When you’re a small or medium business trying to break through in a competitive marketplace, you’re faced with a Catch-22 situation – how do you build brand recognition and trust when you lack the budget or backstory of your big competitors?
The answer possibly lies in digital marketing.There are costs, either in terms of time or money spent, but it can be much more affordable than traditional advertising on mainstream media as it fosters brand awareness on powerful search engines.
Plus, given that its messaging is often delivered via platforms with more intimate, mutual, conversational conventions than top-down broadcast media like TV, done properly it can bring you closer to the wants, needs and psychological drives of customers.
So how do you get started? Take a look at the following digital marketing fixes for ambitious businesses.
Google My Business
Grabbing a free Google My Business account is a savvy first move – it’s basically a business listing complete with description, photo, opening hours, email contact details, call extension and, if you have one, website link.
You’ll need some SEO (Search Engine Optimisation) knowledge to completely capitalise on the potential of Google’s online real estate and establish a powerful presence (more on this later), but claiming your Google My Business Account is a fantastic first step and easy win.
When it comes to B2B (Business to Business) companies, LinkedIn is often your best opportunity to network with the movers and shakers from other organisations who might be interested in your products and services.
With over 660 million members, it’s the world’s biggest networking site – and the levels of segmentation provided(according to industries, companies and job titles) means it’s easier to develop targeted content here than elsewhere in the social media sphere. Paid ads are available, but a firm foundation of any effective account is growing your brand’s organic LinkedIn following with high-quality content like videos, infographics and thought leadership articles that offer valuable insights for free and entice potential customers to find out more.
SEO
Last but not least, we return to SEO – understanding the ways search engine algorithms work influences everything from your website architecture, design and coding to UX (User Experience) elements like CTAs and navigation, and the keywords, phrases and topics you target with well-written blogs.
It’s not an exact science – in theory, anyone with the time, patience and mindset can attempt it. But producing sustainable results as soon as possible might mean getting some advice and guidance from SEO gurus like Maratopia, who have spent years studying all aspects of technical SEO and applying them to helping diverse companies establish themselves online through high search engine rankings.
So there you have them – three relatively simple ways to start a digital marketing strategy that complements your corporate ambitions.
In digital marketing, like many other fields, taking that positive first step is often the start of a successful journey.
So ends our list, but please share your own digital marketing tips in the comments section.