As mentioned in my small business tech stack post, I’ve witnessed first-hand the rise of the digitization of nearly every business function over the past 13 years of working online.
One of the digitized business functions that I’ve worked with most and specialize in is digital marketing (with small business SEO being my first love).
Adding the word “digital” in front of marketing can sometimes throw small business owners off and, perhaps, make it more technical than it actually is.
There are subtle differences and some general technical knowledge required, but the heart of “digital marketing” still lies in the heart of traditional marketing.
Saying that, if you’re looking to improve your small business digital marketing efforts in 2022, here are 3 important things you should do to get you started.
…and what makes your solution the best solution for your customers.
No matter what kind of local business you have, you’re in the business of solving the problems your customers are having.
Whether that be protecting local homeowners by installing security systems, keeping people comfortable in their homes with heating and air conditioning services or improving the appearance of homes with interior and exterior house painting services.
Once you understand the problems you’re solving, then identify what makes your solution the best solution for your local area.
Do you offer better customer service & support?
Better pricing & offers on products?
More reliable & specialized expertise?
Once you understand the problem or problems you’re solving and what makes you different, it makes everything you do in digital marketing much, much more easy.
Now that you’ve identified the problems you solve and your unique (or better) solution for your customers, then you’ll need to learn where they are interacting most online.
These are called digital marketing channels.
Some examples of digital marketing channels are: social media (Facebook, TikTok, Instagram, etc.), search engines (Google, DuckDuckGo, etc.), paid advertising (PPC & social media ads) and email.
The best way to start learning the best digital marketing channels for your small business is by looking at your customer base.
How did they originally find your business online?
Do they interact with your business more on one particular social media platform?
Do they proactively contact you using email?
Once you’ve identified the best digital channels for your small business, you’ll next need ways to capture their attention when they need your products or services.
A great way of capturing the attention of your customers using the digital marketing channels you’ve selected is by generating unique, useful content – consistently.
When I say content I mean things like: blog posts, expert articles, infographics, newsletters, reports, user guides, case studies and even “memevertising”: using relatable memes to drive engagement with your brand.
Deciding which kind of content to use will depend on what you’re customers want and may take some testing & adjustments over time, but publishing it consistently is one of the keys to most success with content marketing for small businesses.
After reading this post I hope you have a good place to start when jumping online to start marketing your local small business.
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