What’s the biggest marketing challenge for small businesses? Identifying the right technologies for their needs and then proving marketing ROI, reports HubSpot. From email marketing and search engine optimization to content marketing and pay-per-click advertising, it’s easy to be overwhelmed by the sheer number of digital marketing options currently available. While the initial cost for most digital marketing strategies is low, without a clear plan in place, the opportunity cost can skyrocket. Take for example Twitter: that account may be free, but once customers start tweeting complaints or questions at your business, you can’t afford to ignore these messages delivered via the “social telephone”. You need a plan to listen, triage and respond– all while juggling your other social accounts, SEO efforts, email and content marketing programs. Not so easy!
These days, there's no overstating the power of social media—especially when it comes to spreading brand awareness and potentially gaining new customers and clients. Despite the fact that organic reach through social media has decreased, there's still a lot to be said for engaging with followers and prospective customers on social platforms—especially when it comes to brand reputation. Unfortunately for small businesses that don't tend to have the budgets for full-time social media professionals, there are many common social media usage mistakes that can have a negative impact.
In a world where social media and other forms of digital marketing are beginning to take over, it's important not to completely overlook some alternative means of reaching your customer base. Email marketing is one tried-and-true option that can still yield conversions and improve brand recognition—but it's all about strategically planning your email blasts. By following a few simple tips, you may enjoy better conversion rates from your email marketing campaigns.