You can grow your small business using the right online marketing strategy. This applies to businesses in all industries, regardless of size. The challenge is ensuring you invest in the right strategies, i.e. strategies that deliver real, tangible results.
Decide What You Want to Achieve
The starting point for making online marketing work in your small business is to decide what you want to achieve. If you sell things directly on your website, this is usually straightforward – you want to attract more customers and make more sales.
Things are not always as clear when you don’t use your website to directly sell. There are several commons objectives that a website can have, however, including:
- Visit your business – shop, restaurant, office, workshop etc
- Phone your business
- Complete a contact form or send you an email
- Complete a lead generation form
- Register for your website or sign up to a newsletter subscriber list
- Spend as much time on the website as possible
- Engage with you on social media as much as possible
More than one of the above will probably apply to your business. You will get better results, however, if you identify the most important.
Main Online Marketing Options
- Website – in the modern world, a website is crucial whatever type or size of business you have. You can’t just get a website, though. Instead, you must get a website that meets the objective you decided on in the point above.
- Social media – social media is not generally effective as a direct sales tool, but it can help to engage your customers, build brand awareness, and encourage loyalty to your business. Remember, however, that social media is not free – you will need to allocate time, money, or internal resources to make it work.
- Email marketing – email marketing involves getting people to sign up to a subscriber list and then keeping in touch with them via regular emails/newsletters. It is a highly effective online marketing tool, but it is also one that is often underutilised. One thing you must be aware of when email marketing is GDPR, the EU’s new data protection regulations.
- PPC advertising – PPC is pay-per-click advertising. People normally refer to it in relation to advertising on Google, i.e. the ads you see on a Google search results page. This is done through Google AdWords. You can also run PPC ads on social media channels, including Facebook. Depending on how you set the campaign up and the industry you are in, it can be a highly cost-effective form of advertising.
All About the Content
The central element of all the above online marketing options is content – content for your website, content for social media posts, content for emails sent to subscribers, and ad content. The more you invest in content, the better the results you will achieve.
For example, you will get more engagement posting a video to Facebook than you will posting text. A video will take more time, resources, and/or money to create, though. Whatever options you go for, make sure you factor in content creation.
Measuring the results that you achieve is an essential part of the process too. This will help you understand what works and what doesn’t so you can make improvements to get better results.
Get more advice or help with your small business by contacting Gilroy Gannon today.