Include essential information customers want to know—your business address, phone number, hours of operation, etc.—on your website where visitors can find them right away. You’d be surprised how many businesses forget to list this info.
If your business targets local customers, claim your listings on local search directories, such as Google My Business and Bing Places for business. They’re free and help ensure that nearby prospects find you when they search online for what you sell.
The best way to grow your small business is to never become complacent and always be testing. Identify your customers’ needs, test your hypothesis in paid ads, iterate, and test again.
When it comes to digital or any other kind of marketing, my three rules are: Keep it simple, be consistent, and always respond to feedback immediately.
Our digital marketing efforts took a turn for the best when we implemented strong content marketing efforts across the board. If you’re looking to boost your online efforts, try starting with a blog for your business. Play with your keywords to optimize for SEO, and even tap into industry influencers to contribute posts and share with their communities.
I take my posts one step further by sharing them on LinkedIn Pulse, which is a fantastic platform for additional exposure. Content really is king! The more you can produce, the more links you can tag and the more you must share.
Small businesses make the mistake of using social media to blast their followers with promotions. Research shows this may turn consumers off and make them tune out your posts. However, if you put the ‘social’ aspect in your digital marketing and provide valuable content to your target audience, they will be much more likely to pay close attention to the few promotions that you mix in there.
Claim your listings on ratings and review sites, such as Yelp. Use signage in your location and links on your website or in your emails to encourage your customers to write reviews of your business. Monitor your reviews and quickly respond to any that are negative. Try to maintain a rating of four stars or above. Reading or writing social media reviews or comments will influence the shopping behavior of around 67% of consumers.
Email is one of the most effective digital marketing tactics out there. Whether they’re consumers or business buyers, and no matter what their age, just about everyone checks their email. Create a monthly email newsletter or send out regular marketing messages with special offers, news, and discounts.
Organic search engine optimization and social media posts will only take you so far. To stand out from all the noise online, amp up the volume with pay-per-click online ads and ads on social media channels. By choosing the right keywords and narrowing your target audience, you can home in on those prospective customers who are most likely to want what you sell.