This blog is going to take a different approach—a blend of story and advice. Here, you’ll follow the journey of a new business owner, an expert in his own field, but a novice in the world of digital marketing. Like so many new business owners, he quickly realizes that the digital world is a whole new frontier, one that can feel overwhelming, full of jargon, and endless options. He’s not sure where to begin, what terms to search, or what steps to take first.
The inspiration for this character came from conversations we’ve had with our clients, friends, and colleagues—people just like him who shared their initial struggles navigating the digital landscape. Though each journey was unique, a common theme emerged: “I didn’t even know what to Google to get started.” In honor of all the wonderful people we’ve had the privilege to work with, we hope you enjoy this relatable “character,” a blend of experiences, questions, and insights from those who took that first brave digital step.
The Digital Marketing Basics for Small Business Owners: Starting from Scratch
When I first started my business, I knew the “must-haves”: a great product, a passion for what I do, and the drive to keep going. But what I quickly learned is that I also need an online presence. People need to find my business online. Where to start, though? I’m a complete beginner to all of this digital stuff.
I knew I needed a website, that was a no-brainer for me, but as soon as I sat down to Google “how to make a website" and "tips for building a new website" I found myself almost instantly overwhelmed. One thing led to another, and suddenly I was deep into terms like Paid Search, Display Ads, Engagement Rates, Google Business Profile, Google Search Console, Google Analytics, Content Marketing, Social Media Marketing, Landing Pages.....Uggh....this list goes on and on and on and..........
Oh, and wait! It doesn't stop there! OMG - THE ACRONYMS - see what I did there? Let's just list out the 'iddy-biddy' tip of the acronym iceberg for fun:
CPC
SEO
SEM
CTR
CPM
SERP
PPC
CMS
KPI
CPA (no, not the accountant - that's what I thought at first, LOL)
Have a migraine yet? I know I did - because, to a newbie, this felt more like learning a new, complicated language than anything. So, here’s what I’ve discovered along the way—hopefully, it’ll be helpful to others out there who feel utterly lost like I did.
Step 1: Get a Website
Having a website is the first step, but what kind of website? I learned that the website doesn’t have to be super fancy, but it does have to be clean, easy to use, and mobile-friendly (people are almost always on their phones. In fact, after the first couple of months, I was blown away by the amount of website visitors were from mobile devices. It was like 70% of my overall website visits!).
My advice: Start simple. Include these basics:
Homepage: This is your first impression. It should be inviting, clearly show what you do, and have a friendly greeting.
About Page: Tell people a little about your story—why you started this business, what makes you unique.
Services or Products Page: Show off what you sell. Make sure there are good pictures and easy ways to contact you about buying.
Contact Page: You want people to get in touch easily, so have a contact form or at least your phone number and email clearly listed.
Step 2: Claim Your Google Business Profile (GBP)
If you do anything besides building your website (I can't stress this enough), claim your Google Business Profile (GBP). This is a free tool from Google that makes your business show up in local search results and on Google Maps.
I didn’t know much about this, but once I set it up, my business was visible whenever someone in my area searched for services like mine. Here’s how to get the most out of it:
Add all your information: Business name, address, phone number, and hours.
Upload photos: Pictures of your business, products, or services can help attract people.
Collect reviews: Positive reviews help build trust. Ask happy customers to leave a review on your profile.
Post updates: You can share offers or announcements directly on GBP, almost like a mini social media platform.
Step 3: Understand Search Basics (SEO)
SEO, or Search Engine Optimization, was a term that kept coming up. It’s all about helping your website show up higher in search results, so people can find you when they Google for services like yours.
For beginners, a few basic things can go a long way:
Keywords: These are the words people type into search engines. Think about what people might search to find your business, like “home repair in [city]” or “best bakery near me.”
Good content: Google likes fresh, useful content. If you can, add a blog or FAQ page that answers common questions about your services.
Links: Other websites linking to your site is good for your ranking. You can encourage this by listing your business on directories or collaborating with other local businesses.
Caveat on this one - not all links to your site, known as backlinks, are good links. There are actually toxic links out there that can hurt your site's rankings.
Good rule of thumb, only have backlinks from reputable sites that have some relevance to the website/webpage they are linking to.
For example, you run a local coffee shop. Your favorite coffee manufacturer launches a new, amazing blend that you will be sold in the store. The manufacturer lists all the stores in the area that sell this blend on their site and then link each coffee shop name back to their respective websites. This is an example of a good backlink.
Avoid backlinks from spammy, low-quality sites and link directory type sites.
Step 4: Paid Search (Briefly)
Paid search can get a little complicated, but essentially, you’re paying to appear at the top of Google search results. Paid search can be an amazing tool when utilized properly. My recommendation is if you don't know anything or very little about Paid Search, this is an area where you may want to seek some guidance, at least initially.
Step 5: Social Media
Social media platforms like Facebook, Instagram and TikTok are helpful for engaging with people, but I learned it’s best to pick one or two platforms to start with rather than trying to be everywhere. Consistency is key. Post regularly about your products, events, and promotions.
A few best practices I found helpful:
Choose platforms where your customers hang out: If you’re a bakery, Instagram might be ideal to showcase beautiful cakes. If you’re a mechanic, Facebook may be better for posting updates and interacting with local customers.
Post consistently: Even a simple schedule—like one post per week—keeps your business active and fresh in people’s minds.
Remember to be "Social" on "Social" Media: Sure, posts about sales, promotions, products, etc. are fine when used in moderation. Please don't have every single post be a "sales pitch" though.
Couple ideas to keep things social:
Happy Customers - see if they are willing to share their experience(s)
Community Involvement - did your business sponsor something, volunteer someplace, help a local cause, help raise awareness, even highlighting other businesses in your area goes a long way. (Give a shout-out to your neighbors!)
How to Guide or Tips/Hack relating to something about your business.
Example, a Professional Cleaning Service could share DIY tips on how to remove wine stains from a couch or carpeting
Just for Fun Posts (with some relevance of course) - like this one. My favorite Candle Bar + Apothecary store posted this after a 4-legged friend simply "popped" in on a nice summer day.....
A Beginner’s Glossary: Terms to Search on Google
When you’re ready to learn more, here are some must-know terms to search:
Website Hosting: This is where your website “lives” on the internet.
Domain Name: The address people type to find your website (like www.mybusiness.com).
SEO (Search Engine Optimization): Ways to help your website show up in search results.
Keywords: Words or phrases that people search for online.
Google Business Profile (GBP): A free Google listing for local businesses, helpful for showing up on Maps and search results.
Paid Search (PPC): Advertising where you pay for each click on your ad, helping you appear at the top of search results.
Social Media Marketing: Using platforms like Facebook and Instagram to promote your business.
Content Marketing: Creating useful or interesting content (like blog posts) that attracts people to your site.
Analytics: Tools to see how many people are visiting your website, where they come from, and what they look at.
Final Tips:
If you’re just starting out, remember that you don’t have to go it alone. Don’t be afraid to reach out and ask for help along the way. One great place to start is by talking to other small business owners in your area. Getting to know your fellow business owners can be a valuable way to gather tips, share insights, and build a network of support. Most local entrepreneurs have been in your shoes and will gladly share what they’ve learned.
Another option is to bring in some outside help—perhaps an eager college student studying marketing. This can be a win-win arrangement, giving you some help with the basics while they gain valuable real-world experience. For a beginner on a budget, this approach can be a great way to get started.
For others, working with a marketing agency might be the right path. There are many types of agencies out there, each offering unique advantages. Some agencies specialize in specific niches; for instance, Soma Marketing is a boutique agency focused exclusively on helping small businesses. Other boutiques may cater to different industries or services, while larger agencies might handle a wide range of clients and offer services tailored to any business size. Whether you’re looking for a small agency that understands your needs or a full-service firm that can tackle everything, there’s likely an option that fits your budget and goals.
So, take it one step at a time, and don’t hesitate to seek support from others as you grow your digital presence. You’ll be amazed at how many resources and people are out there, eager to help you succeed.
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