Are you a small business owner looking to understand digital marketing and avoid being charged too much for related services? You may need to prepare yourself because digital marketing can be head-spinning.
What channels and partners are worthy of your trust and money? What to focus on and what to avoid? What if you want to do things on your own? We will give you a good overview.
The Power of SEO for Great Digital Marketing
Gaining hot leads and customers on auto-pilot from Google or Bing searches without paying a dime in advertising has been the Holy Grail of online marketing for over two decades. However, it is not as easy as it sounds, nor is it ever completely 100% automatic.
Because of that, you can do a few easy things yourself before you hire an external partner.
First steps for successful SMB SEO
“SEO isn’t about gaming the system; it’s about understanding and delivering.”
Brian Dean, Backlinko
To succeed at Search Engine Optimization (SEO), you need to understand the intent behind keywords and search terms people search and deliver value. Ask yourself: what are the search queries in my field or niche people search for? Map your assumptions in a mind map, ideally with pen and paper or mind-mapping software like Mindnode.
Then compare that with an easy-to-use tool that Google offers you for free with a free Google Ads account (you do not have to spend anything on ads to use this tool): Google Keyword Planner.
Based on the resulting data, ask yourself and write down as notes your answers to:
- How can I and my team add value to these people searching for what they need?
- How can I deliver that value in the best way possible?
Three takeaways for small business SEO
- Over 50% of search queries are four words or longer. Therefore, focus on the long tail. Keyword Planner allows you to discover new keywords, see three-month and year-on-year trends, and understand the competitive landscape. During your research, focus on mapping trending new keywords with low competitiveness. You will see that these typically are three or four words or even longer, depending on your niche.
- High-quality content and link building are the two most important signals used by Google to rank your website for search. High-quality content far outstrips link building in its importance.
- 88% of searches for local businesses on a mobile device call or visit the company within 24 hours.
Simple SMB SEO strategy with Keyword Planner
1. Open up Keyword Planner inside Google Ads
For this article, we assume you already have a Google Ads account. Opening one up is free, and we encourage you to get one even if you aim to avoid paying for ads. The research functionality alone is an excellent companion to your SMB SEO strategy. You can find the Keyword Planner under Tools -> Planning -> Keyword Planner within the revamped Google Ads.
2. Choose how you want to research
Select “Discover new keywords” if you are searching for ideas based on a seed keyword or a seed keyword list or “Get search volume and forecasts” if you already have a cluster of well-defined keywords (we will come back to these terms “seed” and “cluster” in a while, so make a note of them).
3. Enter the locations you want to target
Feel free to play around with multiple locations during different tests. Mix and match regions until you find the one you are most comfortable with. Depending on your seed keywords or keyword clusters, you may want to return to this setting and widen it or make it narrower.
4. Enter your keywords to discover related search terms
Google will now give you the average monthly searches, three-month and year-on-year changes, and the competition (Low to High). All of that information in itself can instantly illuminate your understanding of your market and your strategy. However, do not forget to use the checkbox to select interesting keywords and save them into keyword lists.
5. The end result: a saved keywords plan with your main metrics
You probably will do a few discovery sessions as you gather and analyze your keyword ideas. You will likely also play around with the precise region you want to target. Some SEO strategies are hyper-local. Some others are nationwide, even if you run a small SMB. That depends on your business type and how you want to make money in the future.
Finding your SMB digital marketing services partner for SEO
Now that you have your initial research, you can reach out to different providers more confidently because you know the basics. You can calculate the expected budgets and ROI to understand increased revenue, profitability, and customers. Your partner may consult with you and give you further tips to improve your margins and AOV if you run an e-commerce business or a service relying on digital bookings.
Three people to follow for the best SMB SEO (if you cannot hire them)
- LinkMoses.
- Backlinko.
Social Media: Connections Beyond Just Posts
Social media is the modern-day town square. It’s where conversations happen, brands are built, and authentic engagement occurs. Because of that, you need to be mindful of what you say. Plus, perhaps just as importantly, how you listen and deliver what you mean to say.
“Pushing out content is not social media.
Neil Patel, Digital Marketing Expert
Engaging, listening, and conversing with your audience is.”
Based on your keyword research, you have an initial inkling of your audience’s desires. Plus, a small glimpse into their mind: how they phrase what they want and what words they use. That is a perfect recipe for your first social media posts.
What platforms to focus on
Not every platform is right for your business; find the ones right for you.
Your first 50 social media posts
Social media posts should never be planned as individual items but as three-to-five-post-long chains that include response posts from the get-go.
Ten on pain points
…
Ten on valuable solutions
Simple social media calendar with Google Calendar
Practical Examples:
- Dove: Their “Real Beauty” campaign on social media boosted their brand image and started a global conversation about beauty standards. Dove’s Real Beauty
- Blendtec: Their “Will It Blend?” series on YouTube showcased their product’s strength in a fun, engaging manner, resulting in a massive sales boost. Blendtec’s Campaign
Surprising Details:
- Visual content is more than 40 times more likely to get shared on social media than other types of content. Source
- Facebook continues to be the most widely used social media platform, with over 2 billion monthly active users. Source
- Instagram’s per-follower engagement rate is 58 times higher than Facebook’s. Source
Finding your marketing services partner for social media
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Content Marketing: Telling Your Story with the Right Emotion
Content marketing isn’t just about producing content; it’s about telling your brand’s story in a way that resonates with your audience.
“Content is the atomic particle of all digital marketing.”
Rebecca Lieb, Digital Advertising and Media Analyst
Practical Examples:
- Coca-Cola: Their “Share a Coke” campaign was a content marketing masterpiece, personalizing bottles and encouraging social sharing. Share a Coke Campaign
- HubSpot: By offering valuable, free resources like blogs, e-books, and webinars, they’ve positioned themselves as the go-to source for inbound marketing knowledge. HubSpot’s Resources
Surprising Details:
- Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Source
- Infographics are liked and shared on social media 3 times more than any other type of content. Source
- 70% of people would instead learn about a company through articles rather than advertisements. Source
Finding your partner for content marketing
Pay-Per-Click (PPC) Advertising: Immediate Results.. or Are They?
PPC advertising allows businesses to reach their target audience immediately, offering quick results for campaigns.
“With PPC, you get to present your best offers, to the right people, at the perfect time.”
Larry Kim, WordStream Founder
Practical Examples:
- Dropbox: Their referral program PPC ad offered extra storage space for both the referrer and referee, leading to a 60% increase in sign-ups. Dropbox’s Campaign
Surprising Details:
- Businesses make an average of $2 in revenue for every $1 they spend on Google Ads. Source
- PPC visitors are 50% more likely to purchase something than organic visitors. Source
- Search ads can increase brand awareness by 80%. Source
Link to Product/Service: For those looking to optimize their PPC campaigns, AdOptimizer offers AI-driven insights to maximize ROI.
Finding the perfect partner for your SMB for paid advertising
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Affiliate Marketing: Boosting Sales with Partnerships
Affiliate marketing is about building partnerships that drive sales, allowing businesses to expand their reach through trusted voices in the industry.
“Affiliate marketing has made businesses millions and ordinary people millionaires.”
Bo Bennett, Entrepreneur
Practical Examples:
- Amazon: Their affiliate program, Amazon Associates, has been instrumental in driving sales by leveraging the reach of content creators. Amazon Associates
- Bluehost: By partnering with bloggers and content creators, they’ve become one of the most recommended web hosting services online. Bluehost’s Affiliate Program
Surprising Details:
- 81% of brands leverage the power of affiliate marketing. Source
- Affiliate marketing accounts for 15% of all digital media revenue. Source
- The affiliate marketing industry is expected to reach $6.8 billion by 2025. Source
Video Marketing: Engaging the Visual Learners
Video marketing is more than just creating content; it’s about crafting visual stories that captivate and convert.
“Video content is a powerful tool, whether you’re trying to demonstrate how your product works or educating visitors.”
Gary Vaynerchuk, Entrepreneur & Speaker
Practical Examples:
- GoPro: Their user-generated content strategy showcases the capabilities of their cameras while highlighting thrilling adventures. GoPro’s Video Strategy
- Dollar Shave Club: Their humorous and offbeat launch video went viral, catapulting the brand into the limelight. Dollar Shave Club’s Viral Video
Surprising Details:
- Including a video on your landing page can boost up to 80% conversion rates. Source
- 64% of consumers purchase after watching branded social videos. Source
- By 2022, online videos will make up more than 82% of all consumer internet traffic. Source
Influencer Marketing: Harnessing Trust
Influencer marketing isn’t about celebrity endorsements; it’s about genuine trust and relatability.
“Influencer marketing is the modern word of mouth.”
Jeff Bullas, Digital Marketing Influencer
Practical Examples:
- Daniel Wellington: Collaborated with influencers of all sizes, making their watches a social media sensation. Daniel Wellington’s Strategy
- Glossier: Built their brand primarily through influencer partnerships, emphasizing authenticity. Glossier’s Influencer Approach
Surprising Details:
- Influencer marketing campaigns earn $6.50 for every dollar spent. Source
- 94% of marketers believe influencer marketing is effective. Source
- 70% of teens trust influencers more than traditional celebrities. Source
Link to Product/Service: Looking to connect with genuine influencers in your niche? Check out InfluConnect, a platform tailored for SMBs.
Retargeting: Re-engaging Potential Customers
Retargeting is the art of re-engaging those who’ve shown interest, turning potential customers into loyal ones.
“Retargeting converts window-shoppers into buyers.”
KlientBoost, PPC Agency
Practical Examples:
- Adidas: Used retargeting ads to remind cart abandoners of the products they left behind, boosting sales. Adidas’s Retargeting Success
- Birchbox: Implemented retargeting strategies to re-engage past visitors with personalized offers. Birchbox’s Approach
Surprising Details:
- Website visitors retargeted with display ads are 70% more likely to convert. Source
- The average click-through rate for retargeted ads is ten times higher than standard display ads. Source
- 3 out of 5 online viewers notice and consider ads showing products they viewed on other sites. Source
Email Marketing: Directly Engaging Your Audience
Email marketing remains one of the most personal and effective ways to engage with your audience directly.
“Don’t confuse attention for intent.”
John Bonini, founder of Some Good Content
Practical Examples:
- BuzzFeed: Their daily newsletters blend humor, news, and tailored content, keeping subscribers engaged and returning for more. BuzzFeed’s Email Strategy
- Bonobos: Their cart abandonment emails are clever, humorous, and practical, nudging customers to complete their purchases. Bonobos’ Approach
Surprising Details:
- For every $1 spent on email marketing, the average return on investment is $42. Source
- Adding videos to your email can increase click rates by 300%. Source
- 59% of respondents say marketing emails influence their purchase decisions. Source
Link to Product/Service: For those looking to supercharge their email campaigns, MailOptim offers AI-driven insights and templates to maximize engagement.
Analytics: Measuring Success and Refining Strategy
“Without data analytics, companies are blind and deaf, wandering out onto the web like deer on a freeway.”
Geoffrey Moore, Author & Consultant
Practical Examples:
- Netflix: Uses detailed analytics to understand viewer preferences, leading to successful original content. Netflix’s Data Approach
- Airbnb: Their data-driven approach helps refine user experience, pricing strategies, and more. Airbnb’s Analytics
Surprising Details:
- By 2023, 33% of all businesses will use advanced analytics and natural language processing to boost decision-making. Source
- Companies using analytics are five times more likely to make faster decisions. Source
- 44% of businesses say that improving the online experience is a top digital priority driven by analytics. Source
Conclusion
From SEO to analytics, every tactic plays a role in achieving online success. Because of the broad scope, understanding digital marketing will take more than a day for entrepreneurs like yourself. Each tactic has its benefits and drawbacks. So, before hiring someone to care for your business’s growth, choose carefully and do the preliminaries highlighted in this blog post to ensure you spend far less money on outside resources and get an outsized return.
The pros and cons of SMB digital marketing services
| Tactic | Pros | Cons |
| SEO | Organic traffic, long-term results, credibility | Time-consuming, requires regular updates |
| Content Marketing | It can be costly, requires optimization | Requires consistent quality content |
| PPC Advertising | Immediate results, targeted | Authentic reach taps into established audiences |
| Video Marketing | High engagement, versatile | Requires resources for quality production |
| Influencer Marketing | Requires list building, which can be seen as spammy | Finding the right influencer fit |
| Email Marketing | Direct communication, high ROI | It can be overwhelming, requires interpretation |
| Analytics | Data-driven decisions, measurable | Can be overwhelming, requires interpretation |
As you continue to evolve in your entrepreneurial journey, staying informed, adaptable, and proactive will ensure your business remains at the forefront. Dive deep, experiment, learn, and, most importantly, engage with your audience with emotion. Here are ten reminders of how a SMB can do that without breaking the bank or spending a lot of time.
Ten takeaways
- Understand your audience’s pain points and address them.
- Prioritize mobile optimization; it’s no longer optional.
- Engage with your audience on social media; don’t just broadcast.
- Use visuals; they’re processed 60,000 times faster than text.
- Personalize your marketing messages for better engagement.
- Stay updated with industry trends and adapt accordingly.
- Always A/B test your campaigns for continuous improvement.
- Prioritize quality over quantity in content creation.
- Focus on building genuine relationships, not just conversions.
At Website’s Designer, we await your success story. Tell us about it.
FAQ for small business owners just like yourself
Why should small businesses care about digital marketing?
Digital marketing offers a level playing field for businesses of all sizes, allowing small businesses to compete with larger ones, reach a larger audience, a global one if you wish, but often a state or US-wide suffices, and measure your efforts in real-time, if you do it right.
How can I ensure I have the right digital marketing strategy for my small business?
Start by understanding your target audience (which makes SEO keyword research a perfect starting point), setting clear goals, and then selecting tactics that align with your goals and budget. Regularly review and adjust based on analytics. Do weekly, monthly and quarterly reviews.
Is email marketing still effective?
Absolutely! Email marketing offers the highest ROI among digital marketing tactics, especially when personalized and targeted effectively.
How often should I review and adjust my digital marketing strategy?
It’s advisable to review your strategy quarterly, but always be ready to make adjustments based on real-time feedback and analytics.
Can I handle digital marketing in-house, or should I hire an agency?
This depends on your expertise, resources, and the complexity of your niche. While many aspects can be managed in-house, specialized areas like PPC or advanced analytics might benefit from expert input. However, it is always wise for an entrepreneur to be able to do basic keyword research and to be able to write well enough about their own business to be able to publish an article or two regularly on their blog for content marketing.
Are there any emerging digital marketing trends I should be aware of?
Voice search, AI-driven personalization, and immersive technologies like AR and VR are gaining traction. Stay updated with industry news to leverage the latest trends.
Download the free SMB digital marketing checklist.
