Having a strong online presence is no longer a luxury for local businesses. People are searching for everything from plumbers to pet groomers online, and if your business isn’t there to meet them, they’ll find a competitor who is.
However, finding your way through the digital marketing domain can be tricky, especially for small businesses with limited resources. Let’s explore some common mistakes to avoid so you can ensure your efforts for digital marketing in St. Louis are attracting new customers and growing your business.
Not Having A Website (or a Bad One)
Imagine having a storefront with a broken sign and peeling paint. That’s essentially what a bad website does for your local business. A professional, user-friendly website is your digital storefront and the first impression potential customers will have of your business. You wouldn’t expect foot traffic from a neglected physical store, so don’t expect online success without a website that shines.
What to do: Invest in a website that is mobile-friendly, easy to navigate, and clearly communicates your services, location, and contact information. Include high-quality photos and engaging content that showcases your expertise. Consider using local SEO best practices to make sure your website ranks well in local searches.
Neglecting Your Online Reviews
Online reviews are your word-of-mouth for the digital age. Positive reviews can build trust and credibility, while negative ones can deter potential customers. Don’t be afraid to ask satisfied customers to leave reviews on Google, Yelp, and other relevant platforms. Actively respond to both positive and negative reviews, thanking happy customers and addressing any concerns raised in negative reviews politely and professionally.
Being A Social Media Ghost
Social media platforms like Facebook, Nextdoor, and Instagram offer fantastic opportunities to connect with your local community. However, simply having a social media page is not enough. You need to be active, engaging with your audience by posting relevant content, responding to comments and messages, and running contests or promotions.
What to do: Tailor your social media strategy to your target audience and the platform you’re using. Share interesting and informative content related to your industry, behind-the-scenes glimpses of your business, and positive customer testimonials.
Targeting Everyone
It’s tempting to think you can market your business to everyone in your local area. However, a scattershot approach is unlikely to be effective. Instead, take the time to define your ideal customer—who are you trying to reach? Understanding their demographics, interests, and online behavior allows you to tailor your marketing messages to resonate with them.
What to do: Create buyer personas to define your ideal customer, which helps you focus your efforts on the people most likely to need your services. Use targeted advertising options on social media and search engines to reach your ideal audience.
Forgetting About Content Marketing
Content marketing is all about creating valuable content that informs, educates, and ultimately attracts potential customers. Publish blog posts, articles, videos, infographics, or even downloadable guides related to your industry. Research popular terms related to your business in your vicinity and create content that addresses those topics. Offer helpful tips and insights that showcase your expertise without being overly promotional.
Not Tracking Your Results
How do you know if your digital marketing efforts are actually working? If you’re not tracking your results, it’s like driving with your eyes closed. Tools like Google Analytics and social media insights can provide valuable data on how people are finding your website, what content is resonating, and where you can improve.
What to do: Set clear goals for your digital marketing campaigns and use analytics tools to track your progress. Regularly analyze your data to see what’s working and what’s not.
Doing It Alone
Digital marketing is a complex and dynamic field. While you don’t necessarily need a full-time marketing team, there’s no shame in seeking help. Consider partnering with a digital marketing agency with experience in your industry. They can help you develop a comprehensive strategy, manage your online presence, and track your results, freeing you up to focus on running and growing your business.
Final Remarks
Digital marketing has no magic formula. It’s just about taking the right step and avoiding the pitfalls, and you will create a winning online strategy that drives more eyeballs and conversions. Now, roll up your sleeves, put these tips into action, and watch your online presence blossom.
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