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Effective Online Marketing Tips for a Small Business

Updated on April 23, 2018
Different ways to promote a business digitally
Different ways to promote a business digitally | Source

What Digital Marketing is and 5 Essential Ways to Implement it

Digital marketing is a modern way of promoting a business, brand or a product through electronic means such as email marketing, mobile marketing, content marketing, marketing automation, and social media marketing.

I guess someone is asking about televisions; however; marketers who expect a higher return on investment don't use cold advertising media such as televisions and signs, where one cannot effectively collect useful information about customer-behavior towards a given product; and analyze the information to assist in optimizing marketing campaign.

Ideally; the development of hand-held gadgets, the spread of the internet, and the possibility of real-time customer-behavior analysis that comes with a number of digital marketing techniques have rendered televised ads ineffective over time.

Like you have already realized; digital marketing is wide, and it is a hard work utilizing several digital marketing techniques at the same time; and run a successful marketing campaigns when a business is just starting-up or in the verge of becoming reputable.

For a small business; an efficient marketing strategy should focus on one technique at a time; so that you can monitor, analyze, and track the success of each method on a one-on-one basis using the right tools: Succeeding in digital marketing needs an effective strategy that involves lots of information collection and data analysis; in order to establish how users are engaging with your brand, product, or service through a given marketing medium.

After an extensive analysis of each digital marketing methods, and you have established the working techniques in accordance with your set goals and business needs; it is time to focus only on the working marketing methods; so that you can launch and maximize a focused marketing campaign that guarantees a success in terms of return on investment.

On the other hand; to maximize on a given marketing technique, you need to employ an effective marketing strategy that will guarantee a higher conversion rate: The most difficult parts of digital marketing is to establish an efficient marketing technique that will work for a business; and to formulate a working marketing strategy that will ensure an optimized and a successful marketing campaign for the selected marketing media.

5 Digital Marketing Techniques and Essential Analysis Tools

Innovative or digital marketing techniques always guarantee a higher return on investment due effective marketing optimization strategies that target the audience
Innovative or digital marketing techniques always guarantee a higher return on investment due effective marketing optimization strategies that target the audience | Source

1. Content Marketing

Content marketing is the blood-life of online business; since prospect buyers today opt for the internet to search for information related to a given product or service: Buyers are the ones who dictate which marketing channel advertisers use today and in the future. The ever changing customer preference when it comes to making a purchasing decision; has given a huge boost to content marketing through the major search engines such as Google, Yahoo, and Bing among others; where prospect buyers go to type a product or service description before making a purchasing decision.

The top search results that the search engines return will assist the buyers to make a purchasing decision: Search engines always try to keep an impressive customer relation by ensuring that they only return web pages with relevant and quality information to the internet users.

As such; to succeed with content marketing through the search engines, you need to employ an effective content creation and marketing strategy that will ensure an impressive site ranking in the search results page.

Search engines offer a free digital marketing platform which you don't pay for to be ranked on the first page of Google, Yahoo, or Bing: Your success in the search results page will largely depend on how you invest in your content marketing campaigns through the process known as search engine optimization (SEO). For an effective SEO campaign; you will need:

E-mail marketing increases the click-through and conversion rate than traditional marketing methods
E-mail marketing increases the click-through and conversion rate than traditional marketing methods | Source

2. Email Marketing

Almost every internet user today have at least one email address: On the other hand; a number of customers always trust emailed ads since they are authentic and authoritative when compared to other advertising media.

Ideally; personalized e-mail improves both the click-through and conversion rate; due to the high number of consumers who prefer e-mail marketing as the number one way to receive permission-based promotions.

As such; every small business needs to invest in collecting valid email addresses of the buyers and prospects by using spam-free mechanisms such as email validation and subscription through a blog or a website; which can be effected through a number of web-based email software such as:

  • MailChimp
  • GetResponse
  • AWeber
  • iContact
  • Campaign Monitor

There are a number of free e-mail software both desktop and web-based that are efficient in generating valid email leads that are not spam. On the other hand; most of these e-mail software has a number of impressive features for analyzing consumer-behavior such as clicks and conversions, which are necessary in optimizing e-mail campaigns for a higher return on investment.

Which Marketing Technique do use for you marketing campaigns?

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3. Marketing Automation

Marketing automation provides an effective and automatic; yet authentic and cost-effective means of generating leads and connecting with consumers and prospects faster. Ideally; businesses that automate lead management realize an increased revenues within a very short period after the implementation.

On the other hand; an effective marketing automation system ensures that only qualified leads are generated; so the conversion rate is higher to yield an impressive return on investment. There are a number of marketing automation systems today that can be used to automate various sections of marketing such as the automatic response, auto lead collection and more. HubSpot and Marketo are among the best platforms that offer marketing automation system.

91% of adult mobile phone owners have their devices within arm's reach most of the time
91% of adult mobile phone owners have their devices within arm's reach most of the time | Source

4. Mobile Marketing

The use of hand-held gadgets in surfing the internet and reading short contents such as texts and e-mails is rising significantly; and small businesses need to take this advantage to utilize mobile marketing as among the modern marketing strategies. You need to utilize short content marketing using the right mobile marketing tools to grab the attention of buyers and the prospects that use mobile devices.

Moreover; a good percentage of entire search engine traffic comes from mobile devices such as smartphones and tablets. This massive web-traffic from mobile devices can only be generated by a mobile-friendly (Responsive) site that is built with SEO in mind and has a higher page quality score as deemed by the major search engines such as Google.

Utilize social media platforms to build reputation online
Utilize social media platforms to build reputation online | Source

5. Social Media Marketing

Social media platforms such as Facebook, Twitter, Pinterest, Google Plus and more provide a neutral platform where small businesses can effectively compete with well-established companies. You need to work extra hard to build a strong social following to help in developing a strong business or brand reputation online.

Social media marketing plays a very important role in building an impressive reputation online. On the other hand; if not managed effectively; social media marketing can back-fire, causing a very serious harm to a business reputation.

Social media is viral; and can spread bad or good information very fast. As such; you need to ensure that you only employ an effective social media marketing strategy that will guarantee success in building your reputation online. An effective social media marketing strategy should also involve the right social media marketing tools such as Mention and HootSuite.


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    • Barack James profile imageAUTHOR

      Barack James 

      2 years ago from Green City in the Sun

      You are most welcome conseils, there are a number of email services such as Mailchimp that you can use to automate you marketing. You can also try website promotion through paid ad service i.e Google AdSense for more targeted marketing and increased sales.

    • conseils bricolag profile image

      conseils bricolage 

      2 years ago from france

      thanks Barack James , i really enjoyed reading this amazing article , i have build some websites and i'm looking to automate all this websites ? any help i will be very gratefull ( those websites are the same niches )

    • Barack James profile imageAUTHOR

      Barack James 

      3 years ago from Green City in the Sun

      Thanks jillalvin, not a blog series on one particular subject. However, holdon there for one or more on this topic coming soon since there is lots of interest. Checked out your site and its great.

    • Barack James profile imageAUTHOR

      Barack James 

      5 years ago from Green City in the Sun

      Makes sense! I think that's one of the urgent improvements that need to be done to make MailChimp number one users choice:)

    • goatfury profile image

      Andrew Smith 

      5 years ago from Richmond, VA

      Barack - I've tried using Mailchimp in order to set up weekly automations, but the "trigger" has to be based on an action from the user, not on a specific date. For us, it would work far better if we could use a start date for the trigger. Make sense?

    • Barack James profile imageAUTHOR

      Barack James 

      5 years ago from Green City in the Sun


      Yes, I use Mailchimp; it's an effective online email marketing solution to manage email contacts, send categorised and batch emails, email scheduling and track results such as clicks and more. More still, you can design impressive lead/landing pages using mailchimp: Infusionsoft and GetResponse are also good alternatives.

    • goatfury profile image

      Andrew Smith 

      5 years ago from Richmond, VA

      I've used a great deal of content, automation, and social media marketing so far. I'd really, really like to lean more toward the automation stuff. Ever use Mailchimp or any other similar service for that purpose?


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