digital marketing strategy

5 Digital Marketing Strategies to Scale Your Business

Do you feel like your competitors are eating your market share? Are you seeing your them dominate with a lower quality offering?

It’s tough to stand out in a crowded market, but it’s not impossible.

Here are five digital marketing strategies that promise not just visibility, but meaningful growth for B2B service companies:

Content Marketing Tailored to Niche Markets

Beyond the generic, your content must speak directly to the nuanced needs of your prospects. Whether it's through insightful blog posts, detailed guides, or case studies, providing value upfront establishes your firm as a trusted resource. Remember, it's not just about broadcasting your services; it's about enriching your audience's knowledge base.

Search Engine Optimization (SEO)

The art of SEO goes beyond mere keywords. It's about optimizing your online presence to rank higher in search results for queries specific to your ideal clients. Conduct keyword research to determine which terms will have the highest ROI for you. Implement structured data, improve site speed, and ensure mobile responsiveness to cater to the increasingly mobile-first world.

Social Media Engagement

Use platforms where your target market is most active to build relationships rather than just promote services. LinkedIn can be particularly effective for B2B communication. Share your expert insights, engage in industry conversations, and use targeted advertising to increase visibility among the business community.

Email Marketing with Personalization

Email remains a powerful tool, especially when personalized. Segmented email campaigns that address specific client needs or interests can significantly increase engagement rates. Automation tools can help personalize these communications at scale, ensuring your message resonates with each recipient.

Webinars and Online Workshops

Position your firm as an industry leader by hosting informative sessions on relevant topics that address the problems your ideal customers are trying to solve (here's how you find out what those are). These sessions not only provide value to attendees but also foster a sense of community and loyalty towards your firm.

Each of these strategies is a thread in the broader fabric of your digital marketing efforts. By weaving them together thoughtfully, your firm can not only attract the right audience but also build lasting relationships that translate into business growth. Remember, the goal is to be a beacon of knowledge and reliability, guiding your clients through their challenges with ease and expertise.

Book a free consultation for even more specific opportunities to scale your business.

Why Email Marketing is Essential for Small Business Growth

Social media may get all the praise. But email does the heavy lifting in marketing. With over 4 billion active users and an ROI of $36 for every $1 spent, email marketing for small businesses can transform your ability to acquire customers, nurture leads, and increase sales to grow your business. Let's look at this often underutilized small business marketing tool.

Why small businesses need email marketing

Email marketing gives small to medium brands direct access to a communication channel that most people use to do business, interact with companies, and manage their personal lives. It allows small businesses to cut through the noise generated by big brands with their massive budgets to make a real connection with a customer.

Email is a crucial tool to keep top of mind with prospects and customers, nurturing those relationships and driving more purchases and re-purchases.

How to build an email list for small businesses

The most effective email lists for small businesses are always permission-based. This means that people choose to sign up. If you start sending emails to someone who doesn't want them, the messages end up in a spam folder.

Modern email platforms see this. It influences their automatic spam-routing algorithms to send your emails straight to junk so fewer people see them first. To prevent this, you must encourage people to subscribe to receiving your emails. This is not only a good idea, but is the law in certain jurisdictions such as Canada and the EU.

Generally, small businesses do this by offering something in return for an email. What you offer varies by industry but must be of value to the customer. Something that helps them solve the problem they have, such as:

  • Discount
  • Case study
  • Report
  • eBook
  • Whitepaper
  • Template
  • Quiz results
  • Contest submission

As a small business, you'll want to communicate this offer in multiple locations, such as:

  • Homepage pop up
  • Influencer promotion
  • Social media contests
  • In-person events
  • Social media and Google ads
  • Inside your blog posts, videos, quizzes, or other content
  • Opt-in buttons during checkout

email marketing and more

Creating effective email campaigns for small businesses

To build an effective campaign, you must first know what you want to accomplish with email. Set some goals for your campaign. Be specific. Some common goals for email marketing for small businesses include:

These are also some of the easiest goals to tackle first with email. Generate quick wins with email before you take on lead nurturing and email drip campaign selling, which are more complex.

Let's say you want to reduce abandonment. Here's how to get started.

  • Collect an email at the beginning of the checkout.
  • Compose a friendly reminder email.
  • Set up automated emails that go out within 30 minutes to an hour of abandonment.
  • Track the email's performance.
  • Test and optimize.

Measuring success with email marketing for small businesses

It's important to know what to measure in your campaigns and start tracking those metrics to learn what works best as you make changes.

Here are some top email metrics you should track and what poor performance means.

Open rate. A low open rate may suggest an issue with timing or the headline. Test both to make it the best it can be.

Click-through rate. If people open the email but don't click on the links you want them to, the value or call-to-action (CTA) in your email may need to be improved.

Bounce rate. A high bounce rate means people aren’t even receiving your emails. Check the email addresses. It could have been a typo or a bogus email. Take action accordingly.

List growth rate. You want new sign-ups to outpace unsubscriptions. If they're not, focus on increasing the quality and relevance of your emails. Make sure you're being conversational rather than promotional. You gain interest, trust, and loyalty this way, which reduces unsubscribes. To increase sign-ups, revisit how you are building your list (see section above).

Spam rate. If a high percentage of your emails are going to spam, email providers will block you. So, it's crucial to fix this fast. Reconsider your emails' frequency and messaging and ensure people on your list have opted in.

Best practices for small business email marketing

Each audience is a little different. But you can't go wrong if you start with these best practices for small business email marketing.

  1. Be transparent. Don't opt people into email automatically. Communicate value so they choose you.
  2. Optimize for mobile. Roughly half of emails are now opened on mobile.
  3. Make the most of welcome emails. Welcome emails have 4 to 10 times the open rate of routine emails. Make the most of it by demonstrating the value they've signed up for.
  4. Perfect your subject line. Make it click-worthy but also representative of what the email is about. Test its performance to improve open rates.
  5. Create compelling CTAs. Communicate the value of clicking the CTA links in your emails.

Email Marketing for Small Businesses

Email marketing for small businesses can be a game changer, helping you maximize the impact of your other marketing efforts by funnelling customers into a location where you can have their undivided attention.

But this attention is earned. Betray that trust, and your audience can easily unsubscribe.

Follow these tips to experience the ROI email can generate for small businesses.

Book a free consultation to learn more about how to make the most of email in your business.