Whether it’s greater autonomy, increased earning potential or just the freedom and flexibility to spend more time doing what you love, there can be a lot of benefits to running your own business. There are already well over two million small businesses in Australia, making us a nation of entrepreneurs and innovators. And according to recent GoDaddy research, a further one in three people are considering starting a new small business in 2020.
Today, the ease and accessibility of the internet is helping to inspire the next generation of Aussie entrepreneurs as they seek to turn a business idea into an online reality. If that’s you, once you’re online with a website, one of the biggest hurdles is marketing your business so it can be found by the people who matter most. So, whether you want to start an eCommerce store, become a wedding planner or something else entirely, here are a few marketing strategies to help you amplify your new online small business.
Search engine optimisation (SEO) helps organically improve your website’s online visibility. Essentially, it’s an algorithm that helps determine where your website will rank when someone searches for a related term online. The better optimised your website, the easier it could be for a person to find it. Don’t worry if this sounds daunting, a simple and effective way to start is using target keywords on your site.
Put yourself in your customers’ shoes: what words or phrases would they type when searching for the type of products or services you offer? If you’re starting an eCommerce venture selling baby clothes, consider using phrases that are directly relevant to your business, such as”handmade baby clothes Australia” or “cute clothes for newborns”. And if wedding planning is your calling, consider using phrases like “Melbourne wedding in planning” or “how to create a boutique wedding”.
Don’t worry about perfecting your keyword choices at the start, you can finetune them as you review your website’s search engine ranking. Your SEO can also benefit from links that direct to your website, so consider posting engaging images, blogs and other content that compels others to link to it.
As technology advances from one shiny innovation to the next, it’s easy to forget the value of a simple email. Nearly half the world’s population uses email, so it’s safe to say many of your target customers will too. Adding a newsletter sign-up to your website can be a great first step, and helps you determine who is already interested in your business.
Email marketing can be used as a great way to not only promote your products and services, but also build a stronger connection between your customers and your business. Whether it’s posting your latest range or a recent blog that you’re proud of, the most important thing is to be you – let that authenticity shine through in your email marketing efforts. And be sure to offer the option to opt out of receiving your newsletter, should they decide.
When you’re getting a business off the ground, finding the time, confidence and resources to figure out your marketing plan can be challenging. But you may want to consider getting started with a social media strategy. Considering 18 million Australians are active on social media, it can be an effective way to reach a potentially large audience and steer them back to your website or eCommerce page. Businesses such as organic and health foods store, Naked Foods, leverage beautiful, eye-catching images of their products to help drive a sizable and engaged following on Instagram, and have attributed some of their success, in part, to their commitment to social media.
When marketing your new business, there is no one-size-fits all strategy. It’s about finding what resonates with your audience and doing more of it. The exciting news, though, is that you don’t have to spend big to promote your products or services using today’s digital tools.
Jill Schoolenberg, Regional President for Canada, Australia and Latin America, GoDaddy