An important part of small business digital marketingis
managing your online reputation. In a local consumer survey by BrightLocal, more than three-quarters of consumers said they read reviews on multiple sites before deciding whether to buy from a local business; in the same survey, 88% said they’re highly likely to use a business that responds to public reviews.
In fact, when you respond to negative reviews, you may even convert the original poster into a brand ambassador. Nearly 8 in 10 people say they
will forgive a company’s mistake after receiving excellent follow up service.
So pay attention to what people are saying about your business, especially in
online reviews and ratings. Add to the virtual conversation by asking customers to rate your business online and by responding to customer reviews. According to Brightlocal’s consumer survey, the top five sites for online reviews are Google, Facebook, Yelp, Tripadvisor and Better Business Bureau.
Reading your online reviews can also help you improve your business and gain valuable customer feedback. You can learn what you can do better, what you do best, and even get ideas for new offerings. Plus, you can take excerpts from positive reviews and share them in your marketing materials. Use customer quotes in graphics on social media, in your email marketing and on your website.
There are a couple great things about digital
advertising for small business. One is that you have control over how your budget gets spent, especially with targeted advertising on social media platforms. You can target your audience by location, demographics, and sometimes even interest to reach niche markets.
Try experimenting with pay-per-click (PPC) Google Ads, which show up within search results, and display ads, which show branded graphics to capture prospects’ attention. You also have several options for social media advertising, such as paid display ads or boosted social media posts that reach people beyond your existing network.
When planning your digital advertising campaigns, consider your goals, such as brand awareness, lead generation and sales.
For small businesses on a tight budget, look to
low-cost marketing tools. Many premium tools also offer free versions.
Here’s a list of of useful ones you may like to try:
- Canva is an easy-to-learn design template editor. Use it to create graphics for social media posts, emails, ads, merchandise and more.
- Google Trends is a free tool that shows what’s trending across the internet. You can use it to find relevant social media conversations and select SEO keywords for targeted digital advertising.
- Google Analytics is a free website analytics tool that you can use to measure website traffic and track visitor behavior and interest.
- Buffer is a social media management tool that streamlines your efforts. Schedule posts across multiple platforms in one place and analyze their performance.
- HubSpot helps you manage your email list and email marketing. You can use the included CRM to personalize emails and track email campaign performance.
- Bitly helps you create and track short URLs and QR codes to use in your marketing materials.
- Wistia offers both video editing and video hosting. It also has options for automated captions, in-video lead capturing and analytics.
- CapCut is a user-friendly video editing app where you can use templates to create video content and easily promote across your social media accounts. It even has AI features to help you create engaging content and can recommend trending topics, songs and styles.
Digital marketing tactics exist in an interconnected web. Together, they strengthen your company’s online presence, help you reach more people, and allow you to grow your customer base and sustain your business.
By covering the digital marketing bases — including content marketing, social media and online reviews — you naturally improve your SEO and elevate your brand’s digital presence.
