Every day I encounter another small-business struggling to gain tracking in the digital world. The frustrating thing is, today, it’s absolutely critical to be present and active in the digital space. To ignore it is to intentionally leave potential new business on the table.
Here are three digital marketing tactics that most small-businesses forget to utilize and how you can leverage them to get your business growing again.
Display and Social Remarketing
Remarketing efforts are still the number one tactic I see small-businesses leaving on the table. Remarketing is the relatively simple process of tagging site visitors and then remarketing to them based on what pages and content they may have viewed.
The two primary ways to deploy remarketing are Google Remarketing with the Google Remarketing Tag and Facebook Remarketing which utilizes Facebook’s Pixel code. Both allow you to implement better-targeted display ads across Google’s display network and targeted social media posts on Facebook and Instagram. While the backend coding can be a little intimidating, an effective remarketing campaign, via Google Adwords or Facebook’s ad platforms, is easily managed. If your business is still not taking advantage of this tactic, reach out to an agency or freelance resource. They can quickly set-up a remarketing plan for you, and it will be the marketing expenditure you make all year.
Developing Content That Speak’s To Your Customers
While the site content you’re providing might be helpful to your visitors, often it fails to convert because companies forget to customize their content to match the ultimate intent of your most ideal customers, the ones who are already somewhere in the conversion funnel.
Developing a comprehensive content strategy is more a case of hitting-up the right people with the right message at the right time. Too often, companies post content that is too general, thus failing to be relevant. Take what you have learned about your customers’ various buying personas and figure out what the trigger points were for each.
After that, develop additional content that specifically addresses their needs and intents during the buying process (do they, for instance, need the reassurance of reading customer testimonies, reviewing detailed specifications about your products, or a thought-leadership piece that convinces then you are an active and expert participant in your space). Through your inbound and outbound data, create some typical buyer personas and then produce content that will be especially attractive to them.
Interactive and Mobile Friendly Email Campaigns
With a growing majority of your customers now accessing your site from mobile devices, it’s essential that one of your most powerful digital marketing tools, your email marketing campaign, is also designed for mobile consumption. Creating emails goes beyond simple responsive design, though that remains a challenge to many small companies. You must also audit your email campaigns and include more interactive features within them.
The goal is to make the user experience as frictionless as possible. Now that they’ve opened your email, can it direct them to features or products that are of particular interest to them? Can they browser your latest product offerings, launch a video, contact customer service and initiate a shopping cart from your email? Regardless of what your email’s original intent was.
Some Final Notes
Before diving into any of these tactics, small businesses should be ready to commit to the following:
- Develop and grow your email marketing list. Provide potential customers opportunities to win a service each month in exchange for their contact information, or deploy customer feedback cards with a promise to get specials and discounts.
- Treat your customers like the fans of your brand you want them to be. Engage with them and encourage them to share content on Instagram and Facebook.
- Automate, automate, automate. Tools like MailChimp help you to make almost any marketing activity automated. Birthday messages, stop back in reminders, thank you for frequent visits or follow up for a “how are we doing” review.
- Commit to being consistent and ready to maintain a campaign. You can’t just go hard and heavy for three months and then die off and go silent. Any sound digital marketing campaign requires consistent and constant attention and activity.
- Organize your website in a way that allows you to identify customer segments easily and to customize the remarketing message. (i.e., If you are a restaurant, split your breakfast, lunch, and dinner messages onto separate pages to quickly identify the visiting intent of a customer. If you are a salon, separate men’s, women’s, and children’s haircut services to speak more to the scheduling and style needs of the customer.)
Christopher Mohs is a digital strategist and founder of Cora+Krist he has been strategizing and deploying digital marketing initiatives for some of the world’s most well-known brands for over 16 years.
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