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Fidelity Business Blog: Post

Top 4 Tips To Make Digital Marketing Work for Your Small Business

  • Posted August 10, 2021

If you're a small business, you're likely operating on a limited budget when it comes to marketing. You need to think creatively to make your marketing dollars stretch to ensure the success of your business. Luckily, there are a few tactics you can use that are not only cost-effective but efficient for your digital marketing strategy. Here are four to get you started:

Think Mobile First
What does your everyday consumer have in common? If you say, "a smartphone in one hand," then you're ahead of the game. According to the Pew Research Center, 85 percent of U.S. adults owned a smartphone in 2020, a significant increase from just 35 percent in 2021. With those numbers at hand, it's clear that optimizing your business website with mobile in mind is important.

Here are some best practices from Wordstream for mobile marketing:

  • Optimizing for Local: Keep in mind that one out of three mobile searches is local-focused. Users often use their mobile devices to search for things or places that are nearby.
  • Think About Your Audience: Who are you trying to reach? Determine what ads you're using by the people you're trying to influence. If they're gamers, an in-game ad might be more beneficial.
  • Benchmarking Your Results: Be sure to track your results so that you can keep a record of what's working, and more importantly, what isn't.

Engagement Focused
Even though there's no traditional face-to-face interaction, engagement is still a key component. Customers expect to communicate with the brands they're interested in and be rewarded from that interaction. For this to happen, you'll need to learn what motivates your customers. From there, you can create a user experience that's easy and simple to navigate. Create standard and mobile sites that are intuitive, with a clear call to action.

On social media sites such as Facebook and Twitter, post information that your customers can use. Encourage two-way communication when responding to comments. And have empathy with your customers, putting yourself in their shoes. This will go a long way in engaging effectively with your customers.

Streamline Your Social Media Tactics
You may want to reconsider the urge to throw everything to see what sticks. As you have a limited digital marketing budget, you'll need to concentrate your efforts on what will be most effective. Instead of using all social media channels, pick one where your customers will be using the most. Maybe it's Instagram, where eye-catching images of food will draw them to your restaurant's website. Or perhaps it's Twitter, where short but concise messages will drive potential customers to your site.

Try not to give into the desire to develop costly apps that clutter consumer screens. Instead, create an effective site that drives them there with keywords that complement their online search efforts.

Set Up a Listing on Google My Business
It's not only free but easy to do. By creating a "Google My Business" listing, you're able to provide your existing and potential customers with critical information about your business, such as hours of operation, address and phone number. With a complete listing, you'll have a digital marketing tactic created through Google at no cost to you. Remember to update your information if it changes to ensure accuracy for your customers and prospects.

Having an effective digital marketing strategy is a critical component to your overall marketing plan, particularly when you're running a tight ship that's your small business. Consider employing these tactics that are not only efficient but cost-effective as well.

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