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The internet has more than 3.10 billion users, but your objective (unless you are a rock star) does not have to be to reach all this universe of users. You have better chances of  getting good results by focusing your marketing efforts to your own tailored audience.

So, what marketing objectives should you establish for your small business? What type of strategy can get you closer to your audience? There are many ways to reach your target audience, but it all depends on the nature of your business and your resources. Different businesses need to adopt different strategies to effectively reach their audience, just as the audience from Microsoft is different from the audience of a small pet store, their resources will also vary drastically.


Internet is the key

If you have just created a website, increasing website traffic is a must (just in case you are looking to build a website, we develop beautiful sites). But increasing website traffic is a very vague objective, set measurable & realistic goals, for example increasing traffic to 50 users a day. In addition, set in website goals, such as actions, for example increasing newsletter signups by 50% or increasing add to cart actions by 20%.

Your tactic has to be focused on growing and engaging your audience. But you must be asking, how? Well the are different strategies to reach your audience, we are going to briefly go over two of the most important strategies of 2016 and 2017; Content marketing and social media marketing.

Social Media Marketing

Being in the right time at the right place is essential in developing a social media strategy. After identifying where your audience is, whether is Facebook, Twitter, Instagram, LinkedIn or any other social media platform you need to establish a way to approach them.

Most of the largest social media platforms that exist have their own advertising network. If you use it wisely you can spread the word that your company exists, remember your audience at first doesn’t know you or trust you, so using advertising as a jump start can be very effective. We now come back into establishing specific goals, for example Facebook ads can help you get people to like your business, so establish a goal that embraces your resources. If you have a $100 monthly budget, you can set a target goal of getting 80 likes or even 100 likes.


Utilizing Facebook can increase an event attendance. Broadcasting live on Twitter, posting pictures in real time and showing the development of our business on social media are good tactics. Remember to encourage conversation and engagement from your audience, don’t be afraid to ask your audience for feedback or subscribes, in this type of environment is very common.

The important thing to do is choosing objectives that you can achieve and not forget that measuring your performance is critical to your strategy.


Content Marketing

Blogging is one of the best ways to get attention and spread your knowledge about a service or product. If you are an expert on any subject, start writing about it. Every week, two times per month, it does not matter if you don’t have the greatest response at the beginning, curating great content takes time, your audience will greatly appreciate it.

Establishing clear, specific, realistic and measurable goals is key to your digital marketing strategy success. Marketing strategies are not only for large corporation but they should be part of every business doesn’t matter how small or new it is.



Ana Belmonte

Author Ana Belmonte

Journalist from Venezuela. Ana merges traditional journalism practices with social media knowledge. Community manager and social media planner for different brands and business.

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