Many factors influence a company’s digital marketing strategy. The size of your business is the first and most critical concept to take into consideration when planning your strategy. Following that is market recognition, which is a measure of how well your company’s products or services are known in the marketplace. Another significant factor to acknowledge is the industry in which your company operates. What marketing strategies are your competitors taking advantage of that you aren’t? The available funding and budget are the last aspects to reflect upon. How much money do you need to spend to reach your marketing goals? Digital marketing practices may be universal, but their implementation and execution couldn’t be more different. As a result, it’s critical to recognize that each approach is dependent on your company’s organizational structure.
Digital Marketing for Small Businesses and Startups
Budget and brand recognition are the two most difficult obstacles for small businesses to overcome. This is why it’s critical to employ a marketing plan that not only increases brand awareness but does so without sacrificing your financial plan. Here are some things to consider when creating a digital marketing strategy for your small business.
Produce Content that sets You Apart from Your Competitors
The content you publish reveals a lot about your business which is why it’s important to build value with every posting. Designing social media posts that stand out will give your business a competitive advantage. A great content marketing plan allows companies to clearly display their message to the world via the internet. This strategy can be used for small business models as well as enterprise-level organizations; however, it is important to note that startups with smaller budgets have much more to gain when applying this strategy.
Creating awesome social media/web content does not require a large financial investment, unlike paid digital ads. Using a content calendar can make managing your socials a breeze by keeping your content organized and giving you an overview of all postings.
At the end of the day, a little effort and ingenuity can go a long way for your business in the online playing field. There is no time like today to launch a social media marketing campaign that will help grow your business exponentially!
Concentrate on Perfecting your SEO (Search Engine Optimization)
If your content isn’t seen by the right target audience, it’s useless. When it comes to content marketing, SEO is critical because it helps your sites rank higher in the search results. Digital marketing professionals are familiar with the keywords that are trending and work to optimize your content to make sure that it can reach the most people in your market. When you make the investment to hire an SEO professional, your business will have room to grow. With modern SEO tools, we are now able to track rankings, view content gaps from competitors, and monitor backlink opportunities.
Creating a Website with Purpose
Due to small businesses lacking a strong online presence (starting out), potential customers seeking a product or service will be unaware of a company’s offerings unless they read or hear about it through social media or a website. This is why startups need to have a responsive and optimized site that clearly states what their business has to offer. Designing and implementing a website takes a lot of time and money, it’s best to find an agency that produces quality work, so you won’t have to revisit in the future. Companies that rebrand too often risk confusing their customer base and coming off as inconsistent.
There are two crucial components to establishing a website that will draw in clients. The first being User Interface Design (UI Design). UI design consists of buttons, icons, menu bars, colors, and more. These elements are how a consumer will engage with your product/services, so it’s critical to get these features functional while bringing life to your website. The second component is User Experience (UX). The complete process a customer goes through while purchasing a product or using a service is referred to as the user experience. In simpler terms, this factor can determine whether you make a sale or not. Refining both user interface design & user experience will ultimately help your website rank higher on SERPs (search engine result pages).
Digital Marketing for Midsize and Enterprise Level Organizations
At this point of progression, businesses have a little more leeway to experiment with their digital marketing strategies. Budgets are significantly more than what startups can afford, and organizations have systematically built up an online presence over time. When your company has reached this point, your main goals have shifted from budget and brand recognition to growth and lead generation.
Lead generation can be attained by implementing paid strategies while still using organic tactics as more of a background process. Why is this important? Organic approaches produce results, but they are more of a long-term strategy and take time to build momentum. When it comes to directing customers to your organic content, paid advertisements work at a much faster pace. Keep in mind that content and pages can’t rank within a small time frame. It takes weeks, sometimes months, to rank high on SERPs (search engine result pages). Midsize businesses must see results quickly before the competition takes the market so utilizing both organic and paid lead generation is very important.
PPC Campaigning with a Professional
For a paid campaign to be worth it, hiring a professional who has experience with optimization is key. Although PPC Ads can produce tremendous results and bring forth a large number of leads or prospects, they cost money. Campaigns must be well-thought-out to ensure that budgets are optimized without sacrificing results. Experts in PPC create campaigns across many platforms and channels all while keeping your budget in mind. Certain platforms might require a larger percentage of the budget than others to reach the marketing goal. Some ad formats work better depending on the content. PPC campaigns are, in general, a numbers game. Having an expert who can understand figures all while strategizing for the next ad is a major asset for any business.
Provide Useful Information to your Client base Through Podcasts
Oftentimes, large organizations have professionals that are well versed in various subjects related to what they do. Did you know that you can use their knowledge to build value for your brand? People feel like they’re gaining something valuable when they listen to a podcast from someone that is experienced and contributes to the success of your company. Podcasts are also a terrific way to give your brand a more personal touch by putting a real person’s voice at the forefront of one of your marketing channels. Overall, an organized podcast can be an excellent tool for sharing knowledge and humanizing your business.
How Consumers can Benefit from an Online Learning Database
What if you could still provide value to your customers even after they make a purchase? One strategy to keep your clients coming back for more is to invest in a learning center or online database. Companies can establish knowledge centers with brief video courses on any topic or company product as long as it is relevant to their target audience. These informational videos can be shared online to platforms like YouTube, TikTok, and Facebook to get the word out.
For larger corporations that have more time and resources to spend, adding online certification courses is another great value-building tool. The courses can be on topics pertinent to the industry in which the company operates. On social media platforms such as LinkedIn, people enjoy sharing their diplomas. This promotes the company’s certification training and increases its perceived value for no cost! Furthermore, certifications give users the impression that they have earned something of value which will always make you look good!
Amidst all the Technical Jargon, don’t Forget that Digital Marketing is About Building Meaningful Relationships with Your Clientele
The best part about digital marketing is that it can prove valuable to a company of any size. It is driven by analytics and numbers which makes it accurate, measurable, and most importantly understandable. It can give any brand a personal touch by speaking directly to its audience. At the root of digital marketing is the same old-fashioned marketing values we are familiar with. To put it simply, you are connecting with the target audience and providing them with sufficient information to complete a conversion.
Whether your company is large and has an unlimited marketing budget or small with a fixed budget, there is a digital marketing plan for everyone! You can start small by outlining your business goals, identifying your mission statement, and locating your company’s current obligations. The other half the struggle is figuring out which digital marketing strategy you need at each level of the funnel.
For businesses of all sizes, digital marketing has leveled the competitive landscape. Anyone can excel at the digital game if they have solid strategies in place.