A digital marketing
strategy is an important part of the overall marketing strategy of a
business. It is true whether or not a company is doing business online. It is
also true for a small, medium, or large size company but especially true for a
small company.
Small business marketing for a
local company can include many offline local advertising methods but needs to
include a healthy portion of digital marketing strategies to be successful
and 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 five 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 with online businesses. Many businesses engage in all five areas
of small business marketing on the Internet.
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 visible in search engines. Since people use search engines
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 under the name of
search engine optimization. They can make sure your site is visible to those
looking for your product when using a search engine.
Local Search Marketing
Location-based marketing includes
website optimization for search results but also integrates a search engine's
function of maps. This is especially true with Google, where your business can
be listed with mapping and address information, giving the prospective
customers what they need to visit your establishment. Your phone number and
website address can also be listed. Customer service will often be
available to help someone decide if they are interested in your product or
service.
Content Marketing
This strategy revolves around
giving prospective customer information about your product or service, as well
as information in general. Everyone is trying to sell, but those that can
inform are more likely to get sales. People will attribute a certain level of
expertise to a company, and this instills confidence in the consumer. Content
marketing in the past was often done with printed brochures and guidebooks, but
today, this can be done with articles and other forms of information on a
business's website.
Social Media Marketing
This type of marketing can be
tricky. Everyone talks about social media, but the truth is, it can be
difficult for companies to integrate social media with their business. The type
of media used, as well as how it is used, is dependent upon the type of
business you have. For some companies being in touch with their customers and
giving them breaking news can be an important element of success.
Other businesses, such as a local
restaurant, have seen success using social media by letting customers know of
the latest specials and new additions to their menu. The most important aspect
of social media is to use it to strengthen your customer base to achieve repeat
sales.
Email Marketing
This form of marketing is crucial
to a small business online or offline. Essentially email marketing is about
building a list of customers and prospective customers. This list of names and
emails are people who are interested in your business, and you know this to be
true because they have opted into this list themselves.
Perhaps they were offered future
updates on products as well as coupons to sign up. As this list grows, it
becomes more valuable. Many marketing professionals consider this to be, in the
long run, the most important small business marketing strategy in the long run.
If you have a small business, you
need to take the above five areas of digital marketing into consideration.
Formulate a plan and combine it with your other marketing efforts. Some of
these areas of marketing will be more important and effective, depending upon
your business. All of them you can have professionals help you with or
outsource if you don't have the manpower to handle it.
Online marketing strategies that
are often outsourced include social media, search engine, and local search
marketing, because unless you have time to dedicate it's difficult to stay on
the multiple changes that transpire when it comes to strategy. With content and
email marketing, you can do much of it yourself, but it never hurts to ask
experts for strategy advice to help get you started.
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