Do you have a small business and do not know where to start when it comes to marketing?
If you are not sure about what marketing strategy would work best for you, check our experts roundup.
A group of experts share with us the best marketing strategies that you can use for your business.
Start with SEO. Make sure your website is modernized and mobile-friendly. Install a plug-in like “Yoast SEO” to help you manage basic onsite SEO tactics like optimized title tags and H1 tags.
Develop a content strategy. Once you lock down onsite SEO you should consider offsite SEO, such as link building.
As a small business or start-up company, the fact that your marketing budget is relatively modest, doesn’t lessen the need for a continual flow of new clients to keep the business going. Every penny counts, and there is no room to spend large amounts experimenting – you need to deliver results, via marketing techniques that you can afford. That is exactly why online marketing methods are often a better choice than traditional, analog marketing strategies such as newspaper ads or radio spots. In this article, I will present three marketing strategy choices for small businesses, which I often recommend to our clients at Obsidian.
WebPush: Effective, affordable and automated
WebPush is one of the hottest trends in online marketing circles right now, and there’s a very good reason for that.
Briefly, WebPush lets you display your offers/advertisements in the form of notifications/messages directly the browser, provided that the user has agreed to accept them in advance. There are many ways to use WebPush.
For example, you can highlight a special offer or offer discount codes – or perhaps you want to send reminders about incomplete orders?
WebPush is an attractive option for small business for a number of reasons. Firstly, it is extremely effective –CTR and ROI compare favorably to Facebook ads when they were at their height during 2010, when things were booming. What’s more, WebPush is not a solution reserved for the big players in terms of costs. Finally, there are tons of opportunities available that allow you to automate the process and optimize your setup.
Pixel swapping provides insight and lets you target your advertising more efficiently
Perhaps you already use Facebook advertising, and that’s a great idea. Here, it’s all about showing your ads to a relevant target group, if your ad is to produce results and bring customers into your store. Many companies attempt to reach generic, and often very broad, target groups, who might have little or no interest in their product/service. And that’s expensive.
A good trick you can use to avoid making the same mistake is pixel swapping. Pixel swapping, broadly defined, means swapping your pixel (Facebook tracking tool) with a company that has the same target group as yourself.
Naturally, it can be difficult to persuade a competitor to share his pixel with you, but one example could be two companies – where one sells football boots and the other, footballs. In this instance, both companies probably have a very similar target group. By swapping pixels, both companies will gain greater insight into the people who have visited the other company’s website, which will give each of them a larger, but also more relevant target group.
Remarketing – hit people who have previously displayed an interest
All things being equal, it is more difficult and more expensive to reach and convert people who have never heard of your company, than those who have.
Therefore, remarketing may be the ideal solution for those of you on a limited marketing budget.
With remarketing, using for example, Google Ads or Facebook, your advertisements will only be shown to clients who have previously interacted with, or displayed interest in, your products/company.
Although this obviously limits the size of your target group, it is also usually significantly less expensive and more effective, as the degree of relevance is high, which is also often reflected in a higher conversion rate.
Many small businesses believe that they can simply hire a web developer, create a site, and they’re now marketing their business online.
The truth is that creating a website is only the beginning of their digital marketing journey.
Small businesses should focus on creating a strong backlink profile for their websites so Google starts ranking your website higher.
You can do this by signing up for a free service like HARO (Help a Reporter Out).
They will email you everyday questions from journalists and you can answer the ones that relate to your business.
You will be getting both backlinks for Google and press for your business.
It doesn’t get better than that!