Most online guides offer generalised digital marketing tips, but this isn’t helpful when you’re after more specific guidance, says technical copywriter James Dorian.
Digital marketing is about targeting the right audience and converting them into buyers. It is a huge goal to achieve, and it involves many small steps along the way.
Let’s focus on the eight tips that lead towards a good digital marketing strategy:
1. Start by analysing your competitors
Kevin Systrom and Mike Krieger analysed social media and photo sharing platforms, and realised that people needed something better. They promoted unique features of the app, and that’s what helped them grow.
You want to do what Systrom and Krieger did. When you have an idea, it’s important to see how competitive businesses approach that idea and how they promote it. You want to differentiate yourself from the competition.
2. Use creativity apps for the brainstorming process
Each digital marketing strategy starts with a brainstorming process. When you start developing your strategy, you’ll get ideas about what posts to publish, the goals you want to achieve and the overall branding process. You need apps to support the creative flow.
Setapp has got you covered. This is a platform that sources many apps for Mac in their full-featured versions. It would be expensive for you to install all the creativity and productivity apps you need. But with Setapp, you pay a minimal monthly subscription to use them all.
Some of the apps that you’ll find useful include CleanShot, Folio, Aquarelo, Inboard, Tayasui Sketches, n-Track Studio, Swift Publisher and more.
3. Make your website perfect
If you want a professional-looking website that conveys the vibe of your business, a free theme won’t do the trick. Investing in serious web design that’s mobile-friendly is something you’ll have to do, sooner or later. It’s better to do it sooner, since the entire small business marketing process relies on the official website.
Whenever you promote your products or services via different platforms, you’ll want to get the target audience at your website. If it’s good enough, it will convert them into paying clients or customers.
4. Create a free business profile on Google
It’s strange to see how many business owners skip this step as part of their digital marketing strategy. Google My Business is a free platform for businesses, so why would you avoid using it?
When Google users see this profile in the search results, it will show contact information, directions to your offices, a link to your official website and reviews by users.
The reviews are very important for small businesses. Your brand is not famous yet, so people rely on social proof when wondering if it’s what they need.
5. Invest in great content
You have to offer value in the form of content, so your target audience will visit your site and remember your brand. You want to publish interesting content that answers people’s questions and solves their problems.
This will probably require you to hire SEO specialists, writers and graphic designers. These are investments that yield results.
6. Invest in paid social media advertising
Digital marketing in free social media advertising might work, but not that well. Facebook, in particular, serves more content from friends and pages in people’s feed. If you want your content there, you’ll have to pay for ads.
The good news is that you don’t need a huge budget for this. According to FitSmallBusiness, the average cost per thousand views on Facebook is $11.20. If you offer great stuff, a thousand views can bring you many conversions.
7. Develop a perfect LinkedIn profile
Your LinkedIn page can help the business stand out. You need to present yourself as a creative and bold small business owner. LinkedIn also has its publishing platform, so feel free to use it.
Join industry-specific groups and build business connections. LinkedIn is pure gold when you know how to use it!
8. Focus on visuals
Instagram photos and stories, infographics in your blog, photos on Twitter and Facebook — these things are important. Textual content on your blog still matters. People will learn through your tutorials and ebooks, and they will start viewing your brand as trustworthy.
But to grab your audience’s attention, using visuals works better.
It’s the small things that matter
Small business marketing is not an easy concept to master. But it’s okay to learn the basics and keep gaining more skills and knowledge on the go.
Start by developing a great website, using the right apps, analysing the competition and investing in great content. Things will take off from there!