If you are running a small business, you’ll know how important it is to establish a solid digital marketing strategy. Unfortunately, this is easier said than done. Why? Because sometimes it requires a financial investment. And there is no guarantee that you’ll see a return on this investment especially if your budget is too low compared to your competition. In other words, the moment you start spending money, it needs to be a campaign you believe in.
But what is a good digital marketing strategy made of? As a small business that is just getting into the swing of things, what should be on your list of important elements?
Search Engine Optimization
This is the one element you are probably going to start with because it’s often the most affordable. For example, you can write the content and research some strong keywords. In fact, there are some basic things you can learn to do to optimize the site if you want to take the time.
The reason why website owners typically use the skills of an expert is that SEO is time-consuming. It is not something you can do today and leave for a week or two. When you are just starting out and you don’t have substantial traffic, intense SEO strategies need to be implemented. You also want to continue SEO for months or even years so that you continue to get more “SEO juice”. Your goal is to get your web pages on page one when your target audience does an internet search.
Pay Per Click Advertising
Here is where things get a little more expensive. Pay per click advertising (PPC) is a strategy to skip the SEO or to do in conjunction with SEO. Basically, you bid on keywords through a search engine or social media platform, which gets your ad on a web page from search results. The goal is to be on the first page, so ongoing optimization of the ad details is needed. This optimization will also strategize ways to reduce the cost per click, while increasing the number of clicks from your target audience.
Why are people using this system when it’s more expensive? Because not every site is content driven. E-commerce sites are much more focused on products and duplicate descriptions, meaning they need a bit of help to rank higher. And what better way to do this than through targeted PPC advertising?
Build An Email List
It might sound very old-school, but building an email list remains one of the best digital marketing tactics available to ANYONE. It puts you in direct contact with clients and potential clients, but it is recommended that you use it wisely.
And by using it wisely, it means only sending mail the audience will appreciate. Make it worth their while to open it, and give enough space between emails. You don’t want to end up getting tagged as spam because it will render the email list useless.
Social Media Platforms
Then, of course, no digital marketing strategy will be complete without social media. Even though it isn’t everyone’s cup of tea, it can be very effective in terms of creating some hype or more importantly, a relationship with your readers. For instance, a viral post can bring a lot of traffic to your site, and while the conversion rates won’t change your life, it will give the site a nice boost.
However, the only way you’ll be effective through social media is if you use the right platform. Platforms like LinkedIn are very business orientated, while Facebook is more laid back and social. Choose the right one to put more energy into.
Now, all you have to do is go out and start planning your digital marketing strategy.