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Small businesses tend to have a tricky time when it comes to utilizing search engine marketing and social media advertising strategies. Both of these marketing concepts require a hefty investment in both time and money, two things that small businesses tend to lack. In addition, advertising tends to be easier when you have a larger reach. Again, this is something that a small business won’t have. As a result, developing your brand and growing your company can be daunting, especially when you’re competing on the same platforms as giant corporations with millions in advertising budgets.

Thankfully, there are plenty of cost-effective ways to utilize both search engine marketing and social media marketing as a small company. Unlike larger companies that throw a lot of money into advertising, smaller businesses need to be smarter about how they invest their time and revenue into developing their brand and setting themselves apart from their competition. So in this post, we’ll be taking a look at how you can get started with Google searches and social media advertising as a small business.

Establishing marketing goals for your small business

Before you get started with these marketing concepts, it’s a good idea to establish some kind of goals for your small business. When you start thinking about what you want to achieve, it makes it much easier to gauge how successful your marketing attempts are. This will be valuable information to use in the future when you invest large sums of money and spend more time on your advertising campaigns. With these goals in mind, you can also start analyzing the current marketing situation in order to create a detailed plan to follow.

Here are a couple of examples of marketing objectives that you should be focusing on:

  • Introducing a new product into the industry via your small business
  • Increase the number of followers across multiple social media platforms
  • Appear on the top 3 of a Google search results page with your keywords of choice
  • Breaking into a new community or audience with your new products and services
  • Generate a high volume of qualified leads that can convert into paying customers
  • Increasing your brand’s engagement across multiple platforms

These are a couple of examples of effective goals to set. They each have quantifiable goals and you can build a detailed step-by-step plan to help you achieve each of them. Don’t forget that measuring your progress is the key to determining how far you are from reaching your goals. You’ll be making use of Key Performance Indicators (KPIs) to help you track certain metrics that are used to evaluate progress. Another common metric is Return on Investment (ROI) which is used to measure the gains or losses generated as a result of your marketing investments.

So let’s take a look at how you can use search engines and social media to reach these goals.

The correct way to approach search engine marketing

Online advertising is arguably one of the more cost-effective ways to bring attention to your business. It’s one of the best ways to build your brand over the internet, but it does take a bit of research before you can make the best use of it.

One of the reasons why online advertising is such a good investment is because you can target specific audiences based on different demographics. Google saves a lot of personal information about its users, meaning they can categorize users based on their preferences, location, age, gender and so on. This means that even smaller businesses can take advantage of search engine marketing assuming you don’t try to compete with larger companies and their keyword focus.

In order to make search engine marketing work on a tighter budget, you need to be smarter about the decisions you make and the audiences you aim for. With a careful approach, you can generate a surprisingly high return on your investment.

Making use of high-intent keywords

While larger companies can afford to use search engine marketing to generate leads and build their brand, smaller businesses need to focus on high-intent keywords. A high-intent keyword is something that reveals the intentions of the person searching. It often shows that they’ve already made up their mind about a purchase and are simply looking for the best options. These searches can be along the lines of “women’s sweater for winter black”, “pizza restaurant near me that delivers” or “cheapest car insurance in Orange County”.

When bidding for keywords, it’s a good idea to focus on those that reveal high intent to actually make a purchase. That way, you’re more likely to find qualified leads which result in a higher return on your investment.

Improving the relevancy of your ads

High-quality advertisements have a much easier time converting because your audience will take more notice of them. Google actually assigns a Quality Score to your advertisements based on several factors such as keyword relevance, landing page quality and how your ads have performed historically.

With a higher quality score, Google provides you with benefits such as higher ad rankings and also lower costs. In other words, the higher quality your advertisements are, the less you end up paying for your advertisements.

Utilizing different targeting methods to increase relevancy

Being able to target your advertisements at specific audiences is a fantastic way to improve your relevancy and quality of leads. You can use different parameters to show your ads at specific times (such as your business’s operating hours), to a certain gender or even age groups. This is a powerful tool that gives you more control over who sees your ads and when.

Ideally, you should have a general idea of the type of person that you’re serving your products to. Creating a customer profile is an essential step when it comes to growing your business, and target methods can ensure that you’re serving your ads to that group.

Making the most of social media advertising

There are three main categories of social media advertising that we have to cover:

  • Paid advertising refers to any paid advertisements that appear on platforms like Facebook, Twitter and Instagram. These are clearly labelled as advertisements and will generally appear in the feeds of people using the platform. These function similarly to search engine marketing since you can narrow the demographic that the ads are served to, but you also get access to a wider range of targeting options thanks to the information people give to Facebook.
  • Influencer marketing involves paying an influencer a certain amount of money to have them mention or talk about your products, services or brand. The costs of influencer marketing will depend on how well-known the influencer is, but this is a great way to attract a larger audience. You’ll need to research the type of audience that the influencer has, but it’s a great way to reach out to larger communities of potential leads.
  • Organic growth is using social media yourself to grow your brand. Since social media platforms are free to use for everyone, it’s technically possible to grow your brand by engaging your audience and attempting to go viral based on the content you provide. This is extremely difficult to do reliably but technically means you can grow your brand for nothing.

Advertising costs on social media will vary depending on how you approach it. The typical method of paying the social media platform for advertising space is generally the easiest to approach and most stable. However, influencer marketing can be an excellent way to expose your brand to a specific audience or community of people. It does involve a lot of research into the influencer that you want to work with, but it can create a long-term relationship and open up networking opportunities for the future.

Organic social media growth generally involves creating content on social media, sharing posts and providing customer support. While it’s generally considered a cost-effective option, there are tools you can use to make it easier to publish posts, provide support and also examine how well your social media accounts are doing.

There’s really no right or wrong approach when it comes to social media advertising. Ideally, you should be using a combination of all three methods for maximum exposure as they can reach different audiences. However, the key to social media advertising is listening to your community and having a dedicated manager to oversee relationships with your audience.

The key to small business advertising is doing a bit of everything

Small businesses tend to have a tricky time when it comes to utilizing search engine marketing and social media advertising strategies. Both of these marketing concepts require a hefty investment in both time and money, two things that small businesses tend to lack. In addition, advertising tends to be easier when you have a larger reach. Again, this is something that a small business won’t have. As a result, developing your brand and growing your company can be daunting, especially when you’re competing on the same platforms as giant corporations with millions in advertising budgets.

Thankfully, there are plenty of cost-effective ways to utilize both search engine marketing and social media marketing as a small company. Unlike larger companies that throw a lot of money into advertising, smaller businesses need to be smarter about how they invest their time and revenue into developing their brand and setting themselves apart from their competition. So in this post, we’ll be taking a look at how you can get started with Google searches and social media advertising as a small business.

Establishing marketing goals for your small business

Before you get started with these marketing concepts, it’s a good idea to establish some kind of goals for your small business. When you start thinking about what you want to achieve, it makes it much easier to gauge how successful your marketing attempts are. This will be valuable information to use in the future when you invest large sums of money and spend more time on your advertising campaigns. With these goals in mind, you can also start analyzing the current marketing situation in order to create a detailed plan to follow.

Here are a couple of examples of marketing objectives that you should be focusing on:

  • Introducing a new product into the industry via your small business
  • Increase the number of followers across multiple social media platforms
  • Appear on the top 3 of a Google search results page with your keywords of choice
  • Breaking into a new community or audience with your new products and services
  • Generate a high volume of qualified leads that can convert into paying customers
  • Increasing your brand’s engagement across multiple platforms

These are a couple of examples of effective goals to set. They each have quantifiable goals and you can build a detailed step-by-step plan to help you achieve each of them. Don’t forget that measuring your progress is the key to determining how far you are from reaching your goals. You’ll be making use of Key Performance Indicators (KPIs) to help you track certain metrics that are used to evaluate progress. Another common metric is Return on Investment (ROI) which is used to measure the gains or losses generated as a result of your marketing investments.

So let’s take a look at how you can use search engines and social media to reach these goals.

The correct way to approach search engine marketing

Online advertising is arguably one of the more cost-effective ways to bring attention to your business. It’s one of the best ways to build your brand over the internet, but it does take a bit of research before you can make the best use of it.

One of the reasons why online advertising is such a good investment is because you can target specific audiences based on different demographics. Google saves a lot of personal information about its users, meaning they can categorize users based on their preferences, location, age, gender and so on. This means that even smaller businesses can take advantage of search engine marketing assuming you don’t try to compete with larger companies and their keyword focus.

In order to make search engine marketing work on a tighter budget, you need to be smarter about the decisions you make and the audiences you aim for. With a careful approach, you can generate a surprisingly high return on your investment.

Making use of high-intent keywords

While larger companies can afford to use search engine marketing to generate leads and build their brand, smaller businesses need to focus on high-intent keywords. A high-intent keyword is something that reveals the intentions of the person searching. It often shows that they’ve already made up their mind about a purchase and are simply looking for the best options. These searches can be along the lines of “women’s sweater for winter black”, “pizza restaurant near me that delivers” or “cheapest car insurance in Orange County”.

When bidding for keywords, it’s a good idea to focus on those that reveal high intent to actually make a purchase. That way, you’re more likely to find qualified leads which result in a higher return on your investment.

Improving the relevancy of your ads

High-quality advertisements have a much easier time converting because your audience will take more notice of them. Google actually assigns a Quality Score to your advertisements based on several factors such as keyword relevance, landing page quality and how your ads have performed historically.

With a higher quality score, Google provides you with benefits such as higher ad rankings and also lower costs. In other words, the higher quality your advertisements are, the less you end up paying for your advertisements.

Utilizing different targeting methods to increase relevancy

Being able to target your advertisements at specific audiences is a fantastic way to improve your relevancy and quality of leads. You can use different parameters to show your ads at specific times (such as your business’s operating hours), to a certain gender or even age groups. This is a powerful tool that gives you more control over who sees your ads and when.

Ideally, you should have a general idea of the type of person that you’re serving your products to. Creating a customer profile is an essential step when it comes to growing your business, and target methods can ensure that you’re serving your ads to that group.

Making the most of social media advertising

There are three main categories of social media advertising that we have to cover:

  • Paid advertising refers to any paid advertisements that appear on platforms like Facebook, Twitter and Instagram. These are clearly labelled as advertisements and will generally appear in the feeds of people using the platform. These function similarly to search engine marketing since you can narrow the demographic that the ads are served to, but you also get access to a wider range of targeting options thanks to the information people give to Facebook.
  • Influencer marketing involves paying an influencer a certain amount of money to have them mention or talk about your products, services or brand. The costs of influencer marketing will depend on how well-known the influencer is, but this is a great way to attract a larger audience. You’ll need to research the type of audience that the influencer has, but it’s a great way to reach out to larger communities of potential leads.
  • Organic growth is using social media yourself to grow your brand. Since social media platforms are free to use for everyone, it’s technically possible to grow your brand by engaging your audience and attempting to go viral based on the content you provide. This is extremely difficult to do reliably but technically means you can grow your brand for nothing.

Advertising costs on social media will vary depending on how you approach it. The typical method of paying the social media platform for advertising space is generally the easiest to approach and most stable. However, influencer marketing can be an excellent way to expose your brand to a specific audience or community of people. It does involve a lot of research into the influencer that you want to work with, but it can create a long-term relationship and open up networking opportunities for the future.

Organic social media growth generally involves creating content on social media, sharing posts and providing customer support. While it’s generally considered a cost-effective option, there are tools you can use to make it easier to publish posts, provide support and also examine how well your social media accounts are doing.

There’s really no right or wrong approach when it comes to social media advertising. Ideally, you should be using a combination of all three methods for maximum exposure as they can reach different audiences. However, the key to social media advertising is listening to your community and having a dedicated manager to oversee relationships with your audience.

The key to small business advertising is doing a bit of everything

For a small business to succeed in a competitive market, it’s essential to use both search engine marketing and social media advertising. They’re both perfectly usable with smaller budgets and combining the two ensures that you can reach a wider audience and grow your brand. The great thing about both these marketing concepts is that they can be scaled virtually infinitely–it all depends on how much money you’re willing to invest. The goal is to start slow, tweak your approach and gain experience with these platforms before investing a larger sum of money into your advertising.