Marketing used to be just one of those ‘things’ that business owners thought they could do without. Of course, that mindset is a thing of the past, or it should be. Marketing is a necessity to every company. Whether it’s digital marketing, traditional marketing and advertising, integrated marketing or word of mouth, it’s an essential piece to running a successful business.
When it comes to digital marketing, one of the biggest issues that small business owners face is getting too comfortable with what they’re doing. Finding marketing methods that work and never changing those methods can be just as detrimental as not having a marketing system in place at all. There is no such thing as coasting after reaching a certain level of success.
While technology and the benefit of using it is constantly changing, digital marketing techniques are changing as well. Simply creating a website is not enough anymore. Having one social media account, updated once a day isn’t enough either. Obtaining relevancy takes a lot of work, but maintaining it takes much more.
Small business owners need to have the startup and entrepreneurial mindset at all times. This mindset is where innovative tactics come from. You should always be in the learning stage when it comes to online marketing because of the continuous developments. Learn what’s new. Learn how to adapt. Never settle with settling. Always look to improve your online presence because other companies are constantly fighting for your spot in search engine results.
The Google search algorithm is updated about 500 – 600 times a year. That’s as much as twice a day on some days. While generally minor changes, major algorithmic updates also occur, affecting search results in substantial ways. Conquering search engine optimization is not a task that can just be done once while your company remains in the top organic search results. Understanding SEO and maintaining a website and online presence requires constant attention and adjustments.
No one really knows all of the inner workings of the Google algorithm or the changes that are made to it, but knowing when major updates happen, understanding how your business may be affected and making necessary website modifications can definitely provide an advantage over the companies who don’t.
Another area of digital marketing that many small businesses tend to get complacent about is social media. Many times, a social media goal for startups and small businesses is to acquire an “X” number of ‘likes’ or followers. While it certainly doesn’t hurt to have a lot of followers or ‘likes’ on social media profiles, the quality of those followers and the engagement between them and the company are most important for driving business.
There are hundreds and thousands of articles that provide social media marketing tips for businesses of every size. Some give opinions on the best times and days to post on social media and some provide thoughts on what types of posts generally do the best. However, every business and market is different, and the consumer’s mindset is constantly shifting. Figure out the best social media tactics specific to your business and goals and be sure to regularly monitor your results and make the necessary adjustments and improvements.
Business owners shouldn’t be afraid to aggressively use social media. There is no limit to the number of posts you push out. If you are providing relevant and useful information to your followers and creating meaningful engagement on a one-on-one basis, then there should be no issue.
Every consumer has their own motives for connecting with and supporting specific companies. It may be that they are looking for deals and promotions, or maybe they had an issue with a product or service. Whatever the initial reasoning behind connecting with a business online is, it can, and generally does, change over time. Maintaining relevancy within the mind of consumers is something that needs to be continually worked on. As easy as it can be to gain followers and create online engagement, it’s much easier to lose that to someone else who’s willing to put in the continuous work.
One thing about digital marketing is that it’s always changing and developing as technology and consumer behavior changes. This can be an advantage or a disadvantage to any business owner. An advantage because everyone needs to constantly educate themselves on new marketing trends. When something new arises, everyone starts at the same level. On the opposite end, it can be a disadvantage to those who don’t care to learn. Business owners who are content with their existing methods and plan to steadily run things will end up falling far behind. Sticking to what you always do, will get you what you’ve always gotten.