On average, roughly 12,000 new small businesses start every day in the USA.
Are you one of them?
If you’re starting a small business, digital is a priority. You can no longer ignore it. 76% of consumers look at your online presence before visiting your business. When you start out, there are two major areas to prioritize.
First, become visible. Then become interesting.
Visibility
Without visibility, it doesn’t matter how good the content you put out is.
For local brick and mortar businesses, Google My Business is the most important tool in your marketing toolbox. It does so many things in one — makes you more visible on Google search results, adds you to Google Maps, offers an easy place for searchers to find info and hours, helps you differentiate your business, offers a platform for reviews and more. If you have a brick and mortar location, this is the place to start.
After Google My Business comes your website. You need a home base, even if it’s what we call a “brochure” site — basically a digital sign with hours and basic information. A website is “proof” to the world that your business is legitimate.
The third area people will look for you is on social media. Don’t concern yourself with what’s trendy or what you like. Consider: where does your audience live? Are they on Facebook? LinkedIn? TikTok? Wherever they are, be there yourself. Set up an account with your branding. And don’t overdo it — one well-managed channel is better than three or four scattershot ones.
Once you’re visible in these three places, become interesting. And the way to do that is through content.
Interest Building
To be interesting, have something to say — especially if it’s unique, provocative, attention-getting or simply timely. That means starting a content pillar on your website. There are three major types: blog, vlog and podcast. A blog is the most common; it’s a series of written articles published on your site. The vlog can take a number of forms including video essays, “day in the life,” behind the scenes or just short videos on relevant topics. Podcasts come in many different flavors too, but the most common is the interview — talking to people who have experience that’s relevant to your audience. Publish your content pillar to your site on a schedule that makes sense for your audience — daily, weekly, monthly, quarterly, whatever you choose, be consistent.
For social media, start posting excerpts of your content as standalone pieces. Short snippets from blogs (or even entire blogs, if you’re using LinkedIn), video clips, audio quotes. These will help you attract an audience by explaining why people should listen to you.
Finally, build an email or SMS list. Permission-based marketing is powerful; when people show an interest in your brand, you need a way to speak to them directly. When you publish content, ask your audience to sign up to receive more. That access is a privilege — make sure they feel appreciated. Offer discounts, special deals, timed exclusives, or useful insights as incentives to sign up.
Succeed Online
Start your business with your website, Google My Business and socials — become visible. And publish content that drives people to a permission-based list — become interesting. Many businesses are started each day; many fail. This is how you succeed.
Want to learn more? Check out our free eBook Essentials of Online Marketing here.