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Today, being online is essential for small businesses. There are so many of your clients who start their buying journey on the Internet, so if you're not online, you're giving that business to others who are. Unfortunately, doing nothing means gaining nothing.

The necessity for small businesses to market themselves online is more than a mere recommendation; it's an essential strategy for growth and sustainability. Here's why and how to market your business online, along with the benefits and options available.

The Why

Decades ago, traditional marketing methods sufficed for small businesses to attract local clientele. However, the landscape has dramatically shifted. Consumers now begin their purchasing journey online, using search engines to find products and services, reviewing businesses that have been referred to them, making an online presence not just beneficial but essential for small businesses. 

Without an online marketing strategy, businesses risk becoming invisible to a large segment of potential customers and miss the opportunity to grow.

Free Marketing options

There are numerous cost-effective strategies to enhance your online visibility. For starters, you can list your business for free on platforms such as Google Business Profile, Bing Places, Waze, and various local directories. 

Another effective approach is to cultivate your social media presence. It's crucial to select platforms where your customers are active and commit to regular updates — remember, it's better to be consistently active on a few platforms than to spread yourself too thin across many.

Finding the right digital marketing partner

While the idea of paid marketing and hiring external help might seem daunting, partnering with the right team can significantly benefit your business. A competent team will track their activities meticulously, providing you with clear monthly reports to showcase the outcomes of their efforts. This transparency is key to ensuring your investment yields a satisfactory return on investment (ROI).

It's important to note that building a robust online presence takes time, often requiring a 3-6 month period to see substantial results. Therefore, choosing a reliable marketing partner is crucial. Look for a partner who is willing to invest time in understanding your business, its goals, competitive landscape, and desired direction. Effective marketing is not one-size-fits-all; it should be tailored to highlight the unique aspects of your business and align with your specific objectives.

Paid Online Marketing Strategies

1. Google Advertising : Use pay-per-click campaigns to appear in search results when potential customers are looking for your products or services. And best of all you only pay when you are clicked on.  This is a great way to reach a market when they are ready to buy.  For some industries, in specific markets and geographical areas, this works so well.  But for some others, that are too competitive or not a widely searched term it may not deliver a good ROI (return on investment).  Get us to do some initial research to investigate if this option will work for you.
2. Social Media Advertising : Target specific groups on platforms like Facebook and Instagram to build brand awareness.  This type of advertising is completely different in that you can get in front of your target market and influence them to contact you / buy.   Similarly, it is not for all.  This form of marketing is not only for selling products or services, it also works well in education and recruitment.
3. Email Marketing : Directly reaching out to your customer base through email is a powerful way to promote products, share news, or offer exclusive deals. Stay top of mind, keep adding value to your clients and pass on your expertise. It's cost-effective and yields a high return on investment (ROI) when done correctly.
4. SMS Marketing : Use text messages for time-sensitive promotions or reminders.
5. Website :  Never underestimate your website - it is a powerful window to your business.  Not only for attracting new clients, and adding value to existing ones, but also for streamlining your business.

Complementing Online Efforts with Offline Strategies

While online marketing is critical, integrating offline strategies can amplify your efforts. Finding alliances (businesses or individuals who talk regularly, can influence a target market aligned with your own. Letterbox drops in areas where you're currently working can capture local interest. Similarly, encouraging satisfied customers to refer friends or family can lead to new business opportunities. These tactics, combined with online marketing, create a comprehensive approach to business growth

Measuring Success: Understanding the Lifetime Value of a Customer

A key to successful marketing is knowing the lifetime value (LTV) of a customer. This metric helps determine how much you can invest in acquiring a new customer while maintaining profitability. By understanding the LTV, you can measure the Return on Investment (ROI) of your marketing efforts, making it easier to allocate resources effectively and strategically improve your client acquisition rate.

Conclusion: The Necessity of Action for Growth

For small businesses aiming to grow, investing in online marketing is not just advisable; it's imperative. The digital landscape offers a plethora of opportunities to connect with customers, understand their needs, and deliver value that resonates with them. By exploring the options available and integrating them into a cohesive marketing strategy, businesses can expand their reach, foster customer loyalty, and drive growth. Remember, in the realm of business, inaction is the only real risk. By actively pursuing online marketing, you're investing in your business's future and setting the stage for long-term success.

Not sure what to do?  Simply pick up the phone and talk to your Bloomtools consultant.  They can give you some ideas and if you want to know more, they can get our expert in-house digital marketing team to do some research specifically for your business, market and location.

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