The world lives a moment of accelerated transformations. Adapting to changes in this challenging scenario is essential for business survival, especially for small businesses. That’s why talking about digital marketing for small businesses is a necessary topic.
1. Search Engine Optimization (SEO)
Search Engine Optimization (SEO) are a set of techniques, actions and tools that aim to bring constant visibility to your brand. The good news is that they are actions you can do yourself at no cost.
By using SEO correctly, you make your website, product or content climb points and appear in the first search results on Google when users search for specific keywords. This gives value and relevance to what you have to offer. Being well positioned in search results is a way to get organic traffic and build trust.
SEO is about user intent, content production and link building, all around the most likely keywords to be searched for. Learn more about your customers and try to think like them. How do they search for a subject or product they are interested in? What do they type in? Here, data intelligence is the key to finding your niche and using all the accumulated knowledge to your advantage.
2. Content Marketing
Producing relevant, useful and compelling content to promote your company, apart from being a great SEO strategy, is also a great way to build identity, personality and authority.
Content Marketing is much more than using the right keywords. It involves planning and sharing posts, articles, news, videos and any kind of subject that interests your audience.
For companies that don’t plan to invest a lot, the centre of the strategy should be a blog. You can share guides, tutorials, tips, e-books and anything you consider useful to help the customer approach your product. Frequency is key, so start with at least 2 or 3 posts a week. Remember that it is essential to be honest and offer reliable information.
When a brand starts to become known and gains authority status in a specific sector, it stays in the publics mind. Even if the consumer is not buying anything now, they will remember the brand when the time comes in the future.
3. Social Media
Social Media like Facebook, Instagram, LinkedIn, etc. are not only a way to spread the word and increase brand visibility, but are primarily a great environment for companies to build qualified relationships.
Social Media Marketing is focused on the personification of your brand. The client has the impression that they are talking directly to the brand on social networks. Therefore, it is necessary to have someone trained in the company, with the function of talking to people daily and addressing issues related to the same universe of your business, because social networks require constant interactions and monitoring of trends.
If you don’t have a team or budget for that, investing in tools that automate interactions can be a good solution. Even if the money is short, it is the right place to spend it.
4. E-mail Marketing
Basically, a campaign focused on e-mail marketing is composed by well-designed texts with informative, interesting and engaging content; an attractive layout developed in HTML (to prevent your work from ending up in the spam box) and a list of potential customers who authorize to receive your messages.
Eventually, they will contain offers with your products. This requires planning based on the consumer journey, which anticipates the lead’s movements from interest to purchase decision, using triggers based on action and time.
Unlike Social Media, email marketing campaigns do not require the daily commitment of someone to send and respond to messages manually, as they are based almost exclusively on automation. That is a great advantage!
Choose a good automation tool, plan the email flows and let the software work by itself. There are different email marketing tools available on the market and some of them allow you to try a free version. A great channel option for small budgets.
If your small business has the budget to advertise on the internet, it is worth investing. Your brand will be found easily and quickly by your potential customers.
It is of great importance that you measure the performance of your paid internet campaigns in real time, thoroughly analysing what is achieving good results and what is not, investigating why and adjusting accordingly.