Digital Strategy In Small Business Matters

UPDATED 10/15/2024

The buzzwords “digital strategy” and “digital marketing” has evolved quite a bit in recent years.

Though there may be some confusion around the terms and how they are applied to small businesses, the fact remains that it is not going away & is growing year-over-year.

The number of users who now have access to the internet is growing exponentially. In the U.S., 87.27% of people already have access to the internet. That is about 293 million individuals! And more than half of these online users are accessing information via a mobile device such as a smartphone or tablet.

The power of digital marketing comes from the low barrier to entry & the attribution models that give advertisers the ability to better determine what is working for their business.

Consider this, 84% of Americans are shopping for something at any given time, in up to six different categories. And in nearly one-quarter of shopping occasions, shoppers say they turn to their smartphone first.

By leveraging big data, any small business can tap into advertising inventory that has a similar reach to traditional marketing (such as television); along with performance that can usually outperform traditional marketing when leveraged correctly.

The question that remains is, “how do I add a strong digital strategy to my small business?”

Whether it’s leveraging the power of user-intent through networks such as Google Search or finding a brand’s voice amongst social media or online video advertising, digital marketing offers a unique solution to small businesses.

Even with a small budget, a business can begin to build awareness of its brand through digital strategy tactics. It doesn’t even need to be that complicated to start.

Key Digital Marketing Strategies:

1. Search Engine Optimization (SEO): Improve your website’s visibility in search engine results pages (SERPs) through on-page optimization, content marketing, and link building.
2. Pay-Per-Click (PPC) Advertising: Create targeted ads that appear at the top of search engine results pages, allowing you to reach potential customers actively searching for your products or services.
3. Social Media Marketing: Leverage social media platforms to engage with your audience, build brand awareness, and drive traffic to your website.
4. Content Marketing: Create high-quality, valuable content that attracts and engages your target audience.
5. Email Marketing: Build an email list and send targeted campaigns to nurture leads and drive conversions.
6. Mobile Marketing: Optimize your website and marketing efforts for mobile devices, as a significant portion of online activity now occurs on smartphones and tablets.

Begin with the question, “Where is my target audience spending their time online?”  Then follow up with, “What action or actions (like click-through, pick up the phone, etc.) do I want my target audience to take that is valuable to my business?”.

By answering these two simple questions, anyone can begin to get an idea of what digital marketing strategies may work for their business. 

Getting Started with a Digital Strategy

• Define Your Goals: Clearly outline your business objectives and what you hope to achieve through digital marketing.
• Identify Your Target Audience: Understand your ideal customer’s demographics, interests, and online behaviors.
• Create a Marketing Plan: Develop a comprehensive plan outlining your strategies, tactics, and budget.
• Track and Measure Results: Use analytics tools to monitor your performance and make data-driven adjustments.

Then, start with a small budget and begin testing on various platforms to see what works and what doesn’t.

Need help with your digital marketing strategy?

If the thought of diving in is too overwhelming or you just simply don’t have the bandwidth to conquer this on your own, you don’t have to! We have digital strategy specialists who can easily assess the best strategy & tactics to getting your business found online.

If this is something you’d like to hear more about, hit us up! We’d love to chat.

Remember: Digital marketing is an ongoing process. By continuously learning and adapting, you can stay ahead of the curve and maximize your online success.