Online Marketing Strategy for Small Business

Online Marketing Strategy for Small Business 3 min read

One of the many daunting tasks as a small business is coming to a decision on how to position your brand online. The internet seems to have a lot of opinions on how you should do it and it can be a bit overwhelming at times, even if you do understand the basics. When we’re helping our clients, we try to simplify the process as much as possible.


1.) Define your audience

What does your typical customer look like? Is that the market you’re going for or do you want to take a different direction? What age are they and what areas do they live in?


These questions will help you decide on which channel to use to market your business. If you’re unsure where to to your actual customers. They might have some ideas that you haven’t actually considered yet. If you’re worried that it’ll be an inconvenience — make it worth their while and take them out to lunch.


2.) Review your competition

One of the best ways to succeed in the market is to take a look at what your competitors are doing, find their weaknesses and do it better.


3.) Define your goals/success metrics

What do you hope to accomplish with your online presence? Obviously to drive customer volume but is there any secondary goals? Possibly to increase your visibility?


You should try to focus on every facet you can think of. Don’t settle for the all-encompassing goals and whenever possible, try to assign deliverable dates to each. A timeline can be a very helpful thing to work by.


4.) Decide which tactics to use

Now that you understand your customer, your competition and have a few goals to achieve, you’re ready to a decide on how to attack the market. This is where the majority of marketing plans fail — the execution.


You’re better than that, though. You did your due diligence and should have a good idea by now on where to head: Social Marketing, Paid Search, Organic SEO or Content Marketing. You also know to place a strong emphasis on providing value to your clients. After all, it is about them.


5.) Execute, Analyze, Pivot

Before you begin, put all of this information down into writing. You may find that some of your initial assumptions have changed (and that’s OK). Clearly identify ways to analyze your success — if you don’t then you’ll have no idea if what you did actually means anything. I invite you to take your clients out to lunch again to see what they think.


Next, use that information to pivot. If something isn’t working, it may be time to pivot, change the marketing channel (Social, Content, Search, etc.) or completely remove it from your plan.


Hopefully this information gets you on your way to launching a successful online presence. Have any questions, comments or ideas? Let us know below!


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