1. Eggs In Too Many Baskets
This is a mistake that many rookie business owners make – trying to do everything at once with little prior experience.
You set up 10 social media accounts. You set up a PPC campaign. You set up a rigorous blogging schedule about a topic that you haven’t properly researched into yet.
And the worst thing is that you’ve never even used more than half of those social media platforms in the past!
If so, then stop. The worst mistake a new business owner can make is trying to manage too many new social media accounts all at once. We’ll get to that mistake in the next section.
But for now, the lesson we want you to understand is: less is more. When you’re just starting out, focus and consistency should be your primary goals.
Focus: if you try to launch several campaigns at once, you’ll not only be totally overwhelmed, but you’ll also have difficulty determining which marketing campaigns were successful.
Consistency: this will be the key to getting your business off the ground.
- Being consistent on social media will build you a loyal following.
- Being consistent in your blogging will build you a loyal customer base and turn new, cold prospects into new buyers.
- Being consistent in SEO means that you’ll save money in the long run instead of relying too much on paid advertising.
Too many small business owners try to do everything at once and fall flat on their faces.
But you don’t have to be one of them. By following these digital marketing tips, you’ll already be ahead of the game.
2. Find Your Place in Social Media
Most small business owners know that they need to be on social media. After all, social media isn’t going anywhere. In 2019, 79% of Americans had a social media profile!
But as we touched on in the last section, too many rookies take that message too much to heart and try to go from being invisible to being everywhere at once.
For most brands, this is a recipe for disaster.
As a new small business owner, your aim should be to find your place on social media. This means that in the beginning you should focus only on, at the most, a few social media platforms that you’re already feeling comfortable with.
Now, after marketing on these platforms for a while, note how many interactions you’re getting.
For example, if Instagram isn’t giving you any engagement, then move on and focus on the platform that does!
The aim here is to find the social media platforms that give you the highest level of interactions (likes, shares and comments).
And the lesson here is: don’t bother wasting your time on a platform if your audience simply isn’t there!
Find out where most of your audience is and post on those platforms consistently to build up a loyal social media following.
3. Look for Opportunities to Diversify
Most marketing budgets today don’t allow businesses to pursue every distribution channel at once. You need to carefully select channels that are most likely to bring strong returns from your investment. So look for opportunities to diversify your strategy by first researching your audience. Identify niche sub-channels where you’re able to cut through the marketing noise, such as on YouTube, social media groups, etc. Then you can diversify your strategy knowing the payoff will be worth the investment.
4. Embrace Paid Social
86% of social marketers already use Facebook ads, and the platform’s advertising revenue continues to grow. Meanwhile paid advertising options have come up on Instagram, Pinterest, Twitter, and elsewhere. Social media platforms are tweaking their algorithms, making it clear to brands that paid promotion is a must if you want to get visibility. If you want your social strategy to maintain or gain momentum, then embracing paid social is a must.
5. Focus On Your Existing Content
Most marketers today understand they need to produce large volumes of content to build a traffic base. They often focus on creating new content, overlooking the value in their existing assets. Pro marketing tip: if you want to keep up with today’s competitive markets, it’s important to use your current content to its fullest potential.
For example, you can:
- Identify your most popular content and use these insights to inform future content you create.
- Update old content with new data, visuals, or perspective then republish for more reach.
- Repurpose old content as an infographic, video, slide deck, etc. You can also turn a series of blog posts into a ebook guide or report.
6. Nurture Brand Advocates
People look for recommendations from their peers to make purchase decisions. Your own customers are a powerful resource to help you reach new audiences and drive conversions. To make the most of your brand advocates, create campaigns to incentivize them to spread your message. Create an online community or offer rewards for referrals, for example. You can also create a branded hashtag and encourage audiences to use it.
Audi once took advantage of a hashtag a fan created on Twitter called #WantanR8. They surprised the Twitter user by letting her drive an R8 for a day, then used the hashtag to promote the vehicle and offer more free rides to Twitter fans:
7. Constantly Optimize User Experience
Creating a message that speaks to your target audience is only the first step to success in online marketing. It doesn’t matter how great your content is, it won’t drive conversions without excellent website user experience (UX) to go with it.
So make sure you’re constantly testing and optimizing UX to drive marketing goals. This includes improving site speed and navigation, ensuring your content is easy to consume on mobile devices, and more.
8. Connect Online and Offline Strategies
Creating a consistent customer experience online and off is an important aspect of memorable marketing in 2019. More and more businesses are using in-person events to influence audiences and drive sales, but they often think of them as isolated from online marketing initiatives. To get the most out of in-person marketing, first identify what steps you want your audience to take after the event (e.g. engage with your emails, sign up for a free product demo, etc). Then create an in-person experience that nurtures them on this journey. Read more about omni-channel marketing strategy…
9. Prioritize Authenticity
This one is one of our most important marketing tips. Consumers today are well aware that the content businesses create is agenda-driven. They’re not likely to respond positively to salesy content, so brands need to develop better strategies to build authentic relationships with their audiences. One of the best ways to prioritize authenticity with your marketing is by creating live content. Host a live podcast, stream Facebook Live videos, etc. Make mistakes and go with the flow — you’d be surprised how positively your audience will respond to it all.
10. Build Partnerships
Advertising is a great way to broaden your reach on social media and the web. But it doesn’t compare to the power of a strong recommendation from knowledgeable influencers. Collaborate with other major players in your industry to reach a new audience and gain some social proof for your business. You can also enlist the help of micro-influencers to serve as your brand advocates on social media and the blogosphere.
11. Make Performance Analysis an Ongoing Strategy
Any seasoned marketer knows the importance of performance analytics to optimize their strategy. But waiting until the end of a marketing campaign to analyze and adjust seriously limits the potential benefits of performance analysis.
Top marketers don’t rely on past performance to inform future efforts — they make adjustments to their campaigns in real time based on the latest insights. Your marketing automation platform should offer you tons of ways to analyze the performance of your marketing efforts.