Congratulations! You’ve poured your heart, soul, and countless hours into opening your new business. The doors are open, your products and/or services are ready to be offered. But as the initial excitement settles, a common question arises: “Now what?”
The “what” in today’s business world is undeniably digital marketing. Having a physical presence is fantastic, but in an increasingly connected world, your online presence is just as, if not more, crucial for attracting and retaining customers.
Don’t let the vastness of digital marketing intimidate you. It’s a journey, not a sprint, and every successful online presence started with these fundamental steps.
Build Your Digital Foundation – Your Website and Google Business Profile
Think of your website as your virtual storefront, and your Google Business Profile as your essential listing in the world’s biggest directory.
Your Website: The Home Base.
Keep it Simple (Initially): You don’t need an elaborate e-commerce platform with all the bells and whistles on day one. Start with a clear, concise website that includes:
Homepage: A brief overview of who you are and what you offer.
About Us: Your story, your mission, and what makes you unique.
Services/Products: A clear description of what you sell.
Contact Information: Phone number, email, physical address (if applicable), and hours of operation.
Call to Action: What do you want visitors to do? (e.g., “Shop Now,” “Book a Consultation,” “Get a Quote”).
User-Friendly Design: Ensure your website is easy to navigate and visually appealing. Many platforms like Shopify, Squarespace, and Wix offer user-friendly templates perfect for beginners.
Mobile Responsiveness: A significant portion of internet traffic comes from mobile devices. Make sure your website looks and functions perfectly on smartphones and tablets.
Google Business Profile: Get Found Locally.
This is non-negotiable for any business with a physical location or serving a local clientele. It’s a free tool from Google that allows your business to appear in Google Maps and local search results.
Claim and Verify: Claim your business profile and go through the verification process.
Optimize Your Listing: Fill out every section completely and accurately:
Business name, address, phone number, website.
Hours of operation.
Categories (be specific!).
High-quality photos (interior, exterior, products, team).
A compelling description of your business.
Encourage Reviews: Positive reviews are gold! Make it easy for customers to leave reviews and respond to all of them, good or bad.
Choose Your Social Media Channels Wisely
You don’t need to be everywhere. Instead, focus your energy on the platforms where your target audience spends their time.
Identify Your Audience: Who are your ideal customers? What are their demographics, interests, and online behaviors?
Research Platforms: All social media platforms are not created equally. Select the ones where you will most likely find your audience.
Facebook: Still excellent for broad reach, community building, and local groups.
Instagram: Highly visual – perfect for product-based businesses, fashion, food, and lifestyle.
LinkedIn: Essential for B2B businesses, professional services, and networking.
TikTok: Rapidly growing, great for short, engaging video content, especially for younger audiences.
Pinterest: Fantastic for visual discovery, particularly for creative businesses, home decor, and recipes.
Consistency is Key: Once you choose your platforms, commit to regular posting. Share valuable content, engage with your followers, and showcase your brand’s personality.
Start with Simple Content Marketing
Create valuable, relevant, and consistent content to attract, engage and retain your audience.
Blog Posts: Share your expertise, offer tips, answer common questions, or tell your brand’s story. This also helps with SEO (Search Engine Optimization) by providing more keywords for search engines to crawl.
High-Quality Photos & Videos: Visuals are incredibly powerful. Showcase your products in action, give behind-the-scenes glimpses, or create short tutorial videos.
Customer Testimonials/Case Studies: Let your happy customers do the talking! Real-world success stories are incredibly persuasive.
Shareable Content: Think about what your audience would find interesting enough to share with their friends and network.
Explore Basic Online Advertising (Start Small!)
Once you have your foundation, consider investing a small budget in targeted online advertising.
Google Ads (Search Campaigns): Appear at the top of Google search results for specific keywords related to your business. This is excellent for capturing immediate intent.
Social Media Ads (Facebook/Instagram Ads): Target specific demographics, interests, and behaviors of your ideal customers on social media platforms.
Start with a Small Budget: Don’t break the bank. Experiment with a small daily or weekly budget and closely monitor your results.
Define Your Goal: Are you looking for website visits, leads, or sales? Tailor your ad campaigns to your specific objective.
Measure, Learn, and Adapt
Digital marketing isn’t a “set it and forget it” endeavor.
Google Analytics: Set up Google Analytics on your website to track visitor behavior. Learn where your traffic comes from, which pages are most popular, and how long people stay on your site.
Social Media Insights: All major social media platforms provide analytics. Pay attention to what content performs best and when your audience is most active.
Track Your Leads/Sales: Link your digital efforts to actual business outcomes. Are your online efforts translating into phone calls, walk-ins, or online purchases?
Don’t Be Afraid to Adjust: If something isn’t working, don’t be afraid to pivot your strategy. The digital landscape is constantly evolving, and so should your approach.
The Takeaway
Opening your business was the first huge leap. Now, it’s time to take the next one into the digital realm. Start with these foundational steps, be patient, learn from your data, and consistently adapt. The online world is waiting to discover what you’ve got to offer.
Trib Total Media can answer all of your digital questions and help you get started. Contact us to learn more.
