While many still believe that “going digital” requires advanced skills or piles of cash, that’s no longer the case. In fact, it’s easy and requires as much or as little money as you want to get started. So, what are you waiting for?

Check out the six digital tools below and get started setting your business up for success today.



Social Media

There are roughly eight billion people in the world and 4.95 billion are on social media (Backlinko). (That’s over half of the people in the world.) So, if you’re not using these tools, engaging current and potential customers, you’re missing out on a great opportunity.

With platforms like Facebook, Instagram, X and YouTube you can connect directly with interested parties and relay information almost instantly. But don’t think you have to join every platform. It’s actually better to just join the one or two you feel confident maintaining.

And if you’re not sure where to start, try Facebook. It’s easy to use and the perfect place to reach millennials and older generations, as they make up a majority of the network’s 2.9 million daily users (Demand Sage). If you’re trying to reach younger audiences though, consider opting for platforms like Instagram and TikTok instead.



Website

Now, I know what you’re thinking… but building a website doesn’t have to be a pain or cost an arm and a leg. With do-it-yourself web designers like Wix, Squarespace and WordPress, you can simply choose templates, drag and drop modules, add information and go. It’s easy and cheaper than hiring a web designer/developer, although you may still want to consult one. (They can help optimize your site’s SEO performance and ensure it’s mobile-friendly. Both are more important than you might think. SEO determines your ranking on search engine result pages, and believe it or not, 60% of people access the internet using their phones.) But if you don’t want to hire one, do your own research on how to optimize your site. (To find out what makes a great site, check out our post on SEO.)

Once your site is up and running, make sure to keep it updated.

Although this all may sound like a lot of work, it’s worth it, especially since it helps build your business’s credibility online and makes it possible for customers to learn about and reach you.



Google Business Page

Google has become synonymous with searching online. So, it’s important that you make yourself visible on Google’s search results. Google Business Profile is a quick and easy way to get your business found. It displays information about your location, contact, hours, website, logo, products and more on relevant searches.

To get started, just head over to Google Business Profile and either create or claim your business.



Blogs

A blog can be a valuable tool for your business. After all, it provides you with a platform to share valuable information, showcase your expertise and show your customers that you’re tuned in. And, when you regularly post relevant and engaging content, you’ll drive more traffic to the website you created and improve your search engine rankings. (While some traffic may come from search engine result pages, you can further drive traffic by using your blog posts as landing pages for social media posts, emails, ads, etc.)

(If you need inspiration, check out our blog.)



Email Marketing

Another tool available for you to try is email marketing. With it, you’ll be able to reach current and potential customers, whether they’re tethered to their desk or on the go. And if you’re not sure where or how to get started, try checking out services like Mailchimp and Constant Contact. They make designing your own emails infinitely easier, but keep in mind, you’ll still be on the hook for curating and creating your own email lists and content.

To get started with your email marketing, focus on how you can maximize the impact. Treat every interaction with current and potential customers as an opportunity to gather email addresses. And as you try to come up with content, consider linking back to your blog posts and including information about your promotions, services and updates, all of which will help keep your business at the forefront of your customers’ minds.



Digital Advertising

When you’re online, reading the news or checking the game’s score, and think to yourself, “That ad is totally something I need. I was just thinking about getting something like it,” you’ve probably experienced display advertising.

Display ads serve end users with advertisements based on their interests and browsing behaviors on the internet. And as a business, this is something you can do, too. You’ll need to start by identifying characteristics and interests that best identify your customers and then serve them ads across sites using ad networks.

You could also use re-targeting, which serves ads to those who have visited and navigated away from your site. These are often much more effective than standard display ads. But regardless of which type of ad you choose, you should be able to see where your money goes through regular reporting. This helps you better understand what works well for you and what doesn’t.



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First published on the Knapheide blog.

Published on: April 30, 2024