When small businesses start, they often focus on attracting their first customers through traditional advertising methods like brochures, print ads, or even outdoor advertising. While these methods can bring in some business, there’s a more effective way to reach a broader audience. Small businesses should embrace the global online marketplace, combining traditional and digital marketing to maximize their reach.
The Importance of an Online Presence
Consider these compelling statistics from Visual Objects:
- 76% of consumers search for a company online before visiting a store.
- 45% are more likely to visit a business if they have a strong online presence on local search pages.
Every small business, whether new or established, should utilize digital channels to generate leads and convert interest into customers.
In this blog, we’ll explore six effective ways to use online channels to promote and grow your business, along with three inspirational examples from small brands.
6 Strategies for Digital Marketing Success
1. Conduct Competitor Research
To thrive, it’s crucial to understand what your competitors are doing. Analyze their online presence to determine what works and what doesn’t. Ask yourself:
- What type of content do they use (e.g., blog posts, videos, visuals)?
- How do they communicate their brand uniqueness?
- How do they engage with their audience?
- Which platforms do they use?
- Do they partner with influencers or have brand advocates?
- Do they offer a loyalty program?
Use tools like Semrush, Ahrefs, Moz, BuzzSumo, and Google Alerts to streamline your competitor analysis. Platforms like AnswerthePublic and Ubersuggest can provide customer insights for persona development and content marketing.
2. Leverage SEO
People usually start their search for products or services on search engines like Google. If your competitors rank higher, you might not be found. Implementing SEO helps you outrank competitors and ensures visibility.
Research keywords to identify high-volume search terms, and focus on local SEO to appear in searches specific to your area. Utilize Google Business Profile to enhance local search visibility. Additionally, answer common questions through FAQs or blogs to capture long-tail keyword traffic.
3. Be Active on Social Media
With over 5 billion users, social media is a powerful platform for small businesses. The key is to choose the right platform(s) based on your target audience and the type of content they consume.
- YouTube: Popular for video content among 25-44 year-olds.
- Facebook: Ideal for text, images, and videos, popular with 25-44 year-olds.
- Instagram: Best for images and videos, used by 18-34 year-olds.
- TikTok: Video-based, popular with 18-34 year-olds and teens.
- LinkedIn: Great for professional content, with 60% of users aged 25-34.
- Pinterest: Visual discovery platform, popular with women aged 18-34.
- Twitter (X): News-oriented, suitable for images, text, and videos, popular with 25-34 year-olds.
Social media should be used to post engaging content, share others’ content, and respond to customer queries, demonstrating your commitment to customer service.
4. Target Existing Customers
Even a small email list is valuable. Segment your list based on actions, gender, age, location, interests, purchase history, and engagement to send personalized content. Grow your list through:
- Subscriber discounts
- Referral programs
- Giveaways or contests
- VIP discounts
- Data capture content
- Newsletters
Ensure compliance with data protection laws when collecting and using customer information.
5. Reach Out to Influencers
Influencer marketing is a powerful way to connect with customers. Select influencers who align with your brand values. Types of influencer activities include:
- Sponsored posts
- Collaborations
- Giveaways
- Brand ambassadors
- Guest blogs
- Event hosting
- Unboxing videos
Finding the right influencer can amplify your brand’s reach and credibility.
6. Focus Your Marketing Budget
Digital marketing is cost-effective and allows for precise targeting. Social media advertising enables you to set daily budgets for specific audiences, maximizing your reach while minimizing costs. Choose platforms that align with your target audience and run tests to see what content resonates.
3 Inspirational Examples of Small Business Digital Marketing
1. Zac’s Sweet Shop
Founded by Zac, who started his candy business at 13, Zac’s Sweet Shop gained prominence after a shout-out from Beyoncé. The ecommerce site features a ‘Mystery Box’ section, autoplay videos, and a top banner highlighting the Beyoncé endorsement. These tactics effectively inform, influence, and sell to customers.
2. KidRunner
KidRunner, created by a father who wanted to run with his daughter, offers strollers for running, skiing, and biking. The website features customer reviews, providing valuable guidance and recommendations for potential buyers. This approach leverages user-generated content to build trust and engagement.
3. The Honest Company
Founded by Jessica Alba, The Honest Company uses a combination of social media, influencer partnerships, and content marketing to promote its eco-friendly products. Their strategic use of Instagram and YouTube, coupled with authentic storytelling, has helped build a loyal customer base and drive sales.
Conclusion
Digital marketing is essential for small businesses looking to grow and thrive. By conducting competitor research, leveraging SEO, being active on social media, targeting existing customers, reaching out to influencers, and focusing your marketing budget, you can build a strong online presence. These strategies, coupled with inspiration from successful small brands, will help you attract and retain customers in today’s competitive marketplace.
