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If you’re like many business owners, you probably understand the importance of digital marketing and the opportunity it provides. However, like many business owners, you may feel that you don’t have the skills, knowledge or money to get your digital marketing off the ground. The good news is that simply by knowing about your business and business sector, you are further along in your digital marketing efforts than you may realize. And the money that you worry about spending? No problem - you can make it financially cost-free!
If you’re unsure about how you can grow your business with digital marketing - and to do so by investing only time and effort (and not the company funds) - then here are a few tips to get you started.
1. Think about content that your target audience would like
There’s a common expression in the marketing world: content is king. This is because high-quality, compelling, non-promotional content is the best way to get new customers and keep the ones you have.
Digital content is essentially anything you can read, watch or listen to online - your website, blog posts, newsletters, podcasts, white papers, videos, infographics, etc.
The challenge is to know your target audience and think about the type of content they would be interested in.
There are basically three popular categories of content:
Do you already know the kind of content that would interest your target audience? If not, why not have a brainstorming session with your company’s employees?
2. Start a blog
After determining what your target audience wants, the second challenge is to produce the content. If you’re struggling to create content, then here’s a valuable tip: start with blog posts.
You likely already have a lot of knowledge about your business, so it shouldn’t be too difficult to write something customers will want to read.
Posting a blog to your website once a week is a realistic place to start. And you can always get others to help you.
Blogs provide value in many ways. They drive customers to your website, lift your search engine ranking, increase awareness of your company and create customer loyalty. They also give you great content to post or link to on social media - leading us to our next tip.
3. Take advantage of social media
You read above that you need to think about your target audience when creating content. The same holds true for deciding which social media to use. Where does your target audience hang out? Facebook? LinkedIn? Tik Tok? Once you know this, go to that channel (or channels), set up an account and start posting content that your audience will want to engage with!
This content may be your own content or content you have curated from other sources.
When posting content, be careful not to be overly promotional. Your goal should be to create engagement by offering content your audience likes, whereas constant self-promotion may scare them off. The general rule of thumb is that 80% of your posts should be interesting to your followers, while 20% or less should be promotional.
Also, be sure to post regularly - once a day or more, if possible - and interact with your audience as much as possible. The ideal is that you create a community of loyal followers who spread the word about you.
4. Begin an email marketing campaign
Many people think that email is starting to be a thing of the past. But if you get people’s permission to send them emails - and then give them special offers, provide information about new products or run contests - it will help to increase customer loyalty and attract more purchases. As an alternative, many companies send out periodic e-newsletters with relevant stories, links and articles.
If you’re a business owner, it’s worth investing time and effort into digital marketing. The key is to start slowly (probably with a blog), get more comfortable creating content and then expand your strategy. And by using the financially cost-free methods mentioned here, your company finances don’t need to take a hit.
There are a lot of people out there who are waiting to engage with your content and become your customers!
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