As a small business owner, you’re probably wearing a number of different hats. You’re the CEO, the salesperson, the bookkeeper… the list of responsibilities of a small business owner is seemingly endless.
And another (important) hat that you’re likely wearing is Chief Marketing Officer. But unless you come from a marketing background, the world of marketing – and, in particular, digital marketing – might seem completely foreign to you.
But it’s important that you wrap your head around the basics of digital marketing. A solid digital marketing strategy in conjunction with more traditional avenues like print and direct mailers is essential for small business success in 2017.
Here are a few basic areas of digital marketing that you’ll need to know as a small business owner to hit your marketing goals in the upcoming year:
SEO stands for “Search Engine Optimization”. Basically, SEO is the practice of optimizing your website for search engines like Google or Bing, which will make it easier for potential clients and customers to find you. The better your SEO, the higher you’ll rank in the search engines for your chosen keywords and the more qualified traffic your website will receive.
On-page SEO refers to the actual code and content of your website (or, in other words, anything that happens on your actual website). Off-page SEO has to do with external sources, like relevant links.
SEO (and, in particular, on-page SEO) can get pretty technical. But luckily, many website platforms, like WordPress, come with built in SEO tools to help manage your site’s optimization.
Content marketing has gained popularity in the past few years as a relevant and successful digital marketing tactic. Content marketing is pretty simple in nature – it’s the practice of creating high-quality, engaging content to connect with your audience as a way to drive sales.
Prior to the rise of content marketing, a significant amount of focus was put on SEO. Websites would create poorly written, low-quality content that was optimized to rank well in the search engines under the assumption that the traffic was what mattered, not the content.
But now, consumers demand quality content from the brands and companies they follow. They want to be engaged, to be educated, to be entertained. And content marketing is the way to do that.
Make sure that all of the content on your website and across your social media channels is well-written and consistent with your corporate voice. Consider creating a blog to deliver high-quality content to your audience on a regular basis. Every day, ask yourself the question “how can I add value to my audience through great content?”
Social Media Marketing
One of the fundamental rules of marketing is to target people where they already are. And these days, people are on social media. Social media marketing is incredibly effective because you’re building your audience and delivering your marketing messages on the platforms where people are already engaged.
Social media marketing can include building an organic following across different platforms, Facebook advertising, or creating video marketing messaging on platforms like Snapchat. How you leverage social media marketing is up to you. Research your target market, find out the most effective platforms to reach them, and then invest in building a presence there.
The last digital marketing basic that you need to be aware of as a small business owner is analytics. Whatever digital marketing strategies you decide you want to use, it’s absolutely essential that you track your results and understand the analytics piece.
Your digital marketing success is reliant on understand what’s working, what’s not, and continually optimizing your strategies in order to get the best results.
As you start out in digital marketing, you’ll just want to stick with the basic analytics tools. For your website, Google Analytics is a great tool for understanding your traffic and audience behavior. If you’re focusing, Facebook Insights will help you understand what campaigns are working and which need to be tweaked. As you grow your digital presence and start to expand, you might want to invest in more robust analytics tools, like Kissmetrics or Raven Tools.
The bottom line is without analytics, you’re just guessing at what’s working with your marketing, which can lead to lost opportunities and lost profits.
Digital marketing might seem overwhelming. But once you master the basics, you can start experimenting with more complex concepts, and before long, you’ll be taking your small business into the big leagues.
How Can We Help?
At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.