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To grow a small business and reach new audiences, it’s essential that you stay on trend and keep your finger on the pulse of the latest digital marketing strategies. If you’re at a loss for where to begin, we’ve got you covered.
In this guide, we’ve provided a small business digital marketing checklist that provides everything you need to know to launch a successful online marketing campaign.
The elements listed below are, of course, subject to change. The digital marketing landscape is constantly changing and any business owner’s strategy should adapt to the times. However, this checklist will provide a solid foundation on which your business’s marketing strategy can develop.
Don’t rush into developing a digital marketing campaign without first devising a strategy. Before getting started, ask yourself what your primary objective is—the answer should serve as the North Star that orients the direction of your campaign. Your objective may be any of the following:
For example, if your goal is to increase sales, then your digital marketing campaign should be strategized around promoting products and services and funneling customers toward money pages on your website.
On the other hand, if you merely want to increase your web traffic, then focusing on search engine optimization (SEO) techniques will deliver the best results.
Your first step is to optimize your website to improve its ranking on search engine results pages (SERPs). Although proper SEO takes months, if not years, of work, it pays dividends in the long-run by presenting your website ahead of your competitors’ when customers search for businesses like yours.
After all, 91.5 percent of all web traffic generated by Google is directed to the websites listed on the first Google SERP. That’s why it’s crucial that you incorporate SEO techniques into your digital marketing strategy—otherwise, you run the risk of getting left behind. Below are some of the main elements of an SEO strategy.
Paid advertising is the quickest way to drive targeted traffic to your website or landing page. There are various advertising platforms but the biggest ones at the moment are:
When advertising online it is important to have an ad budget but it is even more important to understand the unit economics of your business, things like:
Another powerful feature of paid advertising is using retargeting to get back in front of people that have visited your website.
Social media is the cornerstone of any small business digital marketing checklist. After all, over 3.5 billion people (or nearly half the world’s population) uses some form of social media. Therefore, establishing a social media presence across multiple platforms is perhaps the best way to increase brand awareness and reach new customers.
There are several social media platforms that every small business should take advantage of. These include the following:
Not only are the social media platforms listed above excellent resources for spreading awareness of your brand, services, or products, but they also deliver important messages. For instance, any changes to your store’s hours can be reflected on your Google My Business listing within seconds, and Twitter can help spread the word.
If you aren’t sure how to grow and maintain your business’s social media presence, consider these key tips:
It’s not enough to merely have an optimized website and active social media presence. For your business to flourish in the digital age, it’s important that you create and promote a variety of digital assets attached to your brand. Below, we’ve listed some of the best ways to promote your business online.
A well-rounded small business digital marketing campaign is one that puts equal emphasis on all of the marketing channels and techniques listed above. In today’s increasingly globalized world, it’s important that your small business stays on top of social media trends and developments to expand your customer base and improve brand awareness.
The key to a top-performing small business digital marketing campaign is to find what’s working best and continue using that system. For example, a fast-growing newsletter mailing list may provide more value for you than an Instagram account that accrues followers at a snail’s pace.
There’s no hard and fast rule to optimizing a small business digital marketing checklist—what matters is that you find a formula that works for you and double-down on it.