If you’re a business owner you already know, you need to be promoting your business online. We’re far beyond the point where online marketing is only appropriate for certain businesses- Whether you’re catering to 8 year olds or 80 year olds, on-site optimization, search engine marketing and social media should be a part of your business.
We know that businesses need to be online (for instance, 80% of people go online first when looking for a product or service) but once we get online, where do we go from there? It’s a foregone conclusion that good content is the key to digital marketing success, but how are we defining “good”? And what social networks should you use? There are so many options out there for digital marketing, that many times business owners who attempt to do it themselves end up overwhelmed. Usually they end up doing too much, to the detriment of other aspects of their businesses, or they don’t do enough, paralyzed by the wide array of choices available.
The goal for business owners is to find a balance that allows them to best showcase their business online and reach potential customers, without taking up too much time. Since every business is different, the digital marketing strategy will vary. But here are a few general tips that can help you get started on creating your strategy:
Do you Suffer from Shiny Object Syndrome? There will always be a “next big thing” in digital marketing, whether it’s a new social network or the latest and best search engine optimization tactic. But before saying “My business neds to start doing that immediately!” think about whether this makes sense for you. Is your target audience using this new social network? Would the ROI on this tactic justify the time and money spent? Remember, fools rush in.
Where is Your Audience? Speaking of a target audience, before even thinking about a digital marketing strategy, create a profile of your customers. When you understand who they are, you get a better understanding of where they go online. For instance, perhaps your audience isn’t active on Facebook. In that case, that social network might not be the best way to spend your time.
It’s All About trial & Error: Even after you devise a strategy, some adjustments will always be necessary. No strategy is perfect out of the gate. An often times overlooked part of digital marketing is optimization, and you’ll want to be continually working to improve your campaigns.
Patrick Coyne is an E-commerce Coordinator for the Lorraine Gregory Communications Group, a Long Island marketing agency. to learn how we can craft a one of a kind digital marketing strategy for your business.