Today digital marketing offers one of the best ways to promote new businesses, services, and products to a wider audience using online platforms. There is more than one technique to do this but several ones. These include search engine optimization (SEO), social media marketing, content marketing, email marketing, PPC, online ads, and many more.
Now which of these techniques to use for your business is entirely your decision. In my experience as a marketer, I recommend trying out different distribution channels to understand which works best. For an effective digital marketing campaign, you need to figure out the right approach. Let’s discuss some of the best ones that can work for small business digital marketing.
9 Digital Marketing Campaign Approaches for SMBs
Here are 9 digital marketing campaigns that small businesses should use to target their intended audience cost-effectively and quickly.
1. Keyword Optimization for SEO
A successful digital marketing strategy must include search engine optimization (SEO) with relevant keywords. The process involves improving a website’s visibility on search engines like Google and Bing by using various strategies like adding relevant keywords building links, improving site UX design, loading speed, etc.
If a potential customer searches for products or services related to your business, you would like your professionally designed website to appear on the first page of the results.
When you optimize your website properly, it will appear at the top of searches, allowing prospective customers to find it easily and even make a possible purchase. The higher your site ranks the more traffic it gets which not only results in more revenue/sales but also helps to build a brand identity and credibility of the business.
OVME SEO Campaign
Medical aesthetic practice OVME used a search engine optimization campaign to increase organic traffic to its website. The company simplified its website and modified title tags, alt tags, schema tags, page content, and meta tags to incorporate keywords that potential customers would use.
OVME experienced a 10% increase in organic website traffic within three months, as well as a 1,000% increase in online bookings. By making simple SEO adjustments to your site, you can dramatically increase the number of visitors and conversions you receive.
Image Source: cardinaldigitalmarketing.com
2. Product Video Marketing
The next digital marketing strategy we are going to discuss is marketing your product with consumable content. This can include videos, short reels, infographics, or blog posts on websites.
With this strategy, you can build brand awareness, trust, and loyalty among the audience. Make sure you get a logo design for your business that can be added to visual assets as well.
The content you create answers audience questions provides solutions to their problems and also informs them about the services and benefits your company offers. Here are a few different types of content formats that can work well in digital marketing.
Blog posts
Case Studies
Product Videos
Infographics
Testimonials
Products Reviews
Wistia Video Marketing Campaign
The Wistia video hosting platform is designed specifically for B2B marketers. A documentary video series titled ‘One, Ten, One Hundred’ has been their most successful marketing campaign. They asked a Los Angeles video production company to make three marketing videos: $1,000, $10,000, and $100,000, all for Wistia’s SoapBox product.
As a SaaS marketing campaign, this creates high-quality content that has real value for the audience, and in the documentary, they explore how different budgets impacted the production process. There was a dramatic increase in brand and product awareness as a result of this campaign.
About budgets, it is crucial to consider the amount you will allocate to your marketing campaigns and your overall digital marketing strategy.
Image Source: digitalsilk.com
3. Social Media Livestreaming
Platforms like Facebook, TikTok, Instagram, X (formerly Twitter), and LinkedIn are key to running effective digital marketing campaigns. Social media is incredibly useful for interacting with a live audience and listening to their issues. You can also run video marketing campaigns and leverage Tiktok marketing for instance to increase brand reach.
Facebook and Instagram also have great features that support live streaming and short videos. Business owners can start a live video session where they can do a Q&A session with their target customers and also introduce their products or services to a wider audience.
Also, you don’t have to be limited to Facebook or Instagram. Ask your marketing team to analyze historical data and conduct market research to determine which platforms are most aligned with the campaign goals. Consider tactics like storytelling for social media to bring out feelings and build brand loyalty.
Planet Fitness Social Media Marketing Campaign
This is a great example of digital marketing done right. Planet Fitness found a marketing opportunity and made the best of it in difficult times. The popular gym was forced to reconsider its business model as a result of pandemic-related shutdowns.
To keep its customers motivated and to entice new members to join, Planet Fitness offered daily classes via Facebook Livestream.
As a result of this campaign, the business was able to stay relevant and promote its services effectively. There were thousands of views for each free video, and Planet Fitness subscribers expressed their delight with the remote classes. Besides keeping audiences engaged until their gyms reopened, the campaign also attracted a whole new customer segment.
Image Source: ziflow.com
4. Micro-Influencer Partnerships
Brands can obtain endorsements and mentions of their products from people who are considered experts in their field and have a small following too. Partnering with micro-influencers in your niche can be a good digital marketing campaign approach to increase visibility.
Trust and authenticity are critical components of influencer marketing, which provides a significant level of impact on the recommendations and endorsements of influencers. With this strategy, businesses can also draw focus to their visual brand elements. In most videos, you can see influencers highlighting product packaging, brand colors, or business logos when talking about their collaboration.
Glossier Influencer-Generated Content Campaign
Glossier’s Instagram account is a key element of its highly successful marketing strategy. Micro-influencers who create the best (and most prolific) posts on Instagram are often invited to become brand ambassadors. In exchange, Glossier provides each of them with a unique promo code that enables them to earn a percentage of sales generated by their code.
Moreover, they do not simply repost posts from “important” influencers, as most brands do – they also repost posts from ordinary individuals.
It is through peer-to-peer referrals that 70% of the brand’s online sales and traffic are generated, and 8% of those are generated by its Instagram brand ambassadors. It is also because Glossier’s products are so “Instagrammable” that their customers talk about them on social media.
Glossier pays close attention to how its products appear in a mobile camera, so when people see the products, they naturally want to share them on social media without any encouragement.
5. Email Product Announcements
Email marketing is an integral part of a small business’s digital marketing campaign. As a business owner, you need to build a database of contacts if you want to reach a larger audience and engage with your potential and existing customers.
The acquisition of email addresses by small businesses can be accomplished via a variety of channels, including website sign-ups, purchases, and in-store interactions. By doing this, they can establish direct communication channels with their audiences and nurture relationships with them.
You can create great visual content for small business marketing via email and make an impact on potential customers. In comparison to some other marketing methods, email marketing offers a high ROI and is extremely cost-effective.
JuneShine Email Marketing Campaign
JuneShine, a hard kombucha brand, sends out regular email newsletters featuring new flavors, events, and special offers. In 2020, they used their newsletter to keep customers informed about product availability and promotions, which helped maintain strong sales during the pandemic.
Image Source: panoramata.co
5. Online Reputation Management
In the context of digital marketing, online reputation management is a crucial component. It is advantageous for a small business to encourage its customers to leave online reviews to enhance its credibility and reputation. A positive review or testimonial can significantly influence potential customers’ purchasing decisions and strengthen the brand’s reputation.
A small boutique hotel for instance, can attract new customers by actively encouraging guests to leave reviews on travel review sites like TripAdvisor or Google. They can further create familiarity with attractive hotel logos that reinforce their trustworthiness and impeccable services.
As part of managing a small business’s online reputation, it is necessary to encourage positive reviews, respond to online feedback, and provide excellent customer service.
If you address negative reviews in a professional and empathic way, you can demonstrate to potential customers that you value their feedback and are committed to solving any problems that may arise.
Frolic Pet Services Review Management Campaign
The Frolic Pet Services has been providing pet care services in Seattle for over 10 years. Through their service portal, they provide detailed updates on their reputation and actively respond to customer reviews. In addition to providing a high level of communication and professional care, they have earned a strong reputation in the community.
If you are planning to go with a reputation management strategy then remember to set up accounts at online review sites like Yelp and Google My Business. Whenever a new customer buys from you ask them to leave a review so the others can read it and understand the quality of your product or service.
Image Source: mapquest.com
6. Lead Generation Landing Pages
The creation of landing pages is an important aspect of any successful digital marketing strategy, particularly for small businesses. Landing pages are standalone web pages designed specifically for marketing campaigns. Upon clicking on a link in an email, or an advertisement from Google, social media platforms, or similar locations on the internet, a visitor will arrive on this page.
Landing pages are different from regular website pages, which are designed with a single focus or goal, commonly known as a call to action (or CTA). By focusing on conversion rates and lowering your cost of acquisition, landing pages are the ideal option for digital marketing campaigns.
An effective landing page is structured according to the target audience and the desired action. The homepage of the site should begin with a compelling headline that is aligned with the message of the ad or e-mail that the prospective customer has clicked on.
Next, a collection of compelling materials is presented, including high-quality content, images, and videos, as well as testimonials or trust signals from existing customers.
Gong.io Lead Gen Campaign
The Gong website provides revenue intelligence, and if you visit the site, you may be wondering what all that means – for example, conversion analytics or sales training programs.
Gong’s landing page answers that need by displaying messages like, “Engage customers, forecast accurately, and increase team productivity.”
Gong also adds a lot of average review ratings from third-party websites to make it even more convincing. As a result, prospects are more likely to demo the platform and this further boosts the credibility of the platform.
Image Source: blog.hubspot.com
8. Mobile Marketing
Using mobile marketing methods, companies can reach their target audiences via email, SMS, MMS, social media, and apps downloaded to their smartphones, tablets, and other mobile devices.
Mobile marketing has become an increasingly important component of a comprehensive digital marketing strategy as more people use mobile devices every day. Direct marketing offers customers the opportunity to receive personalized, time-sensitive, and location-based information.
For holiday season mobile marketing, you can reach out to potential customers with announcements of special discounts and sales.
Marketing via SMS
Text message marketing refers to the use of text messaging (SMS) to send promotional or transactional advertising messages. People who have consented to receive these messages from your business usually receive them to receive time-sensitive offers, updates, and alerts.
MMS Marketing
SMS marketing is similar to MMS marketing, except that multi-media content may be sent to customers through text messages. Incorporating branded images and even video into messages provides a more engaging experience for consumers.
In-App and In-Game Advertising
A mobile app or game that contains an advertisement is known as an in-app or in-game marketing campaign. Typically, these ads take the form of pop-up banners, full-page images, or even video advertisements that run in between game sessions.
It is a form of marketing that provides a captive audience, as well as the potential to be particularly effective if the ad is relevant to the audience for the app.
Starbird Chicken Mobile Marketing Campaign
Starbird Chicken, a fast-casual restaurant chain in California, implemented a mobile marketing strategy that focused on their mobile app and SMS marketing. They launched an app that allowed customers to order online, earn loyalty points, and receive exclusive offers.
Additionally, they used SMS marketing to send out time-sensitive promotions, such as discounts during slow periods and special deals for app users.
The mobile app became a key driver of customer engagement, leading to a significant increase in online orders and repeat business.
Image Source: starbirdchicken.com
9. Podcast Marketing
Podcast marketing is very popular nowadays. Even though many companies have a social media or web presence, few dominate the podcasting arena. A podcast can be an effective way for a small business owner to counter the advantage that their competitors possess with their social media or web presence.
The cost of producing podcasting is relatively low. If you record videos, you’ll need a camera, a microphone, a headphone, recording software, and an audio interface (for audio). The total costs can range from $300 to $3000. Make sure you place your logo created by AI or a professional designer in videos to boost brand recognition.
However, other marketing methods, such as ads, are more expensive. Podcasting offers you the opportunity to build a relationship with your audience. Because listeners hear your voice every week, hear your running jokes, and get to know you better as a person, it builds a more personal relationship. The voice also builds trust, and trust is what ultimately results in a sale.
Due to their interactive nature, podcasts are known for attracting loyal audiences and retaining them. The same as with a traditional radio show, you can invite well-known guests to participate in your podcast. You can also invite your listeners to participate.
Hims & Hers – Podcast Advertising Campaign
Hims & Hers, a telehealth company that offers affordable and accessible wellness products, used podcast advertising as a key component of its digital marketing strategy. They partnered with popular podcasts that aligned with their target audience, such as those focused on health, wellness, and personal development.
The company sponsored episodes and had hosts read personalized ad spots, which included testimonials and stories about the products.
The podcast ads were highly effective in building brand awareness and driving conversions. Listeners who trusted the podcast hosts were more inclined to try Him & Hers products, resulting in a significant boost in traffic to their website and an increase in sales.
Conclusion
Using digital marketing techniques to promote a new business and reach a wider audience is a must-thing to do nowadays for long-term success. It involves various techniques like SEO, social media marketing, email marketing, influencer marketing, and so on. As a business owner, you have to decide which techniques suit you the most according to your needs.
We have outlined the 9 most popular and effective digital marketing techniques along with their examples for your convenience. We hope you find it helpful and implement them in your marketing strategy. Remember the key is patience, no one archives an overnight success. So you must try different techniques and wait for positive results.
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