Many small business owners hope to broaden their customer base beyond their neighborhood. However, with limited resources, growth can feel like an unattainable goal.
The good news: your small business can expand beyond your community — and maybe even to a worldwide audience — thanks to the internet.
Why Digital Marketing?
When you first open the doors, your focus is (understandably) on how to get customers to walk through them. Traditional advertising methods are all generally geared towards this goal as well. Print ads, coupon mailers, and billboards are all about getting locals to stop in for your products or services.
Digital marketing, on the other hand, thinks bigger than the confines of your community. Your online clients can be global, and the tactics are quantifiable, scalable, and (most importantly) cost-effective.
A Solid Website Generates Leads
The foundation of your digital marketing plan is your company’s website. You need your potential customers to see the answers to their questions without having to dig. They should be able to make purchases or book your services without having to go through too much effort.
So, how do you make sure your website is solid?
Understand Your Target Audience
The first step is to nail down who your customers actually are. Who are you attempting to contact?
Understand their demographics, needs, concerns, and questions. Then, move on to learning about their online behaviors. How are they most likely to consume content? Do they want to see video explainers on your site, or will they want to follow you on social media?
The goal is to match your website and your overall digital marketing plan to the needs of your target audience. Any disconnect can drive people away and cause them to hunt for services elsewhere.
Be Search Engine Ready
Organic SEO entails optimizing your website for search engines by guaranteeing that it ranks as high as possible in the results. The purpose of SEO is to outrank your competitors’ websites because studies show that the vast majority of people will not look past the first page of results.
It isn’t just about keywords, however. When selecting where to rank your pages, search engines consider your site’s general authority and how effectively your content satisfies the needs of web searchers.
Don’t Forget Local SEO
If you have a brick-and-mortar business, you also need to attract leads to your physical location, which is where local SEO comes into play. For instance, if you are an HVAC repair business in Memphis, Tennessee, you might want to add a phrase like “HVAC repair Memphis” to your keywords.
Another important aspect of local SEO is having your contact information readily available on your site. Make your company’s name, phone number, and retail location easy to find — maybe even on the home page.
Build Your Brand
A brand is more than just a well-known name and logo — colors, fonts, the voice of your copy, and your company’s reputation all contribute to your brand.
One of the most critical aspects of building a brand is consistency. Make decisions on how you want your company to be perceived, and then follow through on those choices across the board. Your social media channels, website copy, and in-store marketing should all speak to the brand.
Develop Your Content Strategy
Digital marketers agree that content marketing not only enhances engagement rates but also lead generations.
Content marketing includes:
- Blog posts
- Social Media Posts
Social Media & Email Campaigns
When generating leads for your small business, social media isn’t always the first thing that comes to mind. However, if your company isn’t utilizing the power of social media, you are missing out on millions of potential customers.
Remember, engagement should be your first goal in social media marketing. Your followers want to see more than simply promotional postings, so provide content that piques their interest or offers practical advice.
Your potential customers’ inboxes are another place you can target your digital marketing. Consumers are more inclined to stay engaged with businesses they like, making email marketing an ideal method for staying in touch.
Just remember to keep your email campaigns ethical! Don’t purchase lists, and only collect people’s email addresses in a legit way like through a website form. Make sure those on your list have a way to unsubscribe as well.
You Don’t Have to Go It Alone
Navigating the world of digital marketing can seem daunting — especially when you already have a business to run. No worries! You can hire a marketing company to do most of the heavy lifting for you leaving you to focus on what you do best.