC
Brilliant option for businesses – keep in mind that people need to be searching for your product though. This works great with traditional products and services e.g. “furniture shop”. If your product is relatively new and not many people know about it though, the searches won’t be there to display your ads to and will be a waste of your time.
Display advertising
Great as an awareness builder for products and services, and getting your brand out there on websites that fit closely with your brand. People will be less inclined to click on these adverts, and in a lot of cases won’t take in the advertising but your logo, and colour scheme will start becoming familiar to their brain.
Also works really well in a re-marketing sense if you use re-marketing for your website. Adverts of specific products and services that they have specifically looked at will display on various websites as they browse online. Great as a tool to reinforce your message.
Get in touch with us if you have any questions on any of this.
