9 Ways To Advertise Your Small Business Online – The First 7 Are FREE!
TRYING to find the best ways to market your small business online is often a daunting task, whether you are a startup or even a more established company looking to grow and find new customers.
Just finding a starting point can be hard enough.
Which social media platforms should you focus on? Should you get into Google AdWords or stick to Facebook Ads for now? Do you need to bother with a blog?
Then there are budget considerations – how much do you need to spend to see a return?
The good news is that with the power of digital marketing these days you can get results even with budgets under £100 per month.
To help you get started here are 9 of the best ways to advertise your small business online using various digital marketing strategies, and like the title says 7 of them won’t even cost you a penny!
I will also include some of my top resources in each section for you to read later on.
*Still not sure exactly what digital marketing is in the first place? Click here for a rundown before you dig into the rest of the article*
1. Get listed properly on Google and with other local listings
It’s surprising how many businesses aren’t listed properly on Google for their local area.
Google listings missing opening hours, current information, phone numbers, up-to-date images etc are very common but fortunately easily rectified mistakes.
Plus, if you get yours corrected and your competitors still haven't done theirs, that puts you one step ahead of them already!
Getting your listings right makes it easier for potential customers to find you online - think of it as putting up signposts for your business all around your local area - and it also boosts your website’s SEO (Search Engine Optimisation), which makes you more likely to be found in the first place.
If you haven’t already, go to Google My Business and either set up your listing or make sure it has current information and images linked to it.
Apart from being free, this will only take you a few minutes to do!
Other listings sites you should also register your small business and website with include Yell, Yelp, Bing and Yahoo Local.
It’s also worth seeing if there are any others specific to your local area that it might pay off for you to get listed on as well.
Being invisible is never a good thing, so make it as easy as possible for people to find you!
2. Research your market
Before you even start to think about promoting your small business online, you need to know exactly who you are targeting.
Remember this from way back when you were doing your business plan? You need to take this to the next level online.
This is because now you can not only target potential customers based on their age and where they live; you can even target them based on what they drink, their marital status, which pages they like on Facebook, the websites they visit and much more.
Creating ‘buyer personas’ gives you an extraordinary ability to laser-target your audience and ensure you don’t waste money marketing to a whole load of people who would never buy from you in the first place.
Think about who your existing customers are, or who your target market is if you are a startup/new business.
Start with some of these basics, and then once you have run a few campaigns you can go even deeper when you are more familiar with the Facebook Ads audience targeting options:
- Gender - Age - Location - What are they looking for? - Where do they look for this information? (e.g Google, books, Facebook, etc) - What is important to them? (Is it price, quality, service, etc) - Why would they choose you? (Your USP’s come in here) - Which social media channels do they use (are they on Facebook, Twitter, Instagram)? - What problems do they face that you can help solve?
All these and more are included in your FREE customisable buyer persona template, get yours by clicking here!
Start off by downloading the template above, creating three main buyer personas and then as soon as you start marketing your small business online, treat each advert or post as if you are speaking directly to that person.
This really helps focus your marketing efforts and reduces the likelihood of wasting your precious budget, which is easily done on Facebook Ads and Google AdWords.
3. SEO your website
You do have a website, right?
The Internet; and more specifically, Google, has become the foundation of every purchasing decision, whether the product is online or offline.
From new fridges to restaurants, holidays and which accountant to use, 90% of customers search online before buying. Around 85% of these searches are via Google, with YouTube (owned by Google anyway!) a distant second at just under 4%.
If you don’t have an online presence, you may as well put a big blindfold on every potential customer outside a 2-mile radius of your business.
Even with an online presence, just having a website isn’t a ‘magic button’ that will suddenly flood you with hundreds of new customers.
I regularly see businesses who have spent thousands on a new website but 2-3 months later start panicking because they see more traffic crossing the road to get home than their shiny new site is getting.
As renowned SEO expert, Barry Adams, says; 'build it and they will come is simply not true online.'
First step (if you haven’t done this already) is adding your site to Google Search Console.
After that, just like your business, a website needs work to get noticed.
Following the other steps will help, but the core of all your non-technical SEO efforts is based on keywords.
Let’s go back to the buyer personas you created in Step 2. What search terms would they put into Google to search for your product?
It’s not just about getting visitors to your site, but the right kind of visitors.
Depending on your product or service and how competitive your market is you will need to be more specific than, for example; ‘men’s trainers’ or ‘women’s boots’ if you run a small local shoe store in Belfast and hope to get anywhere near the first page of the rankings, which will be dominated by the big brands.
Think more along the lines of ‘men’s tennis shoes in Belfast’ or ‘women’s ankle boots Belfast’ – ‘long-tail’ keywords that while they might not get as many searches, are more likely to lead to a sale if customers land on your website from a Google search.
Make sure that your website URL's are clear and relevant too, including keywords where it makes sense. So 'www.samsshoes.com/mens-tennis-shoes' rather than 'www.samsshoes.com/123/men/859shoes-?tennis'.
'Technical' SEO requires a lot more work and expertise, but you can at least make a start by basing your website content around your main keywords, which brings us onto number 4...
For more on keyword research and one of the top SEO resources on the net, check out MOZ
4. Start blogging
I know, I thought the same at first. Isn’t blogging just for geeks and fashionistas?
Actually, no. Some people make serious money from their blogs, but that’s another subject. For businesses, blogs are essential for several reasons.
The keywords we talked about above and your core product offering are vital elements to build blog content around for Google to hoover up and make available to the world.
Blogs also make great shareable content for your social media platforms. If you struggle to find good content, put some work into your blog and it gives you a ready-made source of material!
Just don’t overdo it by sharing the same posts every week and turning your audience off.
It won’t happen overnight, but if you build up a solid following, promote your posts right (make use of email too once you have built a list) and are patient; good content is possibly the best thing you can do in terms of SEO for your website.
In fact, a Hubspot study suggests that sites that blog enjoy 55% more website traffic than those that don’t.
Secondly, your blogs give other people and sites something to link to – this is referred to as ‘a backlink’ – and these are another crucial element of SEO and getting your website seen without having to line Google’s pockets (and empty your own).
The same Hubspot study above showed that blogging generates 97% more links!
If you struggle thinking of blog material, go back to your keywords and also see what your competitors are doing.
Did they post something that was popular on social media?
See what they wrote, then use it as inspiration to write something ten times better on the same subject and show your target audience how you are in a different class to the competition!
Failing that, why not document what you have been doing at work recently? You might be surprised how many people are actually interested to find out more about what you do as part of your daily life.
Starting to blog isn’t easy – you just have to do it and put yourself out there. I look back at some of my first blogs and there are loads of things I’d change now but you know what? All you can be is yourself.
Don't get the hump if you find blogging tough!
If you’ve still had a go and found you really can’t do it, you can hire people to blog for you relatively cheaply.
Make sure you get something new on your site at least once a month to keep it fresh on Google and promote this content at regular (but not too regular!) intervals.
SEO pays dividends – the top 10 search results on Google get 89% of all clicks (Smallbusinesscan.com).
5. Get active on social media
Social media has to be done properly. Be careful not to fall into the trap of getting over-excited and setting up a Facebook, Twitter, Instagram, Snapchat and LinkedIn all at once – you simply won’t have enough time to make them all worthwhile.
Decide which will work best for you based on your goals, and be realistic about how much time you can dedicate to social media each week. This infographic might help:
To get modern day social media right, post scheduling is essential.
Leaving posts ‘until you have time’ invariably means something more important comes up, and it either gets left too late or doesn’t happen at all.
One hour a week spent scheduling a few posts takes a huge amount of pressure off when it gets to Wednesday and you realise that between managing your business and trying to get a few hours free time to unwind, your business Twitter and Facebook have been completely neglected!