As a small business owner, you’ve probably been told that you need to do everything when it comes to digital marketing. Google Ads. Social Media campaigns. SEO. And a pesky thing called an Email Funnel.
It can get overwhelming. Especially if you’re not familiar with the great big world of digital marketing. This can be a dangerous thing as a business owner.
Being confused puts you at risk from what I call the “marketing cowboys” – individuals and agencies who try to sell you everything in marketing just to make money out of your confusion.
It’s no wonder that many small business owners get disillusioned and burned by marketing agencies. You end up wasting precious marketing budget without seeing any results.
Here’s the truth – you don’t have to do every single digital marketing activity, especially as a small business owner. But you do need to do some of them. Let’s talk about this.
TL;DR (Summary): Digital marketing is a great way to be seen by your customers. But contrary to what others may tell you, you don’t have to do every single marketing activity.
Small businesses do not have the same budget as larger organisations, so pick 2 or 3 marketing and focus your resources on them.
If you’re running a promotion and looking for quick wins, consider doing online advertisements (Google or social media ads). For longer-term, sustainable benefits, choose to optimise your website for search engines and create quality content instead.
But first, what is digital marketing?
Digital marketing is any activity that promotes your business’s products and services through the internet or other digital channels (i.e. social media platforms, websites, Google). By doing digital marketing activities, your small business can be seen by more customers, target those who have bought from you, and ultimately, get more sales or bookings.
97.1% of the Australian population uses the internet. If this tells us anything, it’s that more and more customers are searching for and buying things online. Digital marketing is the activity that gets you in front of your customers when they are looking for your products or services.
Here are some other reasons why many small businesses use digital marketing:
- You can track and see where your customers are coming from, instead of advertising in a local paper and hoping for the best
- You don’t need a big, set budget (unlike a newspaper advertisement)
- It’s much more affordable than advertising on TV or the radio
- Your advertisement can target people based on their location, interests, and online search
- Small businesses can compete with bigger companies online (with the right strategy)
- When done consistently, it keeps your business connected to customers.
We know that digital marketing has many perks, and the good news here is that you can pick and choose which ones you want.
Why Small Businesses Don’t Need to Do It All
The marketing industry is filled with ‘gurus’ promising quick wins, who will tell you ‘how to get results by doing xxx’.
It’s like going to a healthcare provider: A chiropractor will always ask you to care for your back, just as a dentist will always ask you to care for your teeth.
In a similar analogy, a social media marketer will tell you that you NEED more social media content, and an SEO specialist will tell you that you NEED SEO for your website. It’s good to follow their advice, but there’s a drawback to this.
You’ll spread yourself too thin with marketing, get overwhelmed, and overspend your marketing budget across many different places without seeing any results.
Strategy matters more than quantity, and with small business digital marketing, it’s always good to focus on one or two (or 3) marketing strategies and do them well.
Digital Marketing Activities for Small Business (and Their Pros & Cons)
So what sort of activities are we looking at? Here is a breakdown of the key ones with their pros and cons.
I will caveat here by saying that these marketing activities assume you have a good, highly engaging website to begin with. If you’re not sure about building a website, read my guide below to get you started.
SEO (Search Engine Optimisation)
SEO is the process of optimising your website to rank on Google when people search for your services. These days, small businesses that spend on SEO will also need to consider AEO (Answer Engine Optimisation). AEO is the process of getting AIs like ChatGPT, Google’s AI Overviews, and Perplexity to notice your website.
AEO is still fairly new in digital marketing, but many SEO best practices go hand-in-hand with AEO. This means you can kill two birds with one stone with SEO.
Pros: It’s cost-effective in the long term once you’ve established a good ranking on a search engine. SEO activities also build trust and can bring in consistent, organic leads.
Cons: SEO takes time (months) to see results. You’ll also have to regularly update your website with new information (i.e. blogs).
Best For: SEO is ideal if your small business is looking for steady, sustainable growth over time, provided you’re prepared to invest monthly for at least 6 months.
SEM (Google Ads / Paid Search)
Search Engine Marketing runs paid online advertisements that appear at the top of a search results page whenever a consumer searches for an item. Like these sponsored links you see at the top of Google Search.
With AI Overviews and Maps on Google, competing with just SEO can be tough. Google Ads puts you at the front of the search engine, and it’ll usually be the first thing your customers see.
Pros: Google Ads give you immediate visibility and results. You can also measure your return on investment and target highly niche customers.
Cons: Google Ads are essentially pay-to-play, and they can be costly if you’re unfamiliar with the bidding process. You’ll need a strong advertisement that is both creative and understands what your customers are searching for.
Best For: Businesses that need leads quickly and have a strong website page that can convert leads to paying customers.
Social Media Marketing
Social media marketing includes running advertisements or creating content for social media platforms, i.e. Facebook, Instagram, or LinkedIn. The beauty of social media is that its ads allow you to reach specific audiences. It’s also image-rich and can be very engaging for your consumers.
Pros: Social media content is excellent for brands looking to grow their business and reach new consumers, while building a following of existing customers.
Cons: If you’re running advertisements, it’s easy to waste money on social media, especially if you don’t have the right knowledge of each platform.
Best For: Businesses that are highly visual (i.e. restaurants, florists and event organisers). Social media marketing is also ideal for businesses that want to position themselves as a preferred product or service provider in their industry.
Website Content Marketing
Website content marketing includes blogs, articles, or other website content that can educate your customers and build their trust in your brand. Often, we see content like eBooks, templates, and questionnaires being used to improve a website’s SEO or get more leads for the business.
Pros: Highly effective in boosting SEO, building your authority in the industry, and educating customers with good-quality content.
Cons: Like SEO, content marketing requires time, effort, and consistency, with results taking time to appear.
Best For: If your small business wants long-term credibility and differentiation, then this is for you. Generally, SaaS companies, financial providers, and most professional services benefit from rich, informational content.
Email Marketing
If your business has a good base of customer emails, then email marketing is a great way to directly connect with your customers. It involves sending regular newsletters, promotions, or updates to your consumers’ inboxes. There’s something quite personal about email marketing, and when done right, your customers will feel like you’re talking directly to them.
Pros: Email marketing is pretty low cost, and you can see exactly who has opened your email and if they’ve clicked on your email link. This is great for businesses that want repeat customers and build loyalty.
Cons: You’ll need a good quality email list and consistently create email content (at least once a month). There are also a few precautions you need to take to avoid your email being flagged as spam.
Best For: Small businesses that want to reach out to existing customers and build their reputation with potential ones.
Here’s a table to summarise it all
Which Digital Marketing Should I Choose for My Small Business?
The answer depends on the nature of your small business. If it relies heavily on word of mouth and repeat customers, then consider social media and emails to continue building that relationship with them.
However, if your business is B2B or offers technical products or services, consider getting new clients through website case studies, guidebooks, and blogs. This will increase your content and build your SEO as well, which is perfect for those looking for your services.
If you own a local business that has plenty of competitors (i.e. plumber, dentist, electrician), then SEO will definitely help you get local customers who are searching for your service, and establish you as a leader among your competitors. Running Google Ads will give you a head start and help your website stand out in peak periods.
Here are some tips from me on how to choose the right digital marketing strategy for your small business:
- Look at your budget and see which digital marketing activity can give you the best value with what you have.
- Understand what your goals are (i.e. get more leads, engagement, build authority).
- Understand if you want quick wins over a short time period or long-term relationship building.
- Don’t try to do it all (although it can be tempting). Start small, test the waters, and put more resources into your digital marketing activity once you see growth.
- Don’t copy the same advertisement or content as your competitors. Find a tone of voice that is uniquely you.
- Your website should be the anchor for all your digital marketing activities, so make sure that it’s updated, good-looking, and fast loading.
What’s Next?
In online marketing for small businesses, sometimes simplicity works. If you’re feeling overwhelmed by the choices and voices telling you what to do, take a look at your business and your customers to see what works.
If you’d like to discuss which strategies you should be doing, I’m here to help. We’ll look at where your customers are, your budget, and what digital marketing activity will be best for your small business.
FAQs: Digital Marketing for Small Business
What is digital marketing for small businesses?
It is when small businesses engage in any marketing activity online or through the internet. Some highly popular and effective digital marketing activities are search engine optimisation, search engine marketing, social media marketing, and website content marketing. As a small business, it’s important to understand your budget and how much each activity is going to cost you.
Do I need SEO or social media advertising for my small business?
Yes, if you want to attract new customers and establish yourself as an authoritative and knowledgeable business in your industry. SEO focuses on long-term authority building and engagement, while social media advertising can get you customers and bookings quickly. The strategy you choose will depend on your goal and budget.
How much should a small business spend on digital marketing?
The general benchmark is around 7% and 12% of your annual revenue. But this is highly dependent on the budget that you’re comfortable with. More than focusing solely on your spending, consider working with a digital marketing specialist to develop a strategy that offers the best value for money. Inkspot can help you do that.
Is website copywriting really important for small business websites?
Absolutely. Especially in highly saturated markets like plumbing or accounting, customers will want to know more about the person behind the business. They also want to know if you’re capable of solving their problems and possess the necessary knowledge to do so. A great website content can do this for you.
What digital marketing activities give the fastest results?
Search Engine Marketing and Social Media Advertising will give you faster leads, and you can specify which customers you’d like to target. If you’re running a promotion or having a seasonal offer, then having an online advertisement is highly encouraged.
Can I do digital marketing for my small business myself, or should I hire a consultant?
You could, but without a solid understanding of digital marketing or a clear grasp of your target market, you might spend more than necessary without seeing any results. A digital marketing consultant can help you refocus your efforts and help you reach more people.