It’s safe to say that 2020 hasn’t turned out like any of us thought it would. Thankfully, things seem to be transitioning into a “new normal”, so it’s time to start thinking about your small business and how to design a marketing strategy that will continue to work for you in the future.
The team at EQ Digital Agency has evaluated and re-evaluated our clients’ strategies – as well as our own – over the past few months and put together several tips for you. Our focus is to help you kickstart your marketing as we reenter “real life” post-COVID-19 and begin to get back to business.
Digital Strategies Are Your Friends
Whether you have a brick-and-mortar business and haven’t gone digital, or maybe your digital marketing strategy has taken a backseat to all the other daily operational needs of your business, it’s time to re-evaluate. To keep your business viable, you should have a dedicated website, online store, or social media profile if you don’t already have them.
Without knowing how long it will be before your customers and clients feel comfortable shopping in person, it’s best to offer alternative ways for them to still buy from you. With online shopping up 68% this year in the US, it is necessary to adapt your business model to meet your customers’ buying habits and needs. Instead of only offering in-store purchases, think about providing online orders with shipping, delivery, or curbside pickup options. Now is the time to launch a solid digital marketing strategy to ensure your business not only survives but thrives in this new era of day-to-day uncertainty.
Build A Strong Online Presence
The best way to get started expanding your brand online is to evaluate how your customers’ and clients’ shopping habits have changed. Then, consider how you can redesign your business model and marketing efforts to meet their needs. That way, you’ll have the info to get started. Here’s how:
A Professionally Designed and Managed Website
A website, if designed correctly, is a powerful tool that drives traffic and converts visitors into repeat customers or clients. Conversely, a poorly-designed website can be just as harmful and can drive traffic away from your business. A few key elements of a well-designed website to keep in mind are page load speed, user-friendliness, and mobile optimization.
With so many options out there, it’s easy to create a site yourself. But managing a website can be time-consuming and takes your focus off of what really matters, like your bottom line. However, when you outsource the work and hire professionals to design, develop, and manage your website, you’ll have the freedom to stay focused on making connections and sales. It also takes the stress off of you when edits or updates are needed or your system malfunctions.
Don’t underestimate the power of a carefully-constructed social media profile. The key is to provide consistent and engaging content. If your social profiles haven’t been updated in a while, or you’re falling behind on posting consistent, exciting content, it’s time to update them and create a content schedule you can stick to. Social media campaigns are also essential to your short and long-term marketing strategies because they expand your reach and help you stay connected to your followers.
Consistent SEO-Friendly Content
Without consistent content that is fully optimized, it will be hard for potential clients or customers to find you. Create a content schedule centered around what you have to offer and what your target market is searching for, choose your keywords carefully using keyword tools provided in a number of places on the web, and start posting on your social profiles and company blog.
Short-term marketing includes strategies like ad campaigns that have the power to yield instant results. Short-term marketing techniques are a viable way to get a head start on your marketing efforts while your long-term marketing campaigns gain traction.
Social Ad Campaigns
Social media ads are cost-effective and offer instant gratification. These campaigns can be tailored to target a specific audience within an age range or location, and you can set the amount you want to spend based on your chosen timeframe, making it easy to stay within your budget.
Pay Per Click (PPC) Campaigns
Search Engine Optimization (SEO) and blogs are great tools for building and driving traffic long term. However, to turn quicker results, Pay Per Click (PPC) campaigns will help get your brand out there and offer more immediate results because you are able to reach your target audience immediately with this type of campaign. Since you only pay when someone clicks on your ad, you can limit your spending and stick to a budget that works for your business.
Long-term marketing campaigns, such as Search Engine Optimization, a company blog, or your overall content strategy can take months or more to start showing results. However, it is important to stay consistent in your efforts in order to reap the results you want to achieve. Make sure you are constantly checking in with your content to make sure you’re reaching your target audience.
Search Engine Optimization
It’s no secret that a good Search Engine Optimization (SEO) strategy takes time to show results. But it is still necessary to make it easier for potential customers and clients to find you, increase your brand awareness, and get your products or services in front of your target audience.
Content marketing is one of the most critical aspects of digital marketing because it brings all the parts of your strategy together. Your content is what engages your followers and avid readers, entices potential customers or clients, and tells your story to increase brand awareness. Without strong, engaging content that demonstrates your authority within your market, your results will likely fall short of your expectations. Consider different ways to use your content to benefit your business, whether it’s short-term, targeted ads, or longer-term strategies like blogging and email marketing campaigns.
Are You Ready to Take Your Marketing to the Next Level?
Whether you’re looking to launch your brand, redesign your marketing strategy, or grow your online presence, our team of experts is here to help guide you through the process. Trust EQ to help you take your marketing to the next level. Contact us today to chat about how we can help you grow.