By George Bett, Managing Director at Clicksmith
In a world where competition is fierce and marketing budgets are tight, small businesses often find themselves wondering how to maximise visibility without breaking the bank.
The good news? It’s entirely possible to stretch even the smallest budgets and achieve big dreams through smart digital marketing.
George Bett led our recent Digital Marketing workshop, with the aim to:
- Clarify what digital marketing truly encompasses and the various components involved.
- Break down key marketing channels that can be implemented easily, without the need for extra assistance.
- Highlight useful tools and resources to help you confidently take action and start marketing right away
So, What Exactly Is Digital Marketing?
At its core, digital marketing is the use of digital channels like websites, social media, search engines, and email to promote products or services. But it’s a bit more nuanced than that. Digital marketing isn’t one-size-fits-all—it can be simple or complex, depending on your goals, resources, and audience.
Here’s what digital marketing can do for you:
- Build brand awareness: Get your name out there and increase your exposure.
- Educate your audience: Provide useful information to potential customers about your products or services.
- Nurture relationships: Stay connected with your existing customers, encouraging repeat business.
- Drive sales and inquiries: Attract new customers who are ready to take action.
Here are the four digital marketing channels you can use
- Paid Search – Get Found at the Right Time
Paid search, or pay-per-click (PPC), is a way to place ads at the top of search engine results when someone searches for specific keywords related to your business. With paid search you only pay when someone clicks on your ad. For a small business on a budget, that means you’re getting measurable results for every dollar spent.
Key Benefits:
- Immediate visibility
- Measurable return on investment (ROI)
- Flexibility to adjust campaigns quickly
- Ability to scale up or down as needed
- High-intent traffic (people actively searching for what you offer)
Pro Tip: Use keyword research tools to identify the most relevant (and affordable) search terms, and take advantage of ad extensions to boost performance.
- Paid Social – Target the Right Audience
We all know organic social media is important, but it can be a struggle to gain traction without a budget. Enter paid social ads on platforms like Facebook, Instagram, LinkedIn, and TikTok. These allow you to target specific audiences based on their interests, demographics, and behaviours, which can drive faster results and higher engagement than organic posts alone.
Key Benefits:
- Highly targeted reach
- Fast, measurable results
- Budget-friendly options for every size of business
- Boosted brand awareness
- More opportunities for audience engagement
Pro Tip: Start small by experimenting with different ad formats and audience segments. Learn from the data, and don’t be afraid to pivot if something isn’t working.
- Display Advertising & YouTube – Make an Impact with Visuals
If you’re looking for ways to visually engage your audience, display ads and YouTube are fantastic options. Display advertising involves placing banner ads or videos on websites or apps that your target audience is already visiting. YouTube ads, on the other hand, allow you to showcase your brand before, during, or after videos.
Key Benefits of Display & YouTube Ads:
- Targeted reach based on user browsing habits
- Huge potential for brand awareness
- Measurable outcomes
- Flexibility in format (images, banners, videos)
- Cost-effective for small budgets
- Retargeting capabilities (show ads to users who’ve already visited your site)
Pro Tip: Keep your ads short, concise, and relevant to your audience. Use YouTube’s storytelling capabilities to bring your brand to life in an engaging way.
- Email Marketing – Build Relationships & Drive Sales
Often overlooked, email marketing is one of the most affordable and effective digital marketing tools available. Building and maintaining a strong email list allows you to engage with both potential and existing customers directly. With the right strategies, such as mobile optimization and segmentation, email can drive significant traffic and sales.
Key Benefits:
- Low cost
- High return on investment
- Direct communication with your audience
- Easy to automate and segment
- Builds long-term relationships
Pro Tip: Focus on delivering value with your emails. Whether it’s helpful tips, product updates, or special offers, make sure each email serves your audience.
Tools & Resources to Kickstart Your Digital Marketing
Getting started with digital marketing doesn’t have to be costly or overwhelming. There are plenty of free resources that can help you hit the ground running—no need for an agency (though if you’re considering one, we’d recommend Clicksmith!). With a bit of time, effort, and a small budget, you can leverage these tools to achieve your marketing goals.
Here are some to explore:
The secret to making the most of a small budget is experimenting, learning from your results, and adjusting as you go. Try new things, embrace affordable tools, and let data guide your decisions. With creativity, persistence, and the right mindset, even the tightest budget can lead to big marketing dreams.
Keen to learn more, click here to view the presentation slides. Clicksmith – Chamber 24 Presentation V4
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