Category Archives: Marketing Strategy

Digital Marketing Strategies Every Small Business Can Afford

Digital Marketing Strategies Every Small Business Can Afford

Small businesses often find themselves at a disadvantage when trying to complete with larger regional or national competitors that have more well-established names and far bigger marketing budgets.

Fortunately, technology continues to help level the playing field for small business owners looking to compete against their biggest competition. By establishing an effective digital presence, a small business can effectively compete for customers. However, having a digital presence no longer simply means creating a website and hoping that customers click-on-by; companies that enjoy the greatest long-term success online find creative ways to get noticed by their target audience. Whether through online advertising, social media marketing, blogging or content development, a small business can work to craft an online identify that helps it stand above even the biggest brands.

Many small business owners already recognize the benefits online marketing can offer, as 92 percent of small businesses expected to spend as much or more on online advertising in 2017 as they did this year.

By staying current with the latest digital trends, you can better adapt to new ways of reaching your target audience in order to grow your business.

Mobile Optimize to Improve the Shopping Experience

At this point, there’s no denying the impact mobile has on a business’ bottom line. You either optimize your mobile platform to enhance the customer’s buying experience or you risk getting left behind.

Mobile continues to grow, and according the latest State of Mobile Commerce report from Criteo, 35 percent of all e-commerce transaction in the U.S. take place on mobile devices. If you look over the last 7 years, you see that mobile’s presence has dramatically altered the way people interact with the web. In 2008, the average adult spent 2.7 hours online a day, with 12 percent of that time being spent using a mobile device. In 2015, the average adult spent 5.6 hours a day online, with 51 percent of the that time being spent using a mobile device.

The implications are clear – if you’re not optimizing your small business website for mobile search or display, your business is going to suffer in comparison to the competition that gives mobile the respect it deserves.

Become Cross Platform Friendly

The term mobile no longer applies only to smartphones. Tablets, laptops, Kindles and even desktops all need to be considered when designing your website’s interface. Shoppers today no longer simply limit themselves to browsing with just one device. A potential customer may find your website on their smartphone while standing in line, browse your inventory on a tablet while lying in bed, before finally making a purchase from their laptop while sitting at the kitchen table.

No matter how a customer interacts with your website or shopping platform, surveys have found that consistency plays an important role in gaining consumer approval. In 2016, businesses that were able to provide a consistent experience across multiple platforms enjoyed a 39 percent higher conversion rate when compared to businesses with less diverse mobile platforms.

To become more multiplatform functional, small businesses need to utilize remarketing strategies designed to work on multiple devices to successfully intercept consumers and drive them towards making a purchase.

Establish a Social Media Presence

While the number of platforms customers use to browse the web continues to increase, so to do the number of digital channels. Consumers also now expect that the brands they follow will also interact with them through the channels they prefer. For many, social media has become the primary form of online interaction, with almost 20 percent of all time spent online in the U.S. occurring on social media platforms.

The sheer volume of time spent on social media platforms by consumers make them an excellent outlet for advertising and for growing a business’ brand identity. Not only do small businesses need the very basics of a well-curated and attended to business page, advertisers also need to take advantage of services like demographics, remarketing and other advanced marketing options offered by social media platforms.

Understand Your Target Audience

To understand what messages your customer base will best respond, you first need to understand who your target audience is to begin with. It’s not uncommon for even the most well-established small business to completely misunderstand its core customer base if they don’t take the time to gather and analyze all available consumer data.

Local Fresh can help any small business better understand its target audience and how connect in ways that matter. From demographics and social media preference to browser and purchase history, Local Fresh has the tools and experience needed to help your business better identify the customers that will help grow your business and bottom line.

Target to the Individual

Even with the existence of multiple platforms, mobile optimization, social media and precise marketing data that all help to target the consumer, shoppers have shown increasing resistance to ads that disrupt their browsing experience with distracting images or irrelevant messages.

Since studies have shown that 71 percent of consumers prefer personalized ads, small business marketing needs to invest in data analytic technologies that can help them create relevant, personalized ads that target the consumer. These types of customized messages will not only help improve the overall online experience for consumers, it will also enable a brand to compete with competition, no matter the size.

3 Emerging Trends in Dental Practice Marketing

3 Emerging Trends in Dental Practice Marketing

With the first quarter of 2018 coming to a close, the top digital marketing trends of the year have started to emerge. For small businesses, the quarter point offers an excellent opportunity to reexamine yearly marketing strategies put into place at the beginning of the year, and make any necessary course corrections to get back… Continue Reading

The First 4 Steps of Marketing Your Small Business

The First 4 Steps of Marketing Your Small Business

So you’ve finally taken the plunge and started your own business. Whether a boutique, restaurant, salon, or dental practice, you’ve decided the time has come to realize the dream of being your own boss. While congratulations are certainly in order, you’re probably feeling a little overwhelmed by the idea that the success or failure of… Continue Reading

Creating a Successful Candy Buyback Program for Your Dental Practice

Creating a Successful Candy Buyback Program for Your Dental Practice

When it comes to dental practice marketing, it’s easy to focus more on new patient acquisition rather than on how to strengthen your existing relationships with current patients. While new patients help a practice grow, developing and nurturing a dedicated and reliable patient base is how every practice thrives. With the warm air of summer… Continue Reading


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