- Build the digital marketing infrastructure.
- Design the digital marketing strategy.
- Launch the digital content and ads campaigns.
Small businesses must build their digital marketing infrastructure first and then they can design the strategy and launch their content and ads campaigns.
Our agency receives several qualified leads each month from the first page of Google search results. Most of them are small businesses that need to get new qualified leads and new customers online, to grow their businesses.
Small businesses can get new qualified leads online by two types of campaigns: content and ads campaigns. However, before launching the content and ads campaigns, small businesses must build their digital marketing infrastructure first, then design the strategy, and finally launch the content and ads campaigns. Infrastructure first, strategy second, campaigns third. In this order.
Digital marketing infrastructure
The digital marketing infrastructure for a small business consist of owned digital media channels, Google products, and Google compliances:
- WordPress responsive website
- WordPress blog with SEO plugin
- Landing page for ads campaigns with Google, LinkedIn, and Facebook retargeting and conversions tags.
- NAP consistency (Business Name, Address, and Phone must be the same in all digital channels)
- Listings in all major regional and national online business Directories.
- Email platform integrated and connected to the blog articles.
- Google marketing products: Search Console, Analytics, My Business, MAPS, Tag Manager, Gmail, Ads, Remarketing, Conversion.
- Google website performance tests compliance
- Google Webmaster guidelines compliances (include SEO and links guidelines)
- Merchant Circle page
- Reedit page
- Quora page
- Medium page
- Google Plus page
- Google Communities page
- Twitter page
- Instagram page
- SlideShare page
- Facebook page
- Facebook Group
- LinkedIn page
- LinkedIn profile
- LinkedIn Group
- LinkedIn Articles
Digital marketing strategy
The digital marketing strategy consist of the design of the message that will be delivered though the ads campaigns; and what is the type of content that will be written in the content articles campaign. Ads will be delivered to the audience in the most effective, efficient and satisfactory ad platform. Content will be delivered in the blog and the other 17 digital channels listed above.
Digital content and ads campaigns
The digital content campaign consists of the articles that will be written about the brands, products, services, and customer needs; and their publication at the WordPress blog, and their distribution at the 17 digital media channels listed above, including the Google Search Console, and the email marketing platform. This content production and distribution will be the task that will position the small business at the first page of Google, after 2 or 3 years, and 200 to 300 articles. Each article must have a relevant image about the article topic. Content campaigns will also generate communities at the small business digital media channels listed above.
The ads campaigns consist of the delivery of the ads though one or more digital ads platforms currently available in the market, for both, search and display ads: Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, and other minor players.
Ads campaigns will generate qualified leads during the first 2 to 3 years, and content campaigns will generate qualified leads after 2 or 3 years that the content campaign started. Ads campaigns might be paused after 2 to 3 years, once content campaigns achieved results. It takes 2 or 3 years to position a small business at the first page of Google search results.
You can read our previous article in the following link:
About the Author:
This article was written by Julio R. Sanoja, owner and founder at MSalesLeads, a digital marketing agency for small and mid-size businesses in Miami, Florida. We help small and mid-size businesses to go and grow their businesses online; position their brands, products and services online; and get qualified leads and new customers online. We have been doing this for the last 16 years. You can write me firstname.lastname@example.org or you can call me 305-918-9793.