Digital marketing is a phenomenal force for small, local businesses. It has allowed bedroom entrepreneurs to create multi-billion dollar companies. It has allowed local companies to put themselves on the map and reach out to their community.
In the past, you’d have to rely on enormous marketing budgets to reach TV, radio and magazines. Advertising and PR were the heart of traditional marketing, and it was out of reach for most small companies. Nowadays, you can build an entire marketing strategy on a shoestring budget. You can build a community of loyal customers, and extend your reach.
We’ve watched local companies double, and even triple, their profits as a result of digital marketing. Remember, we all live a double life. One in the real world, and one online. There’s an entire world to tap into, and it’s easier than you think!
Digital marketing is simple when you break it down. It’s about creating a web that grows larger and larger. Today, we’re going to teach you seven highly effective strategies. Each are connected and feed into each other. Learn them, memorise them, and implement them.
1. Your own website
The heart of your digital marketing strategy is your very own website. This is where you’ll direct all your customers to eventually. It should host the relevant information about your company. Most importantly, it should sell. Your website is the central part of your strategy. All roads should lead to it. You can create your own using a simple website building platform. We like WordPress or Wix, but feel free to find the right one for you. Once it’s up and running, you need to optimise it for sales and information. Here’s how.
2. Search engine optimisation (SEO)
This is perhaps the trickiest aspect of your digital marketing strategy. But, get it right, and it will send huge amounts of traffic to your website. SEO is all about optimising your site for Google. You need to make sure your website appears on the first page of results for relevant search terms. If you’re a florist in London, for example, your website needs to appear when people search for ‘Flowers in London’. It all starts by embedding targeted keywords into your website headers, content, and metadata.
The call-to-action is the single most important aspect of your website. It’s the button your customers will click to buy your product or sign up to your mailing list. It’s the ‘buy now!’ button. Your conversion rate (and sales figures) depend on how compelling and powerful this is. It’s all about using the right colours, copy, and images around it. Most importantly, it’s about choosing just one main call-to-action, and focusing on it. Remove any other distractions, and lead your customers straight to it. Your final goal is always the sale.
4. Content strategy
Your digital marketing efforts are all about driving as many people as possible to your website. One of the proven ways to do that is with compelling content. Using blogs, videos, and images, you can draw the attention of potential customers. Lead them to your website, and give them something they need. Use content to inform, educate, or simply entertain. Content drives traffic to your site; it also gets shared online, and helps you reach new customers.
5. Social media
Social media is a crucial part of any digital marketing strategy. In fact, it requires a whole strategy of its own! Social media is now the most common daily activity online, with billions of users logging on every day. It’s your job to build a small community by targeting the right people. Start connecting with your customers on Facebook, Twitter, and Instagram.
6. Email marketing
Most marketers still argue that email marketing is the single most powerful tool in the box. It drives more sales than any other digital marketing strategy. Why? Because, it’s your chance to reach right into your customer’s inbox and connect with them. It’s personal, intimate, and you have permission. Start building an email list by offering great content in exchange for an email address.
Finally, it’s time to embrace the mobile revolution. Did you know that mobile internet access has now surpassed laptop and desktops? It is especially important for local businesses, as we use our phones and tablets to hunt down local services. Start thinking about a mobile strategy. It should all start with a ‘responsive’ mobile website. Then, think about creating an app, and advertising within other popular apps.
These are the core aspects of your digital marketing strategy. Which one are you missing from your business?