Being a small business owner, you want to make sure your time and money are spent on the right marketing strategies. It isn’t enough to get more leads, it is crucial your business gets sales. How often have you spent time and money on small business marketing to only come up short on the results? You don’t have to tell us in the comment section. Our digital marketing agency has helped many smb businesses like yours to know that it is all too common.
The good news is we learn from our mistakes. You are reading this article after all. You are here to turn your small business marketing campaigns into cost-effective client generators. Let’s get to it then.
1) Infographics, 30 Second Videos, and Hashtags
We could just say enhance your social media marketing for your small business, but that is way too vague. The details are always best. You must be mindful that most people are not on social media to read wordy articles and watch lengthy videos. They want their content to be concise without sacrificing being entertaining.
This is where creativity comes in to play. Infographics are an easy place to start since this format forces you to be concise and to use mostly pictures to communicate. If you really want your infographic to be engaging to your target user, you need to find out what they are searching for online. Just head over to Google search and put on your client hat. Type search queries into the Google search bar without pressing Enter so Google can give you search query recommendations. These are topics people are searching for in Google. Use it to learn what topics you should cover when creating your content.
You can use your research for all content types. While cat videos are cute, it is better to provide your target client with what they want to know in a short and engaging package. So just make sure the cat video is about a topic your target audience actually want to know more about.
When shooting videos, it needs to be short. Even less than 20 seconds if it can effectively communicate the message. The longer the video the harder it is to keep people engaged, so if you have a lot to say then the video’s presentation needs to be great. Otherwise, you will just be wasting your time making long videos that can’t keep its viewers past 10 seconds, which is most content on YouTube.
Even when you do all the work to make the most amazing content, it still needs to be shown to the right audience. This is where hashtags come into play. Hashtags organize content on social media channels and make it easier to find among users. Login into your social media accounts and search for industry related content. You will find hashtags relevant to your business on these posts. Now just don’t use any of them. Look at the content with the most engagement. Now write down the hashtags that you want to use and make sure they are relevant to your own content.
2) Google, Facebook, LinkedIn PPC Ads
You have to spend money to make money. But you don’t have to waste money. Online advertising for small businesses can be very cost-effective when the right research is done on your target audience. You want to know who they are, where they hang out online, and their search behaviors. Why? So you can have amazing targeting for your ads.
Aim first and then fire. PPC ads, also known as pay per click ads, can be targeted by multiple criteria such as age, income, occupation, location, gender, and search behavior. You can also decide how much you want to spend to prevent overspending on poor performing campaigns.
Another great thing about PPC ads for small businesses is the performance data. This beautiful data is a money saver and the best way to improve your PPC ads’ performances. How? First, always analyze the data at least every three days. You want to look for patterns in engagement to learn what ads needs to be paused and reworked. The last thing you want to do is wait after you hit your monthly spend to then look back at the data. You can avoid so many mistakes and improve on increasing your on-site conversion traffic by making changes to your ad campaigns as soon as the data warrants you to do so.
LinkedIn is the most expensive, while Facebook is the least. If you are a B2B business, then LinkedIn is worth the ad spend. Its ability to target decision makers is great. Why deal with the traditional gatekeepers when you don’t have to? Facebook works well for B2C businesses. Google, since it has the largest audience, works well for B2B and B2C businesses. You just need to be really mindful about your targeting when using Google since the audience pool is an ocean.
3) Landing Pages or a Website
It isn’t enough to just have a Facebook page or LinkedIn page for your business. Hopefully you didn’t throw away your client hat. Put that bad boy back on and just think about how you search for products and services. How often do you give your business to companies that do not have a website? If they do have a website and it looks horrible, we know you don’t stick around. We have the data that shows that nobody does. Even when the site looks great, but performs horribly, such as bad page load speeds and confusing page navigation, people leave within seconds.
So you need small business website design that provides a good looking site that performs wonderfully. If you can’t get a site at the moment, you can start small by building a landing page. If you go with the landing page route, we recommend you keep the content laser focused on just one service or product. Why? Welp, this will make your digital marketing perform much better.
A landing page that matches the marketing messages in its ad campaigns will lead to good conversion rates. Meanwhile when you try to juggle different products and services on one landing page you will have a harder time keeping your user engaged and not confusing them. Boredom and confusion will lead to high bounce rates, meaning people will leave your page without performing an action. Also, Google will increase your ad cost if it is tied to a landing page that doesn’t perform well with users. Just keep the content simple.
A website is the best tool for enhancing your brand credibility, capturing leads, and converting leads into customers. However, it takes expertise to build a website that will actually help your business grow. If you have any questions about small business web design, just reach out to us. We are always happy to help.