Traditional marketing such as outdoor advertising, print ads and brochures are often the first type of marketing done by small businesses. For better results, small businesses should combine traditional marketing methods with digital marketing. As many as three out of every four prospects search for companies online before visiting a brick and mortar store. Having a strong online presence may make the difference in whether they’re interested in visiting at all.
Why Use Digital Marketing?
Consider the size of the global marketplace. Prospects that find you online are a much bigger group than those you could attract locally using traditional methods. Digital marketing makes it very easy to communicate with your target audience at every stage of the buying process. You can interact with your customers on social media and communicate with them about what they’re hoping to find. When one out of five businesses fail in the first year, building an effective online presence may make a difference in whether or not your small business survives.
Learn From Your Competitors
Your competitors have already made an effort to attract an audience online. There’s a lot to be learned just from watching what others have already done. What’s working for them and what’s not working? Do they rely on videos, an informative blog or user-generated content? Google Alerts offer an easy way to track mentions of competitors you want to watch. You can gain insights by using tools such as Answer the Public and Ubersuggest or by taking advantage of the power of artificial intelligence.
Use search engine optimization (SEO) to give yourself the best chance of being found in an organic search. Research both long-tail and short-tail keywords that customers might use to find you. For a locally based small business, targeting keywords based on location can help to drive local traffic to your website.
Interact With Customers on Social Media
Social media is a powerful tool for interacting with customers. Consider which platform is likely to be the best place to find customers interested in what you’re offering. A younger audience is likely to be easily targeted on TikTok while a business-focused audience is more likely to be found on LinkedIn. If your customer base is most interested in visual content, Pinterest is a good choice, while customers that respond to video content can be targeted on YouTube and Instagram.
Whichever platform you choose, take the time to respond quickly to comments and complaints. Encourage user-generated content for endorsements and reviews.
Your Marketing Budget
Small businesses often have a tight marketing budget, so it’s important to decide the best use for your marketing dollars. Digital marketing is one of the most cost effective choices when planning your marketing strategy. Use SEO to attract organic traffic and research which platform is the best place for your business to run ads.
Softline Solutions has the expertise needed to guide you through this process. Whether you need help with PPC advertising, SEO or market research, our experts can help you build your business and your online presence. Reach out to Softline Solutions today.
