If you are running a small business, you'll know how important it is to establish a solid digital marketing strategy. Often, this is easier said than done. Why? Because a lot of strategies that work emerge after trial and error. Often, those efforts require 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 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. If you know how to write marketing copy, you can write the content yourself by first doing the right type of keyword research. Creating and publishing the right SEO website can help you optimize the site if you have the time, temperament and experience to do it correctly.
The reason why website owners typically use the expertise of a digital marketing agency is that SEO is confusing, time-consuming and takes patience. 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, accurate and niche-relevant 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 Google’s 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 do in conjunction with SEO. 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. Using email is how you can develop a lasting customer relationship, as long as you use the list respectfully and wisely.
By using it wisely, you make sure you only send email to those who opted-in to your list. And, never spam your list or sell their information. Make opening up the emails you send worth the while of your list members. Send them an email on a time-schedule such as once a week. Don’t abuse the privilege they afford you by agreeing to be on your list.
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 regarding 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.