Take the new year as an opportunity to revisit and refresh these six digital marketing to-dos for your small business. A little can go a long way!
Each new year represents an opportunity to start fresh and perhaps approach your small business a bit differently based upon what you learned the year prior. While you can’t do everything, and you should avoid the temptation to do so at the risk of spreading yourself too thin, Ivana Taylor, owner of DIY Marketers, offers the following six to-dos that will boost your small business in the new year and beyond.
- Set marketing goals. If you don’t set some kind of marketing goal for your business, you will not accomplish it. Easy-to-measure goals are ideal, according to Taylor. For example, you might aim to increase traffic to your website or store by 20 percent. “This will immediately get you thinking about where to focus your marketing resources,” said Taylor.
- Update and/or redesign your website using a mobile-first approach. If you haven’t updated your website in the last three years, it’s time to do so. You don’t have to be an expert, according to Taylor, who recommends using an agency that specializes in working with small business owners. “I use and recommend OptimizedScribes.com–they do it all and they are ridiculously affordable,” said Taylor.
- Provide customers with content that will help them buy from you. Take some thinking time to profile your customers and what information they are looking for to make a buying decision. If you don’t know, sit down with a handful of your customers and talk to them about what triggers their search for a solution that you provide, where they go for information, how they narrow their search and, ultimately, how they chose you. Ask them what you offer that others don’t.
- Write content that is answering customer questions with voice search in mind. Think about what questions your customers are asking, and then include those questions and answers in your content. “With so many people doing voice search, the businesses that answer those questions are going to be chosen by customers,” said Taylor.
- Automate your sales and marketing process. There are many effective sales and marketing automation tools that are affordable and will help you stay in touch with customers, allowing you to easily communicate any special offers you have. But, first, take the time to map out your customers’ journey and your sales process, what emails to send to potential customers at each stage of their sales process, and what products or services different customers prefer, according to Taylor. “Mass marketing doesn’t work anymore for small business,” she said. “It’s all about being in conversation with your customer–and today’s sales and marketing automation tools can help you do that.”
- Use social media to connect with customers and to provide support and customer service. “It seems like the entire world is on Facebook these days,” Taylor said. One way to increase your Facebook presence, according to Taylor, is by using Facebook Messenger as a channel your customers can use to get in touch with you.