Do you still rely on traditional marketing tactics? If the answer is yes, maybe it is time to rethink your approach. Most of your competitors are online, and statistics back me up on that. According to research studies, over 81% of small businesses yearly allocate at least $50,000 on digital marketing.
So, how to use digital marketing to promote your business?
Optimize your Website
Having a fully-optimized and user-friendly website is your marketing priority.
Always make sure your website is clean and easily navigable. For example, if you are a center for plastic surgery, make a list of your services and provide details about them. Let your clients know where the clinic is located and provide multiple contact opportunities.
Also, use your website as your online portfolio. Provide details about your company’s history and showcase industry certifications, licenses, and safety badges. Write case studies about your projects. You can also include social proof, such as satisfied clients’ testimonials.
Finally, let customers meet the persons behind your team. Share your team members’ names, photos, and biographies.
Create High-Quality Content
In 2021 and beyond, blogging goes far beyond writing keyword-heavy 500-articles. Instead, by publishing relevant, expert, and data-driven content on your website, you showcase your industry knowledge and experience. That helps you gain customers’ trust and encourage them to purchase from you.
When producing in-house content, determine your tone of voice and other brand assets such as your logo, color palettes, images, etc. The goal is to keep your content consistent, on-brand, and easily recognizable.
Finally, experiment with different content types, such as blog articles, infographics, whitepapers, case studies, etc. Test the results to understand which content formats resonate with your audiences the best.
Leverage Google My Business
As a small business owner, your goal is to put your company in front of the local customers. That is claiming your Google My Business listing helps.
Add essential business information, such as its name, address, phone number, website address, map, etc. To build trust with your target customers, add extra information, such as product descriptions, photos of your team, perks for customers, etc.
When a customer searches for local businesses in your industry, your website will show up. That way, Google My Business increases your company’s online exposure. Above all, it pulls customer reviews from multiple online listings.
Get the Most out of your Local SEO Strategy
When discussing local SEO, Google My Business is only the tip of the iceberg. You can use various SEO tactics that will maximize your company’s exposure in the local search.
For starters, optimize your website for location-specific keywords. You want to attract local audiences interested in your products/services. Therefore, include your location’s name in your keywords to make your content relevant to local search results.
Also, diversify your local off-site SEO tactics. For example, build links from credible local magazines, newspapers, blogs by writing top-notch content for them. Or provide local teams, nonprofit organizations, or events with sponsorships? That is a fool-proof way to earn a backlink from their websites.
Build Customer Relationships with Email Marketing
Once you attract visitors to your website, make sure you convert them into qualified leads. Offer numerous opportunities for communication, such as live chat, chatbots, and contact forms. The goal is to capture your target customers’ email addresses.
Another option to build a newsletter list is to offer lead magnets. These could be discounts, exclusive offers, gated content, exclusive PDF guides/whitepapers, webinars, e-books, etc. Customers can use these offers for free in exchange for their email addresses.
Once you capture their contact information and build a newsletter list, keep your audiences engaged. Send relevant newsletters that will inform them and inspire them to take action. To increase the effectiveness of your emails, consider segmenting your list. In other words, instead of sending out generic content to everyone in the list, you break it down into narrower segments. You can do that by customers’ location, age, gender, past purchases, content preferences, etc.
Over to You
In the digital era, investing in online marketing is not optional. On the contrary, it is obligatory for any small business aiming to stay competitive. Digital marketing tactics increase your company’s visibility in the digital sphere. Compared to traditional marketing, they offer advanced targeting options, letting you get noticed by the right audience groups. Above all, they nurture customer relationships and boost sales.
How do you use digital marketing to promote your business?