Small business marketing, digital marketing, content ... what does it all mean?

Small_Business_Marketing_Overwhelm

Recently I attended a digital marketing masterclass. I was lured in by the ‘masterclass’, which, as an aside, demonstrates very well the importance of a great headline for your online promotional activity.

Whilst the course was interesting, I spent most of the day learning about keyword research and on-page search engine optimisation which wasn’t quite what I had expected. The course was well received by other delegates, but I had been expecting something quite different. After all, as web design is what I do these are things that I am very familiar with and have been implementing on customer’s websites for quite some time.

My core business offering is to help small businesses and start-ups get online, primarily with a new website, so I had been hoping for some insight about the whole digital picture … how it all pulls together to market your small business in this digital age. I often support new customers with a whole host of other related services to help get them started with managing the online marketing of their small business. I’d hoped for tips on conversion tactics on landing pages, social media advice and content writing and the whole online branding process.

So, what is my point? Not, that obviously, I should have been a little more thorough before signing up and that I should have requested a course overview.

My point is, that it got me thinking about all these terms that we see used everywhere and ‘hashtagged’ all over Twitter. Not just digital marketing … think

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6 tips for writing effective email text content

Email_Marketing

So you've been gathering visitor information and email addresses from people you meet at networking events, visit your website or wherever ... now you need to contact them with your all important message.

Before you begin, decide on one clear objective for your email beyond just contacting people and getting more customers.  

Do you want more website traffic?Are you trying to improve traction on your social media channels?Do you have a promotion that you want to publicise? As with most things, keeping it simple is usually the best policy and below are a few guidelines to help your email achieve it's objective.1. Keep focused

Decide on one clear message. If you need to convey more than one message consider sending separate emails.

2. Target your email

You may need to divide your email address list up into sections so that you can really target that message for maximum impact. Whilst you may want to say the same thing to your entire list, there may be a section of the list for whom it is more relevant or requires a slightly different angle. There's no point sending the message to a 1,000 addresses if it's irrelevant to 99% of them.

3. Less is more

Be concise and reduce the length of your email ... I'm not very good at this and often ramble on. You don't want your main message to be lost within too much text, however beautifully written it is.

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Social media … do you need to bother?

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Short answer ... YES you do! You've set up your new business and you have a brand new website.

The phone's going to be ringing off the hook ... right? Wrong!

It's going to take time before your new small business website starts to get found in any Google search results. Starting a social media campaign is just one of a number of things that you can do to help speed up the process, although there are no guarantees of achieving page 1 of Google for your chosen search string.

For now though, let's just focus on the advantages of using social media as a small business ... and there are many, beyond search engine optimisation and driving traffic to your website.

1. Generate Brand Awareness

By creating a consistent presence on your chosen social media channels, your company and it's brand can create a recognisable image. Good quality posts can help build and enhance your reputation. 

2. Showcase Your Expertise and Knowledge

Sharing your knowledge and giving away valuable free tips on your social media channels will show your potential customers that:

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