Digital Marketing For Small Business 

In 2023, digital marketing will be vital for business success. How quickly do you click away from that business relying solely on Facebook for its online presence? Compared to a business with a well-designed website, informative blog, and excellent social media pages, who’s products are you more likely to buy? Easy question. 

 

But with so many channels and components making up your small business digital marketing, it’s tricky to know where to start and next to impossible to keep on top of it all. Oh, and run your business at the same time. But don’t stress; we’ll dive into everything you need to know for small business digital marketing success in 2023. We have a ton to get through, so let’s dive in. 

Table of Contents

The Basics - Your Website 

Let’s start with the basics. Your website is the backbone of all other aspects of your digital marketing game and serves as the jumping-off point for all digital marketing aspects. If you don’t already have a small business website, create one now. You can learn more about creating an awesome small business website here. 

 

Your website allows customers to find you and makes it easy for them to buy from you. Your website doesn’t have to be anything special but must include business website basics such as:

 

  • Home page
  • Contact us
  • About us
  • Service pages 

 

All the pages on your site should follow best web design practices, have a clear call to action and on-page SEO optimization, excellent web page copy, and convey professionalism simultaneously. Your site is the first impression someone gets when they find your business, so it must have a wow factor. 

 

If your business is bookings based, your website also becomes your online booking system.  Customers love websites where they can make bookings quickly and efficiently online. And while this takes more time to set up and might require the help of a web designer, a professional-looking website and efficient booking system is critical. 

 

Check out this post to discover more about what your website should include. Your site should also consider design principles and be optimized for conversion. While having an excellent website is essential, your site is useless if the copywriting is average. Here’s how to write website pages that resonate with your audience and move them to action. 

Copywriting

Your copy or writing is the most vital part of a website and anything you write online. Your copy is everywhere, from your landing pages to ad copy, social media captions, blog content, and every email you write. Two cornerstones of small businesses’ digital marketing are great copy alongside a well-designed website. 

 

There are many aspects making up excellent copywriting. Still, as a small business owner, it’s tricky to direct the time into creating copy that conveys your business message, hits your audience emotionally, and moves them to action. 

 

To create effective web copy,m you must first clearly understand your audience; this is the most critical but often overlooked step in great copy. You may already have a clear picture of your ideal customer, the demographic responsible for most of your business.

 

If you don’t, a fantastic way to find out is to create customer personas; these fictional characters are your ideal customers whom you’ll target all your copy. Your persona should include this person’s demographics, age, location, hopes, dreams, goals, passions, and fears. This means you can write as if you’re talking to one person, use language they would actually use, and touch on their emotions; this is an incredibly powerful recipe for a copy that turns your audience into customers.  

 

If you’re not a writer by nature and struggle to get your ideas down onto the page while sounding professional and convincing, hiring a freelance SEO copywriter can help you create effective website copy. To find out how a freelance SEO copywriter can help you, please contact me today. 

Content Creation 

At its most basic, content creation is informative content you produce to help your audience. Typically, this will be blog posts, videos, infographics, social media content, podcasts, and webinars. 

 

Content creation is your chance to rise above the competition, inform your audience, and nurture long-term audience relationships. Content should help answer your audience’s questions, which are closely related to your products. 

 

For example, for my blog, I have a post on “How to write website copy.” This targets my ideal customer and aims to be informative and help readers write great web copy. But is closely related to what I offer as a service. But Dan, if I teach people how to do something, doesn’t this mean they won’t use my service? 

 

No. When someone has been given information for free, it evokes reciprocity, the feeling of wanting to give back after receiving something valuable. In other words, your customers buy from you after they read an excellent blog post. 

 

When creating content, great questions to ask include the following:

 

  • What might your audience like to know? 
  • What would they search for on Google?
  • How does your business fit into helping them with this? 

 

These are great questions to ask before creating content. But remember, the aim of the content isn’t simply to get the reader or watchers to buy from you right there and then, but rather to give them something so helpful and informative that your business stays top of mind when they are ready to buy. 

Search Engine Optimization 

While great copy and well-designed websites are essential, they’re useless if no one finds you. This is where Search Engine Optimization (SEO) comes in. There are numerous aspects of SEO, and it’s becoming increasingly difficult to stand out among the noise on Google result pages. 

 

With Google’s recent helpful content update and search intent becoming increasingly important, it’s even trickier to get SEO right in 2023. So how do you use SEO to make your small business stand out? Everything begins with Keywords. And there are various types of ways people search on google. Informational, commercial, navigational, and broad. 

 

While there are many types of Google searches, the one you’ll want to focus on for content creation is informational keywords. For example, this could be “How to write landing pages?” This is a great blog post topic, and used in conjunction with border keywords is your content creation recipe.  

 

While your content uses mostly informational keywords, your service pages should use more commercial keywords. You want these words on a particular website page to be discovered through Google. For example, I’m a Cornwall-based copywriter, so I target the keyword “Copywriter in Cornwall” to find businesses looking for copywriting services in Cornwall.

 

So how do you find great keywords? You can use several excellent SEO tools to discover what your audience is searching for online, such as Keywords Everywhere, Google Keyword Planner, and Ubersuggest. These SEO tools give insights into how many people are searching for a particular keyword, the cost per click, and the competition. Ideally, you want to target low-competition, high-volume keywords. 

 

If you’re a local business, you must target local searches using local SEO best practices. A ton goes into successful local SEO, including internal linking, Google Business, NAPs, citations, city page creation, and reviews. To learn more about what your small business can do to improve local SEO, please contact me today.

Email Marketing

One of the original digital marketing channels and one that, despite losing some popularity among marketers, is extremely effective. Email marketing still has the highest ROI out of all aspects of digital marketing. So how do you use email marketing for your business? 

 

First, create an email list. This is where to tempt your audience to sign up for your weekly newsletter or list by promising weekly updates and giving them something valuable, usually a PDF download. Typically you’ll do this via a lead generation sign-up form across your website. 

 

Lead Generation – Something you give away for free in exchange for an email address. 

 

However, a bog standard sign-up form won’t cut it in 2023. Instead, you’ll need a scintillating lead gen. An excellent free download, eBook, whitepaper, or webinar… anything valuable enough for someone to give you their email. 

 

As you collect emails through your epic lead gen, you can send regular automated emails to your audience using email marketing tools such as MailChimp. This is a direct means of communication, and while you should primarily focus on value, you can send sales offers and let people know about upcoming regents, the latest products, and deals. Don’t be too spammy, as people on your list will unsubscribe or not respond. 

 

Your email is a chance to build a relationship with your audience, and over time, you can subtly suggest how your services can help solve their fears and achieve their dreams. 

Social Media Marketing 

You can’t discuss digital marketing for small businesses in 2023 without mentioning social media. It’s that relevant. However, social media needs to be treated differently from other digital marketing channels. Most people don’t see your social media content to then click away from it; most people come to consume quick snippets of content and then scroll on past. 

 

So while it’s tempting to create social content prompting users to click away, your primary focus should be to entertain, inform and, most importantly, make your business stand out on the feed. 

 

When you’ve created awesome helpful content your audience engages with on social media, you not only keep your business top of mind, but you can also subtly suggest how clicking away to visit your website and come and use your service will give readers something infinitely more valuable than what they got on the platform. 

Affiliate Marketing 

Used in conjunction with your content marketing, affiliates can be an excellent method of adding an additional revenue stream to your business. Affiliates are when a company offers a percentage of the sale when a user buys a product using your unique link. 

 

You can use these links throughout your blog posts, in your social media bio, and in video descriptions. You can sign up for affiliate programs for products that are closely related to but not in conflict with your product and insert them into relevant sections of your blog posts and content. 

Paid Ads

Paid ads are a fantastic way to connect your business with people looking for your services. Essentially, using paid ads is a way to skip the SEO queue and get to the top of Google or stand out on social media. Google and Facebook are great platforms to start for paid ads. 

 

Due to the targeted nature of these ads, you can find the exact people who need your products. If you get your rights targeted correctly, you can have ads running, which easily pay for themselves for what they bring into your business. 

Digital Marketing For Small Business Tools 

There are numerous tools that can help accelerate your digital marketing small business game, across all aspects, from the top SEO tools, email marketing automation tools, social media scheduling tools, web design tools, and design and copywriting tools. Here’s a list of all the best digital marketing tools… 

 

Web Design 

  • WordPress 
  • Elementor 
  • Canva 

 

Writing 

  • Grammarly 

 

SEO 

  • Yoast SEO 
  • Keywords Everywhere 
  • UberSuggest 

 

Local SEO 

  • Google Business 
  • Whitespark 

 

Social Media 

  • HubSpot 
  • Canva 

 

Content Marketing 

  • Google Docs 

Digital Marketing - Final Words

Implementing the numerous ways to grow your business often leaves you lost in a sea of online content, how-to posts, and too little time to start. However, focusing on all these core aspects of small business digital marketing will help you regain control. 

 

From your website, content creation, SEO, and social media presence combined with some well-written emails and a regular content schedule, you have an incredible recipe for digital marketing that gets results. If you’re looking to outsource your copywriting tasks or content creation, please contact me today; I’m an experienced freelance SEO copywriter and would love to learn more about your business to create awesome web copy.