Photo via Unsplash under Creative Commons 0 license
No matter how big your business may be, having a well-thought out digital marketing plan is essential in 2018. A challenging aspect of having a small business on a tight budget is determining how to get the most bang for your buck in an ever-changing digital landscape. Here are some effective ways to reach customers without breaking the bank:
Choose marketing methods that work for you
Between email, content marketing, and social media networking through sites like Facebook and Instagram, there are seemingly endless combinations of marketing practices at your disposal. If you need to reach customers immediately, it might be best to spend some of your budget on PPC advertising in order to jump to the top of search results and appear in your intended audience’s news feeds. For more long-term results that don’t rely on advertisements, invest in content marketing on your site’s blog and direct communication through email and video.
Focus on your local market
Using phrases, or long-tail keywords, in your content that your customers are most likely to type in a search engine will drum up more business than sticking to generic terms. For example, someone interested in purchasing a house will search for information about specific neighborhoods, along with listings in that area. Real estate agents would benefit from creating content specifically about those neighborhoods in order to pop up in potential buyers’ search results. This applies to all business types; by understanding what it is that local buyers want, you can reach customers in your own backyard.
Encourage reviews and referrals
A few dazzling testimonials from satisfied customers can be the difference between a mildly interested browser and a loyal customer. Ask for reviews and referrals through established social media sites and follow up directly via email for best results. Although this marketing method is free, many businesses find great results through offering incentives like discounts and freebies for referred customers.
Invest in content marketing
While paid advertisements and keeping up with social media is important to maintain a strong online presence, targeted content marketing on your blog will help your website rise in the search results over time. The key is to understand your audience, invest in quality writing, and focus on compounding posts.
Leverage the power of video
Since organic reach for Facebook pages has declined severely over the past several months, it has become nearly impossible for businesses to reach their audiences without paying for advertisements. Create live videos to keep your customers or clients engaged, and your spending at a minimum. Each time you go live, followers get a notification and you get tons of views without having to blow your budget. You can also grow your brand by using stories on platforms like Snapchat and Instagram.
You don’t need a lofty spending budget to take advantage of digital marketing. Take the time to know your audience on both a global and local level, find the methods that work best for you business and budget, and create quality content on your blog and through social media in order to find customers who are truly interested in your brand and business.