Digital Marketing for Small to Medium-Sized Businesses
Small and medium-sized businesses wanting to reach their growth potential can never rest on their laurels when it comes to digital marketing. With customer trends being increasingly transitory and search engines constantly updating their algorithms, assuming that campaigns that were successful in the past will yield the same results in the future can be a recipe for disaster.
The list below is there to help SMBs make the most out of their resources, however limited they may be, by showing the most effective digital marketing techniques.
- Search Engine Optimization
SEO is aimed at organically increasing the visibility of a website or webpage on a search engine’s ranking to improve the quantity and quality of traffic to the site. Not only does a website’s placement in search rankings affect the quality of relevant traffic it receives, but it also benefits brand awareness and conversion rates. SEO is an umbrella term that can include a number of different practices from website optimization, on-page content, back and cross-linking, to keyword targeting. The world of SEO is vast: click here to find out more about what does SEO stands for.
- Use Video
The human brain processes images 60,000 times faster than text, so why not take advantage of this visual nature for more effective marketing? Video content, such as Snapchat, TikTok, Instagram Live, and Facebook Stories are starting to become an increasingly popular marketing tool, while remaining, in comparison to other media formats, an untapped resource.
Studies have found that 72% of people would prefer to learn about a product or service from a video rather than text, illustrating the potential for increasing engagement. It is worth keeping in mind that the bulk of viewers watch without sound, so make sure to add captions.
- Social Media
It probably isn’t news that social media is an essential tool for SMBs. When used successfully it will increase brand awareness, customer loyalty, promotion of products and services, online visibility, and influencer relationships. To ensure the most effective social media campaign, a business should focus on the target audience.
For example, those looking to advertise to younger women might want to be active on sites like Tumblr and Instagram, since the majority of their users aged between 16-34. Whereas, to be most visible to older women, use Pinterest and Facebook, the preferred sites for this demographic.
- Create Infographics
With digital marketing now an essential practice for the long-term success of any business, there is an oversaturation of traditional content forms, meaning that to stand out, SMBs need to get creative. One way of making a marketing campaign more digestible and eye-catching is to use infographics. Since infographics are highly sharable, they also benefit search engine rankings.
- Email Marketing
It is easy to assume email marketing is an outdated technique in the current digital age; however, this can be a downfall of many SMBs marketing strategies. Email is a valuable resource: with a list of subscribers and customers at the click of the button, it can be a free and effective way to advertise new products or upcoming sales.