If you’re running a smaller business, you may find that you operate differently to the big corporate giants. You have different internal systems in place, different approaches and different clients and customers. Small businesses have different needs, and whilst an all-out, big business marketing plan is great, like we said, smaller businesses need something different. If you’re on this page, then you’re most likely looking for information on a Digital Marketing Strategy for a smaller business. Luckily for you, you’re in the right place.

We’re going to be going through why it’s important to have a digital marketing strategy in place as well as what you can do to market your small business in a way that benefits you. Whilst following in the footsteps of bigger companies sometimes works, you’re not a global company. You’re a small business who needs a refined and clear digital marketing strategy – that won’t break the bank. We get into all of this, below.

Why Market

Marketing your business online is essential, no matter the size. Because it helps you grow. You can reach a whole new pool of customers through digital marketing and bring in more business for your company. Digital marketing can help you refine your audience, getting your business out there for the right kind of people. Whilst marketing is great, if it’s not helping your business bring in more money the what’s the point?

The benefits of digital marketing are that you can target your ideal demographic much more easily. Helping you focus your business’ efforts whilst maximising a smaller budget. Whether it be through social media or search engines, there’s a way to make sure that your business appears for your desired audience and helps boost your profits too.

Different Digital Approaches

When it comes to marketing your business online, there’s different methods you can use to do so. We outline different digital marketing techniques below, that can help your business grow. We’ll explain how each digital method can help your small business (and a little about what it is too).

1. Search Engine Optimization

SEO, or search engine optimisation, is the process of making your business’ website more visible on search engines like Google, Bing and Yahoo. SEO is a long-term strategy and constantly needs to be worked on. SEO experts target specific keywords and search terms that your business ranks highly in and develops your page through link building and other techniques to help your website be found and seen on search engines – by the right people.

What this means for smaller businesses, is that you find out what search terms your customers/clients are using to find your business on these search engines. SEO work helps a business develop their understanding of what searches they fall under, it can also highlight what areas of your site need improving in order to make it better optimised for search engines. A better and optimised site means more consumers will find your business via search engines – which means you’ll be able to reach more customers and, hopefully, bring in more money.

2. Pay per Click

Where SEO focuses on long-term PPC (Pay Per Click) focuses on a fast, but short-term, solution for search engine visibility. PPC is a form of search engine advertising, where you target select keywords and search terms around your business and products/services. When consumers search for these terms, your site will appear at the top of search engines amongst 3 other ads. If your ad is clicked on you’re charged, hence the name. Different search terms cost different amounts, because more people targeting the same keyword pushes the price up.

Smaller businesses can utilise PPC to help boost local visibility on search engines. You can target specific areas where users are searching for, as well as targeting keywords with area, town or city names in the search term. All of this can help your company’s visibility on search engines – especially if you want to target a local area. Pairing PPC and SEO is the ultimate way to get your business seen on search engines.

3. Social Media Marketing

Every business, no matter the size, needs to be on social media. Especially when looking at digital marketing strategies. See, the key is to use your social media as a platform for advertising, branding and customer service. What’s great is that there are analytics and other tools built in to assist you in refining your marketing on social media.

You can use specific targeting, through advertising on social, to home in your ideal demographic. You’ll be able to reach the timelines of your target audience, as well as monitor your advertising campaign from start to finish, to see if it achieved the goal you wanted. You can also you’re your social pages, making sure that you spread your brand across to followers – to convey your business in the way you want it to be seen. As social media is such a prominent part of modern culture, it’s key to utilise this platform – no matter the size of your company. Whether it’s to advertise products/services or just to grow your following, social media marketing is an essential part of any small business’ marketing strategy.

4. Email Marketing

Email marketing is, as the name suggests, marketing through email. It’s fairly simple and easy to do, which means even small businesses can do it. There’s loads of handy tools and services that allow you to send out emails, whether it be for product promotions or even just to get some traffic through to your site, email marketing is a great way of reaching consumers directly.

As a smaller business, you may know your consumers a little better, having collected their email through GDPR compliance means. So, the benefits of email marketing for a smaller business means you can personalise emails a little more. Even if you’re running a campaign, you’ll know which consumers are likely to open which mail. And for the ones you’re not sure about, you’ll be able to use the analytics to help see what worked about your campaign and what didn’t. Email marketing is great for reaching consumers directly, through their inbox.

5. Go Digital

The benefits of digital marketing for small businesses can be seen above, but more than that digital is always a better investment. With the wealth of analytics and data available, you can refine your marketing online to make sure the right people are seeing the right thing. The power of digital marketing is a much better method than traditional marketing techniques, because of the quality of targeted advertising and marketing. Make sure your small business goes digital when marketing, to truly maximise your budget and your time, whilst boosting your online presence at the same time.

By Kar

Dr. Kar works in the interface of digital transformation and data science. Professionally a professor in one of the top B-Schools of Asia and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a regular contributor of Business Fundas and a frequent author in research platforms. He is widely cited as a researcher. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.

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