By Denis Jakuc
The goal of marketing is to promote your business’s unique value to prospects and customers. Digital marketing is an important way to reach those people today, and it offers a host of strategic options that can be combined in countless ways. There is no single digital marketing approach that is right for all businesses—it depends on your customers. So, the first thing to do is to take a good hard look at your customer base. Some key questions:
- What demographics (age, gender, income) make up your customer base?
- Where are they physically located?
- Where are they digitally located—where do they hang out online?
- How do they search for products and/or services in your niche?
- Who do they pay attention to when choosing your type of product and/or service?
The answers will help you determine which digital marketing channels are viable for your business, and which are a waste of your time, energy, and money. Here are seven digital channels to consider for your startup or business expansion.
Google My Business
A Google My Business (GMB) listing gives your business visibility and credibility. If most of your clients are local, it can become a very powerful part of your digital marketing strategy. That’s because if someone searches for your type of business along with the name of your town, they’ll first see the paid Google Ads, followed by a Google “three-pack”—three featured local businesses—all above the organic search results.
The way to get your business into that three-pack is to boost your GMB ranking by keeping your GMB profile updated, which Google likes to see you do at least two or three times each month. Add new photos. Utilize the “posts” section to highlight your site content, new employees, or new customer stories. Add reviews and citations. All these updates increase your chances of being featured in the three-pack.
If your business carries your name, or has a fairly well-known name, you might even get a large display ad that will appear when people search for your business by name.
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