State of Small Business 2020: Low Budget Digital Marketing Strategies

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Posted On : 23rd, April 2020

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Guest blog

State of Small Business 2020: Low Budget Digital Marketing Strategies

23rd, April 2020    -    Guest blog

Most small businesses have a mediocre marketing budget to work with, and they face stiff competition from bigger and well-established companies. However, there are plenty of opportunities for small businesses to thrive in the digital marketing space.


The digital marketing world is not only for big businesses, but it also does a world of good for small businesses if used wisely. There are a few handful strategies that give you high ROI no matter what niche your business is in. Here are a few proven marketing strategies for small businesses to follow and implement to grow their business successfully.


Focus on SEO – SEO plays an important role in running your business, no online business can survive without relying on Google to some degree. Focus on analyzing your current SEO situation- use SEO analyzer tools to compare how your website is doing as compared to competitor websites. Check what keywords they are ranking for. Once you have a fair idea of how you’re ranking against your competitors, you can start improving. Ensure that your keywords are used in title tags, description tags, and header tags. 


Make use of Keyword planner tools to figure out competitive keywords that will help you rank faster. Focus on organic SEO and start blogging and guest blogging to drive more traffic to your website. If you’re in the B2B niche, ensure you focus more on guest blogging- this is free of cost and can get you loads of traffic. Invest more time on local SEO, get a lot of local listings done to attract local customers, and use the local language to rank faster. Optimize for mobile searches and voice searches- most searches happen on mobile devices and lastly, make sure you can SEO audits regularly to figure out where you stand. 


Social Media Marketing – Social Media is the right tool to promote your business - be it Facebook, Instagram, Twitter or LinkedIn. If you cater to the B2B niche, then LinkedIn is the best platform to promote your business and skyrocket your sales. Twitter is what I’d consider the most powerful tools in modern times- you can get tons of followers for free just by interacting with your customers and retweeting. 


As of today, Facebook has roughly 2.5 billion followers, and Facebook ads are one most cost-effective forms of advertising. It can narrow down on your target audience and ensure your ad reaches your relevant audience. Instagram nearly has 1 billion users and if you don’t have an Instagram account, then you’re losing tons of business opportunities, with its visual presence can attract customers, ensure you have an Instagram storefront and you add a link below the bio on your Instagram page so that people can buy your products directly from the site. Instagram can be very useful if you are in the e-commerce niche.  


Another effective platform is Quora, as it is an excellent source to drive lots of traffic to your website. Ensure you answer all the niche related questions, it builds personal branding as well your brand image amongst people. Lastly, focus on Pinterest. If you’re into the e-commerce business, it helps in selling your products, often participating in other people’s boards to increase your followers and sales. 


Email Marketing – Open rate is crucial when it comes to email marketing. Anything above 20-25% is considered to be good. Email marketing is considered to be the most powerful marketing tool for both B2B and B2C niches. Your subject line should be in lower case, as that has proven to have more open rates. Refrain from using upper case in your subject line, as a lot of people might not click through as they feel it’s a business or corporate email. 


Try and personalize the subject line by including the person’s name. This has more chances of open rates. Keep your subject line straight forward and to the point. Make sure your text is in line with the benefit that consumers are going to get, they are more likely to convert. Don’t confuse people with multiple CTA buttons, use a simple call to action button. And lastly, use time-sensitive words that are related to products and services you are providing.


Content Marketing – Video and Audio-based content is the need of the hour. Text-based content indeed has its benefit, but Google is encouraging more video and audio-based content. Don’t just focus on creating content, but focus on promoting it too. Make use of platforms like YouTube, Facebook Live, Instagram Live to promote your content. Social shares play a major role in the success of your content marketing strategy. If you’re focusing on text content, ensure you use long-form content, the word count should be between 1000-1500 words. 


Another simple but effective way of content marketing is user-generated content, encouraging the users to share their experience and stories, it is a free form of content and you don’t spend a single penny. It can be in the form reviews, testimonials, comments, social posts, etc. This can gain customer trust, thereby getting you more site visits.


Focus on Remarketing Strategy – Rule of 7 is the best example for remarketing, the more people see your product, the more the chances of them buying it. The agenda is very simple, you aim at re-engaging with the audience who had visited your site previously and left without making the purchase. It is one of the cheapest forms of advertising, remarketing strategy is available across platforms like Facebook, LinkedIn, and Twitter. It is a safe bet; you can save half of the marketing budgets with remarketing.

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Pradeep Kumaar

Pradeep Kumaar, CEO Neil Patel Digital & Stan Ventures

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