The internet is the only place we’ll be seeing your small business while we self-isolate and do our part to help flatten the COVID-19 curve.
Online is where we’ll get to know you, stay connected and decide whether to spend money with you during the weeks ahead.
Yet with every small business ramping up their online presence in a scramble to survive, how can you stand out and weather the storm?
Now more than ever, you need a digital marketing strategy. Just as you can’t afford not to market online, you can’t afford to get it wrong.
Avery Swartz, founder and CEO of Camp Tech, has a strategy-building framework that she uses with her small business and non-profit clients.
“Every small business owner I’ve ever worked with feels the pressure of limited time and resources,” says Swartz, author of See You on the Internet: Building Your Small Business with Digital Marketing.
“You’re constantly trying to weigh the effort of any marketing initiative in your business against the potential reward it will bring. And if you’re not sure it is going to bring you a reward, it can be so tempting to skip it. When the going gets tough, you have to be able to measure (and confidentially know) if the juice is worth the squeeze. And if it’s not, then it’s totally okay to move on to something else.”
Here’s Swartz’s six-step digital marketing framework:
- Set a specific, measurable and actionable business goal.
- Choose one key performance indicator (KPI) tied to your goal. “There are all kinds of metrics and values you can use to measure your success. It can be totally overwhelming and paralyzing. That’s why it’s essential to focus on just one metric – the one that tells you whether you’re getting any closer to your goal.”
- Measure where you currently stand, using your KPI as the measuring stick.
- Take a calculated leap into the unknown with digital marketing. Avoid a giant leap. “Don’t spend a lot of money or time at this stage; you’re trying something out to see if it works. Start small and get the results. If your measurement shows some success, great! Double down.” If you don’t hit it out of the park, adjust your strategy and take a different approach online.
- Measure what actually happened. “This is the step that requires the most discipline and honesty,” says Swartz. “The only purpose of looking at metrics is to learn, so you can improve. It’s not to make yourself feel good.”
- Learn from what you’ve done. What would you do again? Do more of or do it differently? “Look for the signal in the noise to determine what’s working and then double down on those efforts.”
Once you’ve worked through the framework’s six steps, you move into an iterative cycle of planning, executing, measuring and learning.
Along with her framework, Swartz gives a primer on domain names, websites, search engine optimization, social media, email marketing, online advertising and digital metrics. You’ll learn enough to have an intelligent conversation when negotiating with a consultant or marketing firm.
“Digital marketing is hard,” says Swartz. “At some point, I promise you, it will feel like a slog. If you start using a digital tool before you know what you want to achieve with it, and before you make a plan for getting you closer to that goal, you’ll waste your time,” says Swartz.
And in these unprecedented times, no small business owner has any time to waste and no room to wing it. Use Swartz’s digital marketing strategy to know exactly what’s working, what’s not and where to go next.
This review ran in the April 4 edition of the Hamilton Spectator.
Jay Robb serves as communications manager for McMaster University’s Faculty of Science, lives in Hamilton and has reviewed business books for the Hamilton Spectator since 1999.