Basic Digital Marketing for SMB’s –
Most small businesses are so concerned about running their business, they forget the importance of marketing their business. Or they are so far out of their element, they have no idea where to start. First thing’s first, and before I can help you with your digital marketing, we will need to review these basic principles.
SO IMPORTANT! And the first item business owners try to skimp on. This is a huge no-no. Don’t start with someone you know who’s going to do it in their spare time. A huge mistake, this almost never works out. Inevitably, you find yourself with a 3rd class website you’ve waited 6 months to a year to get. And in the meantime, your business has suffered tremendously.
Filing Your Google My Business Placement
Just because you build it, doesn’t mean they will come, people. This is not Field of Dreams! Times have changed, and if you’re not registered on Google, you are missing out Big Time. Ever searched for a restaurant and seen the list of available restaurants in your are with address PINS? That’s a result of that restaurant being registered with Google My Business. I can guarantee you that your competitors are listed. And it’s free to do so! You can’t get much better than free.
SEO, SEO, SEO
It stands for Search Engine Optimization, and it can encompass Local, On Page, Off Page, White Hat, Black Hat…no wonder when people hear the term they throw their hands up and say, “We’ll skip this for now.” While it’s true that all of these versions exist (and more, depending on who you are talking to), you don’t have to bite off the large $800+ SEO chunk that is so common these days. Would it be beneficial? YES! But you can take it slowly too. Google My Business above is a small start to this. Also, Title Tags and Meta Descriptions are important and easy to implement. These help Google find your business. Ever see a website with “Home” in bold blue on your search engine? That is the Title Tag. The description below that tells what your business does is the Meta Description. All too often, you will see a business that has “Home” for their Title Tag and the first line of script written on their website as their description. Unfortunately, this does not help your business get found. The good thing is it’s an easy fix! The rest can be added in slowly.
Depending on the age of your company and website, you may find that PPC (Pay Per Click) services are the way to go. They can put you on the first page of Google while your website is building momentum. Also Display advertising is an excellent accompaniment. Display can help with Branding, and it goes hand-in-hand with Re-Marketing.
Is reaching out to a particular group of people that you have identified as having the buying habits of your customer. Let’s say you are a toy company, and your customers tend to be women 25+. Well then, you would want to target websites with your Display ads that these women would frequent, and advertise your services. The key is not to go for clicks, but to focus on impressions as this is a part of your branding strategy.
Is all about making sure that the people you have worked so hard to get to your website remember you and make a purchase from you. Ever been shopping for shoes (me), left the site, then noticed those shoes EVERYWHERE? Yep, that would be Re-Marketing, and while sometimes its annoying, it’s VERY effective (by the way, I bought the shoes AND a dress!).
The huge mistake that most SMB owners make is NOT advertising. Perhaps it’s due to budget, a basic state of being overwhelmed, etc. but it is a fatal mistake. You don’t have to spend thousands, but the old adage is most certainly true..
“You have to spend money to make money.”
Until next time…. and remember, “If your marketing needs a kick, call that Digital Moxie chic!”