Digital Marketing for Small Businesses

What is digital marketing?

Digital marketing is a set of integrated techniques, technologies, and information that enables business leads to market their new products and services online. Digital marketing can also help businesses enter new markets, engage in dynamic conversation with potential customers, and ultimately target, acquire, and retain those customers.

Why is digital marketing for small businesses important?

In this increasingly digital era, the importance of marketing for small to midsize businesses (SMBs) cannot be overstated. Customers expect a consistent experience when interacting with a business online. This means adopting a digital marketing strategy for small businesses is essential to attracting new customers and finding success.

Digital marketing is vital to the growth of any modern business, and the resources on this page will help get you started creating a strong digital marketing strategy of your own. Start small and pursue the digital marketing tactics that best fit your industry and current growth trajectory.

Marketing Automation Software

In today’s fast-paced world, marketers prefer not to spend time on mundane repetitive tasks. They seek automation tools that can streamline marketing processes.

What is a digital marketing strategy?

A digital marketing strategy is a plan for how to use paid, owned, and earned media through digital marketing channels to connect with your target audience and accomplish business goals. Digital marketing channels include social media, email marketing, pay-per-click advertising, and content marketing.

Why do I need a digital marketing strategy for my small business?

Thinking strategically about how to present their business online helps orgs make smarter, better decisions when it comes to allocating marketing resources, engaging with customers, and telling their brand’s story. This type of thinking leads to a more cohesive, personalized experience for both prospective and existing customers.

What types of digital marketing should I be engaging in?

While there are many different types of digital marketing, there are a few main categories to take advantage of that offer an outsized impact in helping grow your business:

  • Social media marketing is the use of social media platforms to connect with audiences to build a company's brand, increase sales, and drive website traffic. This can involve paid, owned, and earned media efforts, including publishing organic content on your social media channels, listening to and engaging with your target audience, and running social media advertisements.

  • Email marketing is a type of outbound marketing that uses email messaging to promote a business' products or services. This can mean informing existing customers of new offerings, generating new leads, building brand awareness, or keeping in touch with customers who are between purchases.

  • Search engine optimization (SEO) is a search engine marketing (SEM) technique that focuses on marketing by improving qualified traffic to a business' website. This is accomplished by analyzing the nature and intent of consumer searches to enhance the user experience and deliver highly relevant search results (preferably from your business).

  • Content marketing is a type of inbound marketing that involves the creation of content with the goal of providing value to consumers. Content in this context includes blog posts, videos, e-books, and infographics that are shared on a variety of digital channels. The main goal of content marketing is to provide valuable information to consumers so they are more likely to engage with your brand and, ultimately, become a customer.

Of course, how you create an effective digital marketing strategy will depend on the industry you’re in as well as your business’ size and level of resources, but these types of digital marketing are the first things you should consider when planning.

How To Create a Digital Marketing Strategy

Customer Relationship Management Software

Customer relationship management (CRM) software helps sales and marketing professionals manage routine administrative tasks, identify trends, convert leads, and increase sales.

Marketing Analytics Software

Marketing analytics software helps businesses collect and track data around marketing initiatives in order to gain advanced insights and improve long term marketing effectiveness.

What is email marketing?

Email marketing uses email messages to promote a business' products or services, or share information with both existing and prospective customers. This can mean informing current customers about new offerings, generating new leads, building brand awareness, or keeping in touch with customers who are between purchases.

Email marketing for small businesses is low-hanging fruit when it comes to reaching customers. And email marketing software is a great way to ensure you reach the right customer with the right message at the right time. 

With so many email marketing tools out there, it’s easy to get bogged down in the possibilities, but luckily for you we’ve narrowed down the options to give you some affordable and effective options to consider.

What is marketing automation?

Marketing automation describes when marketers use software to assist with tasks such as customer segmentation, customer data management, and campaign management. It gives marketers the ability to offer real-time, targeted, data-driven campaigns, along with enhanced efficiency and productivity by taking care of repetitive tasks.

Why is it important to embrace marketing automation for small businesses?

Automating repetitive tasks with marketing automation software will save businesses both time and money, as well as help make processes more efficient and consistent in the long term. Learning which tasks to automate and how to do so with marketing automation tools can give any business an advantage over their competition.

How do I get started implementing a marketing automation system?

If you’re interested in implementing marketing automation for the first time or want to strengthen your use of it, start with our guide on how to build a winning marketing tech stack for your business.

What is social media marketing?

Social media marketing involves using social media platforms to connect with audiences and build a company's brand, increase sales, drive website traffic, and more. Social media marketing involves paid, owned, and earned media efforts, including publishing organic content on social media channels, listening to and engaging with your target audience, and running paid advertisements on social channels.

Why is it important to take advantage of social media marketing as a small business?

As one of the main channels where customers spend their time online, social media marketing for small businesses is nearly as essential as having a website. Personalizing communication with community management tactics, sharing relevant content, and utilizing social media management software to schedule and manage content can all help SMBs take their overall marketing efforts to the next level.

What social media marketing tools should I invest in?

Social media can help your business accomplish multiple different marketing functions, and that means there are a lot of different social media management tools to consider. 

Here are some common types of social media software and how they can increase the effectiveness of your own efforts:

  • Social media marketing software acts as a catch-all for your social media marketing efforts. Similar to customer relationship management software, this type of software strives to offer an all-in-one system that includes features offered by the other tools on this list.

  • Social media analytics software allows you to track the results of your social media marketing efforts, including things like organic traffic, content performance, and the effectiveness of paid social ads. 

  • Social media management software aids in the creation and scheduling of social media content, usually on multiple platforms. With these tools, you’re able to establish an editorial calendar, schedule and post social content, and engage with customer messages via community management features.

  • Social media monitoring software helps you monitor social media channels for potential customer touchpoints, track campaign performance, and engage in social listening to discover conversations about your brand.