Digital Marketing Tips for Small to Medium-sized Businesses

If you are a small to medium sized business, then it is highly likely that your marketing strategy will be primarily digital. Nowadays, digital marketing is considered to be one of the most effective routes to take in connecting with audiences and promoting your brand. Whether it’s a business providing IT support services in London, or a retailer, or a construction firm, digital marketing can be leveraged to help attract the right type of customer.

If you’re a small business looking to develop a strong digital marketing strategy, then there are a few important tips that are worth following. These will help you steer your strategy in the right direction, and focus your efforts.

SEO

One of the most important aspects of digital marketing is search engine optimisation (SEO). This is the practice is optimizing your website – as well as any other online content you produce – to appeal to the algorithm of whichever search engine your audiences use the most. By appealing to that algorithm, the search engine will prioritise your content above others when it is curating results to show users. When your site is being prioritised, it instils a sense of trust, and makes it more likely for users to visit your site.

SEO is performed based on keywords and search terms that are popular with audiences. For instance, if there is a search term that lots of people are using per month, ensuring that your website is listed under the results relevant to that search term will bring your brand to a wider audience. This field of digital marketing is vast and nuanced, and requires a great deal of research and in order to be done effectively – so do not go into it without a clear and considered plan.

Target Local Audience

If you are a small business, it will be hard to compete with larger competitors with national, or even international, reach. Therefore, it makes more sense to focus your digital marketing efforts locally. As an example, for a business that provides IT support services London businesses use more than any other region, it makes sense to target London, or even specific parts of London, in their digital marketing strategy. Marketing to other regions in the country might be a waste of time and resources.

Focusing on local regions may give you a smaller audience; but it will result in a higher margin of customers. It will also make it easier to gather data and information to optimise your marketing strategies.

E-Commerce Tools

There is a variety of e-commerce tools available which are designed to optimize the experience of online shoppers. An example of e-commerce tools are chatbots – which automatically open up a chat box for site visitors to speak with brand representatives. A site visitor might be on the verge of making a purchase, but require more information – they could easily use a chatbot to find that piece of info that convinces them to make the purchase. Another example would be a scheduling tool for leads, or qualified leads, to schedule a meeting with a sales rep at a later date – whether it be in-person, over-the-phone, or a video meeting.

While the e-commerce tools listed are more sales-oriented than marketing-oriented, they are a key part of the marketing journey, which encompasses marketing.

Video Content

Content marketing is a big part of digital marketing, and within that, video content should be a part of the strategy. A great deal of data has come in over the last few years to suggest that video content greatly increases the success of a business’ marketing efforts. Therefore, it is something that any small business should consider leveraging.

The advantage that small businesses have with video content is that they can be more agile with the creation of video content; and agility usually translate to more organic content creation, which is what audiences trust the most.

Nowadays there are a lot of cheap, lightweight solutions for video content creation. With the right apps and equipment (such as a tripod or other rig), a smartphone can be turned into a high quality video camera. There are many free editing software, and affordable stock footage services that can also be utilized.

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