Digital marketing strategies
 Digital marketing strategy is an important part of a company's overall marketing mix, regardless of its size and whether or not it does business online.

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Small business marketing for a local business can include many offline methods of local advertising, but it should also include a good deal of digital marketing strategies to maximize sales in today's economy.  A small business that does most or all of its business online needs to adopt a digital marketing strategy that helps online users see you.



There are several important areas of online marketing that small businesses are interested in.  Some are more important for offline local businesses, while others are more effective for those who work exclusively online.  Many companies are involved in many areas of internet marketing for small businesses.



Which digital marketing strategy is best for my small business?



Monitor your customers and find out where they spend their time online.  Your digital customer base may be a different audience than you are used to targeting.  Your budget will be an important factor in deciding which digital marketing strategies to follow.



Don't be afraid to try different methods to decide which digital marketing strategy is best for your business.  Review the results to see which methods work best for your customer base and ensure you're getting a positive return on investment (ROI).  Some strategies can be difficult to measure, but be consistent with your measurement method: one suggestion is to compare company revenue during certain marketing efforts with revenue generated by other marketing campaigns.1



You should review your marketing plan at least once a year to make sure it's up to date and still meets your business needs.



Search engine marketing

This part of marketing is crucial for small businesses.  This gives you the opportunity to compete with big companies by being more visible in search engine results.  Because people use search to find products online and locally, it's important that your business ranks well in search results for words related to what you sell.  Professional internet marketing companies offer this service through search engine optimization (SEO), which can help your website rank higher on search engine results pages through methods such as:



Keyword research and volume

Create internal links

Optimize content to create relevant, high-quality information



Local search marketing

Location-based marketing involves optimizing websites for search results, but also incorporates search engine mapping.  This is especially true for Google, where your business may be listed with map and address information, giving potential customers what they need to visit your location.  Your phone number and website address may also be included.  Customer service will often be available to help someone decide if they are interested in your product or service.



Content marketing

This strategy involves providing information about your product or service to potential customers, as well as information in general.  Everyone tries to sell, but those who can inform are more likely to get sales.  People attribute a certain level of expertise to a company and this inspires consumer confidence.



In the past, content marketing was often done through printed brochures and travel guides.  Today, however, the strategy is based on providing valuable and relevant articles and information on your company's website that advise and attract potential customers and serve as a call to action.



Social media marketing

This type of marketing can be difficult.  Everyone talks about social media, but the truth is that it can be difficult for companies to integrate social media into their business.  The type of support used, as well as how it is used, depends on the type of business you have.  For some businesses, staying in touch with their customers and providing them with the latest news can be a key part of success.



Other businesses, like a local restaurant, have had success using social media to let customers know about the latest promotions and new additions to their menu.  The most important aspect of social media is using it to grow your customer base and achieve resale.



Trying to grow on a huge network of social media platforms can be difficult for small business owners with limited resources.  Instead, research the online channels that best suit your business and the customers you're trying to reach.  Are you targeting a professional clientele?  LinkedIn can be your ideal tool.  Does your marketing have a strong visual aspect?  Instagram can be the best for your business.



Social media marketing is about building relationships with your customers, not just selling to them all the time.  Use the platform to listen and engage with your customers online.



Email Marketing

This form of marketing can be crucial to the success of a small business online or offline.  Essentially, email marketing advertises products and services electronically (via newsletters, updates, promotions, or general announcements) and is based on compiling a list of current and potential customers.  .  This list of names and email addresses is made up of people who are interested in your business and you know this because they have joined this list themselves.



They may have been offered future product updates as well as sign-up coupons.  As this list grows, it becomes more and more valuable.  Many marketers see this as a very important long-term marketing strategy for small businesses.



Pay per click marketing

Pay-per-click (PPC) displays online advertisements where the company pays only when the advertisement is clicked.  There are many types of online advertisements, including those that appear at the top and bottom of search, promotions that appear in front of videos, or advertisements that appear in mobile apps or while browsing online.



Some of the benefits of PPC marketing are that businesses only pay for results and ads can be targeted to a specific geographic location.



The cost of PPC marketing can vary greatly depending on how much the business is willing to spend on advertising.  Rewards are based primarily on keyword competition - popular and highly competitive keywords will cost more.



The Bottom Line

Many online marketing strategies are outsourced because unless you have the time to dedicate it, it's difficult to keep up with the many changes that are happening in strategy.  With content and email marketing, you can do a lot yourself, but it's never a bad idea to ask experts for strategic advice to get you started.



If you have a small business, you should consider the above areas of digital marketing.  Formulate a plan and combine it with your other marketing efforts.  Some of these marketing areas will be more important and effective depending on your business.  You can hire professionals to help or outsource if you don't have the manpower to handle the marketing responsibilities of the business.

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