Digital Marketing: An introduction for a Small Business.

Digital Marketing for a small business - Google Analytics

Let’s get straight into it. Digital Marketing is tough, after all if it wasn’t everyone would be taking advantage of it. Regardless of your knowledge, you can’t deny that the internet has become an awe in compassing aspect of our day to day life. As a small business, it’s great.  It can consume a lot of time, expertise and some thinking outside of the box, but there’s a lot that you can do with limited resources and time.

Digital Marketing is a broad term for a lot of different aspects of marketing. It’s complex so don’t feel put off straight away. There are certain processes that will retain their value to your business, and it should always be viewed as a long-term progression.

Online Presence

Online presence is what allows you to be found. Without it your business will disappear into the depths of the internet and become invisible. It will prevent you from profiting from what the internet has to offer.

Google My Business and Bing Places

Google and Bing are superpowers, whenever someone wishes to search on the internet the large majority use either of these two search engines. Creating business listings with these two search engines allows you to control the information that the public will see about your business.

You can then inform the public about important information such as contact information, opening times, reviews and your physical location (if you’re a shop). Every time someone looks at your online listing it cements your name into their mind and starts to build your brand awareness.

Social Media

Social media is used by almost everyone nowadays. Businesses are actively encouraged to create social media accounts; however, you can’t use all of them for everything.

The aim is to identify which social media platforms will benefit your business, by allowing you to interact with your audience. Below is exactly what you need to think about when choosing your social media platform:

Social Media Marketing Somerset

  • Competition: You can bet that your competitors are using Social media, so make the most of it. Look and see how they are interacting with their customers, see what works and what doesn’t. After all they’ve done some of the hard work for you.
  • Communication: Social media provides a great platform to communicate with your audience. Actively engage with them and their comments. Turn business relationships into personal ones. (Facebook and Twitter are great for this!)
  • Ad Campaigns: No matter how much interaction you have, sometimes you need advertising. Be it a product launch or a marketing campaign, picking the platforms that allow you to grow in the future is a great idea!

Search Engine Optimisation (SEO)

It’s easy to get caught up in all the terminology and forget what the purpose of the exercise is. Simply SEO is a way of boosting your website ranking organically so that you appear near the top of Search Engine results.

The first step to any successful SEO campaign is identifying keywords and key terms. These are terms that your customers will be using to find competitor companies. These are dependant on each business and their service, however it is something that if you invest in now, will pay dividends in the future.

What should I do once I’ve found my keywords?

The valuable terms need to be put straight into your website. The sooner they are on your website the sooner you will rise to the top of search results. The following places are the best to start;

  • Meta Title
  • Meta Description
  • On page copy
  • Image alt tags
  • Anchor text

Your customers will use different keywords depending on their knowledge, and so identifying the stages that people will use different terms will enable you to successfully deliver the correct web pages to them. This will put you in great stead to SEO success, however if you want to specialise even more in SEO tactics to help your business, we recommend getting in touch with a professional SEO agency- we can help!

Digital Content

Content writing is an asset to your business. It may take a long time to get right in the first place, but in the long run it will continuously perform for your business.

Digital Content has many different forms, but the main purpose is always the same. You want to provide great value to your audience. It can be used form multiple reasons, to provide answers to questions, announce business news or simply how your expertise in a subject.

In return for this initial investment in time, your business will benefit from;

  • More website views
    • If the content that you produce is useful for your intended audience, it will attract them to your website and build trust- keeping them there for longer.
  • SEO
    • The content must be optimised for SEO. It’s a great way to touch on additional keywords and terms in a natural environment. After all no one wants their website to get penalised for forcing SEO.
  • Content to share
    • People love to see new content. Constantly producing new information does a couple of things. It keeps your business relevant, and it provides you with things to share on Social Media.
  • Showing off your expertise
    • If you create factual content, this shows you know what you’re talking about. This helps visitors to trust your business.
  • Building Links
    • You might not be too familiar with the term ‘links’. If you create some content and other people or businesses links to it, it creates something called backlinks. This gives your website credibility and can really push you up the ranking order.

Usability

Most people are used to scanning through websites to find the content that they need. The usability of a website can ultimately determine how long the customer stays on your website.

Make your website easy. Make it simple for them to find the information that they want. And finally make the website interesting.

Website Design

Website design is a complex thing. There is no solution that fits all businesses. There are however practices that every website should follow. It’s not just about design. A well-designed website is great, but it needs to work for your business. Whether that’s capturing leads or converting those leads into sales.

Mobile & Desktop: Google will now penalise websites that don’t work correctly on Mobiles. As a large percentage of web users use their mobile, it makes sense. However even with Google penalising websites, this should be high on your to-do list, as good usability goes a long way.

Site Structure: Websites need to be easy to use. They need a good structure that users can understand. After all, if the customer can’t figure out how to get around, they will simply go somewhere else.

Simplicity: Websites that are full of content are good, but that doesn’t make them helpful. The site should have space, and easy to read. If they’re full of clutter, the user will likely head to another competitor.

Call-to-actions (CTA’s)

Your website has content. It has images and it informs the customer of the information that they need. What it doesn’t have however is a Call-to-action that makes your customers do something.

  • Buttons: CTA’s are most commonly used as buttons on a website. They make the user do something. Usually you’ll see them as ‘talk to us’, ‘buy now’ or ‘Learn more’ buttons. What they have in common is that they take the user to a
  • Positioning: Put the CTA’s in a place that makes sense. Have you written a piece of content that explains a service or product? Put a CTA below it…
  • Actions: Website visitors are great, but without a purpose they are more likely to leave. CTA’s are a great way to capture information and secure leads.

Google Analytics

Digital Marketing for a small business - Google Analytics

We’ve touched a lot on how to make your website perform better. But we haven’t touched on analysing your website’s performance. To make informed decisions you first need to see results. Website Analysis is almost as important as marketing, ultimately you need to be sure that what you are doing is working.

Google Analytics is a great piece of software. Adding this to your website will give you useful information about your visitors and their activity on your website.

Facebook Pixel does a similar job, however as expected will focus on your Facebook account.  The sooner this information is added, the more data you will have to work with and therefore the better the decisions you can make.

How to setup Google Analytics

How to setup Google Pixel

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