Here are the basic rules of effectively digital marketing your small business!
Read ’em. Learn ’em. Follow ’em.
1. CONTENT IS KING
Understand that everything starts with content
The best marketing tool is your content. If you provide original, quality, authentic, content people will naturally talk about you. They will visit your site, and even recommend it to their friends.
Your content is your best weapon on the Web! You can do all the shortcuts you want, or try to trick the search engines with SEO — and it may just work, albeit for a limited period of time — but nothing beats anything on the web except great content.. especially video.
2. NOTHING HAPPENS OVERNIGHT
Digital marketing is not a one-shot deal. It is something that you need to do on a regular basis using a variety of techniques. Competition on the Web is tough with millions of websites competing for visitors and sales. You are competing both with small and big businesses — both in your own part of the world and elsewhere. It will take a lot more effort to get the traffic and sales that you need.
3. VARIETY IS THE SPICE OF LIFE
Use different techniques.
One of the cardinal rules of digital marketing is: do not rely on a single marketing tactic. The risks are too high if you put all your eggs in one basket. Take for example organic search engine optimization where you rank high in Google – you may be #1 today in your main keyword but when Google updates their algorithm, you will get hit and lose as much as 80% of your traffic.
Make a list of what you can do given your resources to reach audiences online. Investigate what your competitors are doing to market online and whether you can use their techniques as well. Consider both paid advertising and guerrilla marketing strategies, such as:
- Pay per click advertising
- Banner advertising
- Social media on a specific network
- Text link advertising
- Contextual text advertising
- Lead generation
- Email marketing
- Organic search engine optimization
- Online press releases (both online and print media)
- Article marketing
- Participation in forums and communities (without spamming)
- Link popularity
… and the list goes on. Choose the techniques that make the most sense for you.
4. KNOW THY DATA
Track and measure your results
You can only prioritize your internet marketing activities if you know which ones work and which ones don’t. Put more resources or dedicate more time to doing activities that can actually bring in traffic. Regularly analyze your web stats and marketing insights to get a clear idea of the most effective digital strategy for you. Hard data can also help you look at how you can improve the results of each campaign and strategy that you do.
Paid digital advertising offers the best data – you want to know which ad copy pulls in the most number of customers, what ad creatives are working, and which websites you advertised in can give you the most. Only by looking at the metrics can you assess how well your online marketing efforts are doing.
5. IF YOU’RE NOT LEARNIN’ YOUR DYIN’
Learn, learn and learn
Marketing is always evolving and so is digital technology: what may be acceptable in March 2016 may no longer work or be frowned upon in August 2017. I keep up to date with the latest updates and technology news, but if you don’t hire a marketing director it is necessary for you to keep updated on all the latest techniques that your competition is are successfully using in marketing online.
There are certainly plenty of resource onInternet marketing online with experts, bloggers, forums and online publications. Spend time paying attention to what’s new. There are always a lot of things to learn.
👋🏻 If you enjoy my blog posts, please help me spread the word and share them with your small business owner friends. I would greatly appreciate it! -Jen Lew