Initially, small businesses frequently concentrate on attracting their first consumers and rely on conventional advertising methods, including brochures, print advertisements, and outdoor advertisement.
Although this approach may generate a small amount of revenue, there is a more effective and straightforward approach. Small businesses should take into account the global online marketplace and utilise a combination of traditional and digital marketing strategies to capitalise on all available opportunities.
Visual Objects’ research indicates that 76% of consumers conduct online research prior to visiting a physical location, while 45% are inclined to visit a business that has a robust online presence on a local search page.
Digital channels should be considered by all small businesses, regardless of their age or status, as a means of converting interest into customers and generating leads.
In this blog, we will examine six effective strategies for utilising online channels to promote and expand your business, as well as three exceptional examples from small brands to serve as inspiration.
Conduct research on competitors.
Utilise search engine optimisation (SEO
Be both proactive and reactive on social media.
Concentrate on existing clients.
Contact influential figures
Concentrate your marketing expenditures
What are the benefits of digital marketing?
A much larger group of potential consumers can be attracted through online channels than can be attracted through local channels. Digital marketing techniques enable you to reach a vast audience in a cost-effective, scalable, and quantifiable manner.
Key advantages of employing digital channels include:
Enhance your interactions with potential customers and gain a deeper understanding of their needs, i.e., get to know your customers better!
As digital communication transcends geographical boundaries, it is possible to communicate with individuals in any location and time zone.
Utilise hyper-personalization to target the appropriate audience at the appropriate time.
Engage in communication with your customers and prospects throughout the entire purchasing process.
Reduce expenses and expand your audience for a reduced cost
Develop an understanding of your audience and encourage engagement to increase customer loyalty.
Optimise or adjust content or targeting by monitoring and tracking campaigns in real time.
Utilize social media platforms such as Facebook or X to enhance consumer service.
Getting started on digital marketing for small businesses:
Digital marketing may appear intimidating to those who have not previously employed it due to its limitless potential. The endeavour may appear to be more complex than it is due to the existence of a diverse array of platforms and strategies.
However, the online marketplace is highly competitive, and although word-of-mouth marketing and customer recommendations can be effective in driving traffic, consumers will encounter difficulty in locating your business unless you are present in the locations where they spend time.
This is due to the fact that online purchasing has experienced a significant increase in popularity in recent years, as individuals flock to the internet to conduct research and make purchases. As a consequence, the global ecommerce proportion of retail sales has increased from 18% in 2021 to an estimated 23% in 2027.
According to Forbes Advisor, 20% of businesses fail in the first year, 30% in the second year, and 50% by the fifth year. Consequently, it is imperative for any small business that aspires to endure to establish an online presence.
Therefore, we will examine a few straightforward yet efficient digital marketing strategies that can be employed to establish an online presence and attract the attention of individuals who are interested in your product or service.
1) Conduct Competitor Research:
In order to achieve success in business, it is imperative to monitor the actions of your competitors and derive insights from them. Examine the online strategies of your competitors to gain insight into what is and is not effective.
Perform a competitor analysis and conduct your investigation with the following questions in mind:
What type of content do they employ, such as a company blog, videos or visuals, custom landing pages, original research, or user content?
What distinguishes them and how do they communicate their brand?
What is their level of engagement with the audience, and how do they do so (especially through social media platforms)?
Which platforms are they employing?
Do they have any partnerships with influencers or brand advocates?
If they have a loyalty program, what is it and what benefits does it provide?
Fortunately, there are several excellent tools that can assist you in your investigation, preventing it from becoming a time-consuming endeavour, including:
Semrush is an excellent tool for analysing keyword traffic and ranking.
Ahrefs is a valuable tool for identifying the most frequently linked content of competitors.
Moz is an additional platform for keyword evaluation.
Track the most popular content types and influencers with BuzzSumo.
Google Alerts is a tool that allows you to monitor the mentions of any competitor you choose.
Ontolo is an exceptional resource for content marketing and backlinks.
Similarweb provides information on the digital channels utilised, website traffic, keywords, and social media platforms.
Additionally, you should leverage platforms that provide customer insights to inform your content marketing and persona development, such as:
Respond to the public
Ubersuggest
Statista
SparkToro
2) Leverage SEO:
It is highly probable that individuals will initiate their inquiry for any product or service by employing a search engine such as Google. You may still not be discovered if your competitors are more easily discovered due to their higher search engine rankings, despite the fact that you have an online presence.
Therefore, it is imperative to comprehend the significance of Search Engine Optimisation (SEO) in addition to developing an optimised website in order to surpass your competitors.
It is essential to conduct research on the most effective keywords (both long-tail and short-tail) for your business in order to achieve this. This will assist in the identification and retention of phrases with high search volume, the disregard of keywords with low volume, and the identification of content spaces that can be filled to establish authority.
Local SEO is crucial for modest businesses in this context. Local SEO can enhance your business’s visibility in Google search results by targeting searches that are specific to specific locations, despite the fact that you can strive to enlighten and sell to individuals worldwide.
Additionally, you may utilise Google Business Profile, a directory that provides a means to showcase business information on Google Maps and local queries.
Additionally, consider incorporating FAQs on your website or creating a blog that specifically targets long-tail phrases to address basic enquiries that potential customers may have. For instance, if you operate a pub that emphasises regional beers, you could compose an article that delves into the topic of “The Best Beers in X (& Why They’re Great)” and includes information regarding the location from which they can be procured, such as your establishment.
It is important to remember that AI tools such as ChatGPT can assist with SEO. Therefore, it is recommended that you investigate the platform and observe its functionality. It is effortless to generate prompts that contain specific keywords and request that ChatGPT generate content that is tailored to Facebook or X.
3) Be Proactive and Reactive on Social Media:
One of the most potent digital platforms for a modest business is social media. According to Datareportal data, it is an excellent platform for promoting your brand, as it is used by more than 5 billion users, which accounts for 62% of the global population.
The primary obstacle may be determining which social media platform is most suitable for your business, as there are numerous options available, each with a distinct audience and a reliance on distinct content categories.
The key to achieving success on social media is to select the appropriate platform(s) for your business. This necessitates an understanding of the content that is consumed and the individuals who are active on each platform.
YouTube is a prominent platform among the 25-44 age group and features video content, including YouTube Shorts.
Facebook is the most popular platform among 25-44 year-olds and allows for the use of text, image, and video content.
Instagram, a platform that is primarily used by influencers and is designed for the creation of image and video content, is most popular among individuals aged 18 to 34.
TikTok is a video-based platform that is rapidly evolving into a search engine. It is most popular among individuals aged 18–34, but it is also extensively used by those aged 12–17.
LinkedIn is utilised for the publication of text, images, and video content. Between the ages of 25 and 34, 60% of LinkedIn users are.
Pinterest, a visual discovery engine, is particularly popular among women (76% of users) and individuals aged 18-34. Images can be organised into themes in the form of “Boards.”
X – This platform is particularly popular among individuals aged 25 to 34, as it is a news-oriented platform that allows users to publish images, text, videos, and polls.
In addition to posting content about your business (self-promotional content), social media should also involve sharing the content of others and providing information that your audience would find valuable.
Encourage your audience to generate user-generated content, as this can facilitate the dissemination of brand evaluations or endorsements (without the need for you to do so). It is important to remember that social media should also be utilised to address consumer enquiries or grievances. It can be used to showcase your dedication to your consumers and to provide prompt and transparent responses in order to resolve issues promptly.
4) Target existing customers:
Even if an email marketing list is not particularly extensive, it is crucial to cultivate the subscribers. In the end, they are present for a reason, whether it be to take advantage of a discount offer or to make a purchase.
Please be advised that it is imperative to be cognisant of data protection laws and legislation when sending emails via Google and Yahoo to guarantee the protection of your customers’ data.
It is beneficial to establish a framework for your email database prior to the point at which it becomes untenable. Use segmentation to target your consumers or prospects with content that is both personalised and pertinent. These segments may include:
Action (e.g., download or purchase)
Sexual orientation
Age division
The location
Cart abandonment
Hobbies
Purchase history
Participation
It is also crucial to consider the methods of expanding your email list. The greater the number of individuals on the platform, the greater the potential for engagement and conversion. There are several straightforward methods to accomplish this:
Provide a discount to subscribers.
Establish a referral program.
Encourage participation in a contest or donation
Provide’members’ with VIP discounts.
Generate content for data capture
Establish a newsletter.
In order to leverage and expand this channel, we recommend that you consult our blog for email advice and examples.
5) Reach out to influencers:
An influencer is an individual who is perceived as an expert in a particular field and has a significant social media following. The appeal of employing one is that they possess a talent for creating content that resonates with their audience and are creative. It is possible for your brand to derive value from the appropriate voice.
Influencer marketing has experienced a significant increase in popularity in recent years, and numerous marketers employ it as a marketing strategy to establish connections with their customers. According to Statista, influencer marketing has become so popular and effective that 22% of marketers allocate 10 to 20% of their marketing budget to it, while another 26% allocate over 40%.
Selecting the appropriate influencer is essential for successful influencer marketing. The number of followers may not be the most critical factor for small enterprises. It is of greater significance to identify an individual who is consistent with your brand and principles.
Relevant influencers can be identified by conducting a search using hashtags or social media. Different types of influencer activities include:
Posts that are sponsored
Collaborations or partnerships
Freebies
Brand ambassadors
Blogs written by guests
Organising events
Unboxing movies
After identifying the appropriate influencer, you can determine the objectives of the partnership by contacting them using our influencer marketing brief template.
6) Focus your marketing budget:
Digital marketing is among the most cost-effective advertising methods. Small businesses and start-ups are perpetually striving to maximise their marketing efforts on a limited budget.
Advertising online can expand your budget and enable you to more precisely define your target audience. Social media is particularly advantageous for this purpose, as it allows you to establish a daily budget for a specific audience that is interested in your brand or ethos. The most significant benefit is that it enables your business to exclude individuals who are unlikely to make a purchase, thereby saving you both time and money.
Choosing the most suitable social media platform for your brand and needs is crucial when advertising on these platforms. Do not select TikTok solely because it is currently trending or advertise on LinkedIn when you are not attempting to generate B2B interest.
Conduct research on social media platforms, consult a guide on social media demographics to identify a platform that aligns with your objectives, and implement basic experiments to determine the most effective messaging and content.
