Trying to wrap your head around TikTok trends? Or are you building a website but don’t know where to start? Digital marketing can feel a bit overwhelming, especially when you’re running a small business with limited time and resources. But here’s the good news: you don’t need a massive budget or a degree in tech to make digital marketing work for you. It’s all about reaching the right people in the right place and that’s something you absolutely CAN do.

So, what is digital marketing? We’ll break it down into bite-sized pieces so you can focus on what matters most for your business.

What is digital marketing?

Put simply, digital marketing is any kind of marketing that happens online. It’s how you get your business in front of people who are scrolling through their phones, searching on Google, or checking their email. It includes things like:

• Your website
• Social media posts
• Search engine optimisation (SEO)
• Email newsletters
• Online ads

Think of digital marketing as a toolbox. You don’t need to use every tool at once, but it’s handy to know what’s in there and how to wield it.

Why digital marketing matters

So, why bother with digital marketing? Because that’s where your customers are. These days people spend hours every day online, and a solid digital marketing strategy helps you:

• Reach more customers: Whether they’re around the corner or across the country, digital marketing connects you with the right people.
• Build trust: A professional online presence makes your business look credible and reliable.
• Stay competitive: Even if you’re a tiny micro business, digital marketing helps you punch above your weight.
• Track your success: Unlike traditional ads, digital marketing gives you data, so you know what’s working (and what’s not).

Your digital marketing essentials:

If you want to make the most of the opportunities digital marketing offers, you need to focus on a few essentials.

Creating a strong website

Your website is your online home. It’s often the first impression people get of your business, so make it count. Here’s what you need:

• Clear and simple design: Keep things clean and easy to navigate. No one likes getting lost on a website.
• Mobile-friendly layout: Most people browse on their phones, so make sure your site looks great on smaller screens.
• Fast load times: A slow site can send people running. Test your speed with tools like Google PageSpeed Insights.
• Calls to action (CTAs): Tell visitors what to do next, whether it’s “Shop now”, “Book a call”, or “Sign up for our newsletter”.

Search engine optimisation (SEO)

SEO is just a fancy name for making your site easy to find on Google. Here’s how to get started:

• Use the right keywords: Think about what your customers would type into Google to find your business. Sprinkle those words naturally into your website content.
• Write helpful content: Blogs, guides, and FAQs that answer common questions can boost your rankings.
• Optimise your metadata: Titles, descriptions, and alt text for images should include your keywords.
• Get local: If you serve a local area, list your business on Google Business Profile and encourage reviews.

Resource

• Semrush
  A comprehensive tool for keyword research, competitor analysis, and improving your SEO strategy.

Social media marketing

We covered this in detail on our social media for small businesses page, but here’s a quick recap:

• Choose the right platforms: Focus on where your audience hangs out (e.g. Instagram for visuals, LinkedIn for professionals).
• Post consistently: Regular updates keep you on your audience’s radar.
• Engage: Respond to comments and messages – social media is a two-way street.

Resource

• Hootsuite
  A social media management platform to schedule posts and track engagement across multiple channels.

Email marketing

Email might feel old-school, but it’s still one of the best ways to connect with your customers. Why? An email provides a direct connection between your customer and your business. Your emails land on their phone or computer and in a far more personal way than an ad on a browser. Because it’s personal and direct, you need to make the most of the opportunity.

• Build your list: Offer something valuable, like a discount or free guide, in exchange for email sign-ups.
• Write engaging emails: Keep your tone friendly and include useful content, whether it’s tips, updates, or special offers.
• Track your results: Most email platforms (like Mailchimp or Campaign Monitor) show your email open and click rates, so you can tweak and improve.

Resource

• Mailchimp
  A user-friendly platform for creating email campaigns, automating follow-ups, and tracking performance.

Online advertising

Want to give your business an instant visibility boost? An online ad could be the way to go. Best of all, an online ad campaign doesn’t have to break the bank. Here are some options:

• Google Ads: Show up at the top of search results for specific keywords.
• Social media ads: Platforms like Facebook, Instagram, and LinkedIn let you precisely target your ideal audience.
• Retargeting ads: Remind people about your business if they’ve visited your site but didn’t take action.
  Start small, set a budget, and experiment to see what works best.

Measuring your success

The beauty of digital marketing is that you can see what’s working in real time. Here’s what to keep an eye on:

• Website traffic: Tools like Google Analytics show how many people visit your site and where they’re coming from.
• Engagement: On social media, look at likes, comments, shares, and clicks.
• Email performance: Track open rates, click-through rates, and conversions.
• Return on investment (ROI): Compare your spending on ads to the sales or leads they generate.

Don’t be afraid to adjust your strategy. Digital marketing is all about testing, learning, and improving.

Resource

• Google Analytics
  A free platform to monitor website traffic, visitor behaviour, and the impact of your marketing efforts.

Tips to make digital marketing work for you

Start small: You don’t need to do everything at once. Pick one or two tactics to focus on.

• Be consistent: Most people like routine, so keep your updates, posts and emails to a regular schedule and watch the momentum grow.
• Keep learning: Digital marketing is a fast-moving arena. Stay curious and keep up to date with new tools and trends.
• Ask for help: If it all feels too much, consider outsourcing tasks like SEO or social media management.

Ready to dive in?

So, don’t be daunted by digital marketing. Start with the basics, build as you go, and remember that every step moves you closer to your goals. Your small business can thrive in the digital world; it just takes a little bit of effort and a dash of creativity.