THE FIRST DIGITAL STEP FOR A SMALL BUSINESS
Small business owners usually don’t value the digital platforms as much as they should. We know that 63% of American users search on Google, 68% of internet users in America use Facebook and 35% of users in the United States access Instagram. This means that no matter what your business is, your target audience is active on at least two social media platforms, if not more. Maybe you don’t like to hear this, but the truth is that older advertising media is going out the door. It is taking its last breath. This includes television, newspaper, direct mail, radio, and the various other platforms that most small businesses are still using to target customers. Whether you stay with those outlets is not important, what’s important is that you also develop some strategy to target your customers that are using social media.
How do you know if you’re targeting the correct outlets?
That’s simple. If you’re using one outlet for your marketing needs to the point that the leads being generated are decreasing then know that there is some outlet out there that you are missing out on. Some small business owners are not comfortable with social media marketing so they choose to stay with the good, old marketing strategies and avoid social media marketing completely.
How do I start?
As this is just a start, it is suggested that you focus solely on functionality. Let style go for now. Google has observed that more than 50% of prospects leave a website if it doesn’t appear in 3 seconds or less. Right now you don’t need to have a gorgeous banner on top or a flash video. Most of the visitors on your website are not going to stay long enough to observe the beauty of your website and the meaningful messages hidden in it. They are just looking for a product, and as soon as they find it, they will finish the procedure and leave.
As was mentioned earlier in the article, most of your users are using Google or Facebook and/or Instagram. Select one of these platforms and create a marketing strategy for that one platform with respect to your locality. Just like your website, your ad should be more functional than beautiful. Don’t spread yourself thin by starting ad campaigns for all the platforms simultaneously. Keep it short and sweet.
- Use as much of the space on Google results page as possible.
- Must contain the keywords that your audience is using to search.
- Must send users to a relevant landing page.
- The language of your ad must match the language of your landing page.
Go for It All
Once you’ve got the hang of advertising platforms strategies and techniques, start using all the free services that can help your customer find his way to you. Find out where your customers are spending their time, and let your presence be known.
If you’ve been doing the same thing for the last so many years, if you’ve gotten comfortable with something and don’t feel like letting it go, you’re missing out on a lot of high-octane, revenue-generating, opportunities that could take your brand to the next level. If that is the case, don’t worry. All is not lost. You need to do your research and find out about the platforms that your audience is using and your competitors are using. There’s growth for anyone who wants it bad enough.