Digital marketing strategy is an essential part of the overall marketing activities of a business, irrespective of its scale or whether or not it has online operations. It would be naive of business owners to think that if they are offering a high-quality product or service, they wouldn’t need online marketing. There have been several examples of superior products in the market which have failed commercially only because they were not marketed well. This is not to say that quality doesn’t count. Of course, it does! But proper marketing is crucial to the success of any business, be it a telecommunication services package such as Charter Spectrum or something as simple as introducing a new brand of pencils for children. 

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If you’re planning to launch your own small business or already have one, you should come up with a strong digital marketing strategy to make your product appealing to the target audience and drive them to purchase it. With the right marketing strategy, you’d be able to attract new customers and increase your sales. 

Below are some of the most effective digital marketing strategies that can work for small businesses.  

1# Search Engine Optimization 

For small businesses, smart SEO is critical. It’s a tool by which you can organically improve your website’s visibility and ranking in search engine results. This is done by making use of methods such as internal linking, keyword search and volume and optimizing content to produce relevant information. Hence, it would be a good idea to familiarize yourself with this marketing tool. However, you need to constantly stay updated regarding the newest trends in SEO techniques and practices as they keep evolving with changing consumer behaviors. You could also engage professional internet marketing firms to provide SEO services to improve the ranking of your website on search engine results. 

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2# Search Engine Marketing 

As evident from the name, SEM is about marketing on search engines like Google and Bing. It is important for small businesses (particularly retail ones) because here you can directly compete with larger businesses. In SEM you market a business using paid advertisements on pages that appear in search engine results. Advertisers bid on keywords that the users might enter in Google, Bing, etc when looking for a certain product or service. This provides the advertiser the opportunity to have their ads appear alongside the results of those keywords/queries. Unlike SEO, SEM is a more focused approach as it gives advertisers instant access to already motivated and interested customers. Hence, the results of SEM are much faster and more fruitful as compared to those of SEO where it could take you months to make your website rank higher.  

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3# Social Media Marketing 

Intelligent use of social media platforms is pivotal for the success of a digital marketing strategy. People spend a large part of their day on social media platforms like Facebook, Instagram and Twitter. They use these for various purposes including connecting with friends and family as well as reaching out to their favorite celebrities and brands. Spending a large amount of time on social media means that they are being influenced by it in one way or the other. It is here that many consumers find their interest or inspiration for their next purchase. So, devise your social media marketing strategy smartly. Choose your desired social network according to the product you’re offering and then sign up to use the network’s ad service. Create an ad with emotionally compelling content and then allocate a budget and time period to run it. You can also take tutorials to learn about how to run ads on different social media platforms. Also, be in constant interaction with your existing and potential customers on social media so that they feel valued and their trust in you remains intact.

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4# Content Marketing Strategy 

Content marketing is a very popular marketing strategy, particularly among small businesses. It focuses on creating high-quality, relevant content consistently in order to attract as well as retain a target audience and eventually drive profitable customer action. To produce such content, you first need to identify the needs and concerns of your audience and then craft your content around those. But remember, good quality content alone won’t take you anywhere. You also need to market it well. You can promote your content by running ads on platforms such as Facebook Ads and Google AdWords. However, at times people don’t like to see ads on their devices and in some cases also block them. So don’t rely on them alone. Blogging is another popular content marketing strategy. Research shows that many online buyers make their decisions based on the recommendations of their favorite bloggers. So, focus on producing content that connects with your audience. This would build your brand, your relationship with the audience thereby increasing your followers. Once your following is established you can drive them to take profitable action. 

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