What’s the Best Digital Marketing Strategy for your Small Business?

Digital marketing plans for small businesses

With 2018 hot on our heels, small businesses around Melbourne and Australia are thinking about the best marketing strategies to adopt moving forward. There’s no cookie-cutter approach to choosing the right digital marketing plan, as every business and startup is completely unique. Instead, your plan should depend on your industry, goals and other factors.

So, why do you need a digital marketing strategy? Some traditional marketing agencies advise solely on offline advertising, especially for companies that don’t rely on the internet to sell their products and services. This approach is truly outdated and most of your customers will head to digital channels to connect with you and other businesses. Additionally, only by placing the majority of your advertising efforts online will you be able to track your ROI and achieve measurable, data-driven results.

No matter what business you’re in, digital marketing is relevant, so don’t listen to companies that tell you otherwise! The ambiguity lies in which digital marketing strategies you would benefit from most. Do you need to be on social media? Who is your target audience? And how on earth do you leverage search engine optimisation to boost sales?

Who is your Target Audience?

Many people look at basic demographics to define their target audience; age, location, interests and income. There’s a deeper level to think about, which is to place your audience into three separate categories. Those categories are consumer, payer and influencer. For example, if you run a cuddly toy business, a child is an influencer, their parent is the payer and the entire family is the consumer.

An ideal digital marketing platform would reach all three types of your target audience. However, defining digital marketing strategies that attract just one or two categories could also have a huge positive influence on your business and should be considered as a potential approach.

The popular strategies and platforms we’re going to discuss are Facebook, LinkedIn, SEO and remarketing. The best digital marketing strategy for startups will be different to that for small, large and established businesses. It’s down to the individual business and their chosen digital marketing company to establish the most appropriate path to take.

Does your Business need Facebook?

The rise in social media marketing means that many startups are establishing social media profiles. Around 50% of the Australian population log onto Facebook every single day [source]. Surely it makes sense to place your small business on that platform for half of all Aussies to see.

That may be so, but in recent years, Facebook has made it increasingly difficult for businesses to have a strong presence on their platform, without paying for Facebook advertising. There’s no harm in using Facebook for free marketing because well, it’s free, but the real results come from paid Facebook ads.

You can get a Facebook ad campaign up and running quickly and its merits lie in its ability to target the ideal demographic. Detailed targeting options allow you to define your audience’s location, interests, profession and behaviour. You can also decide what your goal of Facebook advertising is, between:

  • Increasing audience engagement on posts
  • Promoting brand awareness
  • Driving traffic to your website
  • Converting and making actual sales

Facebook’s advertising interface is so helpful that it shows you how many people you can reach with your target campaign, who they are and where they live. Before investing any money into Facebook, create a free account and determine whether your target audience is there so you can be confident that you’ll get a good ROI.

Is LinkedIn Relevant to your Small Business?

LinkedIn is a little bit like Facebook for professionals, offering job advertisements, industry-related articles and a comprehensive networking platform. If you’re running a B2B company, you could see some benefits from setting up a LinkedIn account. One third of Australians use LinkedIn [source] but like any networking event, it’s no use to turn up and stand in the corner. Use the platform to establish yourself as an influencer in your industry.

LinkedIn marketing strategies aren’t only useful for B2B companies, though. Many B2C businesses should also take advantage of the platform, particularly if you’re based in one of the following industries:

  • Technology
  • Telecommunications
  • Financial services
  • Professional services
  • Retail and consumer products
  • Architecture
  • Engineering

Professionals who work in the above industries are most likely to be found on LinkedIn. One of the key reasons that Australians use the platform is to make global connections, but you can also connect with local customers. Make LinkedIn a part of your digital marketing strategy if you want to build a brand and establish a following.

LinkedIn is simple to use and provides a straight-forward ad interface. You can decide whether you want to pay for clicks or for impressions and you can reach out to a specific audience with detailed ad targeting.

To make the decision about whether LinkedIn should be part of a digital marketing strategy for startups like you, make a free account with a business page and check out whether the right people are using the platform. You can even test the waters by taking advantage of the free advertising credits to get you started.

Will SEO and SEM Help your Business?

There’s no question about it. Yes: SEO and SEM will help your business! We could leave it there, but instead we’ll go into details about why SEO can help your business. Google now processes over 3.5 billion searches every single day! [source] It makes sense to optimise your digital marketing strategy so that your site appeals to Google.

As a small business owner, there are tools available to you that show you what customers in your industry are searching for. You can then reach out to those customers using SEO techniques. SEO is an organic way to give your site a ranking boost on search results, get it in front of relevant eyes and reach out to your target audience.

If you want your business to take up more spaces in search results, you can opt for paid advertising by creating an AdWords account. With this account, you have the means to set any maximum daily budget you like and have access to information such as the average monthly searches of relevant key phrases.

All small businesses should use Google as a platform to promote their business, but the decision lies in whether your digital marketing efforts should be paid or purely organic. Choose a professional digital marketing agency that knows how to use SEO to boost your company’s rankings, both organically and via paid methods.

Make changes and improvements to your strategy along the way, including the keywords you target, locations and languages you target, and budget. Run paid campaigns to get leads and conversions quickly and then use the results for SEO purposes. SEO is about boosting rankings organically, which you can do by creating regular quality content around popular searches in your industry.

Create a long-term SEO digital marketing plan to continue to achieve consistent leads and conversions.

Is Remarketing a Good Digital Marketing Strategy for Startups?

Remarketing is a technique used by advertisers that helps you to target those that have previously shown an interest in your business. Remarketing works across multiple devices. So, if a potential customer used their desktop to browse your website, they might then see an Instagram advert for your company on their smart phone.

The technique even allows you to create customised messages and offers for those that you think might engage or buy from your company. It catches people at  the bottom of the buying funnel to encourage conversions.

The following platforms are popular locations for remarketing techniques:

  • Instagram
  • Facebook
  • Twitter
  • YouTube
  • Google
  • LinkedIn

If you have a high number of daily visitors to your website, running a remarketing campaign could help. If you don’t already have access to the information about website visitors, create a Google Analytics account. Google Analytics processes the number and type of visitors to your site and presents it to you in a simple interface, so you can decide whether to adopt remarketing as part of your digital marketing strategy.

A solid digital marketing plan can’t be set up and then abandoned. Marketing strategies will only be successful with continuous monitoring and reviews. Digital marketing platforms offer accurate analysis, results and ROI so you can see exactly which of your marketing efforts are converting, and which need more attention.

Consult a digital marketing agency in Melbourne to begin 2018 with the right digital marketing plan that’s unique to your business and industry. One Stop Media creates a digital marketing strategy for startups and works with small-medium sized businesses around Australia. We focus on sales and conversions, not clicks and impressions to see your startup or business hit its goals and achieve success.

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