We’ve all experienced it. The overwhelming urge to be marketing in every possible way to grow your business while simultaneously feeling burnt out just thinking about it. Feeling spread too thin by your responsibility to wear all the hats in the business you started.
You’re not really sure if you’re doing your digital marketing “right” and, if you’re honest, you have no idea what “right” even means. If your business isn’t just small, it’s very small – I’m talking one to five employees – then you’re in the right place.
Let this be your guide (and a little pep talk) to digital marketing. Before we dive into the types of digital marketing and which ones might be right for you, let’s get some advice out of the way first.
What should I be doing? A.K.A. the “right” way to do small business digital marketing
The thing with digital marketing is, it really helps to be consistent. How do you get (and remain) consistent?
Go with the flow
Some people use content calendars or scheduling tools. Those are helpful, sure. But what you really need is something that you don’t feel resistance toward that also works.
I spent 4 years marketing on Instagram and email. It felt like pulling out my own teeth. I truly don’t like Instagram and it’s so time consuming. This year, I switched to something that felt way more natural: LinkedIn marketing. My business immediately saw spikes in sales and my marketing became so easy.
That’s not to say that Instagram won’t work for you. This advice has nothing to do with the specific platform. It’s just to point out that whatever method feels the most compatible with your business and your working style is what will work best and be easiest to stay consistent with.
It’s your business. Do it your way.
Don’t spread yourself too thin
There are recommendations throughout this guide for what might work best for your business. But they’re not prescriptions. You don’t have to do any or all of them! They’re just suggestions.
Pick the top 2 that you think you’ll find easeful and impactful. If you pick too many when you’re starting out, you’ll spread yourself too thin and you won’t see results from any of them.
Alright, now which types of digital marketing would work best for you?
9 Types of Digital Marketing
Here's a breakdown of different types of digital marketing and the types of small businesses that may benefit from each approach:
1. Search Engine Optimization (SEO)
SEO involves optimizing your website to rank higher in search engine results, increasing organic (non-paid) traffic.
SEO Tasks:
- Keyword research
- On-page optimization
- Link building
- Content creation (like blog posts!)
SEO is best for:
- Local small businesses
- E-commerce brands
- Course Creators
- Coaches
SEO costs:
Costs can vary from a few hundred to several thousand dollars per month. It depends on the scope of work, competitiveness of keywords, and the level of optimization needed.
2. Search Engine Marketing (SEM)
SEM involves paid advertising on search engines to increase visibility and attract targeted traffic.
SEM involves:
- PPC (ad) campaigns
- Keyword bidding
- Ad creation
SEM is best for:
- Businesses who know their target demographics and archetypes extremely well
- Quick and targeted visibility, especially those in competitive markets
- Product or subscription-based businesses
- Local businesses
SEM costs:
SEM costs are typically based on a pay-per-click (PPC) model. Costs can range from a few cents to several dollars per click, depending on the industry and competition.
3. Content Marketing
Content marketing focuses on creating and distributing valuable, relevant content to attract and engage a target audience.
Content Marketing can look like:
- Blogging
- Infographics
- Video creation
- Whitepapers
Content Marketing is best for:
- Small businesses looking to establish thought leadership
- Businesses who want to build an informed audience
- Innovative businesses who may need to educate an audience at the top of the funnel
Content Marketing costs:
Costs vary based on content type and quality. Blog posts might cost a few hundred dollars, while high-quality videos or interactive content could cost more.
4. Social Media Marketing (SMM)
SMM promotes a business on social media to build brand awareness and engage with the audience. Top social media platforms for marketing include Instagram, Facebook, TikTok, Twitter/X, LinkedIn, Reddit, Youtube, or Pinterest.
SMM involves:
- Social media campaigns
- Content creation
- Influencer partnerships
SMM is best for:
- Small businesses aiming to connect with their audience directly
- Aesthetically appealing products or services
- Businesses who want to build a community
- Hair salons, artists, product-based businesses, graphic/web/interior designers, and other businesses where showing your work visually is crucial for driving sales
SMM costs:
Social media advertising costs can range from a few dollars per day to several thousand dollars per month. Costs depend on the platform, audience targeting, and ad format.
5. Email Marketing
Email marketing is when a business sends emails that promote products, share updates, or build relationships.
Email marketing looks like:
- Newsletter creation
- Automated drip campaigns and onboarding series
- Personalized emails
- Segmenting an audience for targeted email campaigns
Email marketing is best for:
- Most businesses can benefit from email marketing
- Small businesses looking to nurture potential customers
- Businesses who want to retain customers
- Communicating directly with an invested audience
- Businesses who want to effectively make sales
- E-commerce brands looking to reduce abandoned carts
- Service-based businesses looking to eliminate missed appointments
- Businesses who run sales/specials frequently
Email Marketing costs:
Email marketing costs can range from free for small-scale efforts using basic tools to several hundred dollars per month for advanced platforms with extensive features.
6. Affiliate Marketing
Affiliate marketing is when a business partners with people, organizations, or other businesses to promote your products or services in exchange for a commission.
Affiliate marketing involves:
- Affiliate program setup
- Tracking sales
- Managing relationships
Affiliate marketing is best for:
- Product-based and subscription-based businesses
- E-commerce businesses
- Small businesses looking to expand their reach through partnerships
Affiliate costs:
Affiliate marketing costs are performance-based, with businesses paying a commission on sales generated through affiliates. Commissions typically range from a few percent to 50% or more.
7. Influencer Marketing
Influencer marketing leverages content creators with a significant following to promote products or services. They’re usually social media pros, newsletter creators, YouTubers, or bloggers.
Influencer Marketing requires:
- Identifying influencers for your brand
- Negotiating partnerships
- Curating sponsored content
Influencer Marketing is best for:
- Businesses that sell based on lifestyle, results, and product desirability
- E-commerce brands
- Health and wellness products and services
- Travel and hospitality
Influencer costs:
Influencer marketing costs vary based on the influencer's reach and engagement rates. Micro-influencers may charge a few hundred dollars per post, while top influencers can command thousands or more.
8. Local Search Marketing
Local search marketing uses SEO to attract customers near your local business.
Local Search Marketing consists of:
- Local SEO
- Google My Business Optimization
- Technical and on-page SEO
Local Search Marketing is best for:
- Attracting customers in a specific geographic location.
- Local small businesses like restaurants, brick-and-mortar stores, photographers, and service providers
- Small businesses who want local customers but don’t want to make an ongoing effort for marketing
Local Search costs:
Local SEO efforts can range from a few hundred to a few thousand dollars per month, depending on the level of competition and the scope of optimization required.
9. Video Marketing
Video marketing uses - you guessed it - videos to demonstrate products, educate, and engage your target customers.
Video Marketing can look like:
- Filming and editing videos
- Youtube marketing
- TikTok marketing
- Webinars
Video Marketing is best for:
- Small product-based businesses
- Sharing tutorials
- Building a loyal and educated community
Video costs:
Video production costs can vary widely, from a few hundred to several thousand dollars per video. Distribution costs, such as YouTube advertising, are additional.
How do you do digital marketing?
Tell me in the comments! What do you do for digital marketing? Let’s learn from each other!
Find her on LinkedIn and her website.