Step-by-Step Guide to Digital Marketing for Small Companies
This is it—you have an ABN, you have registered your business name, and you created a cool logo on Canva. You are now running a small business and probably getting referrals from family and friends. But as you grow, you will soon realise that the referral channel is not big enough to provide a steady flow of new customers, and this is when you need to look at Marketing. Creating a website, designing a brochure, printing some flyers, dropping ads in local areas, or recording a radio ad—Marketing is very broad, and one can lose themselves googling the top marketing activities for small businesses.
Since small businesses often have small marketing budgets, I believe that digital marketing is a better choice. I am not saying that it works better, but it is easier to track your return on investment; meaning you will know exactly what you spent and exactly what you got in return. But before you go and start creating some Facebook ads, there are a few activities every business should do, in order of importance.
Set Up Google Business.
The first step is not to create a beautiful website; the first step is to make sure customers who are looking for the services you offer or the products you sell can find you. 86% of people look up the location of a business on Google Maps. You need to make sure your business appears and that the information on the profile is accurate. This is a free service offered by Google, and this is the first thing any business should have to promote their business. Once the profile is up, it’s time to enhance your profile.
The first step is to be on Google Business so your business appears on Google Maps, and people can find you.
Take Some Pictures of Your Team.
On Google Business, users can upload pictures and write reviews, but did you know that the owner of the business can also add some pictures of the business and products? We live in a visual world, and a Google Business profile without pictures will not do well, especially if you do not have a website yet. You need your profile to stand out, and this is where professional pictures will go a long way to make your business look trustworthy. I recommend hiring a professional photographer and organising a two-hour photoshoot to build a collection of images you can then use on Google Business, social media, advertorials, and your future website—you will thank me later.
Get Some Google Reviews.
If you do not ask, you don’t get. This old adage is true when it comes to customer testimonials. Happy customers are less likely to let you know compared to unhappy customers. And since reviews rule the world, you need to add a step in your sales process to “capture“ the feedback from happy customers. There are many ways of doing this, including asking them to leave a review as they are leaving your office and sending them a follow-up email with a link to leave a Google review.
When you get a review, whether positive or negative, always thank the person who left it. It shows potential customers that customer service is a priority for your business. If it is a negative review, it’s better not to argue with the person who left it, even if you think you are right—it makes you look petty. It’s better to say, “Sorry, we will do better next time,” than “It was your fault, and we are right.”
Get a Simple Website.
Websites do not need to have hundreds of pages; a few pages will do the trick. Websites in 2024 serve two purposes: making your business look legit and explaining in more detail why customers should choose your business over another. If you are looking for a plumber nearby but all you can find is an old Facebook page with an email that looks like superplumber@gmail.com, they are not likely to proceed. Even if we do not want to pay premium prices, we still need to work with companies that look professional and premium. All you need is a few pages to explain who you are, what you do, and why customers should choose your business over another. I believe you can achieve this in a few pages.
Website builders such as GoDaddy, Hostinger, Squarespace, and Wix are perfect for some businesses.
Set Up a Platform To Send Marketing Emails.
In the digital world, data is king. If you receive a query on your website or if someone walks into your shop, you need to find a way to capture their details so you can send them future communication. Make sure you ask for their permission and respect the privacy laws in Australia.
Once you start growing a database of customers, you need to have a quick and simple way to email them. Mailchimp is one of the best options out there, but chances are, the software you use to manage your clients will also have functionality to email your database. Create a simple template and segment your database into existing customers and prospects. You do not need to email them every week, once a quarter will do. It is by far the most effective way to communicate with your existing customers so don’t forget to set this up on day one and start growing your mailing list today.
Create a Few Campaigns on Google Ads.
We all think our new shiny website will attract thousands of internet users, but the reality is: if your main competitor developed its website 20 years ago, their website will rank better, and it will be expensive for you to compete using an SEO agency. This is why I recommend setting up a few simple Google Ads campaigns to make sure you are at the top and that you find customers who are looking for the products and services that you offer.
90% of web users use Google to search for products and services, make sure you are at the top with Google Ads.
I hope you found this blog post useful—creating a YouTube channel, filming videos, and hiring a company to do your SEO are important marketing activities, but they should come at the end, once all these marketing activities are done. If you do, you will have laid some strong digital foundations for your business.
If you would like some help with setting up your first Google Ads campaigns or designing a simple website, please feel free to send me an email.