Big businesses have more money and more staff for their digital marketing strategies, but digital marketing is no less important for small businesses, and with fewer resources, they may need to be smarter about how they market digitally.
This becomes even more important for entrepreneurs who are sole traders. Owners of small and sole-trader businesses may feel that digital marketing is a luxury, but in fact, it is a necessity in today’s world. An effective digital marketing plan can make the difference between a small business’s success and failure, whether that business primarily operates online or off.
There are a number of ways a small business or single operator can take advantage of digital marketing even with time and cost constraints.
Let Others Do the Marketing
This doesn’t mean hiring someone else to do the work; instead, companies need to figure out how to get others talking about their brand online. Most small businesses can’t create a publicity stunt that goes viral like Morton’s Steakhouse did by turning up at the airport with a steak for customer who tweeted about wanting a Porterhouse, but small companies can create interesting or entertaining content that followers will want to share with others.
Content can cover any topic relevant to the customers such as interesting industry-related news, tips and how-to’s. New product information is generally of interest to customers but should not make up the bulk of the content. Guest blog posts from non-competitors are another way to provide strong content with a minimal workload.
Use Available Tools
A number of tools are available that make digital marketing more effective. Google Analytics measures many factors including how much traffic a website is getting, where visitors are coming from and how long people remain on pages.
Programs such as Mailchimp can be helpful for managing email lists and databases. WordPress, Blogger, Weebly and other sites and tools make it possible for anyone to build professional-looking blogs and websites. These tools can save time and money for a small business that doesn’t have a huge marketing team.
Tailor Digital Marketing Strategies to the Customer
Small businesses and sole traders should think about who they are and what they can offer customers via digital marketing that is unique. A company does not have to do business online or be a high-tech company to take advantage of social media or digital marketing.
For example, one boutique shop posted prom dresses that had already been purchased so girls would know what others were wearing. Small businesses can take advantage of the fact that they are more flexible than large companies to survey their customers using social media and find out what they want, what makes them happy and what they dislike.
Offer Practical Solutions To Customers
One key component of digital marketing for small businesses is offering practical solutions to customers. Customers can check a restaurant’s specials for the day, express their opinions on the service they received or interact directly with business owners on social media, and these are all invaluable opportunities for small businesses to successfully promote themselves using digital marketing.
Perhaps you would like to share what Digital Marketing tips you have for small business and enterprises. If you are an experienced Digital Marketer then tell us what strategies you employ and what works best.
Steve Minks has over 25 years of IT & Digital expertise with a background in Property Development, Telecoms and as an accredited Health & Fitness professional. Outside of work, Steve enjoys writing on a range of subjects, functional exercise, visiting historical places and spending time with his family.
