4 Tips on Building a Digital Marketing Strategy for Small Businesses
If you are looking to grow your company’s online presence, the right strategy will help. Here are tips on building a digital marketing strategy for businesses.
In today’s digital era, building your online presence is no longer optional. Consumers expect to find your business online and stay informed about your latest offers.
Getting started is the hardest part. Should you focus on social media, pay-per-click advertising, or content marketing? What about search engine optimisation?
Ideally, you should do all of the above. The problem is that you may not be able to afford it. Small businesses often have a limited budget and need to allocate their resources wisely.
Your best bet is to create a digital marketing strategy based on your budget and long-term goals. Consider your customers’ needs and pain points, as well as your industry and types of products.
A local sports equipment store, for example, requires a different approach than a consulting firm.
Not sure where to start? Keep these tips in mind when building a digital marketing plan for your small business.
1. Know Your Audience
Start by learning more about your audience. Engage with your customers on social media, send out polls and surveys, and research their preferences. Use websites like Quora, Reddit, and Facebook to identify their needs.
Next, divide your audience into smaller groups based on age, demographics, income, and other criteria. Market segmentation allows you to better target prospective clients and deliver highly personalised customer experiences.
2. Evaluate Your Online Presence
Take the time to evaluate your digital channels and assets. Identify the best-performing ones and focus on them when drafting your digital marketing strategy.
If, say, your business is active on Facebook, Twitter, and LinkedIn, try to determine which channels generate the most traffic and drive engagement.
A law firm, for example, may get better results with LinkedIn than Facebook. Therefore, it makes sense to focus on building a strong presence on LinkedIn instead of wasting time and advertising dollars on other platforms.
3. Audit and Improve Your Content
The content on your website and social media pages is one of your most valuable digital assets. It defines your brand, converts website visitors into leads, and builds trust with your customers.
Assess your existing content and take the steps needed to improve it. Identify the most popular posts and address those topics again — but from a different angle.
Consider repurposing old content to reach more customers and save time.
Depending on your goals, you may syndicate your posts or republish them on Medium and other online platforms. Another option is to turn them into slides, eBooks, or reports.
4. Plan Your Digital Marketing Strategy
From content creation to pay-per-click advertising and outreach, every detail matters when building a digital marketing strategy.
Think about your short- and long-term goals. This way, you’ll find it easier to map out the actions you must take to strengthen your online presence.
Make a spreadsheet and write everything down. Decide how often you want to post on your blog, which platforms you’ll use to reach your audience, and how much you can spend on advertising. Determine what tools you’ll need to implement an effective digital strategy.
Build a Strong Digital Presence to Grow Your Business
As a small business, you want to maximise your advertising budget and cut unnecessary expenses. This requires in-depth knowledge of your audience and the digital environment.
Take the time to research your customers, create buyer personas, and seek new, innovative ways to address their needs. Focus on offering personalised experiences to increase customer loyalty and engagement.
All in all, building a successful digital marketing strategy requires some experimentation. But you don’t have to do it alone.