So, you’ve decided that you want to build a digital marketing strategy for your small business, but you’re not sure where to start. I’ve put together a Five-Step Get-Started Checklist for you to jump into the digital marketing world.
Your brand is critical in the digital world. If it isn’t polished, simple and cohesive, your message can get lost in the noise of your competitors. Your logo is the anchor of your brand and the best place to start. Make sure your current logo is the one you want to represent your company. Ideally, it is simple and clearly identifies your business. Once you’re comfortable with your logo, make sure that all the visual aspects of your marketing message (website, colors, fonts, social media pages, etc.) have a cohesive look and feel.
A business website is a nonnegotiable component of a digital marketing strategy – it is quite literally the foundation of a strong digital marketing strategy. Don’t skip this step by assuming that your Facebook page or Instagram account is all you need. That’s like having two legs of a stool – it’s not going to hold you up. Whether you are a huge corporation or a small, local shop, your customers expect you to have a website.
3. CREATE CONTENT
Think of content as the product you deliver with your digital marketing strategy. Your followers, customers, and potential customers don’t want to be bombarded with sales propaganda. They want valuable information and enticing photography. Your job is to create that content and post it on your website (blog or video) and serve it to them through social posts (and down the road email marketing). By using a of 80% useful information and 20% promotion, you should keep your followers happy.
If your stumped on coming up with content ideas, think first about your customers pain points and offer solutions to alleviate them.
4. SOCIAL MEDIA
Once you have your branding and website updated and cohesive and you’ve developed some good, useful content, you are ready to jump into social media. Before you take the plunge, some research is in order. Don’t assume that your customers are on the same platforms that you use personally. You need to figure out what platforms your customers are using and create business accounts on those. If you’re not familiar with a platform, there are endless resources (books, videos, and online training) to get you up to speed. Be sure to keep your personal posts and business posts separate. Your business followers want to know about your business, not your new puppy.
It is important to maintain your cohesive branding with the same fonts, colors, images, icons, etc. on your site as well as social pages so as customers look for you online, they see a consistent brand across every platform.
5. SCHEDULE AND AUTOMATE
Soon after the excitement of your new digital strategy turns into another chore, it is all too easy to slack off and become inconsistent with website updates and social posting. Luckily, there are several applications that can help you schedule posts and cross populate your platforms – this means your Instagram automatically posts to Facebook and vice versa.
Set aside time every week to tackle your content development and social posting to maximize your productivity and ensure that your efforts pay off down the road as your followers hear from you consistently with valuable content.
If you follow a road map, you can be up and running with a successful digital marketing strategy in no time and enjoying the rewards of your efforts with increased business.