Dealing With Digital Marketing As A Small Business: A Primer


It can often seem that as a small business you don’t have the resources to promote your business as the multinational corporations do. Of course, their marketing budgets will always be bigger, but that doesn’t mean you still can’t use similar approaches to digital marketing to get the job done. In fact, the four points below outline the basics of digital marketing no matter what the size of your company or budget, something that small business can use to get ahead of the game. Just keep reading to find out what they are.

Your website is the cornerstone.

For small businesses, having a professional and effective website is crucial to the success of your digital marketing strategy. In fact, your site could even be called your cornerstone, because it is the central point that supports all the other efforts you make. Therefore, you will really want to make sure that potential customers aren’t let down when they do visit.

To the end, it’s crucial to consider a number of factors including the visual design (UI) and interaction design (UX) on your site to optimize your visitors’ experience.

The former is all about things such as colour schemes, type sizes, and images, while the latter is more about the underlying structure of how visitors gain accesses to information and navigate your site. Something that should be designed to appeal specifically to your customer base, and make it as easy for them to access information or make an action as possible. In fact, if you choose to negate any of these aspects, you would risk the long-term success of your whole business.

Watch out for new trends.

Next, when it comes to dealing with digital marketing as a small business is crucial to remember that it is an incredibly fast moving industry. After all, new trends develop exceptionally quickly because things can be produced, discussed, and disseminated online. Something that means the innovation process is so much quicker than in traditional print forms.

To that end, if you want your small business’s marketing to be a success, you must be open to staying in touch with these trends and applying them to your strategy.

Happily, this is not such a tedious task as there are sites that collate and curate the latest digital marketing publishers’ news and trends, all in one place. Something that means you can get a comprehensive overview of the latest ideas that will make your digital marketing strategy a success, without having to spend hours searching all over the internet for them.

Don’t forget about the importance of a digital marketing funnel. A digital marketing conversion funnel is key to reach a wider audience and to get the best conversion rate on your marketing efforts. Simply throwing money at paid ads or social media marketing won’t generate the results that you want.

Pick one social media platform.

Most businesses, small or large, know the value of social media when it comes to digital marketing. However, you may not be aware that for smaller companies, sometimes focusing on a single platform can be the best approach.

Of course, the critical thing here is to pick the right platform to suit your demographic. For example, as 38 per cent of women use Instagram while 83 per cent use Facebook, so for small businesses looking to appeal to the primarily female market, focusing on Facebook would be a much better strategy. One that will then make your digital marketing efforts much more effective, something that for a small team can be hugely valuable. 

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