The Beginner's Guide to Digital Marketing for Small Businesses

Wed | April 2024

Imagine navigating a boat without a compass. That's what running a business without digital marketing is like today. Digital marketing isn't important; it's ESSENTIAL. Why?

Your potential customers spend most of their time online. You can turn clicks into opportunities for your business on online platforms. By using platforms like social media and websites, you can show your products or services, building loyalty to your brand.

If you aim to boost your online presence, you've come to the right place. This guide is for beginners in digital marketing. It will explore channels and benefits for small businesses. Our goal is to give you tools for digital strategies that boost your business's visibility and growth. Ready to start? Let's jump into the best digital marketing channels.

Best Digital Marketing Channels for a Small Business

Digital marketing offers many ways to reach customers and grow your business. In the following section, we will explore key channels to help you choose the best fit for your business needs. We'll delve into how each channel can drive traffic and sales. Let's start with content marketing.

Content Marketing

Content marketing is about creating engaging content that resonates with your audience. Whether through written, visual, or video content, the goal is to provide value rather than just promote your products or services. To succeed in content marketing, you must understand the challenges and needs of your target audience. By addressing those needs, you can educate your customers and build trust.

Content marketing positions your company as a trusted expert. For example, an accounting firm could simplify complex financial topics. It might offer tips on saving taxes or explain new tax laws. Meanwhile, a bike shop could share maintenance tips or advice to enhance cycling performance. This method of digital marketing links you with your audience by offering practical, interest-matching information.

Content marketing boosts your brand's visibility and authority. It also helps build relationships with current customers and attracts new ones. If you're a small business owner looking to explore content marketing, here are some common formats you can use to engage your audience:

Blog posts
E-books
Newsletters
Guides
Infographics
Podcasts
Videos (YouTube, social media)

The first step is to create a content marketing strategy that outlines your business's goals and how to achieve them. Here's a guide with "8 Steps to Creating a Successful Content Marketing Strategy". Developing a strategy will give your content purpose and direction and ensure it aligns with your broader marketing efforts.

Content marketing boosts your business's reputation and audience relations over time. By offering valuable information, you build trust and credibility. So, invest time in creating meaningful content. Eventually, you'll see growth through better customer loyalty and increased brand visibility.

Search Engine Optimization (SEO)

How do you boost your online presence and draw in customers once you've set up your website? The answer is Search Engine Optimization, or SEO.

SEO is about improving your website. This way, it appears more in Google, Bing, and other search engines. It does this when people search for things like:

The products you sell
The services you offer
Information on topics where you're an expert

SEO helps your site rank higher in search results. It does so for the keywords or terms that matter to your business. Suppose you run a bakery specializing in customized cakes. SEO can make your site one of the first results when someone searches for "customized cakes." This puts you right in front of people who are already interested in what you have.

What's the point? A strong SEO and content strategy can lead to more people visiting your site naturally. The more visible your pages are in search results, the more likely people will find and click on them. SEO aims to bring visitors to your site who might become regular customers.

While SEO is a powerful tool, it requires ongoing effort to achieve better results. Here are some key things to remember:

Start with a solid base. Ensure your website is easy to use and has good content before focusing on SEO.
Be patient. SEO is a long-term game that takes consistent effort to climb the rankings.
Consider getting help. Hiring an SEO expert suits many small businesses, especially if you're too busy to handle it yourself. Watch out for cheap SEO services; they might do more harm than good.

Are you interested in learning more about SEO? Check out this beginner's guide: SEO Basics: Beginner's Guide to SEO Success.

Social Media Marketing (SMM)

Social media marketing is an excellent way for all businesses to connect with their audience. You can post content on Facebook, Instagram, and Twitter, chat with followers, and promote products.

Social media lets you connect with customers in a personal way. You can chat, solve issues, and quickly grow a closer relationship with your audience.

Let's say you have a bakery known for its tasty cupcakes. You could use social media to show pictures of your cupcakes, share videos of how you decorate them or have live sessions where you answer customer questions. This content can attract more people to your bakery and even bring them to your shop or website.

Succeeding in social media marketing means more than just posting. You must invest time, develop creative ideas, and work at it. You'll want to make a plan that matches what you want to achieve with your marketing. This plan should include who you want to reach, what types of things you'll post, and when you'll post them.

Here's a guide with tips to help you start: How To Create a Social Media Marketing Strategy for Small Businesses. And for inspiration, check out these 20 Awesome Examples Of Social Media Marketing.

Email Marketing

Registering for updates from your favorite store is common. It's a good example of email marketing. By subscribing, you get emails about new products and special offers.

Successful brands use email marketing to stay in touch with customers. For example, a garden center might send emails about plant care workshops or weekend discounts. This strategy attracts more customers and increases sales.

Email marketing is great for small businesses for three key reasons. First, it's cost-effective, reaching many for less. Second, it targets your audience directly, boosting their engagement. Finally, well-crafted emails can increase sales by driving traffic to your store or site. There are several ways to integrate email marketing into your business strategy:

Newsletters: Regularly update your audience about your business's latest news and happenings.
Special Offers: Inform customers about current promotions or newly launched products.
Welcome Emails: Introduce your brand to new subscribers with a warm welcome message.

Are you interested in trying it out? This guide, Email Marketing—A Step-By-Step Guide to Getting Started, will show you how to start with email marketing.

Pay-Per-Click (PPC)

Have you noticed how some services or products often appear at the top of your search results? This happens when you're searching for something you need. Those aren't just listings; they're ads created with PPC or Pay-Per-Click advertising.

As the name reveals, PPC means you only pay when someone clicks on your ad. So, it's like putting up a targeted sign exactly where your ideal customers are looking online.

PPC is a great tool for small businesses. Here's why:

Reach people in need: Use keywords to ensure that your ad reaches those who are looking for your services.
Show up when it matters: People often search online for quick solutions. PPC ensures your business is visible at these critical moments.
Target your ideal customer: You can focus your ads on specific locations and demographics. This way, they reach those most likely to need your services.

Successful PPC marketing hinges on choosing the right keywords. These words act as calls to action for your target customers. The closer they match search terms, the more likely people are to click your ad and seek your solutions. This guide offers a great introduction to PPC: What Is PPC? The Definitive Guide to Pay-Per-Click Marketing.

Steps to Build an Effective Digital Marketing Strategy

We’ve covered the basics of digital marketing channels like social media, email, SEO, and PPC. Now, let’s plan to use these tools to achieve your business goals. A digital marketing strategy is like a roadmap that guides your efforts.

These steps will walk you through making an effective digital marketing plan. Let’s get started!

1. Establish a budget

At the outset, you should decide how much you want to spend on your digital marketing. If you're applying for business financing, choose how much to spend on marketing.

If you plan on hiring a marketing agency or consultant, talk to them about their pricing options. They might help you establish your budget before you start to outline your strategy.

2. Determine your goals

What do you want to achieve? Before diving into digital marketing, figure out what you want to accomplish. Do you want to reach more customers, get them to buy more, or keep them coming back for more?

Here are some common goals:

Attract new customers: Find more people who love your stuff.
Turn lookers into buyers: Get people to actually buy something when they visit your website.
Keep customers happy: Make sure your customers keep coming back.

Remember, every dollar you spend on marketing should bring in more money.

3. Invest in digital marketing tactics

Next, it's time to decide which tactics you want to incorporate into your digital strategy. If you aren't already working with a digital marketing team or consultant, this might be a good time to reach out to one. They can help you make a plan and decide which tactics meet your budget and goals.

Remember that not all digital marketing tools will be right for every business. A roofing business, for example, may not benefit from retention-focused tactics like customer loyalty programs or social media outreach. Instead, that business should focus more on SEO strategies or PPC ads to reach new customers.

4. Track your progress

Even the best digital marketing strategies take time. You may not notice growth in your customer acquisitions, conversions, or retention right away. Track your progress and adjust your digital marketing strategy as needed. A few key metrics you'll want to keep track of include:

Number of website visits
Likes, comments, and shares on your social media pages
Online sales
Leads generated from different sources, such as phone calls, website visits, and emails
Foot traffic if your business has a brick-and-mortar location

5. Adjust your strategy and re-invest

Digital marketing isn't a one-and-done deal. After a few months, it's time to check-in and see what's working and what's not. Maybe some things need a tweak, or perhaps it's time to try something new.

If you're not seeing the results you hoped for, don't give up! Consider bringing in a marketing expert to help you figure out the next steps. Remember, success often comes from learning and adapting.

You've Got This: Take Your Small Business Online

The digital world offers amazing opportunities for small businesses. They can use it to connect with customers, build their brand, and boost sales. By harnessing the power of social media, email, SEO, and PPC advertising, you can create a strong online presence that drives results.

Success in digital marketing comes from understanding your audience. It comes from setting clear goals and making valuable content. Start small, experiment, and most importantly, have fun! With dedication and the right strategy, you can turn your small business into a digital powerhouse.

Disclaimer: The content of this post has been prepared for informational purposes only. It is not intended to provide and should not be relied on for tax, legal, or accounting advice. Consult with your tax, legal, and accounting advisor before engaging in any transaction.