Skip to main content

 

Welcome to Activ Web Design Client Login. If you already have an account then please login, if not, then Activ clients can register.

There’s an App for that: The Transformation of Small Business Marketing

Small Business MarketingSmall business used to rely heavily on the power of print to convey the bulk of their marketing messages. Yes, some used digital media such as radio advertisements or television ads, but printed materials were much cheaper and easier to manage. By manage I mean bring a stack of cards to a shop, place them on the counter, and replace when the pile is gone. For the more organised business owners who kept track of which locations handed out more cards, they were practicing an early form of marketing data analytics.

Small business marketing has come a long way since the days of endless stacks of flyers, licking envelopes for direct mail campaigns that most likely would never get opened, and paper being your biggest marketing expense. Nowadays, you will see less print ads. If you do, they almost certainly contain a QR code or at the very least a URL for the purposes of additional information. Tracking these QR codes allows marketers to track traffic to their sites based on the landing page. The URL is generally harder to track unless you put a specific landing page in the ad.

With the development and proliferation of the internet came the need for marketing efforts specifically designed for this new channel. Hence PPC, SEO, SEM, and Banners were born. Banners are the print ads of the internet era. Appearing at the top, bottom, or sides of a web page, banners can be highly effective or merely seen as a nuisance by users. Do not expect huge conversion rates from banner ads, but also do not discount their value for increasing brand awareness.

Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) became huge fields as Google began its world domination. To be fair, other search engines do exist, but Google’s name has become synonymous with searching (go “google it”) and is the main target of SEO and SEM methods. Whether your goal is to optimise your site for organic traffic or you plan to increase traffic via social media, make sure you have someone on your side that has experience with online marketing.

Then came smartphones with internet connectivity and apps. In order for small businesses to keep up with the big guys, it is necessary to have a user-friendly mobile version of your website. Google even stressed this point during a recent update of their algorithm that penalised websites for low usability on their mobile sites. Mobile Apps are a brilliant way to market your business. When a user is surfing the internet, they can easily jump from one page to another and you will lose that conversion opportunity. In an effectively-designed app, the user is focused solely on your company and their offerings.

Regardless of the services offered or goods sold by your small business, you need to get with the digital age in order to avoid extinction.

Reader Comments (0)

There are currently no comments on this article. Why not be the first and leave your thoughts below.

Leave Your Comment

Please keep your comment on topic, any inappropriate comments may be removed.

Return to index