Marketing Tips For A Small Business – Starting and growing an online business can be tough with all the competition emerging in the market. And choosing the right digital marketing strategy for your startup can be even tougher.
As an entrepreneur, founder or small business owner, how can you choose the right digital marketing approach for brand awareness and sales? We’ve rounded up the best cost-effective and actionable strategies you can implement right now.
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1. Start with research: Research your target market before launching a product or service to make sure people really want to buy it. Today, it’s easier than ever to do online research to see what your target market needs or wants.
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2. Set SMART Goals: Setting goals that are specific, measurable, achievable, relevant and timely will help you stay on track. Setting three SMART goals is really the only way to see progress. For example, if you are launching a business, then setting a goal of $50,000 for the calendar year would be a SMART goal.
3. Know the various digital marketing terms: To become proficient in everything related to digital marketing, you need to know what each term means. You can familiarize yourself with the different terms here.
4. Design a digital marketing plan: Now that you’ve researched your target market and have people buy your offer, it’s time to create a digital marketing plan. This strategy should include your business goals, strategies, message and audience, tactics and a timeline with a budget. This document will serve as a short-term and long-term blueprint for your business growth.
5. Create your buyer personas: Whether you’re running a digital or offline marketing campaign, you need to know who your target audience is. This starts with creating buyer personas or those who are your ideal customers. You can determine this by conducting online research. We typically tag each persona by name and include their age, location, income, job title, other demographics, psychographics, and purchasing behavior. You should also list all the goals, challenges, pain points, hobbies and priorities to create personas that are valuable to your business. In addition, all this information will help you find the right offers to sell.
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6. Set a fixed digital marketing budget: Setting a fixed budget and only spending within that number is one of the most important actions you can take when it comes to digital marketing and advertising.
7. See others who have done it: Reference other founders and entrepreneurs in your industry who have been successful in building their ventures. There is no need to reinvent the wheel when it comes to creating an offer. See what’s in your market and what you can do to improve what else is out there.
8. Value proposition: Make sure your brand has a value proposition to ensure you attract the right target audience. A value proposition is simply what makes your business attractive to potential customers and clients. We recommend that your value proposition is woven throughout all of your website content so that your potential readers are not left guessing what makes your business unique and different.
9. Data and Information: Make decisions to improve your business based on the data available to you. For example, if you notice that your bounce rate is over 60 percent on Google Analytics, try to optimize that page to lower the bounce rate and keep people on your website longer.
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10. Set up the right Key Performance Indicators (KPIs): Setting up and tracking the right KPIs for your business is critical to its success. You should draw up a list of relevant KPIs for your business before launching a new marketing campaign. Here are some of the most common: return on investment (ROI), unique site visits/visitors, time spent on site, search engine ranking, bounce rate, referral traffic, inbound link, likes, mentions and comments on social media, and opt- Ins and conversion rates on landing pages.
11. Research the legal structure: To run a business, you must create a legal entity for your company. You can choose a sole proprietorship, limited liability company (LLC), C-Corp, or an S-Corp. You can find more information here about which type is right for you, or you can talk to a lawyer.
12. Review your existing audience (if you have one): Once you have established what you are offering your customers, simply review them to see what is missing and that you can create as part of your next product line. If you are just starting out, you can do research on social media and other online communities. Quora is a great place to start.
13. Sales/Marketing Funnel: To turn prospects into customers, you need to have a sales funnel in place. This funnel consists of getting qualified leads to the top and then moving them down the middle to turn them into customers. Our FemFounder.co sales funnel looks like: social media and blog content at the top of the funnel, our email sequence in the middle of the funnel, and then at the bottom of the funnel is an educational webinar.
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14. Landing pages: Having multiple landing pages with different lead magnets can be an effective way to build your email list. A simple PDF or cheat sheet is enough to capture leads. We have about a dozen landing pages per website. Niche landing pages have been a great help in building an email list. We use LeadPages for most of our landing pages. Not only is Leadpages affordable, but this software also provides all the tools you need to start building an email list.
15. Lead Magnets: You should offer free content in exchange for email addresses. This type of digital marketing is called a lead magnet. After someone has signed up to your email list, this is the perfect opportunity to build a relationship with your new subscribers. To further engage with these subscribers, you may want to deploy a follow-up email sequence that is generally the following order: Email 1 – Thank you email with lead magnet, Email 2 – Value based email, E -Mail 3 – Soft pitch with an offer, and Email 4-a value-based email with a hard pitch. If you are stuck on what to offer, here are some ideas for you to consider:
16. Thank you pages: Thank you pages are prime real estate to promote your low-price offers. After someone signs up for a lead magnet or an email list opt-in, direct them to a low-priced offer page. Bids can range from $1.00 to $99.00. This is often called an upsell. I think this is a great addition to the income.
17. If you are looking for an all-in-one platform that offers email marketing, landing pages, upsells and down-sells and other digital products, Kajabi.com is a great place to start your research.
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18. Blog and organic search: Use your blog to improve your search engine rankings. Each blog post should be at least 2,200 words long, optimized with one to two percent keyword density, and include internal links to other relevant blog posts on your website. Longer, more substantial blog posts will help your website rank for more keywords instead of publishing shorter 500-word posts that were once effective.
19. Blog Pillar Content: A few years ago we would blog about topics that would relate to our target audience, but we would never publish content that was over 2,400 words and that was pillar-like. But now, Google prefers blogs with pillar content that is usually longer than 4,000 words with shorter blog posts that support pillar content. For example, this blog post you are reading is considered a pillar blog post. It is over 4,000 words and has links to our areas of expertise: Advertising, Branding, Search Engine Optimization and Pinterest Marketing. And then we plan to expand each of these pillars by publishing a minimum of 20 blog posts. This strategy may seem like it’s overkill, but we find this approach the most effective when it comes to search engine rankings.
20. Blog headlines: Your blog headlines must be captivating and engaging to get readers to click on your site. Short and pithy headlines win. Here are some examples of blog posts we’ve used in the past:
21. Update old blog content: To improve your search results, update old blog content that has received organic traffic from search engines. We recommend that you focus on optimizing your top five blog posts. You can find them in your Google Analytics account.
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22. Keywords: As the basis of any organic ranking on a search engine, incorporating keywords into every piece of content will help your website and business rank higher on Google, Bing or Yahoo. I generally recommend using a one to two percent keyword density for each keyword phrase. Limit keywords/keyword phrases to three or fewer in each piece of content for blogs that are shorter than 2,000 words and limit keywords/keyword phrases to six or fewer for content longer than 2,000 words. Please note that when you sign up for Google Keyword Planner, you must add your credit card information even if you are not charged.
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