Six digital marketing tips for small business owners

The economic roller coaster of the past few years has presented new challenges for small and medium-sized businesses. Businesses are impacted by adverse economic conditions in a variety of ways, from supply chain challenges to diminished consumer purchasing power. Even in times of growth, but especially in times of turbulence, companies must evolve their marketing strategies to respond to rapidly changing consumer behavior and fluctuating demand.

Although digital marketing has been an important marketing strategy for decades, the pandemic has dramatically increased consumer demand for digital excellence and led to rapid adoption of digital marketing by businesses of all sizes. Gartner reports that marketing budgets represent 9.5% of total company revenue in 2022, up from 6.4% in 2021. However, small businesses don’t always have the luxury of dramatically increasing their marketing budgets, especially given the economic uncertainty. But small business owners can leverage the scalability of digital marketing to help fill the gaps and make their businesses recession-proof over the coming months.

Here are some ways your small business can do it.

Be visible online

Decide on your hub – the main place you want to drive your customers to. For most businesses, this is a website. But it could be your TikTok account, your Etsy page — whatever you decide is the best place to engage with leads and customers, as well as convert customers.

Once you have your hub, optimize your hub content to rank well when someone searches for you. For example, if your website is your hub, what search terms should trigger your website to rank high in search results? Make sure your site contains useful content that contains these search terms and use an SEO ranking tool to track your domain’s performance.

Priority to customer experience

Digital marketing is the most effective way to engage with your customers at scale. You can deliver personalized experiences to different types of customers and control where your target audience interacts with your brand.

It’s also important to remember that consumers are looking for a frictionless digital experience – digital expectations have increased due to time spent online in recent years.

Make it easier for customers to access the service, make it easier for them to buy from your company. And, often overlooked but critically important, be sure to ask for opinions. Reviews are a powerful way not only to you to understand the experience customers have with your business, but also to ensure that potential customers receive the social proof they need to feel comfortable buying from you. If you are a local business, a tool like Bring together can significantly help you automate review requests and analyze review content.

Stay connected with your audience

To optimize the customer experience, be sure to maintain engagement with your consumers. Ask questions, encourage comments, and actively respond to their comments and DMs online. This can inform your digital content strategy – you need to know what consumers are looking for, as well as the social platform that resonates most with your target customers, to deliver the content they need in a place where they can easily find it.

Remember that all customer feedback is valuable. Positive feedback can be used as content on your website and social media. Constructive criticism can help inform your strategy moving forward.

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Standardize your brand voice

All brands have a personality related to their market segment, their target audience and their values. This brand voice is necessary to create, reinforce and preserve the perception of your brand among consumers. Effective digital communication leverages this brand voice across all mediums, including web copy, email newsletters, company blog content, and social media posts.

Being consistent with your brand voice and values ​​is essential, especially during times of economic uncertainty when consumers may be reluctant to stray from their trusted brands. Having a clear brand voice and values ​​will guide how you communicate with your audience to ensure you meet their needs and your overall business goals in tandem.

Stay active on social media

Being at the forefront is especially important in a competitive market. Publishing quality content is key to cultivating a trusted consumer base, and social media is one of the best distribution mediums for that content.

If you’re a small business with limited bandwidth, consider using a tool like indiscreet to help you streamline your social media management processes and maximize your efficiency.

Consider video marketing

Video marketing has overtaken other forms of visual content to become the most engaging way to connect with your target customer. Social video content generates 1200% more shares as online content based on images or text.

Not only does video feature the type of easily consumable human-first content preferred by most social media algorithms, but it also helps build authentic brand trust and connections in a way that written content alone cannot. can not. Consider broadcasting live from your company’s social platforms or recording and posting short videos for TikTok, Instagram or Facebook. Use a video scheduling tool like PLANOLY can help you easily schedule your videos.

While economic turmoil is not a fun challenge to overcome, it can be a powerful function in forcing a business to implement critical digital marketing strategies that can result in significant long-term growth. I hope these tips provide you with a good starting point to help you build a resilient and sustainable business. And don’t be afraid to think outside the box and try something different, because not all strategies work for all businesses. Digital marketing is constantly growing and evolving, so flexibility and a testing mindset are far more valuable than a one-size-fits-all strategy.

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