Digital Advertising Strategies for Small Business

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Today’s post looks at digital advertising strategies which can be implemented by small businesses. We hope you enjoy it!

Your website

First and foremost, your website is your online storefront – ensure it reflects this. Imagine your visitor’s experience when they reach your site, predict and plan towards the path to conversion. The following factors are critical to success of advertising your company and its product via your website:

Page Load Speed – The longer it takes to load, the less customers will wait around.

Sitemap Indexation – Re-submit your sitemap to search engines each time new content is added to your website. It allows visitors interested in that content to find you as quickly as possible by pointing search engines to your content to speed up indexation.

Ensure your site is mobile-friendly. Google says mobile users act quickly with over 50% of conversions in the first hour.

Meta Tags – Ensure all content on your site is unique and contains meta tags which a re unique. Duplicate HTML can result in your webpages not appearing in organic sections of  search engines.

Server Errors – Ensure all users and search engine robots can access every page you link to on your website.  Monitor this continuously as changes made to server settings and website updates can drastically influence the health status of your website. Nothing is worse than a nasty 404 page to frighten a potential customer away!

Pay Per Click Advertising (PPC)

PPC advertising is a great way to start lead generation right away. PPC Advertising is a proven strategy for marketing your company. Most platforms allow you to set a daily budget and a target audience based on influences such as their age range, location or interests for example. If researched, PPC can return a high ROI due to its advanced targeting abilities. The most popular by far  is Google Adwords; which allows you to target advertising based on search queries entered in Google Search.  Advertising can be text or image based, and is possible to be displayed on Google’s Search & Display Networks. Other search engines you may wish to choose to advertise on include Yahoo!, MSN Live, and Ask.

Content Curation & Marketing

Content marketing can be defined as the creation and sharing of media and publishing content in order to attract audiences to your company or products. Content can be presented in a variety of formats, including news, video, white papers, infographics, case studies, how-to guides, question and answer articles, photos, etc. Blog writing, e-book creation, product catalogs etc. are all types of content marketing ideas.

The curation of content in content marketing is a new approach which allows digital marketers to aggregrate existing web content using tools such as Hubs, and use these aggregated publications as content sources in new content marketing strategies.


Social Networking & Forum Participation

Get out there! When implementing social media marketing stratgeies, don’t just post. Analyze the interaction rates of the type of content you have previously posted and then post.

Please feel free to leave any additional tips in the comments below.

By Joanna Brien.


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