A Digital Marketing Guide for Busy Small Business Owners

Posted by Jenna Britton

Apr 17, 2018 10:15:48 AM

As a small business owner, we understand the day to day operations you must deal with to keep the business running. Your days are jammed packed with responsibilities ranging from paperwork to maintenance. Sometimes, the marketing of your business is the last thing on your to-do list, and it more often than not gets pushed to the side.

Your time is in high demand. A digital marketing guide makes a good solution to maximize your marketing efforts. If you don’t have the tools and manpower to run your marketing, consider teaming up with a freelancer or marketing agency.

Why Digital Marketing?

Digital marketing allows you to get your message out to the right people at the right time. The traditional outbound tactics are unmeasurable. Placing an advertisement in the newspaper will get your brand out there, but it is challenging to assess the exact results from it. Whereas digital marketing allows for real time results and analytics from websites such as Hubspot and Google. You can pretty much measure the ROI of any aspect. 

For example, you can track:

  • Number of people who have visited your homepage
  • How many pages a visitor viewed
  • Where the user came from (direct traffic, social media, referral, etc.)
  • How long they were on a webpage

More than likely, your customers are online, which means digital marketing should be a main focus. You may not be able to hit every aspect of the digital landscape, but here is a list of key elements to consider: 

  • Mobile
  • Website
  • Targeting
  • SEO
  • Video
  • Content Calendar 

Mobile Marketing Strategy

Your website must be optimized for mobile view. According to Zenith, mobile devices will drive 80% of global internet usage in 2018. 

This aligns with making sure you have a responsive designed website, meaning it functions effectively across all devices. A seamless user experience will drive better sales and interaction with your brand. Keep the design consistent throughout all pages and devices to avoid any confusion. Remember -  if you confuse, you lose. And by lose, I mean visitors will leave your website, and you will miss out on an opportunity to turn them into customers.

Facebook advertisements

Targeting Your Market

There are several means of targeting your buyer personas from geographic targeting to behavioral targeting. This is where your social media channels can play a role in your marketing strategy. 

Facebook advertisements give you an opportunity to target users by location and common interests of theirs. For example, this ad is targeted toward women Facebook users in the Morgantown, West Virginia, area.

To learn how to build out Facebook audiences, read our in-depth blog

Getting Found Online

Search Engine Optimization (SEO) plays an important role in getting your website discovered. Fine tuning page titles and meta descriptions for each website page are a good place to start. Strategically develop a list of keywords based on what your consumers are likely to search online. If you are a small business, it is likely you are wanting to focus on a local audience to start. Including location keywords in your target market such as West Virginia, Pennsylvania, Morgantown and Pittsburgh will help you rank for those areas.

Unfortunately, many users will only look at the first page of a search engines results; however, it is still important to note where your company ranks on the second page of the search engine. 

Video, Video Video

I can’t stress the importance of video marketing enough.

According to Forbes, more than 500 million people are watching video on Facebook every day. How often do you look over at someone and see them engrossed in watching a video on their phone? Video marketing creates stronger customer engagement.

While the production of a high definition video shot and edited by a pro is a good route to go, there are also ways to produce some quick and dirty videos. Consider shooting a short video on your iPhone to promote a campaign on social media. If you or another employee are comfortable being on camera for a 30 second take, go for it.

Kadie Baker | WV Caring | Camp Caring from InnerAction Media on Vimeo.

Now on the other hand, if you are looking to create an image film that will live on your website for a year or two, I would recommend the investment of hiring an agency or videographer.

Content Calendar

Implementing a content calendar is going to help you stay organized and consistent in your brand. I would recommend at least having a rolling calendar for 60 days. You always want to be thinking ahead.

You shouldn’t be randomly posting online here and there whenever you remember. Map out a calendar with each day of the week with the type of content you will be posting and on what channels.

For example, maybe you decide to post new blogs to your website and social media on Wednesdays. Start out with two blogs a month and if you have the tools and resources, once a week is even better!

Incorporate events and awareness month topics that may relate to your business into the calendar. Content calendars aren’t meant to be set in stone, but rather a guideline. You can update them or add to them if new events come up.

Nutrition Graphics - Derm3
A graphic created for the Dermatology Center for Skin Health to promote National Nutrition Month.

Digital Marketing | InnerAction Media

Digital marketing should be a long-term, strategic plan. Not a one and done concept. As a business owner, you have a busy schedule. We can ease your marketing troubles by bringing the strategy, tools and implementation needed to market your business and ultimately tell your story.

We offer a digital marketing blueprint document where you and key players of your business will start off with a 90-minute strategy meeting with the IAM team. The document contains the overall strategic marketing plan including items such as target audiences, key messages, website audit, video script outlines and much more.

Get in touch to learn more or to schedule your marketing blueprint meeting.


Jenna Britton

Written by Jenna Britton

Jenna is a West Virginia University graduate with dual degrees in Graphic Design and Advertising. She specializes in print design and hand typography. Jenna previously worked on projects with clients such as the Pittsburgh Symphony Orchestra and Bruegger’s Bagels. Jenna also has global experience from completing an IMC study abroad program in China for a month. In her free time, she enjoys baking, going to the gym, and watching movies.

Topics: Content Marketing, video production, SEO