A digital marketing strategy is an important part of the overall marketing mix of a business regardless of its size and whether or not it’s doing business online.
Small business marketing for a local company can include many offline local advertising methods, but it needs to also include a healthy portion of digital marketing strategies in order to maximize sales in today’s economy. A small business that is doing most or all of its business online needs to embrace a digital marketing strategy that helps online users see it.
There are several main areas of online marketing that are of interest to a small business. Some of them are more important to local, offline businesses, while others are more effective for those exclusively operating online. Many businesses engage in multiple areas of small business marketing on the internet.
What Digital Marketing Strategy Is Best for My Small Business?
Take a look at your customers and identify where they spend their time online. Your digital client base might be a different audience than you’re used to targeting. Your budget will be an important factor when deciding which digital marketing strategies to pursue.
Don’t be afraid to test out a few different methods when deciding which digital marketing strategy is best for your business. Take a look at the results to see which methods are the most effective with your client base, and make sure you’re getting a positive return on investment (ROI). Some strategies can be difficult to measure, but be consistent with your method of measurement—one suggestion is to compare the company’s revenue during certain marketing efforts to the revenue generated while running other marketing campaigns.1
You should revisit 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 portion of marketing is critical for a small business. It gives you a chance to compete with larger companies by being more visible in search engine results. Since people use search to find products both online and locally, it is important that your company place high in search results for words that relate to what you are selling. Professional internet marketing firms 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
Internal link building
Optimizing content to produce high-quality, relevant information