The Ultimate Guide to Digital Marketing for Small Business: Strategies, Tools, and Tips

Did you know that small businesses that use digital marketing are more likely to grow? In fact, three-quarters of businesses say digital marketing campaigns directly influence their overall revenue (Hubspot). It’s no stretch to say that digital marketing for small business is a must! 

This guide will show you how to harness the power of digital marketing to help your small business get noticed. We’ll cover actionable strategies, essential tools, and some expert tips from the Broadly team to help you get started.

Understanding Digital Marketing for Small Business

Navigating digital marketing for small business can feel like a daunting task, especially when first starting out. But don’t worry, mastering digital marketing doesn’t require a magic wand—just a bit of know-how. Let’s get into the nitty-gritty.

What is Digital Marketing for Small Business?

Above all else, digital marketing for small business is about promoting your business online. It includes everything from your website to social media, email newsletters, and even online ads. The beauty of digital marketing is that it’s super cost-effective, reaches your target audience directly, and provides measurable results so you can see what’s actually working.

Why It’s Crucial for Small Businesses

For small businesses, digital marketing is like a superpower. It allows you to compete with bigger companies without the risk of going broke. 

By using strategies like these, you can reach more customers and grow your business faster:

• SEO (Search Engine Optimization)
• Social media marketing for small business
• Email marketing
• Content marketing
• PPC (Pay-Per-Click) advertising

Looking to take scale fast? These business growth strategies offer some great insights.

Creating a Small Business Digital Marketing Strategy

Starting a small business is an exciting journey, and having a solid digital marketing strategy can make all the difference. A well-thought-out plan helps you reach the right audience, build brand awareness, and achieve your business goals. 

So, whether you’re just getting started or looking to refine your existing approach, creating a tailored digital marketing strategy is the key to making the most of your online presence. In this section, let’s explore how to craft a strategy that sets your small business up for success.

Set Clear Goals

Clear goals are the foundation of a successful digital marketing strategy. Start by defining what you want to accomplish with your digital marketing efforts. 

For instance, if you’re a small bakery, your goal might be to increase online orders by 20% in the next three months. Maybe you’re aiming to grow your social media following by 10% in 30 days or double your foot traffic during the summer tourist season. 

Whatever your objectives may be, having specific, measurable goals will help you stay focused and better track your progress. 

Identify Your Target Audience

Understanding your customers is key. One great way to hone in on your ideal customer is to create detailed buyer personas. These personas include information like age, gender, interests, and pain points. 

For example, if you run a yoga studio, you might create a buyer persona like “Health-Conscious Hannah,” a 30-year-old professional who loves wellness and mindfulness. This persona would include details such as her interests in organic foods, her favorite social media platforms like Instagram and TikTok, and her desire for stress relief. 

By defining your target audience with these detailed personas, you can more accurately tailor your marketing messages and choose the right channels to reach them, ensuring your efforts vibe best with the people most likely to engage with your business.

Choosing the Right Digital Marketing Channels

Not all digital marketing channels are created equal. The right ones for you depend on your business type and your audience. For instance, if you run a local bakery, social media platforms like Instagram and Facebook might be perfect for showcasing your delicious treats. Law firm? LinkedIn might be your best bet. 

Did you know? Broadly’s social media manager tools can help you plan and implement your strategy, ensuring you’re using the best channels for your goals.

Search Engine Optimization (SEO) for Small Business

SEO helps your website rank higher on relevant search engine results pages, attracting more potential customers. A solid small business SEO strategy can set your business apart, allowing you to compete with the bigger guys and reach the right audience. Let’s explore the basics of SEO and how to tap into its potential:

The Basics of SEO

SEO is about making your small business website more visible to people who are searching for products or services like yours. This involves optimizing your website’s content, meta descriptions, and headers with relevant keywords.

While all these terms might sound complicated, you do not need to be a tech guru to nail the basics. 

Let’s say you own a small boutique that sells handmade jewelry. To optimize your website for SEO, you would start by identifying keywords that potential customers might use to find your products, such as “handmade silver jewelry,” “custom bracelets,” or “unique necklaces.” 

You would then incorporate these keywords naturally into your website’s content, product descriptions, meta tags, and headers. This way, when someone searches for these terms, your website is more likely to appear in the search results, driving more traffic to your boutique.

But what exactly do we mean by naturally? Let’s break things down a bit:

Here’s how you can use SEO elements like meta descriptions, product descriptions, tags, and headers for a handmade jewelry boutique:

Meta Description Example:

A meta description is a brief summary that appears under your website’s title in search engine results. It should include your primary keywords and provide a concise overview of your content.

• Example: “Discover unique handmade silver jewelry at our boutique. From custom bracelets to one-of-a-kind necklaces, find the perfect piece to express your style. Shop now for exclusive designs!”

Product Description Example:

Product descriptions are detailed explanations of the items you sell. They should include relevant keywords while clearly describing the features and benefits of the product.

• Example: “This stunning handmade silver bracelet features intricate detailing and a custom design that makes it truly unique. Perfect for any occasion, this bracelet is crafted with high-quality materials and is adjustable to fit all wrist sizes. Ideal for those seeking a personalized accessory, our custom bracelets are a must-have addition to any jewelry collection.”

Tags Example:

Tags are keywords or phrases associated with your products or blog posts. They help categorize content and make it easier for users and search engines to find related information.

• Example Tags for a Blog Post on Jewelry Trends: #HandmadeJewelry #CustomBracelets #UniqueNecklaces #SilverJewelry #JewelryTrends2024

Headers Example:

Headers (H1, H2, H3, etc.) organize your content and highlight important sections. They help search engines understand the structure of your page and identify key topics.

• Example Headers:
  • H1: Handmade Silver Jewelry: Unique & Custom Designs
  • H2: Discover Our Collection of Custom Bracelets
  • H2: One-of-a-Kind Necklaces for Every Style
  • H3: Why Choose Handmade Jewelry?
  • H3: How to Care for Your Silver Jewelry

Using these SEO elements effectively can help improve your website’s visibility in search engine results, making it easier for potential customers to find your products.

Local SEO Strategies

For small businesses, local SEO is particularly important. But how exactly does it differ from regular old SEO? You see, local SEO is about making sure your business shows up in local search results. Think “cafe near me” or “best pizza in Boston.”

Here’s how to get started:

Google Business Profile

Let’s go back to our local jewelry boutique example. Start by creating or updating your Google Business Profile. Include detailed information about your boutique, such as operating hours, a description of your services, and high-quality photos of your jewelry. Make sure your business name, address, and phone number (NAP) are consistent across all platforms and listings.

Example:

• Business Name: Sparkling Treasures Handmade Jewelry
• Address: 123 Gemstone Avenue, Crystal City, CA 90210
• Phone Number: (123) 456-7890

Local Citations

Local citations are mentions of your business on other local, reputable websites. They help improve your visibility in local searches and establish your boutique as a trusted local business.

Example:

• Local Blog Feature: “Discover the Best Handmade Jewelry in Crystal City at Sparkling Treasures Handmade Jewelry.”
• Local Business Directories: Ensure your boutique is listed on local directories such as Yelp, Yellow Pages, and local Chamber of Commerce websites, with consistent NAP information.

On-Page SEO for Local Keywords

Optimize your website’s content with local keywords. Include the city or neighborhood name in key areas such as the meta descriptions, headers, and content.

Example:

• Meta Description: “Visit Sparkling Treasures Handmade Jewelry in Crystal City for unique, locally crafted silver jewelry. Custom bracelets and necklaces available. Stop by today!”
• Header: “Handmade Jewelry Boutique in Crystal City”
• Content: “Sparkling Treasures Handmade Jewelry is proud to offer a beautiful collection of custom silver jewelry in the heart of Crystal City. Our boutique specializes in creating one-of-a-kind pieces that reflect the local culture and style.”

By implementing these Local SEO strategies, you’ll have much better luck increasing your visibility in local searches, attracting more customers from your area, and building a stronger local presence.

Pro Tip: As a small business owner, every potential customer counts. If you’re not showing up in local search results, you’re missing out on valuable leads and revenue. Broadly’s automated Local SEO tools and website services can make a real difference by improving your visibility where it matters most—in your local area.

For example, switch to local grid view to see how you rank across town, like this:

Content Marketing: The Foundation of Digital Success

From insightful blog posts to snappy social media updates, effective content marketing lays the groundwork for your digital marketing success. Let’s explore how to harness its power to grow your business.

The Role of Content in Digital Marketing

Content marketing in digital marketing for small business involves creating and sharing valuable content to attract and engage your target audience. This could be blog posts, videos, infographics, or social media posts. Good content helps establish your name as an expert in your industry and can drive traffic to your website.

Content Ideas

Think about the questions your customers frequently ask and create content that provides answers. For example, if you run a pet grooming business, you could write a blog post about the best ways to care for a dog’s coat. Use a mix of content types to keep things interesting.

Content Creation and Distribution

Once you’ve created your content, share it across your digital channels. This includes your website, social media, and email newsletters. 

Need inspiration? Broadly’s social media manager and campaign tools are AI-enabled, which can help you quickly craft engaging content and visuals that resonate with your audience.

Social Media Marketing for Small Business

Benefits of Social Media Marketing

What is social media management? Effective social media management is a powerful tool for building relationships with your customers. It allows you to interact with your audience, showcase your products, and even handle customer service inquiries.

Choosing the Right Platforms

Choose social media platforms based on where your audience spends their time. If you’re targeting younger audiences, Instagram and TikTok might be the way to go. For B2B businesses, LinkedIn is a great choice.

Organic vs. Paid Social Media Strategies

Organic social media involves posting content without paid promotion. It’s a great way to build a loyal following, but it can take time. Paid social media, on the other hand, allows you to reach a larger audience quickly through ads. A combination of both can be effective.

Pro Tip: To maximize your social media impact, maintain a consistent posting schedule and monitor your engagement metrics closely. Broadly’s Social Media Manager makes it easy to plan and schedule posts on different platforms from one place. You can also use its analytics tools to see which content your audience likes best.

Email Marketing: Nurturing Customer Relationships

The Importance of Email Marketing

Email marketing for small business is one of the most effective ways to stay in touch with your customers, it returns between $36 and $40 for every $1 spent (Omnisend). It’s cost-effective, personal, and direct, allowing you to deliver targeted messages.

Building and Segmenting Email Lists

Start by collecting email addresses from your customers, whether through your website, in-store, or at events. We recommend segmenting your list based on factors like purchase history, location, or interests to send more relevant emails.

Email Campaign Types and Best Practices

There are various types of email campaigns you can run, each serving different purposes and engaging your audience in unique ways. Here are some examples:

• Newsletters: Regular updates about your business, industry news, and helpful content to keep your audience informed and engaged.
• Promotional Offers: Special deals, discounts, or sales events to drive immediate purchases and boost sales.
• Welcome Emails: A warm introduction to new subscribers, providing an overview of your brand and what they can expect from your emails.
• Customer Surveys: Gather valuable feedback from your audience to improve your products, services, or customer experience.
• Product Announcements: Highlight new product launches or features to generate excitement and awareness.
• Re-engagement Emails: Win back inactive subscribers with special offers or reminders of what they’re missing out on.
• Seasonal or Holiday Campaigns: Tailored content and offers that align with holidays or seasonal events to connect with your audience on a timely basis.
• Event Invitations: Announce upcoming events, webinars, or workshops and encourage your audience to participate.

Using a variety of email campaign types helps keep your content fresh and relevant, engaging your audience in different ways and encouraging them to stay connected with your brand.

No matter which type you choose, always include a clear call-to-action (CTA) and make sure your emails are mobile-friendly.

Pro Tip: To enhance your marketing results, focus on creating targeted campaigns that address specific customer needs and track their performance closely. Broadly’s user-friendly campaign builder can assist you in segmenting your audience, automating campaign workflows, and analyzing engagement metrics in an easy and intuitive way.

Pay-Per-Click (PPC) Advertising

PPC Basics

PPC advertising allows you to place ads on platforms like Google and pay only when someone clicks on your ad. It’s a great way to drive traffic to your website quickly, especially during a time-sensitive event like Black Friday.

Creating Effective PPC Campaigns

To create a successful PPC campaign, start with thorough keyword research. Choose keywords that your potential customers are likely to use when searching for products or services like yours. 

Also, make sure to write compelling ad copy and ensure your landing page matches the ad’s promise. 

Here’s an example:

Imagine you own a local bakery that specializes in custom cakes. For your PPC campaign, you decide to start by finding keywords like “custom cakes,” “birthday cakes,” and “wedding cakes.” You notice very quickly that people often search for “custom cakes near me” and “order birthday cakes online” and make note of this for your ad copy.

Speaking of ad copy, from there you create an ad that includes the following: “Order Delicious Custom Cakes from Our Bakery! Perfect for Birthdays, Weddings, and Special Occasions. Order Online Today!” This ad clearly tells people what you offer and encourages them to place an order.

Finally, make sure the landing page where people end up after clicking the ad matches what the ad promises. The landing page should show pictures of your custom cakes, have positive customer reviews, and include an easy way to place an order. This consistency helps build trust and makes it more likely that people will buy from you.

Budget Management and ROI Tracking

Set a budget for your PPC campaigns and monitor your spending to ensure you’re getting a good return on investment (ROI). You can use tools to track which ads are performing well and adjust your strategy accordingly.

Measuring and Analyzing Digital Marketing Success

Tracking Key Performance Indicators (KPIs)

To know if your digital marketing efforts are paying off, you need to track KPIs. These could include things like 

• Website traffic
• Conversion rates
• Social media engagement
• Email open rates

Essential Metrics for Each Channel

Different marketing channels require tracking different metrics to measure success effectively. Understanding these key metrics will help you better gauge your strategies and make smarter decisions for your small business.

Here are a few of the essential metrics you should be looking for:

SEO Metrics

• Organic Search Traffic: The number of visitors coming to your site from search engine results without paid ads. This metric shows how well your site is attracting visitors naturally.
• Keyword Rankings: The positions your targeted keywords hold in search engine results pages (SERPs). Monitoring these rankings helps you understand your visibility and competitiveness in organic search.

Social Media Metrics

• Likes, Shares, and Comments: These engagement metrics indicate how well your content resonates with your audience. Likes show approval, shares extend your content’s reach, and comments reflect active engagement and interest.
• Follower Growth: The increase in the number of people following your social media profiles. This metric is essential for understanding your audience’s growth and the potential reach of your posts.

Email Marketing Metrics

• Open Rate: The percentage of recipients who open your email. A higher open rate indicates compelling subject lines and relevance to your audience.
• Click-Through Rate (CTR): The percentage of recipients who click on links within your email. This metric shows how effectively your email content motivates action, such as visiting your website or making a purchase.
• Conversion Rate: The percentage of email recipients who take the desired action after clicking through, such as making a purchase or signing up for a newsletter. This metric helps assess the overall effectiveness of your email campaigns.

PPC Metrics

• Click-Through Rate (CTR): The percentage of people who click on your ad after seeing it. A higher CTR indicates that your ad is relevant and engaging.
• Cost Per Click (CPC): The amount you pay each time someone clicks on your ad. Lower CPC can indicate more cost-effective campaigns.
• Conversion Rate: The percentage of clicks that result in a desired action, such as a sale or sign-up. This metric helps evaluate the success of your PPC campaigns in driving results.

Must Read: Staying competitive in the garage door industry can be challenging. These 5 digital marketing tips might help you navigate the landscape more effectively.

Using Analytics Tools Effectively

Analytics tools can provide valuable insights into how your marketing campaigns are performing. Use them to track progress, identify what’s working, and tweak your strategies for better results.

Pro Tip: As a small business, mistakes can be expensive, that’s why you need to get things right the first time by using comprehensive reporting and analytics tools. With platforms like Broadly, you can check your reports without jumping through a million hoops to determine which campaigns are working and which aren’t.

Digital Marketing Tools and Resources for Small Businesses

There are many tools available to help with different aspects of digital marketing, from keyword research and SEO to social media management and email marketing. Some are free, while others are paid. Not sure which ones are right for you? Let’s take a closer look:

Choosing the Right Tools

Selecting the right tools depends on your business needs, goals, and budget. If you’re just starting out or have a very tight budget, free tools can be a great way to get the ball rolling. As you grow, you may want to invest in more advanced tools that offer additional features and scalability. Here’s a breakdown of some essential digital marketing tools for small businesses:

SEO and Keyword Research

• Google Keyword Planner (Free): Great for discovering new keywords and estimating their search volume. Ideal for beginners.
• Ubersuggest (Free/Paid): Offers keyword suggestions, competitive analysis, and content ideas. The free version provides basic insights, while the paid version unlocks more features.
• Ahrefs (Paid): A comprehensive tool for keyword research, backlink analysis, and tracking keyword rankings. Best suited for more advanced users.

Social Media Management

• Broadly: Allows you to plan, create, schedule, and publish content across all major social media platforms—all from one dashboard.
• Hootsuite (Free/Paid): Allows you to schedule posts, monitor social media activity, and track engagement across multiple platforms. The free trial version of the professional plan supports up to 10 social profiles.
• Buffer (Free/Paid): Simple tool for scheduling social media posts and analyzing their performance. The free plan is suitable for small-scale operations and allows up to 3 channels.
• Sprout Social (Paid): Advanced features for social media management, including detailed analytics, engagement tracking, and team collaboration.

Email Marketing

• Mailchimp (Free/Paid): User-friendly platform for creating and sending emails, automating campaigns, and tracking performance. The free plan is ideal for small businesses with up to 500 contacts.
• Brevo (Free/Paid): Offers email marketing, SMS campaigns, and marketing automation for small business. The free plan allows up to 300 emails per day.
• Constant Contact (Paid): Known for its ease of use and excellent customer support, offering robust email marketing features with various pricing plans.
• Broadly: Effortlessly create and send customized texts and emails that engage customers, nurture leads, and boost sales with an AI-enhanced user-friendly campaign builder.

Content Creation and Design

• Canva (Free/Paid): An intuitive design tool for creating social media graphics, presentations, posters, and more. The free version offers plenty of templates and design elements, giving you a lot of value.
• Grammarly (Free/Paid): Helps improve your writing by checking for grammar, spelling, and style issues. The free version covers basic grammar, spelling, and AI functionality, while the premium version offers more advanced suggestions.

Analytics and Reporting

• Google Analytics (Free): A powerful tool for tracking and analyzing website traffic. Essential for understanding user behavior and measuring the effectiveness of your marketing campaigns.
• Hotjar (Free/Paid): Provides heatmaps, session recordings, and feedback polls to help you understand how users interact with your website. The free plan offers basic insights.

Customer Relationship Management (CRM)

• HubSpot CRM (Free/Paid): A robust CRM for small business that helps manage customer interactions, track leads, and analyze sales performance. The free version is still highly functional and suitable for small businesses that need less than 5 users.
• Zoho CRM (Paid): Offers sales automation, lead management, and analytics. Free trials of all the plans are available, allowing you to tap into enhanced features.

How to Choose the Right Tools

1. Identify Your Needs: Start by listing your specific marketing needs. Are you focusing on SEO, social media, email marketing, or a combination?
2. Set a Budget: Determine how much you’re willing to spend. Many tools offer free versions or trials, so you can test them before committing to a paid plan.
3. Read Reviews and Testimonials: Look for user reviews and testimonials to see what other small businesses think about the tools you’re considering.
4. Take Advantage of Free Trials: Most paid tools offer a free trial period. Use this time to explore the features and see if they meet your needs.
5. Consider Scalability: Choose tools that can grow with your business. As your needs evolve, you’ll want tools that offer advanced features and scalability.

Whether you’re just starting out or looking to enhance your existing strategies, the right tools can make a world of difference in your digital marketing success, so, feel free to experiment to find the right ones for your business.

Staying Current with Digital Marketing Trends

Importance of Keeping Up with Industry Changes

Digital marketing for small business is always evolving. Staying informed about the latest trends and changes can help you stay ahead of the competition and ensure that your strategies remain effective. 

New tech, consumer behaviors, and platform updates can all impact how you reach and engage your audience. By staying on top of things, you can adapt quickly, experiment with new techniques, and refine your approach to meet changing demands.

Why Keeping Up with Changes Matters

1. Maintaining Competitiveness

As new trends and technologies emerge, they often create opportunities for businesses to differentiate themselves. Staying updated allows you to leverage these opportunities before your competitors do.

2. Optimizing Marketing Efforts

Understanding the latest best practices can help you refine your strategies, optimize campaigns, and allocate resources more effectively. This can lead to better ROI and improved performance across all your marketing channels.

3. Adapting to Consumer Behavior

Consumer preferences and behaviors are constantly shifting. Staying informed about these changes helps you adjust your messaging, channels, and tactics to better meet your audience’s needs and expectations.

4. Complying with Regulations

Digital marketing is subject to various regulations, such as the General Data Protection Regulation (GDPR) or the California Consumer Privacy Act (CCPA). Keeping up with industry changes ensures that you remain compliant with these laws, and avoid potential trouble.

Tips for Staying Informed

Follow Industry Blogs

Subscribe to reputable digital marketing blogs and news sites, such as Broadly, HubSpot, and the Search Engine Journal. These sources often provide insights into the latest trends, case studies, and expert opinions.

Listen to Podcasts

Podcasts are a convenient way to stay updated on the go. Look for podcasts that cover digital marketing trends, interviews with industry experts, and deep dives into specific topics.

Attend Webinars and Conferences

Webinars and virtual conferences are excellent for learning about new tools, strategies, and industry developments. They also offer networking opportunities with other professionals and experts.

Engage in Online Communities

Join forums, LinkedIn groups, or online communities dedicated to digital marketing. These platforms allow you to discuss trends, ask questions, and share insights with your fellow peers.

Monitor Platform Updates

Keep an eye on updates from major platforms like Google, Facebook, and Instagram. These platforms frequently change their algorithms, features, and advertising policies, which can directly impact your marketing strategies.

Explore Emerging Technologies

Stay curious about new technologies and tools that can enhance your marketing efforts. Topics like artificial intelligence, voice search, video marketing, and augmented reality are especially worth exploring, as they are rapidly transforming the way the world does digital marketing.

Set Aside Time for Continuous Learning

Dedicate regular time to learning and professional development. This could be through online courses, reading industry publications, or experimenting with new marketing tools and techniques.

By actively engaging in continuous learning and staying informed about industry changes, you can keep your digital marketing strategies fresh, relevant, and effective. This proactive approach not only helps you stay ahead of competitors but also equips you to adapt to changes going on online with confidence.

Pro Tip: Digital marketing strategies can vary depending on the industry you reside in. Grab more industry-specific tips here:

• Digital marketing for plumbers
• Digital marketing for dentists
• Digital marketing for garage door businesses
• Top auto repair digital marketing agencies
• Digital marketing tools for HVAC companies

Did you know? Broadly is always updating its tools to reflect the latest trends, ensuring that your business can take advantage of new opportunities.

Broadly: Doing Digital Marketing the Right Way 

Ready to take your digital marketing efforts up a notch?

Explore Broadly’s digital marketing solutions and start transforming your business for the better. Schedule your demo today!