Digital Marketing Tips for Small Businesses After Quarter 1
The first quarter of the year is over and I hope we all achieved or went above our projected marks. Did you grow in the short term? If the answer is no, that could be because of your marketing efforts, especially digital marketing.
What is digital marketing? Let’s review!
First things first…
To run a successful business, you need a strong digital marketing strategy that helps you stand out from your competitors. Look at what you did well in 2017 and what you did not. A colleague of mine said, “use data to leverage your marketing.”
Analyze the:
- Who
- What
- Where
- When
This will help you determine how to market your business. Focus on your target market and utilize your data and technology for optimal results.
Secondly
Technology is constantly evolving, but that doesn’t mean you should abandon the major social media platforms you’ve used over the past few years. Platforms such as the following continue to perform at high levels and remain effective marketing tools for many businesses:
If you are currently using these platforms, take time to evaluate your results. If they are working well, continue using them. When reviewing, consider the following metrics:
- Conversion rates: How many users are taking the desired action after seeing your content?
- Click-through rates: How often are users clicking on your posts, ads, or links?
- Cost per click: How much are you paying for each click on your ads?
You should also ask yourself:
- How do these metrics compare to competitors or industry averages?
- How do they add to your overall cost per customer acquisition?
Reviewing these metrics can help you determine which platforms are delivering the best results for your business.
Email Marketing
Email marketing can be very effective when used correctly. However, you should avoid infiltrating customers' or future customers’ inboxes with too much material. If customers feel their inboxes are being flooded, they are more likely to delete your messages or unsubscribe. In many cases, sending one email per week is enough to keep customers engaged and your company connected with them, reminding them of your services, while still respecting their time.
At GrowthLab, we often recommend using Active Campaign. This platform offers more than basic email marketing.
If you're starting out with email marketing, try A/B testing on your client list. Half will receive one form of the email and the other will receive a different layout.
Mobile Marketing
The biggest tool in marketing that has grown the most and keeps growing in the coming years is Mobile marketing, 80% of all internet use will come from mobile in the next few years. Another staggering statistic is that 60% of internet usage occurs on mobile devices. Because of this usage, businesses must ensure their websites, emails, and content are mobile-friendly. Some companies also consider developing mobile apps because they allow customers to access your business, services, and content directly from their phones at any time.
Content, Content, Content
Content remains the most important part of marketing. In previous years, many businesses focused on how much content they were posting rather than whether the content was truly relevant to their company or audience.
Take Gary Vaynerchuk, for example. This guy is the content king. He posts often, reaching the double digits per day across the social media platforms he uses. His strategy works because he understands his audience and the message he wants to share.
Much of his content focuses on:
- Business advice
- Self-motivation
- Personal growth and mindset
Because of this, many people can relate to his content and take away a message or theme from his posts. Even with a very high posting rate, his strategy works.
However, small businesses should not feel pressured to follow this exact approach.
When planning your content strategy, consider:
- Creating content that is relevant to your audience and business
- Creating content that will produce the best return
- Posting consistently, but focusing on quality over quantity
- Sharing content that provides value, insight, or motivation
There are also platforms that can help simplify this process. Some tools can automatically filter and fetch relevant articles and schedule posts for you. My favorite is Content Studio which can help you discover content and schedule posts in advance. This allows you to spend more time focusing on other important parts of your business.
Even though there is no magic potion or magic fairy with the right answer to digital marketing. Finding what works to receive pontential leads that may turn into clients is the key. Most times, plugging in and out of different techniques will be beneficial. Technology and automations can help tremendously if you use it correctly. However, at the end of the day, you must find what works best for your business and market the right mix so the ROI pays off.
Frequently Asked Questions
What is digital marketing for small businesses?
Digital marketing is the use of online channels such as social media, email marketing, mobile marketing, and content marketing to promote a business and reach potential customers. For small businesses, it is one of the most effective ways to compete with larger companies and grow their customer base.
Why is a digital marketing strategy important after the first quarter?
After the first quarter, businesses should review their marketing performance and adjust strategies based on results. Evaluating what worked and what didn’t allows companies to improve campaigns, target the right audience, and increase their return on investment for the rest of the year.
How can businesses use data to improve marketing?
Businesses can use marketing data to analyze who their customers are, what content performs best, where customers engage the most, and when campaigns are most effective. This information helps companies make better marketing decisions and optimize their campaigns.
Which social media platforms are best for small business marketing?
Popular platforms such as Twitter, Instagram, and Facebook continue to be effective marketing tools for many small businesses. The best platform depends on your target audience and where they spend the most time online.
What marketing metrics should businesses track on social media?
Key social media marketing metrics include: conversion rates, click-through rates (CTR), cost per click (CPC), and customer acquisition cost. Tracking these metrics helps businesses understand which marketing channels deliver the best results.
How often should a business send marketing emails?
For most businesses, sending one email per week is enough to keep customers engaged without overwhelming their inboxes. Consistent communication helps maintain customer relationships while avoiding excessive messaging.
Why is content important in digital marketing?
Content is one of the most important elements of digital marketing because it attracts, informs, and engages potential customers. High-quality, relevant content helps businesses build trust, increase visibility online, and generate leads.
How can small businesses create effective marketing content?
Small businesses should focus on creating content that is relevant to their audience and aligned with their brand message. Instead of posting large amounts of content, it is more effective to share valuable content that connects with customers and provides useful information.
