Small Business Guide To Digital Marketing

As a small business owner, I understand the unique challenges we face in today's fast-paced digital landscape. However, I firmly believe that with the right digital marketing strategies, any small business can unlock its full potential and achieve remarkable growth. In this article, I will explore the importance of digital marketing for small businesses and provide practical tips, valuable insights, and success stories to inspire and guide us.

Before we start let me say that I 100% believe that digital marketing is a MUST-have for every business. It is the one thing that can not be compromised. If you have a consistent flow of new leads and enquiries coming in, you can make savvy decisions that are based on metrics and data. Not impulse.

Not only this but from increased brand visibility and targeted advertising to customer engagement, digital marketing offers numerous advantages that can drive growth and revenue for our business.

According to ASBFEO (https://www.asbfeo.gov.au), 97% of Australian businesses fall under small business category.

So for the overall good of the Australian economy, isn't it all the way more important to protect the small businesses? The obvious is YES.

Knowing what we know now, let's look into the role of digital marketing in enabling your small business to sustainable grow and flourish.

The Cost

One common misconception is that digital marketing requires a hefty budget. However, that's not necessarily the case. In this section, we will explore cost-effective strategies that can deliver impactful results for our small business. We'll discuss the importance of search engine optimization (SEO), content marketing, social media advertising, email campaigns, and other strategies that can be tailored to align with our specific goals and budgetary constraints.

Let's say if you have a small budget and you want to be very careful of how you spend it. However you don't know who to trust or how to conclude what is a good enough budget for your small business. The commonly suggested budget is 12-20% of the gross revenue for when you start and 6-12% when you consider your business to be a established business. So if your business does 500k a year in gross revenue, you would look at spending between 30k to 60K in marketing p.a.

The Reward

This is where most business owners fail to see the bigger picture. They often get caught up in vanity metrics, such as having a visually appealing website, implementing an elaborate sales funnel, or driving a massive amount of traffic to their online platforms, without truly understanding the purpose behind these efforts. It's like exerting all your energy running in circles, hoping to reach a destination, only to find yourself going nowhere. In reality, these surface-level achievements may seem rewarding, but they don't guarantee sustainable success or meaningful results for your business.

Before diving into marketing initiatives, it's crucial to establish a clear goal that aligns with your business objectives. Merely stating vague aspirations like "more phone calls" or "increased sales" isn't enough. To truly harness the power of digital marketing, it's essential to define specific and measurable targets. For instance, determine how many phone calls you aim to generate within a given timeframe or set a concrete sales target that you want to achieve. By quantifying your goals, you create a tangible benchmark that allows you to track progress and assess the effectiveness of your marketing efforts.

The Timing

"The best time to plant the tree was 10 years ago. The next best time is right now." This age-old saying perfectly encapsulates the essence of seizing opportunities and taking action at the present moment. Similarly, when it comes to digital marketing, every business can benefit from its immense potential. However, understanding the importance of timing in regulating your messaging is an art form in itself.

Consider the scenario of an HVAC (Heating, Ventilation, and Air Conditioning) business. It's crucial to align your marketing efforts with the seasonality and specific needs of your target audience. While it may seem counterintuitive to advertise heaters during summers or air conditioners during winters, the context changes when we consider the power of search engine optimization (SEO) as a marketing channel.

SEO, unlike other forms of marketing, requires time to generate organic visibility and rankings on search engines. By strategically optimizing your website and content for relevant keywords, you can attract targeted organic traffic over time. This is where the timing of your messaging comes into play. If you want to capture the attention of potential customers who are searching for heaters in the winter or air conditioners in the summer, your SEO efforts should align with those seasonal demands.

By anticipating the needs of your target audience and adjusting your messaging accordingly, you can position your business as a reliable solution provider when the demand is at its peak. This approach allows you to stay ahead of the competition and maximize the effectiveness of your SEO campaigns. It's a strategic balance between being proactive and responsive to the timing dynamics within your industry.

However, it's important to note that digital marketing is not solely limited to SEO. There are various other channels, such as pay-per-click (PPC) advertising, social media marketing, email campaigns, and content marketing, that offer more immediate results and allow you to adapt your messaging in real-time. These channels provide the flexibility to target specific audience segments, promote seasonal offers, or capitalize on timely events or trends.

The Team

The people or the company you chose to work with is the most important decision after deciding to start doing digital marketing. To help with this, I have listed the questions in easy to copy format. Use the list during the selection process.

What services do you offer?
Can you provide examples of your past work and success stories?
What is your approach to developing a digital marketing strategy?
How do you measure and track the success of digital marketing campaigns?
How do you stay up-to-date with the latest digital marketing trends and algorithm changes?
What is your communication and reporting process?
Can you provide references or client testimonials?
What is your pricing structure and contract terms?
Do you have experience working with businesses in my industry?
How do you approach collaboration and integration with our in-house team??        

Now let's understand WHY you need to ask these questions.

What services do you offer?

Understanding the range of services provided by a digital marketing company is vital. This question allows you to assess whether they offer the specific services your business needs, such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, content creation, email marketing, or website design.

Can you provide examples of your past work and success stories?

Examining a digital marketing company's past work and success stories gives you insights into their expertise, creativity, and ability to deliver results. Request case studies or examples related to businesses similar to yours or within your industry to gauge their capabilities.

What is your approach to developing a digital marketing strategy?

Understanding how a company develops a digital marketing strategy is crucial. Look for a company that emphasizes thorough research and analysis of your business, target audience, and competitors. A data-driven approach with customized strategies tailored to your goals and needs is a good sign of their expertise.

How do you measure and track the success of digital marketing campaigns?

A reliable digital marketing company should have a robust system in place to measure and track the success of campaigns. Inquire about their use of analytics tools to monitor key performance indicators (KPIs), such as website traffic, conversions, engagement, and return on investment (ROI). Clear reporting and regular updates should be part of their service.

How do you stay up-to-date with the latest digital marketing trends and algorithm changes?

The digital marketing landscape is ever-evolving, so it's essential to work with a company that stays current with industry trends and algorithm changes. Ask how they keep themselves updated, whether through continuous education, industry events, or memberships in professional organizations.

What is your communication and reporting process?

Effective communication is crucial for a successful partnership. Inquire about the company's communication and reporting process. Understand the frequency and format of reporting, the points of contact for questions or concerns, and how they keep you informed about campaign progress, results, and any necessary adjustments.

Can you provide references or client testimonials?

Request references from current or past clients who have worked with the digital marketing company. This allows you to gain insights into their professionalism, reliability, and ability to meet expectations. Positive client testimonials or referrals can further validate their capabilities.

What is your pricing structure and contract terms?

Discuss the pricing structure and contract terms upfront. Understand whether they charge a flat fee, retainer, or a percentage of ad spend. Clarify any additional costs and inquire about the length of the contract and termination policies to ensure they align with your budget and expectations.

Do you have experience working with businesses in my industry?

While not always necessary, experience working with businesses in your industry can be an advantage. Inquire if the company has relevant knowledge or prior experience in your industry, as this can provide insights into their understanding of your industry's challenges and dynamics.

How do you approach collaboration and integration with our in-house team?

If you have an in-house marketing team, or if you want to be hands on with he marketing, it's essential to assess how the digital marketing company approaches collaboration and integration. A seamless partnership requires effective communication, sharing of insights, and guidance to enhance your overall marketing efforts.

I hope this article helps you in understanding the importance of digital marketing and helps you make the right decision. Remember, digital marketing is not a one-size-fits-all solution. Each business has unique goals, target audiences, and challenges. By partnering with a digital marketing company that aligns with your vision and understands your industry, you can harness the power of digital marketing to drive growth, increase brand visibility, and achieve remarkable results. So, take the time to ask the right questions, evaluate the answers, and choose a digital marketing company that not only possesses the expertise and track record but also demonstrates a commitment to collaboration, transparency, and staying ahead of the ever-evolving digital landscape.

To your success! ??