Beginning digital marketing can be a daunting task, particularly for small local business owners who may not be as familiar with online marketing. It is important to remember that no one starts as an expert or has all the answers from the start. The purpose of this blog post is to simplify the process and provide you with the knowledge to make informed decisions.

The SMART Framework

To develop a successful digital marketing strategy, it is essential to start by clearly defining the reasons behind your actions. This initial phase is crucial and requires you to specify your goals, determine the approaches you will take to reach them, predict the results of your actions, and determine how you will measure success. By doing so, you will be able to create a more effective and efficient strategy that is tailored to your specific goals and needs.

The SMART framework is a highly recommended strategy for setting goals that are Specific, Measurable, Attainable, Relevant, and Time-Bound. By following the SMART framework, you can ensure your business goals are realistic and advantageous. Learn how to establish your own SMART goals effectively by exploring each aspect of the SMART method:

1. Specific: It is essential to set clear and specific goals that provide a concrete target to aim for rather than vague aspirations. Ask yourself precisely what you want to improve and by how much.
2. Measurable: A measurable goal should be specific and quantifiable, such as defining an inevitable increase in leads to track progress and success.
3. Attainable: It's important to set achievable goals that can be reached without derailing progress. Rather than setting unrealistic targets, aim for improvement that is within reach. For example, setting a goal of a 20% increase in leads is more achievable than a 10,000% growth.
4. Relevant: To set practical goals, it's essential to ensure they are relevant to your overall business objectives and consider industry trends. For example, you should evaluate whether activities like printing more flyers will generate more leads and whether it's realistic to increase website traffic using your current budget for search advertising. By considering these factors, you can establish goals that genuinely benefit your business.
5. Time-Bound: Goals need a clear timeline for tracking progress. Vague or overly broad timeframes can make it challenging to measure success. Instead of aiming for a general goal like "increasing leads this year," it's better to create a specific timeframe. For example, you can set a plan to boost lead volume by 1% each month during the first quarter, leading to a 3-5% increase by the end of the quarter. This approach provides a structured timeline to guide your efforts and measure success.

Foundation

It is essential to have a firm grasp of the fundamentals before moving on to more advanced topics, and this is particularly true in the field of digital marketing. Building a solid foundation is critical to achieving long-term success. For most businesses, this foundation consists of two key elements: your website and your online reputation.

It is crucial to prioritize your online presence as it is often the first impression potential customers have of your business. Do not leave it up to chance; control how your business is presented and addressing any issues promptly is necessary for success.

Website

Your website presents a crucial opportunity to showcase your brand and establish a direct connection with your customers. It should serve as the primary source of information and engaging content, as well as the platform where customers can purchase your products or services.

Content

The purpose of website content is to clearly and effectively convey your brand's message. It should serve a specific purpose and directly align with your brand's objectives. Overloading your website with irrelevant information can divert attention from your message. The most successful websites usually have simple, straightforward content that's easy to understand.

User Experience

The user experience on your website significantly influences the visitor’s buying decisions. This experience is shaped by how easily they can navigate your site and find the information or products they want. For instance, if you run a restaurant, your menu should be readily accessible; if you offer plumbing services, clearly indicate your emergency availability. Your goal is to eliminate any hurdles in the customer’s search process.

Your website's design plays a crucial role in directing user actions toward the goals you have set for your business, such as contacting you, subscribing to newsletters, or purchasing products. To achieve this, your design should prominently feature calls to action that are attractive and easy to locate. 

Responsive Design

More people are accessing the internet through smartphones and tablets, so your website must be responsive. This means it should automatically adjust to fit smaller screens and provide a user-friendly experience tailored to touch gestures like tapping and swiping. It’s also crucial to ensure that your website is easily navigable with one hand, as this is the predominant method by which users interact with their mobile devices.

As we end this look at digital marketing, it's clear that a well-thought-out plan and a strong base are crucial to success. By using the SMART framework, small business owners can attain objectives that fit their business goals. When you focus on content, user experience, and responsive design, you create a website that not only attracts customers but also retains their interest and encourages engagement with your brand.