Online Engagement Tactics For Small Businesses
Twenty years after its inception, the internet has become a rather crowded place. Whereas the first companies to get online were able to mop up a lot of the business that was available, new ventures find it a lot more difficult. Digital marketing has become a rite of passage for many small businesses. Succeeding in digital marketing helps your business to thrive and expand in this exciting online marketplace. Failing in the digital space, however, can mean certain doom. There be a variance of tactics you can use to online engagement for small businesses.
Use Influencer Marketing
The first thing small businesses need to do, especially companies that operate in so-called “exciting” industries, like food, games or cars, is reaching out to potential influencers. These are people who are connected with the wider internet community and have a large following. Because they are seen as independent by their followers on social media. Getting a recommendation from them is far more powerful than even the most extravagant marketing campaign.
When it comes to influencers, small businesses have two options. Either they can pay for the influencer to do a product review, or they can reach out to bloggers with interesting article ideas that relate to their businesses. For instance, if your businesses are holding an interesting even, it’s a good idea to reach out to bloggers who might want to do an article informing their readers about it. If you are a small business that does family photos, you could hold a family photo day for the local community where they learn about photography. Local bloggers will then pick this up and report it on their feeds.
Become An Authority
According to an article entitled “Automotive Dealer Digital Marketing Best Practices,” the best thing that small car dealers can do to extend their reach online is to become an “authority” in their field. But what does that mean in practice? In general, it means finding a way to convince the community that you’re genuine. A bona fide expert in your field and that you’re the best person to go to for a particular problem. Setting yourself up as an authority isn’t easy. In fact, it takes a lot of time. But it can be done by building a video blog or writing ebooks.
Use “Moment Marketing”
What exactly is moment marketing? Essentially, it’s all about finding ways to use currently trending social media stories as marketing tools. For instance, back in 2015, a large puddle in the North East of the country went viral. People were tuning into Periscope life feeds to watch people trying to make their way around a big puddle in Drummond. Before long, the feed was trending internationally and being watched by millions.
Clever companies immediately saw an opportunity to cash in on the Drummond puddle situation. For instance, Dominos pizza made a reference to it by tweeting out “delivering to a puddle near you.” Other companies, like Lidl, used the puddle to push their wellington boots range.
Moment Marketing is about taking advantage of special moments on social media. Not all moments will be relevant. But when something happens that gets everybody talking, it’s a good idea to try and capitalize on it.