As society relies more and more on digital technology, the days when a business could succeed without a digital strategy are becoming numbered. Word of mouth is still important, but now a lot of that word-of-mouth communication is happening through social platforms. And if you're a NEW small business entering the marketplace, well, the best place to be discovered might just be online.
When we talk to clients, there are four things we like to make sure they keep in mind as they move forward.
It might seem like a no-brainer, but having clear goals that you can articulate to your team is the best way to determine how everything else moves forward. Are you trying to create brand awareness? Lead gen opportunities? Customer loyalty? All of the above? How do you spell success? Answering these questions (and more) will help inform your ongoing strategy. Because without any idea of where you're going, how do you expect to get there?
Not having a website is like opening a business in secret. When was the last time you looked at a phone book to find information? When people need something these days, whether it's a service or a product, they look it up online. Not to mention, the vast majority are doing it from their phones. You need a site that has all of your pertinent business information front and center. It should be optimized for mobile and search, and it should clearly convey who you are and why you're better than your competitors.
Search is changing. As such, social is becoming a major player in how people find you. Social platforms are the digital word of mouth most companies need to get their message out to the masses. You can use socials to drive traffic to your website, introduce your brand to a new audience, and create a cult of loyal customers (some may even do the championing for you). And those are just a few benefits. People don't want to be sold to, but they do want to get to know you before spending money.
Your digital marketing strategy would be incomplete without addressing the issue of content. Whether it's intended for your site or your social platforms, good content is what can make or break your efforts. Your content should align with your brand and goals. Don't put content up just to seem active. Funny videos are great for engagement, but if you're a funeral home...probably not a great fit. Ask yourself, does this make sense for my brand? Will it confuse potential customers? If in doubt, it's usually safer to take a step back and reevaluate.