Marketing Strategies for Small Business

Creativity Is Essential

The quality of a digital marketing strategy for small businesses can make or break a company. A common challenge in developing the best marketing strategies is getting effective results on a modest budget. You need a very creative marketing agency to create a plan tailored to positively impact the specific needs of your business, not a generic plan. Business experience is what empowers creativity.

Scalable & Sustainable

The best digital marketing strategies are fluid, scalable, with planning for changing market conditions. As for scalable, that applies vertically and horizontally. Scaling may apply to putting more effort into your SEO strategy. Scaling could be going wider by strategically leveraging more channels and platforms. Get started by contacting a digital marketing agency for strategy consulting.

Pragmatic Thinking

You can't have a strategy without thinking strategically. What this means is, your agency can't just present a list of channels, platforms or tasks, and say let's do all of this. You need to start with a discovery and strategy session to clearly define needs of the business, measureable objectives, and the marketing budget.

The next step in creating a game plan is identifying services that have the highest potential to achieve objectives, and can be implemented within the budget. As for the budget, when working with an agency, it is imperative to know the cost of any third-party services and expected hours required.

Strategic Implementation

With a good list of services, channels, and platforms you can then delineate methods and tactics for managing tasks within each service. It is important to have a specific plan how each channel will be used, and the goals for each one. Active competitive intelligence and awareness of market changes will help to keep you on track.

The measure and duration of all services and tasks need to be continually evaluated for adjustments that affect achieving a good ROI. Understanding analytics is an art in itself. Don't make knee-jerk reactions to minor fluctuations in site traffic or lead generation. Work closely with your agency to make strategic adjustments.

Current Best Picks

Based on current digital marketing trends, here are our picks for the best digital marketing services for small businesses:

• Website SEO to keep your website prominent in search results for high-value keywords. We strongly advise using traditional SEO best practices and new tactics for semantic-based AI driven search.
• Content Marketing using well-developed content that solves customer problems educates, and answers questions. This is an excellent way to showcase the expertise and authoritativeness of your brand, get highly-targeted placement, and increase site traffic.
• Local SEO is an essential if your customers are local to your business (i.e., service companies, law firms, stores, restaurants, etc.). Google Business Profile and Bing Places for Business are top choices, but also build out your presence on directory websites.
• Customer reviews and testimonials serve to build trust and influence potential customers. Additionally, reviews heavily influence business listing rankings on Google Business Profiles.
• Social Media on platforms used by your target demographic are a great way to enhance brand recognition, influence consumers, and stay top-of-mind.
• Email Marketing, using only emails from people who have opted-in to receive emails, is an excellent way to maintain a relationship, nurture leads, and advertise promotions.

Your marketing strategy may utilize some or all of these platforms.

Marketing Automation

We maintain a certain level of skepticism for marketing automation. Automation can simplify some processes; however, it runs counter to custom tailored approach to digital marketing. If you're inclined to go this route, here are some of the most popular current marketing automation platforms:

• HubSpot Marketing Hub offers comprehensive inbound marketing functionality and has CRM integration for over 1700 apps.
• Salesforce Pardot is a leader for B2B marketing automation. It features exceptional analytics with account-based marketing solutions.
• Mailchimp is stellar email marketing and automation platform with features including Customer Journey Builder to automate campaigns, dynamic content to automatically personalize emails, integration with popular apps, retargeting ads, and transactional emails to respond to customers.
• Constant Contact offers an easy to use email marketing platform with customizable templtes and analytics.
• Brevo: Provides a user-friendly interface with email, SMS, and WhatsApp marketing support, along with basic CRM functionality.
• Twilio Engage is a DIY solution that integrates with popular customer engagement apps and data sources.

The best choice depends on your specific business needs, budget, and desired level of automation workflow features.

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