If you’ve never done digital marketing for your small business before, it can feel like stepping into a whole new world. The shift from traditional networking and referrals to courting anonymous leads online is a BIG leap, we know.
Don’t worry, we’ve got your back and we’re going to guide you through how to start digital marketing for your small business so you understand each part, when and why you need it, how much it costs, and how to get started.
In this article, we’ll unpack the essentials of digital marketing for small businesses.
We’ll explore why it’s a game-changer for sustainable growth and how to navigate the initial “sticker shock” of marketing costs. We’ll also take a look at popular channels like Google Ads, where you can see results as quickly as a few short months.
Buckle up, this is a bit of a wild ride, with new jargon and big scary numbers -but we promise, it will all make sense by the end.
Key Takeaways
- Digital marketing fuels small business growth with smart targeting, real-time tracking, and a level playing field against larger competitors
- Key types of digital marketing include PPC/Google Ads, inbound marketing, social media marketing, and search engine optimization (SEO)
- Google Ads can generate $8 for every $1 spent, making it a powerful tool for small businesses to reach potential customers and fund additional marketing
- The “Slow Start” approach minimizes risk and allows for careful optimization, while the “Fast Start” method aims for rapid and significant results
- Choosing the right digital marketing strategy depends on your business goals, target audience, budget, and risk tolerance
How To Start Digital Marketing For Your Small Business
Starting a digital marketing practice for your small business can be overwhelming -but it doesn’t have to be.
You’ve got options on how you want to leverage digital marketing strategies and they pretty much all scale along with your appetite for growth. So you can grow at a comfortable, manageable speed, once you get your marketing campaigns dialed-in.
But before we get into the more technical details, let’s cover the basics first.
What Is Digital Marketing?
Digital marketing is the art of promoting products, services, or brands through digital channels, the Internet, and with the use of software (most especially AI).
For small businesses, digital marketing is a way to connect with potential customers where you have their full attention and they’re also pretty easy to find.
Nearly everyone Googles, for example…which is why Google Ads are so effective.
Think of your digital marketing practice like a salesperson who never sleeps, continuously working to attract and engage potential customers.
And the tools of his trade are tactics like search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, content marketing, email marketing, and more -all ways to reach people digitally and strategically.
Unlike traditional marketing, digital marketing allows for precise targeting, and real-time results tracking, plus you can optimize these strategies on the fly. It’s a dynamic industry that’s infused and coevolving with technology. And this makes it both very powerful and also daunting for the average small business.
Perhaps this is why only 15% of businesses spend any real money in advertising. But then again, the businesses that do spend on marketing tend to be the most successful.
Why It’s Important If You Want To Grow
Having a strong online presence is very important for small business growth. People don’t just walk into your place of business (if you even have one) like they used to. Your business won’t grow without being fed by digital sources.
Imagine your business as a garden: Traditional marketing methods are like watering your plants with a watering can – it gets the job done, but it’s labor-intensive and not very efficient.
Digital marketing, on the other hand, is like installing an automated sprinkler system. It reaches every corner of your garden consistently, and can be adjusted based on the needs of different plants (or in this case, buyer personas).
More importantly, digital marketing allows small businesses to:
- Reach a wider audience
- Target specific customer segments
- Measure results accurately
- Build brand awareness
- Engage with customers in real-time
- Adapt quickly to market changes
With these kinds of benefits, its a wonder that more small businesses don’t prioritize digital marketing when trying to grow their revenues.
Types Of Digital Marketing
Digital marketing is less of a one-size-fits-all solution and more like a toolbox filled with specialized tools, each designed for specific tasks.
These are the types of digital marketing for small businesses that we believe are most essential (because they drive revenue):
Google Ads
Running Google Ads, specifically search ads, is like renting prime real estate on the internet.
It’s a simple idea: You bid on keywords related to your business, and your ads appear at the top of search results when people look for those terms.
The beauty of PPC is that you only pay when someone clicks on your ad.
Google Ads can be incredibly effective for small businesses. With over 1 million companies using Google Ads, it’s a proven platform for reaching potential customers.
Google Ads generates an average return of $8 for every $1 spent and 79% of marketers believe Google Ads are vital to their company’s success.
To get started with Google Search Ads, focus on:
- Identifying relevant keywords for your business
- Creating compelling ad copy
- Designing effective landing pages
- Setting a budget and bidding strategy
- Regularly monitoring and optimizing your Google Ads campaigns
Inbound Marketing
Inbound marketing works like magnet that attracts customers to your business. Instead of interrupting potential customers with ads, you create valuable content that draws them in -and gets them to stick around.
This approach focuses on earning attention while outbound marketing focuses on buying it. Both methods are extremely useful and they work very well in tandem together.
Key components of inbound marketing include:
- Content creation (blogs, videos, podcasts)
- Search engine optimization
- Social media engagement
- Email marketing
- Lead nurturing
The idea is to provide helpful, relevant content, establishing your brand as an authority in your field and building trust with potential customers.
This leads to higher conversion rates and longer-lasting customer relationships.
Social Media Marketing
Social media marketing is like networking -but with memes. It’s where you can showcase your personality, engage directly with potential customers, and build a community around your brand.
With platforms like Facebook, Instagram, LinkedIn, and Twitter, you can:
- Increase brand awareness
- Drive traffic to your website
- Generate leads and sales
- Provide customer support
- Gather valuable customer insights
The keys to successful social media marketing are consistency and engagement.
Regular posting, responding to comments, and creating shareable content will help you build a loyal following and engaging with other profiles’ content will help you get in front of more new people and build that network.
Search Engine Optimization
SEO is why some websites climb to the top of search engine results and others do not.
The key is in optimizing your website so that Google (and other search engines) can easily index (categorize) your content and acquiring high-quality links from popular websites to earn authority with search engines.
Effective SEO strategies include:
- Technical optimization (structured data, site design, internal linking)
- Creating high-quality, relevant content (and using AI to create it)
- Improving website loading speed and mobile-friendliness
- Building quality backlinks
- Optimizing headings, content, title, and meta tags
SEO takes time to show significant results, and it’s important to see it as a long-term strategy -one that you commit to for the long-term, to sustain your online visibility and credibility.
…and many more (types of digital marketing)
Digital marketing is vast subject and it is continually evolving. There are many more digital marketing channels than what we’ve discussed so far: email marketing, content marketing, influencer marketing, video marketing, and more.
Each of strategy is vastly different from the rest, and individually powerful, but when used in concert to create a comprehensive digital marketing plan, you benefit from a force that is greater than the sum of its parts.
The Slow Start Or The Fast Start
At Subscribe And Grow, we’ve developed two approaches for launching digital marketing campaigns; catering to different business needs and risk appetites.
This is just what we’re doing that works for our customers but the idea could apply more broadly to anyone working with an agency.
Let’s explore these options to help you choose the best path for your small business.
The Slow Start
The Slow Start approach is all about gradual growth and careful risk management. We begin by launching ads and a landing page to generate traffic that converts into business.
Our goal with this approach is to generate the revenue needed to fund the full marketing program we want to create for you.
One by one, we launch and prove each channel effective before moving on to the next.
Pros and Cons
The Slow Start isn’t just a cautious approach; it’s a smart way to test the waters. It minimizes your initial financial risk and allows for gradual optimization of each channel. You’ll have time to learn and adjust as you go, making informed decisions based on real data.
However, the slow pace might mean missing out on early momentum, and the road to success is longer and more challenging.
Timeline Of Services And Costs
| Month | Services | Costs |
|---|---|---|
| 1-2 | Ads setup, landing page creation | Low management fee |
| 3-4 | First channel optimization | Profits reinvested |
| 5-6 | Second channel introduction | Gradual increase in marketing expenses |
| 7-8 | Multi-channel integration | Scaled investment based on performance |
The Fast Start
The Fast Start approach is about making a big splash right from the start. We launch all channels simultaneously to maximize visibility right away for your business across multiple platforms.
Our goal is to quickly capture attention from potential customers, Google, and social media platforms.
Pros and Cons
The Fast Start isn’t just about speed; it’s about seizing the opportunity.
There’s a big advantage and potential for rapid growth if you explode onto the market across multiple channels. You’ll quickly gather data from each channels, allowing for faster optimization, and monetization. This approach does comes with higher upfront costs and risks however.
It also requires a larger initial investment and can feel pretty overwhelming if you’re new to digital marketing.
| Month | Services | Costs |
|---|---|---|
| 1 | Multi-channel launch (ads, social, SEO) | High initial investment |
| 2-3 | Rapid data collection and analysis | Continued high spending |
| 4-5 | Cross-channel optimization | Adjusted spending based on performance |
| 6+ | Refined strategy implementation | Optimized budget allocation |
Do What’s Right For Your Budget And Your Brand
Digital marketing isn’t a one-size-fits-all solution. Whether you choose to start out slow and build gradually or throw as much fuel on the fire as possible, you’ve got to be ready for your marketing to start working.
You’ve got to be ready to be busy. To speak with more buyers. To convert more business.
Remember to balance how hard you try to scale in ads and authority with how you operate the business (how you gather reviews).
It will take no small amount of experimentation to determine exactly how to turn Google Ads, SEO, and social media into a lead-driving machine for your business. And obviously, there is a pretty steep learning cure to become proficient with any one of these tools -much less the lot of them.
Despite the fact that only 15% of US companies spend significant money in advertising, we see more advantage in being part of the unsung majority which can absolutely dominate the competition.
Start small and work your way up -or dive right in and make a big splash.
Either strategy is valid, depending on your budget and your goals. It’s up to you.
And with Subscribe And Grow, we can start you off on a Google Ads campaign for a small management fee, prove strategies are effective, and then grow as your revenues grow. Or we can hit the ground running and blast your marketing messages out across every channel.
Our system is all about choice and putting control in your hands. We’re here to help steer the ship -but you’re the captain. You ultimately decide what services you want us to deliver and you subscribe to what you need (and what fits in your budget) and you’re cancel any of your subscriptions at any time.
Stop by Subscribe And Grow to learn more about our unique subscription based marketing service plans and reach out for a free quote and 1:1 consultation.
