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Digital Marketing Strategies for Small Businesses: What Works and What Doesn’t?

Wednesday, July 12, 2023

Digital Marketing Strategies for Small Businesses

In this blog post, we will explore the key elements of a successful digital marketing strategy for small businesses, highlighting what works and what doesn't.

Having a robust online presence is essential for the success of small businesses. A well-crafted digital marketing strategy can help small businesses reach their target audience, build brand awareness, drive website traffic, and generate leads.

However, with so many options and platforms available, it can be challenging for small businesses to navigate the digital marketing landscape effectively.

Clearly Define Your Goals and Target Audience

Clearly Define Your Goals and Target Audience

Clearly defining your goals provides a roadmap for your digital marketing strategy.

For example, if your goal is to increase brand awareness, you can focus on strategies such as social media marketing, content marketing, and influencer collaborations. On the other hand, if your goal is to drive sales, you may prioritize paid advertising, email marketing, and conversion rate optimization.

Once you have defined your goals, it's important to identify your target audience. This involves conducting market research and analyzing customer data to gain insights into their demographics, preferences, and behaviors.

For instance, if you run a local bakery and your target audience consists of young families, you may want to focus your efforts on platforms like Facebook and Instagram to reach and engage with this demographic.

By understanding your target audience, you can create tailored marketing messages and choose the most appropriate media to reach them. For example, if you're targeting millennials, you might utilize social media platforms like TikTok and Snapchat to communicate your brand's message in a way that resonates with this audience.

Defining your target audience also allows you to personalize your marketing efforts.

By understanding their pain points and interests, you can develop content and offers that are relevant and compelling. For instance, if your target audience is interested in sustainable living, you can create content that highlights your eco-friendly practices and products.

Moreover, defining your goals and target audience helps you allocate your resources effectively.

Small businesses often have limited budgets, so it's crucial to focus on strategies and channels that will yield the best results. By understanding your target audience, you can determine where to invest your time and money to maximize your return on investment.

For example, if your target audience is active on social media, you can allocate a portion of your budget to social media advertising and influencer partnerships. On the other hand, if your audience primarily engages with email newsletters, you can invest in email marketing tools and campaigns.

Develop a User-Friendly Website

Developing a user-friendly website is crucial for small businesses to create a positive online experience for their audience. A website that is easy to navigate and provides valuable information can help attract and retain visitors, increase engagement, and drive conversions.

Here are some key elements to consider when developing a user-friendly website:

  • Mobile Responsiveness:        your search engine rankings, as Google prioritizes mobile-friendly websites
            in its search results. With the increasing use of smartphones and tablets,
            it's important to ensure that your website is mobile-responsive. This means
            that it adapts and displays properly on various devices and screen sizes. A
            mobile-friendly website not only improves user experience but also boosts
  • Fast Loading Speed:        website's content from servers closer to the user's location. Website visitors expect fast loading times. A slow-
            loading website can frustrate users and lead to high bounce rates. Optimize
            your website's performance by minimizing file sizes, enabling browser
            caching, and leveraging content delivery networks (CDNs) to serve your
  • Clear Navigation:        layouts. Make it easy for visitors to find what they're looking for on
            your website. Use intuitive navigation menus, logical page structures, and a
            search function to help users navigate through your content effortlessly.
            Avoid overwhelming visitors with too many menu options or cluttered
  • Engaging Visual Design:        aesthetics that align with your brand identity.
    A visually appealing website design can capture
            visitors' attention and create a positive impression of your brand. Use high-
            quality images, relevant videos, and compelling graphics to enhance the user
            experience. Pay attention to color schemes, typography, and overall

By focusing on these elements, you can create a user-friendly website that enhances the overall user experience and supports your digital marketing efforts.

Search Engine Optimization (SEO)

Search engine optimization (SEO) is a critical component of any digital marketing strategy. By optimizing your website and content for search engines, you can improve your visibility in search results and attract organic traffic.

Conduct keyword research to identify relevant keywords that your target audience is searching for, and incorporate them strategically into your website content, meta tags, and headings. Additionally, focus on creating high-quality, informative content that provides value to your audience.

Content Marketing

If you can be commoditized, you will be commoditized.

Lawyers: LegalZoom.
Financial advisors: robo-advisors and DIY portfolios.
Orthodontists: SmileClub.

Name the profession or business or product, pill, potion or service for home or B2B....YOU ARE IN THE CROSS-HAIRS OF A VERY ACTIVE, GROWING AND DANGEROUSLY EFFECTIVE “CONSPIRACY” TO DESTROY YOU or at least dramatically “crash” your profits, income and business' alive.

It is picking up speed and gathering strength as it snowballs to you. If you stay stuck in “ordinary”: going to market with product or service, price and discounts, vague generality claims of (slight) superiority as one of many will be crushed.

There is but ONE practical defense and solution.

It is not new, as I’ll show you. But it has evolved, and is done at a very sophisticated level by my methods, and the fact that it is time-tested and time-proven is a big, fat plus.

I call it Info-FIRST Marketing.

With several different “models” – and I’ll present them all – we put your products, services and businesses AFTER an advertising, promotion and (trust-building, status elevating, differentiating) delivery of information. Not in some endless time frame and online “playground” where people hang out and never give you money...not in a way that burdens you with a whole new job of constant content production, making you a slave on Facebook’s plantation.

In a very strategic way, principally using Evergreen Media Assets and Lead Generation Magnets.

Today, people have taken to talking about this as “Content Marketing”, but they are wrong, and the confusion of Info-FIRST Marketing with Content Marketing is fallacious and dangerous, dangerous to your financial health.

What is the Difference Between ‘Content Marketing’ and Info-FIRST Marketing?

Dumb vs. smart.

Content Marketing is corporate-speak for something grown up in the world of purposeless blogs, YouTube, Instagram, etc., driven by that media’s insatiable thirst for content.....enslaving foolish corporate executives and then all businesspeople into working for free.

It is all about pushing mountains of content out your door and hoping that some people who consume it will like it enough to forward it to others and eventually some small percentage will like it so much they’ll buy your products.

This is utterly unaccountable – in dollars.

And it is right in keeping with Big, Dumb Companies’ image and brand advertising. Hope as its foundation. DO NOT let yourself get sucked into this black hole.

Maybe this is okay for Mountain Dew, pushing out videos of skateboard champions drinking Dew while flying through the air upside down. Maybe it’s okay for Bank of America or Fidelity pushing out digital content about retirement planning or for the Mayo Clinic pushing out content about heart disease prevention.


But it is not okay for you – you need accountability, measurability, and sales. Now, not someday. You can’t afford dumb or hope or maybe or eventually.

How Info-FIRST Marketing Differs From Common Content Marketing

How Info-FIRST Marketing Differs From Common Content Marketing

Today, Info-FIRST is very sophisticated and uses both offline and online media.

Here how it differs from common content marketing:

  • It is strategic and purposed – not random, not necessarily voluminous.
  • ​It is FIRST – not separate or isolated; it is part of a complete advertising,
            marketing AND SELLING process and system.
  • It is rarely “content” – it is usually assembled to directly interest, influence,
            prepare a prospect to buy, and elicit a response.
  • It has direct-response in it and/or attached to it. It adheres to the 10 RULES
            in my book No B.S. DIRECT Marketing for NON-Direct Marketing Businesses,
            3rd Edition; it does not live lawlessly outside of those rules!
  • ​It is measurable in ROI, therefore it can be intelligently invested in and
  • ​It does not require constant creation. Most of it is “work done once –
            leveraged for months or years”. Most ‘content marketing’ is a MORASS! of
            new work to do daily, weekly, monthly. It is in conflict with having a great
            business life. MY Info-FIRST Marketing is simplifying, liberating,
  • ​There are templates. No “blank slate” creativity involved. There are
            outstanding ‘swipe ‘n deploy’ samples and examples.
  • It is based on PROVEN FORMULAS, brought forward --- not ideas, not
            theories, not “beliefs”, especially those of damp-behind-ears, woefully
            uninformed millennials, fresh from college, absent selling know-how.
  • It is, I argue, fast becoming ESSENTIAL        income, doing more for less., if you are to safeguard everything
            you’ve invested in, worked on and built up until now. “Forces of Evil” are
            attacking all that, attempting to de-value it. If you stay a marketer of
            products or services first, at best, you WILL be working for a decreasing

Social Media Marketing

Social media marketing is a powerful tool for small businesses to establish a strong online presence, engage with their target audience, and drive business growth. Here are some key points to consider when implementing a social media marketing strategy:

  • Identify Relevant Social Media Platforms:        target audience's preferences.

            Whether it's Facebook, Instagram, Twitter, LinkedIn, or TikTok, focusing on
            the platforms where your audience spends their time will maximize your
            impact. It's important to understand
            which social media platforms your target audience is most active on.
            Conduct market research, analyze customer demographics, and consider the
            nature of your business to determine the platforms that align with your
  • Establish a Strong Presence:        informative descriptions that reflect your brand personality and resonate
            with your target audience. Once you've identified the relevant social media
            platforms, create and optimize your business profiles. Use consistent
            branding elements, such as your logo, color scheme, and messaging, to
            ensure a cohesive brand identity across all platforms. Craft compelling and
  • Share Engaging Content:
            visually appealing images, industry news updates, customer testimonials, or
            behind-the-scenes glimpses. Experiment with different formats and analyze
            the engagement levels to understand what type of content resonates most
            with your audience. Social media is all about providing value and
            building relationships. Create and share content that is relevant, interesting,
            and valuable to your audience.

            This could include a mix of educational blog posts, entertaining videos,
  • Interact with Your Followers:
            to involve your audience in the conversation. By actively engaging with your
            followers, you build trust, strengthen relationships, and establish a positive
            brand reputation. Social media is a two-way communication
            channel. Encourage engagement by responding to comments, messages, and
            mentions promptly.

            Foster conversations, ask questions, and encourage user-generated content
  • Analyze and Adjust:
            Use these insights to understand what content resonates with your audience,
            identify trends, and make data-driven decisions to refine your social media
    Regularly monitor and analyze the performance of your
            social media marketing efforts. Utilize the analytics provided by the social
            media platforms or employ third-party tools to track metrics such as
            engagement rates, reach, follower growth, and conversions.

Examples of effective social media marketing strategies include:

  • ​A restaurant using Instagram to share mouth-watering food photos, interact
            with customers through comments and direct messages, and promote
            special offers or events.
  • ​An e-commerce store running targeted Facebook ads to reach customers
            based on their interests, behavior, or past purchase history.
  • ​A fashion brand partnering with influencers on TikTok to showcase their
            products and tap into the platform's younger, trend-conscious audience.

By leveraging social media marketing effectively, small businesses can enhance their brand visibility, build a community of engaged followers, drive website traffic, and ultimately achieve their marketing goals.

Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) advertising, such as Google Ads or Facebook Ads, allows you to display targeted ads to potential customers based on their search queries or demographics. It can be an effective way to drive traffic to your website and generate leads.

However, it's crucial to carefully plan and optimize your PPC campaigns to ensure that you're targeting the right keywords and audience, and that your ads are compelling and relevant.

Email Marketing

Email marketing is a powerful and cost-effective strategy that allows small businesses to directly connect with their audience, nurture leads, and drive conversions. Here are some key points to consider when implementing an email marketing strategy:

  • Build an Email List:        ups, or gated content to capture email addresses and grow your subscriber
            base. Start by collecting email addresses from your website
            visitors, customers, or through lead generation campaigns. Provide
            opportunities for visitors to subscribe to your email list by offering valuable
            content, exclusive offers, or promotions. Consider using opt-in forms, pop-
  • Use Email Marketing Software:        segmentation, automation, and analytics. Invest in a reliable email marketing software
            that enables you to create, manage, and automate your email campaigns.
            There are various platforms available, such as Mailchimp, Constant Contact,
            or ConvertKit, that offer features like customizable templates, contact
  • Personalize Your Emails:
            By tailoring your emails to specific segments, you can deliver more targeted
            and personalized content that resonates with your subscribers. Personalization is key to engaging your
            subscribers and making your emails more relevant to their needs. Address
            each subscriber by their name and use segmentation to group your
            subscribers based on their demographics, interests, or purchasing behavior.
  • Provide Valuable Content:
            or exclusive offers. By consistently providing value, you establish trust,
            position yourself as an authority in your industry, and keep your subscribers
            engaged. The success of your email marketing campaigns
            relies on providing value to your subscribers. Share informative and valuable
            content that educates, entertains, or solves a problem for your audience.

            This could include blog posts, case studies, industry insights, how-to guides,
  • Create Compelling Subject Lines:
            benefit to entice your subscribers to open the email and explore further. The subject line is the first thing your
            subscribers see in their inbox, and it plays a crucial role in determining
            whether they open your email or not.

            Craft compelling subject lines that grab attention, create curiosity, or offer a
  • Automate Your Email Campaigns:        or behaviors, such as abandoned cart reminders or birthday offers.

            Automation saves time, ensures consistency, and allows you to deliver
            timely and relevant messages. Take advantage of automation features
            offered by email marketing software to streamline your email campaigns.
            Set up automated welcome emails for new subscribers, nurture leads with a
            series of targeted emails, or send triggered emails based on specific actions
  • Test and Optimize:
            Monitor key metrics like open rates, click-through rates, and conversion
            rates to gauge the effectiveness of your emails and make data-driven
    Continuously test different elements of your email
            campaigns to optimize performance. Experiment with different email
            formats, subject lines, call-to-action buttons, or send times to identify what
            resonates best with your audience.

Examples of effective email marketing strategies include:

  • ​An e-commerce store sending personalized product recommendations based
            on past purchases or browsing behavior.
  • ​A service-based business nurturing leads through a series of educational
            emails that provide value and build trust.
  • ​A local restaurant sending exclusive offers or coupons to their loyal
            customers to drive repeat visits.

By implementing a well-planned email marketing strategy, small businesses can engage their audience, build relationships, and drive conversions. It is a versatile and cost-effective tool that complements other digital marketing efforts and helps businesses stay connected with their audience.

Analytics and Measurement

Tracking and analyzing the performance of your digital marketing efforts is essential to determine what's working and what needs improvement.

Set up analytics tools, such as Google Analytics, to monitor website traffic, user behavior, conversion rates, and other key metrics. Use these insights to make data-driven decisions, optimize your marketing campaigns, and improve your overall strategy.

What Doesn't Work

What Doesn't Work

Neglecting Mobile Optimization

In today's mobile-first world, neglecting mobile optimization is a major marketing mistake. With a significant portion of internet traffic coming from mobile devices, it's essential to ensure that your website and content are mobile-friendly.

A website that is not optimized for mobile can lead to a poor user experience, slow loading times, and difficulty navigating or accessing information. This can frustrate visitors and cause them to abandon your website in favor of a competitor's mobile-friendly site. To avoid this, invest in responsive design, optimize images and videos for mobile viewing, and test your website on various devices to ensure a seamless experience for mobile users.

Lack of Consistency

Consistency is key in digital marketing. Inconsistency in posting frequency, branding, and communication can confuse your audience and erode brand credibility. Establishing a consistent presence across all platforms helps build trust and recognition among your target audience.

Develop a content calendar to plan and schedule regular posts, ensuring a steady flow of content. Consistency should also extend to your branding elements, such as logo, color palette, fonts, and tone of voice. This cohesive and consistent approach strengthens your brand identity and makes it more memorable to your audience.

Small Call to Action Headline

Customer feedback is a valuable resource that can help you improve your products, services, and overall customer experience. Ignoring or dismissing customer feedback is a missed opportunity to gain insights and address any issues or concerns. Actively engage with your customers through social media, email, surveys, or review platforms, and encourage them to provide feedback.

Take the time to listen, understand their perspectives, and respond promptly and professionally. By showing that you value customer feedback and are committed to providing excellent service, you build trust and loyalty among your customer base.

Relying Solely on Paid Advertising

Paid advertising can be an effective way to increase brand visibility and drive traffic to your website. However, relying solely on paid advertising without a well-rounded digital marketing strategy may limit your long-term success.

Organic marketing strategies, such as content marketing, social media engagement, and search engine optimization, play a vital role in building brand authority, driving organic traffic, and fostering lasting customer relationships. By combining paid advertising with organic efforts, you create a comprehensive marketing approach that maximizes your reach and potential for success.

Creating a successful digital marketing strategy for your small business requires a clear understanding of your goals, target audience, and available resources.

By implementing effective strategies such as SEO, content marketing, social media marketing, and email marketing, you can build brand awareness, engage with your audience, and drive business growth. Remember to analyze and adapt your strategy based on data and customer feedback to continuously improve and stay ahead in the ever-evolving digital marketing landscape.

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