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There are unique challenges facing small business owners with digital marketing. These difficulties can be overcome with good decisions in planning a path to success. It is possible to grow your customer base and increase your brand’s awareness on the internet.
The biggest challenge is to market your products and services without running expenditures too high which can inhibit growth and expansion of the business.
You need to market your products/services to grow but you need capital to maintain stability for payroll and inventory or materials.
Marketing for a small business should begin with a website that has excellent SEO for local searches of your company’s products and services. If you began with a DIY website builder (Wix Square Space, GoDaddy, etc.), or an under-performing website and have come to realize it’s not providing the increase in business - you have to upgrade otherwise you cannot expect different results.
It’s difficult but you must find a website designer who can deliver the results you need. It’s a priority to find one who has transparent pricing and won’t lock you into a contract, because you will be free to leave if you were overpromised. Also you shouldn’t buy a website outright because you are stuck with it if it doesn’t perform and will have to begin the process all over again.
It’s important to understand an experienced website-with-SEO developer is capable of looking at your website, your competition and the business category (products/services) and provide you with a fairly accurate assessment of the timeline and increased search results (and areas of improved search categories) you can expect.
If results aren’t met, within a reasonable amount of time, and you don’t see your business growing, move on to find a different company. Don’t give up as increased revenue is dependant on your website’s success.
* Be wary of companies and email marketers with exaggerated, extravagant promises.
You’ve come to understand Google is your key to improved digital marketing. Your Google Business Profile (click to read more about it if unfamiliar) is priority and has to contain all the correct information about your business. It’s advised to regularly update products and services at least once a month.
Unless your company has niche products or services or perhaps runs out of your home (like a pet groomer, aesthetician. cosmetologist, etc) don’t expect average, standard social media content to grow your customer base. Social media is important in trying to reach more people so don’t discount it completely either.
Until your website is growing your business, customer base and profits it’s unwise to hire professionals to provide social media services for you. Instead take a more fiscal, common sense approach and try and post on Facebook, LinkedIn and X when you can.
For small and medium sized businesses who have a great website and decent social media presence the next step is to increase your digital marketing strategy.
Start expanding your social media reach by increasing your content. Content needs to be engaging, relevant to your products and services and frequent - once a month. For many small businesses including trades (electricians, plumbers, roofers, etc) keep your expectations reasonable as to audience engagement and more importantly driving growth and profit. Fact is, social media will have limited ability to drive growth at this level. With this in mind be economical with your social media budget.
Digital advertising is spread across the entire cyber world from Amazon Prime TV, YouTube to news platforms, gaming sites and beyond. Finding the best advertising platform for your needs is not complicated.
Start with Google Ads. Why? Google ads are clicked when people are searching specifically for your products and services. When clicked many customers are ready to be converted to a sale. This also means your website landing page (in relation to the ad) should contain a call-to-action easily found.
Google Ads can also be outsourced to other websites including specific Google websites like Google Finance, Gmail, Blogger, and YouTube—that show ads. This network also includes mobile sites and apps.
The downside to Google Ads is that they can add up very, very quickly for the uninitiated. Also compared to years ago, Google no longer provides easy to connect with customer support. You need to carefully monitor your budget and daily cost(s) - especially in the early going.
Hiring a professional is wise, but only, if their pricing structure is transparent. Too many companies send a monthly bill without really providing the profit margin they make on top of your ad costs. Again, if your business is not growing look to change your strategy or Ad Management company.
Looking at Google Analytics metrics it’s hard to see a direct correlation to business growth with traffic arriving at a website through social media and its advertisements. To be clear it’s possible to grow many businesses through social media, however it requires a large budget and a skilled professional social media management company.
Social media advertising for small businesses should be considered only when everything else in your digital marketing strategy is performing at a high level.
Small and medium size business digital marketing is similar to your business itself. It should begin slow, steady and cautious being careful with expenditures to maintain growth. Once you find your path your profits will slowly grow and then you can look to expand your capabilities.
Don’t overthink or stress about digital marketing or companies. They’re much like your business category there’s good and bad. There are those who over-promise and under-deliver. The good companies are confident in the services they offer and transparent, providing an easy-to-access escape hatch, without financial penalty, should things not work out as promised.
In today's digital age, having an online presence is no longer optional.
At Dot Com Marketing, we believe that every small business can have a professional website without breaking the bank. Our affordable, flexible SEO website design services can achieve your business goals. Call today (403) 505-9996.