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A digital marketing strategy is a critical part of your company’s overall marketing mix, especially in today’s COVID world. In simplest terms, digital marketing is how you connect with your customers using digital technology and media to meet your business objectives. Some standard digital marketing tools include websites, mobile apps, social media pages, search engines, online advertising and email. But, what’s the best strategy to use for your business?

Here’s what you need to know to get started.

Consider implementing these successful strategies as part of your digital marketing plan:

• Search engine marketing. Many small businesses use keywords (words used by people searching for your business or industry) on their websites to create more visibility after a person conducts an Internet search. And while that’s a good strategy, it can be expensive to hire a marketing firm to help you get the keywords you need. 

Alternative: Offer content that answers your customers’ questions and other relevant information people would expect to see on your website. Additionally, create a Google profile and ask your customers to leave reviews. Work with local media and influencers to backlink articles and blog posts to your site. For example, if you own a Mexican restaurant, ask a local newspaper or popular blog if you can include your business in an article about the best places to eat on Cinco de Mayo — or write an article and submit it.

• Content marketing. This strategy focuses on informing, not selling. The idea is that the better you tell prospective and existing customers about your products and services or share ways they resolve a customer’s “pain point,” the more likely they will buy them. People will see you as an expert and feel more comfortable and confident with your brand.

• Social media marketing. How you use this marketing tool is dependent on the type of business you have. The most critical aspect of any social media strategy is strengthening your customer base and inviting repeat business. For example, a local gym may use social media to update clients on class schedules or fee changes. You should also listen and engage with your followers — don’t just sell to them. And finally, the type of social media platform you use depends on your customer base. For instance, if you serve other businesses, you may choose to spend more time and money on LinkedIn.

Warning: You may want to hire a marketing firm to help you get started. Learn what you can and then move things inhouse after you feel more comfortable with the process.

• Email marketing. Promote your products and services electronically in many different ways — newsletters, promotional updates, general messaging and more. The most critical part of email marketing is building a list of existing and prospective customers, which is also the most challenging part of this strategy. Ask customers to use their email to subscribe to your newsletter or require that they use an email address to accept a special offer or order something online. Unfortunately, getting prospective customer emails maybe a little more complicated — you might consider buying a list from a reputable firm. As your list grows, it becomes a more valuable way to reach your customers consistently and inexpensively.

Caution: Buying a list is an expensive way to reach prospective customers and it may not always be what you want. Network with other businesses like yours to see how they’ve successfully obtained emails from prospective customers.

• Pay-per-click marketing. This strategy focuses on paying to target online ads for your company on the Internet, such as Facebook Ads and Google Ads. You only pay if a person clicks on your ad and you control how much you want to invest. Your ads may show up on web pages, browsers, promotions before videos, or mobile apps.

Digital marketing is the marketing of the future.

Don’t limit yourself to one or two types of digital marketing. Instead, try as many options as possible to what works best for your business. Set your budget and work within it to maximize your marketing strategies to achieve your goals. And if you need help developing a digital marketing plan, reach out to a professional for assistance — doing everything in-house maybe a little too overwhelming at first. Track your results so you know what’s working and adjust where necessary.

More than ever before, people use the Internet to find a business, which means your online presence is critical to your success. Most companies today have a website, blog and social media pages. But how can you get people to engage with your online resources? How can you continue to grow your online presence?

Consider these seven tips to help you get started:

1. Develop an email list. Your email list will enable you to engage with existing and potential customers regularly. And continue to fine-tune your email list so you can target customers in a way that personalizes their experience with you. Require an email address to purchase an item in your online store, or use the tools in your content management system (CMS) to create forms or pop-up call-to-action requests designed to help you gather email addresses.
2. Learn all you can learn about SEO. Search engine optimization, or SEO, is one of the best tactics you can take to build your online presence. Find out what keywords you should use on your website, blog, or social media sites to engage customers so you can move up when people search for businesses on the Internet. Be sure you sign up for local directories like Yelp, YellowPages and Google My Business and use directories that list your services, such as Angie’s List or Houzz. Keep an eye on what your competitors are doing to see what SEO keywords they may be using or how they engage with customers — you can learn a lot from your competition.
3. Produce content for free. Make a list of the “pain points” your customers experience. Then write content to answer questions or resolve issues they may have — and push it free to your customers through email, your blog, social media, or other online resources. You can also broaden your reach by sharing your content on sites where your customers may be active, such as Facebook, Instagram, Pinterest, Goodreads and more.
4. Try online advertising to get your message out. The fastest way to build your online presence is to use online advertising. Remember, if your ad shows up in the top search results, you’ll quickly build brand awareness and increase visibility. Consider advertising on Google, Yahoo, or Bing, as well as your social media sites.
5. Experiment with influencer marketing. Who are the most notable figures in your market? Can you advertise on their website or social sites? Many consumers look to these “influencers” for reviews and promotions before buying something. Using influencers, you can get the word out about your company and get people talking about you. The more often people talk about you, the more prominently you’ll appear in any Internet search.
6. Develop relationships with others in your industry. If you have a relationship with blog writers or podcasters in your industry, you can work with them to feature your content or appear as a podcast guest. For example, you can partner with an industry association or the local chamber of commerce. Be creative as you forge relationships and keep your growth goals top of mind.
7. Show up where your customers are looking. Be smart with where you spend time and money online. If your customers are Instagram users, don’t put as much effort into Twitter. You can also take advantage of remarketing tools to guide your ads to locations where your customers will likely look.

Stay safe while online.

While growing your online presence may be vital for your survival, it also may put you at more risk for fraudulent activity. Take a few minutes to review these simple online safety tips from the Consumer Financial Protection Bureau (CFPB). When you take extra care to protect you, your business and your customers, it’s ultimately a win-win for everyone.

Be patient.

Above all else, building an online presence requires time and effort. Be patient and review every action you take to ensure it’s doing what you want it to do. Some marketing strategies will work better than others — don’t get discouraged if something doesn’t work right away. The key is to keep trying and over time you’ll see that it will all pay off with improved brand awareness and a healthier bottom line.

It’s a known fact that if you want to make your customers happy, you need to start with your employees. And that doesn’t necessarily mean giving them more money or time off. Here are five ways you can keep your employees happy and fulfilled at work:

1. Communicate, communicate, communicate. In this time of COVID-19, it’s more vital than ever to be fully transparent with your employees. That means, meet with them regularly (whether virtually or in-person) to let them know how your company is progressing and where you stand in achieving your goals. Additionally, remember that communication is a two-way street. It would help if you listened to your employees any chance you get. Find out what they need, and make your response to those needs a priority.

Advantage: Besides building a better relationship with your staff, transparent communication will not cost you a thing. You may find that implementing new ideas will streamline processes and create more long-term creativity for your company.

2. Provide opportunities for career and employee development. Brainstorm ways you can help your employees develop in their jobs. You should also find ways to expand your employees’ understanding of your field — doing so can potentially help you learn new and unique ways to grow your business as well. Maybe it’s as simple as designating time to watch webinars or pay for them to attend conferences or trade shows. Whatever the case may be, get creative and be open to ideas your employees bring to your attention.

Smart idea: Sit down with each employee to map out their path within your company. Then discuss how to reach the goals you establish together.

3. Encourage work-life balance. No one wants to work for a taskmaster. Be sure your employees aren’t taking work home or becoming burdened with assigned projects. If your employees work virtually, don’t call or text them when they’re supposed to be taking a break or done working for the day. And be as flexible with their time as possible.

Tactic: Implement a wellness program — healthy employees take fewer days off and are more productive.

4. Ask for and implement employee suggestions. When people are spending so much time at work, it’s important they feel part of the bigger picture. Consider starting a suggestion box and discuss ideas given regularly. If you only have a few employees, spend time with each person to see what insights he or she may have about your company and your customers.

Another option: When you’re looking to add something new to your business, talk to your employees to learn things you may have overlooked.

5. Show gratitude for your employees. A simple “thank you” can make a difference on any given day. Send an email to an employee or leave a post-it note sharing your appreciation for a job well done. Or, buy breakfast or lunch for your employees “just because.” And if they’ve achieved goals or smashed through a particularly challenging project, consider rewarding them with a half-day off.

Try this: Make it a goal to thank your employees regularly in some way. Implementing a culture of appreciation will wear off on your employees over time.

Always remember, your employees are your greatest asset. The more you invest in their happiness, the more likely you’ll see increased customer satisfaction and improvement to your bottom line.

Many businesses are coming up with creative ways to meet the needs of their customers during the pandemic. “Business as usual” has taken on a new meaning for most small businesses; however, one thing has remained consistent: the local community is vital for survival. How can you continue to create excitement and improve engagement in your community amid the pandemic’s continued restrictions?

Here are a few ideas to help you generate excitement and engage local customers:

1. Give back to the community. What can you do to help those who are most vulnerable in your local area? Give a monetary donation to a local charity or partner with a community non-profit organization to sponsor a fundraiser. You can also encourage your employees to volunteer at non-profit organizations or special events and actively participate in community groups. Be sure to share what you’re doing with your customers – let them be a part of the process as well. Ask them to “join you” in donating time or money to specific causes that make sense for your company and your community. Your efforts in giving back to your local community will shine bright, and you’ll be amazed at how you and your employees will feel as well.
2. Set up a virtual “Kudos” jar or suggestion box. Ask your customers how you’re doing and encourage them to give feedback. The more you learn about how you’re doing, the more you can fill in any service gaps that may exist. When you make changes based on customer suggestions, talk about it on social media, so people know you care about what they think.
3. Support other small businesses. Find ways to cross-promote local companies — you need each other right now. Consider packaging deals together with another business or two. For example, if your customer buys something from Store A or Store B, they’ll get a discount at your store (and vice versa). Or maybe it’s as simple as co-sponsoring an educational or local event with one or two other local business owners.
4. Keep in touch. Of course, you know how critical it is to stay in touch with your customers when you may not be able to see them regularly. It may be the right time to send out an eNewsletter to talk about what you’re doing or targeted emails to ensure they are aware of specials or other options. And keep your social media and website up-to-date. Additionally, you must maintain a relationship with community leaders and groups so you can take advantage of any opportunities available to you and your company. Send them regular emails or set up video conference calls to discuss what’s happening in the community and how you can help.
5. Get creative on social media. While we continue to physically distance, use your social media channels to lessen the gap. Connect with your customers by engaging with their posts, answering questions, or starting conversations about your area of expertise. Maybe start a challenge group where you encourage customers to strive toward a common goal or hold a promotional event where customers must check in every day to get the next “clue” for a special deal or prize.

Whatever you do, always keep your eye focused on what customers want or need right now. If you have experienced challenges in your community, don’t shy away from being part of the solution. For example, donate masks or hand sanitizer to local schools (with your brand on them), or share your expertise about specific topics at community educational events. Be seen as part of the solution, and your reputation will improve — even amid a pandemic.