Getting started with digital marketing

Key points

• What you need to start marketing your business
• Digital marketing benefits and types of marketing you can do
• Traditional marketing benefits and the types you can choose from

You could be the best in your industry. But if no one knows your name, what you sell or where to find you, your business won’t be able to unlock its full potential.

Digital marketing is a key part of running a small business. It can get your business’ name out to the masses, promote your product and help drive sales. But with so many different types of digital marketing out there, knowing where to start can feel overwhelming.

That’s why we’re here to dive right into all things marketing. Let’s get started.

What is digital marketing?

Digital marketing is basically promoting your business on digital platforms, like social media or via email. And depending on the type of digital marketing you want to use for your business, it can be easy to set up and use.

What are some different types of digital marketing?

Digital marketing can take many forms, covering the type of content you make, where you share it or how you can amplify it beyond your existing networks. Ideally, your digital marketing strategy should include a mix of the different types to get the best return for your business. For example, you might use a combination of paid and organic, the latter which is content that doesn’t require a regular budget or can be set up once.

Here are some of the more common types of digital marketing you’ll encounter:

Optimised website

• What it is: A website that’s specifically designed or optimised to help it appear on the first few pages of a search engine, like Google or Bing, when people are looking for your product, service or business online.
• Why it is good for business: It can drive more organic traffic to your website and help boost sales, without paid advertising costs.
• How you can get started: You can use website builders like Wordpress and Squarespace to make your business website. Use keyword research tools (like Semrush) to see what keywords you can add to your website to boost your search engine visibility.

Reviews and testimonials

• What it is: A review or piece of feedback from a customer about their experience with your business.
• Why it is good for business: This can help you build credibility and trust with your customers, while also showcasing how good your product or service is.
• How you can get started: After your customer is finished using or purchasing from your business (and they’re happy with your work), ask them for a testimonial for your website, social channels or review platform like Google Review or Yelp.

Organic social media

• What it is: Social media platforms are where people can share content, like written posts, photos, videos and more.
• Why it is good for business: Your business can reach people across all corners of the world and grow your market. You can also share unique offers, giveaways and competitions.
• How you can get started: Look at what’s trending on social media in your industry and then replicate that with your own content. Social platforms have built-in reporting to help you understand how your content is working, and most use hashtags or keywords to help you to be discovered organically.

Paid social advertising

• What it is: This is when you pay to have your social media content in the feeds of specific audiences.
• Why it is good for business: You can promote your business to the right audiences, beyond those who already know, follow or engage with your brand.
• How you can get started: Depending on your campaign, use high quality images or videos with a short and sharp caption. Investigate the different paid advertising options for social media platforms like Facebook, Instagram, LinkedIn, TikTok and Pinterest.

Email (EDMs) and SMS marketing

• What it is: EDMs and SMS marketing are messages you can send to a customer list via email or via text.
• Why it is good for business: You can target existing and potential customers through mailing and subscription lists with direct communications and offers.
• How you can get started: Create a customer list by collecting contact information, such as encouraging sign ups to your website. Then you can use online platforms, like Mailchimp, to set up text message and email marketing.

Video marketing

• What it is: Video marketing is basically creating video content you can add on your website, social media or even in a TV spot, to promote your business.
• Why it is good for business: It can boost engagement and increase traffic for your website and social media, or help you to explain complex topics in an engaging way.
• How you can get started: You can use user-generated or professionally shot videos to promote your brand. Remember to create content that adds value or is relatable to your target audience.

User generated content (UGC)

• What it is: UGC is content created by your customers that they share on their social media. With their permission, you can repost this content on your own website and social media.
• Why it is good for business: It’s a cost-effective way you can build meaningful connections with your customers and expand your reach.
• How you can get started: Search for your business on the social media platforms you use the most, then leave a like or comment to show your support. You can ask the content creators you find for permission to use their content.

How can you get started with digital marketing?

Start by plotting out your calendar. Add any important dates, such as product launches or sale periods, so you can think about how you’ll communicate with your customers. From there, come up with visual or written content and schedule them ahead of time, which allows you to focus on other things.

If you need a hand to hit the ground running, there are plenty of free online resources to help with your marketing, such as Hubspot. You can also do an online course to upskill in a specific area, like social media marketing, and apply your newly developed skills to your business.

Got the budget to hire? Then consider hiring a digital marketing assistant or outsourcing to an agency to manage all (or some of) your digital marketing.

Next steps

So, you’ve got your marketing sorted and want to grow your business – great! Get started with our guide to growing a business. It covers the different ways you can expand your business and thrive.