Digital marketing influences what we talk about, what we buy, where we visit and how we work, and encompasses more than just having a website. It’s now near impossible for small businesses to survive without investing in new methods of digital marketing.
The changing business landscape
Many businesses try new methods of digital marketing half-heartedly, not allowing for experimentation, trial and failure. But it takes all three to find the right approach, which means an adaptable long-term strategy is essential to ensuring your business isn’t left behind.
How to take advantage as a small business
There are a variety of digital marketing methods to choose from – not necessarily to replace your traditional methods but to work alongside them.
The prominence of Facebook and Google Ads, amongst other platforms, means you can reach and specifically target customers interested in your service or product for a fraction of the cost of traditional media. Better still, you can track the performance of your ads and gain a better insight of your customers, which you can use to improve your ads, all while having control over your budget.
Even the simplest of campaigns can increase leads and sales.
The first step is to map out characteristics of your target audience and where they look for products and services like yours. Are they searching on Google? Do they browse Instagram? Are they only looking at industry publications? Ask these questions of your customers and pinpoint them.
Your budget is a considerable factor in how you market your business. Identify how much you’re willing to spend before actioning your strategy. You may want to start small to begin with, with just a couple of hundred pounds per month, to find out what generates results for your business.
As soon as you’ve established your audience and budget, you can start thinking about creating your first campaign. Think about the ad’s text – what will catch your customers’ attention and set you apart from the competition? High-quality imagery also goes a long way on social media.
Tip: Make sure you read the advertising guidelines set out by the platform and don’t break any rules. For instance, Google Ads has strict editorial guidelines you must adhere to.
You’re now ready to create your campaign. During setup, typically, you’ll target your customers using location, keywords and interests before uploading your text and, if applicable, images. You can then review and submit your campaign for approval, which can take up to 24 hours. If your campaign is rejected, re-read the guidelines set out by the platform, edit your ad and re-submit.
If you’re unsure about how best to target your audience, consider bringing a marketing agency, like us, on board to guide you and make the most of your budget.
Ready to take your business further with the latest digital marketing methods? Contact us.