Having trouble getting your small business noticed online? This simple guide shows practical steps to attract more customers and grow your business.
When potential customers need what you sell, they go to Google first. If you’re not showing up online, you’re invisible to 87% of customers who start their shopping with a web search.
Here’s the opportunity: Digital marketing lets small businesses compete with bigger companies. You don’t need a big budget, just need the right strategy.
Essential Digital Marketing Strategies
- Mobile-Friendly Website: Ensure your website works seamlessly on phones and tablets.
- Search Visibility: Show up in Google searches so potential customers can find you.
- Targeted Advertising: Run ads that reach the right people and bring in customers.
- Email & Social Engagement: Stay connected with your audience through email campaigns and social media.
- Helpful Content: Create valuable content that attracts and educates your audience.
Website & Local SEO Essentials
Website Essentials
Your website is your digital storefront. It must:
- Load quickly (under 3 seconds)
- Work perfectly on phones
- Show clear contact information
- Tell visitors exactly what you do
- Make it easy to contact you
When someone searches “plumber near me,” you want to show up. Here’s how:
- Complete every section
- Add quality photos regularly
- Respond to all reviews
- Post business updates
Get Listed Online: Ensure your business name, address, and phone number are identical across all directories—Google, Yelp, Facebook, and industry-specific sites.
Need help optimizing your online presence? WebTrackStudio offers free website audits to show you exactly what needs improvement. Contact our team to get started.
Content Marketing Strategy
Smart businesses create helpful content that attracts customers naturally, building trust and expertise. Content types that works
Customer-Focused Blog Posts
- “5 Signs You Need a New HVAC System” (HVAC companies)
- “How to Choose the Right Wedding Photographer” (photographers)
- “Common Plumbing Problems and Quick Fixes” (plumbers)
Simple Videos:
- Product demonstrations
- Behind-the-scenes content
- Customer testimonials
- Helpful tips
Before/After Photos: Perfect for contractors, landscapers, salons, and transformation businesses.
Content Strategy Tips
- Write like you’re talking to a friend
- Post consistently (better once monthly than sporadically)
- Always end with a clear next step
- Focus on solving problems, not selling
Social Media Strategy
Pick 1-2 platforms where your customers spend time, don’t try to be everywhere.
Platform Selection
- Facebook: Local businesses, older audience (35+), great for reviews and updates
- Instagram: Visual businesses, younger audience, perfect for showcasing work
- LinkedIn: B2B businesses and professional services
- TikTok: Creative Content for Gen Z audience
What to Post
Follow the 80/20 rule:
- 80% helpful, interesting, or entertaining content
- 20% promotional business content
Content Ideas:
- Industry tips and advice
- Behind-the-scenes business content
- Customer success stories
- Local community involvement
- Team spotlights
Paid Advertising for Small Businesses
Google and Facebook advertising provides instant visibility when done correctly.
Google Ads for Small Business
Google Ads puts you at the top when people search for your services.
When Google Ads Work:
- People actively search for your service
- You serve a specific geographic area
- Your website converts visitors well
- You can track calls and leads
Getting Started:
- Start with $300-500 monthly budget
- Target local, specific keywords
- Create relevant ad copy
- Track phone calls and form submissions
Example Keywords:
- “Emergency plumber [your city]”
- “Wedding photographer near me”
- “HVAC repair [your area]”
Facebook and Instagram Ads
These reach people based on interests and location, not search intent.
Best For:
- Building awareness for new businesses
- Promoting special offers
- Reaching local audiences
- Showcasing visual products
Ad types that work:
- Local awareness campaigns
- Lead generation with special offers
- Event promotions
- Retargeting website visitors
Struggling with ad performance? WebTrackStudio manages Google and Facebook ads for small businesses, ensuring your budget brings profitable results. Schedule a free ad account review to see how we can improve your campaigns.
Email Marketing
Email delivers the highest ROI—$42 return for every $1 spent.
Building Your List
Offer valuable incentives:
- 10% off first purchase
- Free guides or checklists
- Exclusive tips
- Free consultations
Email Types
- Welcome Series: Introduce new subscribers to your business
- Monthly Newsletter: Tips, updates, and special offers
- Promotional Emails: Sales and events (don’t overdo it)
- Automated Follow-ups: Thank customers, follow up on quotes
AI tools for Smarter Marketing
AI helps small businesses save time and work more efficiently through automation and optimization.
Content Ideas & Generation:
- ChatGPT for blog ideas and social posts
- Canva’s AI for graphics
- Grammarly for writing improvement
Advertising:
- Google’s Smart Bidding
- Facebook’s automatic optimization
- AI audience targeting
Customer Service:
- Tidio – answer customer questions instantly on your website
- Drift – qualify leads and chat automatically
- Freshdesk / Zendesk AI – automate replies and ticketing
- Intercom / ManyChat – manage messages and follow-ups efficiently
Monitor your performance with Key Marketing Metrics
Focus on numbers that matter to your business:
Website Performance:
- Monthly visitors
- Conversion rate (visitors becoming customers)
- Traffic sources (Google, Facebook, etc.)
Advertising Results:
- Cost per click
- Conversion rate
- Cost per customer
- Return on ad spend (aim for $3-5 back per $1 spent)
Key Metrics:
- New customers monthly
- Revenue from marketing
- Customer acquisition cost
- Customer lifetime value
Marketing Trends & 2025 Update
Short Videos Dominate
- Quick tips related to your business
- Behind-the-scenes content
- Customer testimonials
- Before/after transformations
- Use your smartphone—no expensive equipment needed
Voice Search Growing
More people use “Hey Google, find pizza near me,” so:
- Write in natural, conversational language
- Answer complete questions
- Focus on local phrases
- Create FAQ pages
Personal Connection Matters
- Share your business story
- Feature team members
- Show community involvement
- Be responsive on social media
- Admit mistakes and show fixes
Common mistakes to avoid
Strategy Errors:
- Trying to do everything at once
- Not setting clear, specific goals
- Copying competitors without testing
Execution Problems:
- Inconsistent posting schedules
- Ignoring mobile users
- Slow response times to comments/reviews
Budget Mistakes:
- Spending without tracking results
- Unrealistic budget expectations
- Not reinvesting in successful campaigns
Technical Issues:
- Slow website loading
- Missing contact information
- Not responding to reviews
Frequently Asked Questions
Start with what’s comfortable. Even $500-1,000 monthly can bring results with proper targeting and tracking.
Google Ads for people actively searching; Facebook for building awareness. Most successful businesses use both.
Google Ads show immediate traffic but need 4-6 weeks optimization. SEO takes 3-6 months. Social media builds over 2-3 months.
Start with basics yourself, then outsource technical aspects as you grow. Many businesses begin DIY and add professional services gradually.
Focus on free strategies first: Google Business Profile, organic social media, email marketing. Add paid advertising when profitable.
Digital marketing success comes from focusing on strategies that work for your specific business and customers. Start with one or two approaches, track results carefully, and expand based on what brings profitable customers.
Handle Yourself:
- Basic social media posting
- Simple blog writing
- Review responses
- Basic website updates
Consider Professional Help:
- Google Ads management
- Website design and SEO optimization
- Marketing automation setup
- Comprehensive strategy development
Signs You Need Help:
- Spending on ads without results
- No time for consistent marketing
- Want to scale successful campaigns
- Need expertise you don’t have
Ready to grow your business online? Get personalized recommendations and see exactly how to improve your website and advertising—absolutely free. Email in**@************io.com or contact us to book your free consultation, website audit, or ad account review today!
