The year is marching on madly, and I’m guessing that you have yet to touch some of your goals for the year. If improving your small business digital marketing strategy was on your list for 2023, you’ve come to the right place. The ever-changing landscape of digital marketing can feel overwhelming, and knowing where to focus your efforts can be a challenge. But whatever you do, don’t throw your hands up and do nothing. Don’t be tempted to scale back because business is booming or because things are slow and funds are tight—both should indicate a review of your strategy but not necessarily a decrease in overall activity and resources. In fact, neglecting your marketing activities for months can undo years of investment.
Ready to keep your marketing momentum going? Here are 5 effective digital marketing strategies you should consider in 2023:
If you’re an avid reader of our blogs, you’ll know that honing in on your target audience is the seed from which all marketing strategies and tactics blossom. We talk about it a lot. That’s because having an intimate understanding of who you’re targeting with your products and services allows you to align your marketing, online presence, customer service, customer experience, and product/service to speak directly to their unique needs. And when you do that, they tend to listen up.
We recently created a marketing strategy for a new client that has dabbled in a lot of different social media platforms. Our team started getting excited (some terrified) about jumping on some platforms we don’t typically use with our clients, until we realized that, based on demographics, their primary target audience is more likely to be all-in on Facebook. Sure, some of their other potential customers may be hanging out on TikTok, and the company already has an active following there. But is focusing on TikTok the best use of their resources if they’re looking for a return on investment? Probably not. Traffic acquisition stats for their website back this up—Facebook is far and away the leading driver of traffic to their site out of all the social platforms they’re using. Tip: if you’re unsure what role a given site or platform plays in generating leads for your business, dive into your website analytics to see how those users interact with your content.
Still not convinced? Read these 3 reasons why everyone is not your customer.
Need help defining your target audience? Use our Digital Marketing Strategy Questions.
Your website is the digital face of your business and the central hub of your online activity, so you need to make sure it’s doing some heavy lifting. The online world is forever changing and evolving; your website needs to keep up. We recommend regularly reviewing your site to make sure it’s working hard for you by showing off your current brand, boosting your search engine rankings, and offering your prospects a seamless journey to becoming customers.
Here are some key questions to ask:
- Are you using best practices for search engine optimization (SEO) on the back and front ends?
- Is your content up to date?
- Does it address your target audience’s specific pain points and desires?
- Is the site performing optimally and offering an excellent user experience?
Consistently create high-quality content that provides value to your audience. This could include blog posts, videos, podcasts, infographics, tools, white papers, case studies, ebooks, and more. Remember that great content is not just about the format; it’s about understanding your target customer’s preferences, pain points, and motivations at each stage of their journey. By tailoring your content strategy to address their unique needs and interests, you can get them engaged, nurture relationships, and drive meaningful results for your business.
Once you’ve created some killer content, the next step is to share it across your various platforms, including social media, email, and any other channels you use. Small business owners often feel overwhelmed at this point, but you shouldn’t be. You don’t need nearly as much unique content as you may believe you do because you can reuse or repurpose content; the general wisdom is that people need to hear something seven times before they take action.
When forming a digital marketing strategy for your small business, remember that marketing is as much about communicating with your current customers as it is about finding new ones. Research has shown that retaining customers is cheaper than acquiring new ones; the commonly cited figure is that acquiring a new customer costs up to five times more than keeping an existing one. And improving retention by just 5% can drive profits up by over 25%. Successful long-term customers are one of your most valuable assets. Along with repeat business, they’re a great source of testimonials, case studies, online reviews, and referrals.
So, you’ve implemented some new tactics, and your work is now done? Not so fast! The beauty of digital marketing is that it’s measurable—yes, even small business digital marketing strategies rely on a standardized measurement component. It’s crucial to tap into the treasure trove of digital marketing metrics at your disposal to gain invaluable insights to help you make decisions about future activities and predict changes that will lead to desired results. We suggest creating a monthly marketing report that covers your strategy, goals, and key metrics that align with your business. This will give you a clear picture of what’s working and what needs improvement, empowering you to make informed decisions and drive your business forward.
The truth is that the more things change, the more things stay the same. The five strategies mentioned above have been the cornerstone of digital marketing for small businesses since day dot. Sure, marketing channels, consumer behavior, and technology may change, but at its core, effective marketing has always been about serving the right message to the right people at the right time. If you need support reaching new audiences, engaging with your current customers, and driving business growth in 2023 and beyond, please don’t hesitate to give us a shout.