written by Abby Avery
How to create a digital marketing strategy for small businesses

Starting a business, or starting to define the marketing for a business, can be a difficult process. Entrepreneurs wear many hats whilst juggling many plates, and marketing is often the first thing to be overlooked. You may find a spare minute to publish the odd social media update because you feel you have to, but how much of a difference is that really making to your business.  

When it comes to digital marketing, preparation is key. it pays to put the leg work in at the beginning, create a plan and work through a strategy. The process becomes much more automated once the foundation blocks are put in place. When you work to a strategy, digital marketing can become an essential tool to grow your business. But how do you create a digital marketing strategy? Where do you start? What do you focus on? Well, you’ve come to the right place. So sit back and read on to discover our simple guide for small business owners which will get you started.


How do you create a digital marketing strategy?
Drive traffic to your website

First of all, you want to start concentrating on bringing traffic to your website; and there’s a number of ways to do this. Some great ways to drive traffic include the use of social media, search engine optimisation (SEO) and pay per click (PPC).

Social media is an excellent way to gain new leads for your website by capturing the attention of your audience by sharing engaging and relevant content. Social media provides an excellent opportunity for your potential customers to learn more about your brand and build a relationship with you. If you incorporate high quality and consistent social media content into your digital marketing strategy, you should start to develop a strong social following that converts to customers. When surveyed, a huge 50% of small business owners reported that they gained new customers from social media. Carry out some market research when selecting which social media platforms to focus on.

SEO is essential if you want your website to be visible on search engines. Potential customers may be searching for the exact product or service that you offer, but if you don’t appear on page 1 of Google and your competitors do, you’re going to miss out on that sale. Make sure your business is found by constantly working on your website SEO. If you’re not sure what to do, it’s definitely worth appointing a professional digital marketing agency (like us!) to help you.

Likewise, a great way to drive traffic to your website is by promoting links to your site, and paying a fee when someone clicks on them (PPC)


Capture leads

By concentrating on driving traffic to your website, you will have generated leads. It makes sense that the next stage of your digital marketing strategy is to capture those leads. By this, we mean that we want to be able to convince those leads to share their contact information. To do this, you want to optimise the landing pages on your website to display clear, short and concise copy that speaks directly to your audience with a stand-out call-to-action (CTA) and incentives for the user to sign-up and share their info. Don’t forget to include testimonials or other forms of ‘social proof’ to gain trust from your audience. Make any forms as short and simple as possible to avoid losing their attention. Any content that you share should be compelling enough to grab your audience’s attention and inspire them to share their details and want to hear more from you.


Nurture your business audience

It’s essential  for your business to grow an excellent contact list filled with prospective buyers and leads. As you continue to collect their details and save them in your email list, make sure that you take care of them and ‘nurture’ them. They were willing to share their details with you, so now it’s your job to develop a trusting relationship with them and increase their interest and engagement. One of the most effective ways to do this is by personalising your communication with them. Make sure that the emails you send address them personally and include content that is relevant to them and addresses their wants and needs.

You may be wondering if this is really necessary, but personalised emails have shown to improve conversion rates by 10% and click-through rates by 14%!




Convert your leads into paying customers

The next area of your digital marketing strategy should focus on turning your browsers into buyers. Think about what could be preventing your customers from making a purchase, collect data and study trends, then resolve any of these barriers. Some of the easiest ways to reduce buyer anxiety include having your shipping and returns policies clearly outlined on your website, along with a helpful FAQ page.

Now is also a good time to think about optimising your sales process by implementing a CRM system that automatically responds when key actions are made, identifies hot leads and automatically categorises and distributes them.


Deliver your promises

You may have thought that the last step was the final one in your strategy. The end goal being money in the bank from a customer; but there is so much more to an effective digital marketing strategy if you want your business to be a success. After all the hard work put into gaining a customer and after building a strong relationship with them, the effort shouldnt stop once they’ve converted. You may leave your customers feeling somewhat used and unlikely to return again! Happy customers are loyal customers and loyal customers tend to love shouting about their favourite brands to others so it’s extremely important to deliver on all that you’ve promised, and provide an excellent service. When surveyed, a huge 60% of consumers said that they would pay more for a product if it comes with a better buying experience. Aftercare also goes a long way when it comes to customer retention, so think about rewarding your loyal customers with personalised discounts and offers based on their buying habits. 


Upsell to existing customers

Getting an order from a customer is great, but what’s better is getting several! They trust your brand enough to make a purchase and you may well have other products that they’d love too! Set yourself ‘basket size’ targets by upselling other products on your website, perhaps in the checkout area or product pages, and try to encourage each customer to add more to their basket. You can also send personalised follow-up messages and emails after they’ve made a purchase, offering products/services based on their history and interests. Long-term upsell strategies can really help to grow your recurring revenue over time.


Get referrals from your customers

Now that you’ve made yourself some happy customers, it’s the perfect time to ask them for reviews and recommendations. Don’t wait too long after they’ve made a purchase and just ask them to leave you a review. A simple email with a link to where they need to go is all you have to do. If you provided them with an exceptional experience, then they’ll be very likely to do as you asked, but you could always offer an incentive to increase success rates too. 

No matter what your business is, a simple integrated structure like this one should help to shape and transform your sales and marketing strategy. If you would like more help attracting and capturing new leads, increasing sales and customer retention, drop us a message at Aspurian Digital and we’ll be happy to assist.