Right-Sizing Digital Marketing Strategy for Small Businesses
It’s noisy out there: have you noticed?
Here are some quick facts about the internet and your inbox:
- More than a billion websites are itching for your clickin’.
- 269 billion emails get sent each day inviting us to webinars and to view our newsletters.
- Fast thumbs like the Donald fire off more than 7,000 tweets in one second.
- In one second, 800 Instagram photos are uploaded by proud moms, savvy diners, and pet owners.
- More than 1,200 Tumblr posts jockeying for attention.
Every day, we’re bombarded by super-sized messages about how to get a million clicks and how to go viral. As a responsible web citizen, that makes me worried that this post or one of our awesome episodes of the Marketing Second Shift podcast could potentially cause some sort of internet pandemic.
Guess what? The most popular online channels and search results (paid and unpaid) are crowded.
Even the most widely accepted internet marketing methods are ubiquitous and generic enough to be meaningless. Not only that, but the investment in digital marketing for business growth is considerable in terms of the dollars, skills, and time required to do it right.
Not all of the top 10 advice listicles from online marketing experts scale down to the realities of small businesses in the Twin Cities.
If you’re a small business owner, I’m probably preaching to the choir.
You already understand that marketing for small business needs to be right-sized and local, a sentiment shared recently by SEO and Google guru, Tom Hodson, on episode 3 of our podcast.
Here’s the number one marketing tip for small business owners.
Do good work and make your customers love you.
From user reviews on Google, Yelp, and Facebook to word-of-mouth referrals, your satisfied customers expand your potential customer base exponentially through their own personal networks.
TIP: Consider how (or if) you currently have a system for asking for positive reviews from your customers.
Okay, maybe you’re a new business and are still trying to find your first customers. Besides having an awesome business development strategy and outbound calling…
But after that, it all comes down to content marketing for small business.
What is Content Marketing?
Content is one of those catch-all phrases that may mean different things to different folks. To me, content can be anything that fills a blank space on the internet and is “findable” by web users.
A display ad is content. Web page copy is content. This blog post. Video. A tweet. Even the world’s worst infographics are content.
Words, graphics, placement: you know, content.
Your content – regardless of the format – needs to answer questions or solve problems or at least attract the attention of your future customers.
Let me ask you: What is your content strategy?
If you don’t have an answer, it’s time we talked. Let’s chat about right-sized digital marketing services for your business.