Starting a business is a journey ridden with doubt and lack of funds but starting the business is the easy part. Keeping it afloat and steering it into profitability is the hard work.
Many small business have to create a niche for themselves and market their products and services while competing against the big corporates all the while lacking the financial muscle for the battle they face. As such, start-ups and small businesses need come up with less costly ways to market themselves.
Thankfully, marketing your business online is more cost-effective than the traditional marketing channels plus there is the advantage that a bigger percentage of consumers are online these days.
Here are the digital marketing strategies that every small business needs.
Have a website
Having a website doesn’t cost much and it’s something you can even create yourself. A website is the first point of contact a customer has with your business when they search for the products and services you deal in on the internet.
If you lack a website for your business, then you are sabotaging your own efforts since you are losing out on a cheap marketing channel and a huge chunk of consumers who either do their shopping online or use search engines before going to shop. Find out more about Click Fraud Monitoring.
Having a website isn’t enough. You must get people to visit it and linger long enough to make conversions. SEO (Search Engine Optimization) is basically using strategies to get your business website a better ranking on the search engine results page (SERP).
By mastering SEO strategies and using them appropriately on your website, you get ranked better when people search for relevant keywords that touch on your business.
The basic SEO techniques that you need to understand is keyword research and how to use relevant keywords in your content without spamming and link building. You need to build links with other sites to draw a bigger audience and to establish yourself as an authority in your niche. Search engines like Google reward such efforts with a higher ranking.
It is also important that you have a website that loads fast and is responsive across all devices and browsers.
You need to have great content on your website. You can have a blog section on your website to help with your content marketing efforts where you write about industry related issues and subtly promote your business as well.
You need to understand who your customers are and create content that is relevant to them. More importantly, the content should be original and captivating to hold the reader’s attention long enough for you to realize a conversion. You should regularly post fresh content otherwise you will lose your audience.
Paid ads on the internet are not as costly as placing ads on TV or on newspapers. With paid online marketing campaigns, you pay for only what you get and nothing else. This is called PPC (pay-per-click) marketing and you are charged only if the conversion you want is realized.
For instance, if you put an ad to get subscribers to your newsletter, then you only pay for that and not for people who view the ad or click on your website but do something else.