Many small business marketers have the unique opportunity of working with a relatively “clean slate” when they are helping small businesses. What I mean is that they get to work with a company that hasn’t done much marketing, if they’ve done any at all. This is equal parts exciting and daunting. Exciting because the sky’s the limit. Daunting since there are so many different things you can do. So, how do you know where to start? At this moment, a “well-rounded” marketing approach is key to early success. Let me explain.
When you are a small marketing team with minimal resources, it can be tempting to go all in and invest heavily in one single approach to creating brand awareness and generating leads/customers/business. For example, I see many small businesses put all their resources into Facebook while neglecting email list building and SEO. Or on the other hand, I get clients who have invested huge amounts of money into keyword research and SEO but have no social presence. Trust me, as a one-man show, I get it. There are only so many hours in the day and you have plenty of things to do.
But if Facebook’s new algorithm has taught us anything, it is that we can’t put all our “marketing eggs” in one basket, especially if we don’t own or control that basket. Take for example changes to SEO. I recently read a Hubspot article that really drove home how unreliable page rank can be. To paraphrase the author, SEO is not as predictable as it once was, in fact, it has grown increasingly unreliable as a marketing tactic:
“One of the major criticisms of keyword ranking data is the fact that it is largely inaccurate. Many industry leaders and even software providers of rank tracking data have admitted that this is the case.”
And since Google is continually updating the way they prioritize search results, it not only becomes extremely difficult to rank for specific keywords but also to derive value from that ranking.
I strongly recommend reading the article in its entirety as they go over some excellent ways to create goals for website traffic and content performance instead of strictly relying on page rank. Even if you are a team of one, I strongly advise diversifying your marketing strategy. It is important to have multiple incoming channels in case something (like a major change to search results) happens and you find yourself losing all incoming traffic.