Marketing for a Small Business: Top 3 Ways to Boost Traffic

August 2, 2022

Everything you need to know before you start marketing for a small business

Some folks dismiss marketing for a small business as nothing more than “shameless self-promotion.” But there’s no arguing against the results the right marketing strategy generates. It can make all the difference between a booming business and one on the verge of shutting its doors. That gap is defined by the effectiveness of your marketing.The end goal, of course, being a spike in sales and revenue.

Where do I begin optimizing marketing for a small business?

While there isn’t a single silver-bullet solution for your business goals, several tried and true tactics exist. If implemented at a consistently high level they will put your organization on the right track. No need to worry about digging deep into your pockets. Got a modest budget? Let’s explore some of the more accessible options. Starting with…

1.   Social media

Ideally, you’ll want to integrate a cross-channel approach – which generates a heavy flow of traffic through a sizable social funnel. Depending on your business, one of these platforms might be more beneficial to nurture more than the others:

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn

You’ll want to essentially build one of these up as a pillar.

So, how do I build up my social presence?

You’ll probably want to roll your sleeves up for this one – since it’s time for a little elbow grease. Crystallize your client profile. Then devise a content creation system for social platforms.

Organize each of your content posting days into separate, themed posts. For example: let’s say that you’re a personal trainer looking to beef up your social presence. And you’ve determined – through rigorous research – that clients workout Monday through Friday. There’s an opportunity to allot fitness themed content for that stretch. You could kickstart their week with an inspiring workout related hashtag e.g., motivation Mondays, gym Mondays, etc.

Reserve at least one of these days for a post that’s more personally engaging. Maybe a brief clip of you (the hypothetical personal trainer) reaching a new PB on the bench press. Or, even better, a direct address video where you share tips, testimonials, or a few motivational anecdotes. Personalized videos put a face to the brand. They thread a powerful connection between you and your audience.

Create a Cinematic Narrative

Comfortable with video production? There’s no better far-reaching platform for that than TikTok. You don’t need to put a lot of pressure on yourself to be wholly original, either. Simply identify that week’s trending hashtags. Then make a hashtag relevant video and ride the viewership wave.

If you’re not ready to hop onto the TikTok train – pepper in the occasional video post on Instagram’s REELS, a new feature that functions similarly to TikTok. Although REELS’ reach pales in comparison, it’s still an effective way to extend your reach on IG.

Another approach for your social platform goals involves Gary Vee’s $1.80 Instagram approach. It’s quite simple and cost-effective – you just need a phone, the app, and a bit of time. Search for recent posts that are tagged under relevant topics. Look up the profiles of the people (or businesses) who are posting them. Engage with the post by leaving a like and a thoughtful comment – this usually nets a reply from the target IG profile. Then give them a follow. They’ll usually follow back.

Now that we’ve covered the nuts and bolts of social media marketing. Let’s move on to the next effective marketing tactic for small businesses.

2.   SEO to the moon

Figuratively speaking – that’s how far the right SEO content strategy can take your business. No worries. It’s not as complicated as it sounds. Let’s start with the basics.

Unless you lived under a rock for the past few decades, we assume that you’re familiar with Google. And the magic it brings to our modern age. All you have to do is type out your query and VOILA, a seemingly infinite list of responses just a click away.

But have you ever wondered how Google determines which results show up first… or last?

In a nutshell, Google indexes all the information ever posted online into categories called keywords. Page results are determined by the keyword densite on the site.

Now… this is the fun part. There is a way to actively influence your website’s Google search results. Enter SEO – which stands for Search Engine Optimization.

How does SEO work?

Let’s revisit the previous situation. You’re a personal trainer, looking to turn your business into the go-to fitness brand in your area. Where do you begin? Sure, flexing a strong social media presence can be a reliable way to net leads. But there is an even more effective way to bring pre-qualified leads straight to your website.

Don’t start pumping any random keyword into your website. First, you’ll want to make sure you’re aiming for the right keyword. Using the Google Keyword Tool, punch in keywords that are relevant to your business and geographic location. For example: personal trainer in Orlando, Florida. The Keyword tool will show results not only for that keyword, but also for similar variations. You’ll notice the metrics for volume (how frequently it is searched), and competition (how many businesses are placing PPC ads).

The sweet spot you should be gunning for is a keyword with mid to high search volume and low competition. It might be harder to find, depending on how saturated the industry is. But, for the sake of the example… let’s say that you found the golden egg.

Enter a little more elbow grease… A lot more, actually. Because from this point onward, all your SEO execution will involve strategic keyword integration.

Basically, a whole lotta writing – but such is the grind when marketing for a small business.

Don’t just settle on one keyword, either. Place a  differentkeyword in each page and blog post.

How to integrate my target keywords?

Anywhere you can integrate them into your website copy is a great spot for your SEO goals.

This includes:

  • Title page
  • Meta description
  • Image tags
  • Subheadings
  • Social media
  • Link anchor text.

With those alone, you have a solid foundation.

Consistent high-quality blog content is excellent for long-term results. It’s a gradual process, even when done right. Don’t expect  page one status by copying and pasting the same keyword 3,000 times. If anything, that sort of black hat tactic is a sure-fire way to get your website penalized by Google faster than you can say Bottom Line.

Ok, maybe not that fast.

Blog content should provide value (education, insight, etc.). But it’s also necessary for it to be an easy read. Read it aloud and ask yourself if it sounds like something a person would say. Tones will vary depending on the subject matter and industry. Generally, you want to keep the read conversational.

When it comes to blog length, more is unequivocally more. The longer it is, the more opportunities to organically work the keyword into the post. This juices it up further for Google indexing. An organic write-up means you’re not just trying to wedge the keyword into any random sentence. But rather finding natural points in the text where it can flow.

Reach for the stars

A popular tactic used by content marketers is the Skyscraper method. Basically, you write one mega post about a specific industry-related topic. Place several links to smaller blog posts at the top of the mega post. Go through the smaller posts. Then tactfully insert links back to the mega post. These are known as internal links. They provide an additional jolt to your SEO efforts.

How quickly you reach the top of page one depends on the keyword’s competition level. In this case, how many other businesses are trying to organically rank in the same space. If you identified an unexplored niche, you’ll be well on your way to the top spot.

You won’t always be inspired to churn out long-form content. So, there are a few methods you can use to keep your word count high without burning out.

Like curating content from industry-related websites. Take a sample of one of their pieces, and include it in your website – then elaborate with your own spin.

Or, let’s say that you also have a podcast. You can transcribe the episodes and upload them as blog posts. Assuming the podcast is a supplement to your business, the transcribed content will brim with organic content and keyword-related segments.

While each of these tried-and-true methods for marketing a small business doesn’t typically deliver instant results, they are excellent long-term tactics.

And last, but not least – for those looking to speed up marketing for small business.

3.   Stepping into PPC

Or Pay Per Click, to give the method it’s full title. This is exactly what it sounds like. No need to wait on a slow traffic trickle. An effective PPC campaign can have the clients sprinting to your door. Step one of the prep process involves the same leg work as you would for SEO content. Identifying optimal keywords.

Establish a budget

Even with meager marketing funds, investing early and efficiently creates rapid traction. Enough to generate qualified leads. Then service them well, and the snowball of word-of-mouth kicks in.

Where’s my base?

While it’s tempting to just dump your entire budget into Google Ads, they aren’t the only player in town. Social media platforms like Facebook and Instagram also allow you to create PPC campaigns.

You can filter these campaigns by so many criteria, including:

  • Age
  • Location
  • Occupation
  • Interests

Knowing your audience well helps determine where you are most likely to find them.

Time to get attention

Most baseline PPC campaigns showcase ads with a specific call to action. It can be anything from encouraging users to learn more, book a free consultation, or call for a quote. Stand out from the competition with eye-catching visuals. The copy should be succinct, personable, and actionable.

Keep an eye on things

It’s likely you won’t knock your PPC efforts out of the park on your first swing. However, each of these platforms allow you to view different metrics. So, you’ll know what’s working and what needs adjusting. You can access more in-depth data by syncing your social media ad campaigns to Google Analytics.

In summary

Ok. We’ve gone over some of the finer points of marketing for a small business. Now your profit margins are due for a boost. In case you need a recap, we’ve got you covered.

  1. Getting social with your audience – Create an active presence on social platforms to connect with consumers and businesses. Make sure to link your profile to the business website.
  2. Content is king – Optimize your website for the search engines by integrating a healthy mix of targeted keywords.
  3. Paying for traffic – Segment your ad spend across multiple channels including Google, Facebook, and Instagram. Keep track of the results via Google Analytics.

What can Vocal do for you?

Are you looking for help with marketing for your small business? Why not contact us? We can brainstorm how we can produce the best content for you. From this, we can use our experience to make recommendations. We pride ourselves on delivering results.

Our team operates within six areas of content creation:

After an initial consultation, we will provide you with a quote. Our team will then get to work on creating your customized content!

See something you like? Let’s get started!

Get started with Vocal in four easy steps:

Step 1 – Tell us about yourselves and don’t hold back! We want to hear about your company’s goals and ambitions, and tell us, what is your USP? What do you want your copywriting to achieve?

Step 2 – Now it’s our time to shine and create a proposal of ideas – just for you! This includes recommendations drawn from our extensive experience. Are you ready to hear our ideas?

Step 3 – There’s no point in investing in your content if you don’t know what it will do for your business. So, based on our knowledge and experience, we’ll make predictions about the likely outcomes of the content. That way, you can see how our services are going to benefit you.

Step 4 – Finally, we’ll provide a quote for our services. Once that’s out of the way, then the real fun can begin! We’ll get started on the content of your dreams!

Let’s get Vocal! Get in touch with a member of the team and get ready to watch your business grow.

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