As a small business owner, entering the digital space can be overwhelming. Between websites, social media, ads, and reputation management, it’s hard to know where to begin. The digital world moves fast, and without a clear starting point or strategy, you could get left behind.
The good news is that you don’t have to do everything at once. Let’s break down the key areas where your business can start to reach users and drive leads.
Establish Your Online Presence
The first step is making sure you have a solid foundation. Potential customers must be able to find you, learn about your offerings, and trust your brand.
Website
Whether you offer a service or a physical product, your website is likely where potential customers will get in contact with you. It should be professional, mobile-friendly, and easy to navigate.
Include clear calls to action, display important contact information, and highlight what makes your business unique. Use your website to tell your story, share your services, and build credibility.
Google Business Profile
A Google Business Profile is a must-have for any small business. It’s free, boosts local visibility, and allows your business to show up on Google Maps and in local search results. Once created, be sure to keep it updated with accurate business hours, photos, and reviews.
Online Directories
Listing your business on online directories like Yelp, Angi, or the Better Business Bureau increases visibility and supports your local SEO. However, all listings should be consistent in terms of your business name, address, and phone number.
Search Engine Optimization
There are three parts to a comprehensive SEO strategy: technical SEO, on-page SEO, and off-page SEO.
Technical SEO
Technical SEO involves optimizing the backend of your website. Things like site speed, mobile responsiveness, indexing, and structured data are all parts of technical SEO. To put it simply, it allows search engines to crawl and understand your site more effectively.
On-Page SEO
On-page SEO is a little bit more self-explanatory. It’s all about optimizing what is on your web pages, including headlines, meta descriptions, image alt text, and quality content that aligns with Google’s EEAT guidelines.
Off-Page SEO
Off-page SEO efforts are the actions taken outside of your website to increase visibility and help users discover your business. This strategy includes building backlinks (links to your website from other sites) and mentions from other brands. This builds authority and trust through other reputable sources.
Social Media Marketing
Social media is a great way for you to reach your target audience as a small business. The different platforms have slightly different audiences, so it’s important to choose the one where your ideal customers spend their time.
- Facebook: The biggest platform with primarily older audiences. Users want to connect with friends, family, and brands. Facebook posts tend to have a very casual tone.
- Instagram: A go-to platform for younger users, specifically Gen Z. Instagram drives shopping decisions as it is great for product discovery.
- LinkedIn: A professional platform for networking and sharing information about your business. Millennials make up the majority of LinkedIn users, but Gen Z is catching up.
- TikTok: One of the fastest-growing platforms for short-form, trend-driven videos. Users value the causal vibe and relatability of creators and brands.
- X (Formerly Twitter): Though it’s a declining platform, there are still active users primarily looking for breaking news, sports, and politics. These users are typically millennial males.
Email Marketing
Email remains one of the most cost-effective marketing channels. You can use it to nurture leads, share updates, promote offers, and build relationships with your customers. Brands can see a lot of success with email marketing by offering discounts, free resources, or exclusive content directly to current customers or in exchange for email signups from new customers.
Review and Reputation Management
Online reviews can significantly influence purchase decisions and play into Local SEO. Once your GBP is established, encourage happy customers to leave positive reviews on Google, Yelp, or industry-specific sites.
On top of that, monitor your online reputation and respond professionally to all reviews, good or bad. A strong, positive reputation builds trust and helps new customers choose you over competitors.
Paid Advertising
For faster results, consider investing in paid ads. Even small budgets can go a long way when spent strategically.
- Google Ads: Choose from a variety of campaign types to increase brand awareness, target users who are actively looking for your services, and drive leads.
- Social Media Ads: Target specific demographics, interests, and behaviors to reach your ideal customer.
- Programmatic Ads: Run highly specific ads through hyperlocal placements, geofenced locations, and retargeting.
Analyze Your Data
Marketing without analyzing your data is like driving without a map. It’s crucial to use tools like Google Analytics, social media insights, and email campaign reports to track performance.
Look for trends in traffic, engagement, and conversions to understand what’s working (and what’s not) and make adjustments as needed. Part of your marketing strategy is trial and error.
A Strong Foundation Starts With EDJE
At the end of the day, your website is the center of your marketing strategy. It’s often the first impression potential customers have of your business, and a well-designed, user-friendly site builds trust, drives conversions, and sets the stage for all your other marketing efforts.
If you’re ready to take the first step toward stronger online visibility, EDJE is here to help. Get in touch with our team to start building a website that reflects your brand and sets your business up for success.