{"id":7070,"date":"2015-05-25T08:00:53","date_gmt":"2015-05-25T12:00:53","guid":{"rendered":"http:\/\/www.qcmakeupacademy.com\/?p=7070"},"modified":"2015-05-25T08:00:53","modified_gmt":"2015-05-25T12:00:53","slug":"small-business-marketing","status":"publish","type":"post","link":"https:\/\/www.qcmakeupacademy.com\/blog\/2015\/05\/small-business-marketing","title":{"rendered":"A Small Business Owner&#8217;s Guide to Marketing"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]Marketing is used to let potential customers know who you are and what you offer. As a small business owner, your marketing budget will be fairly limited. Not to mention the amount of time you have to spend on your marketing tactics![\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;20&#8243;][vc_column_text]Today, we\u2019re going to explore how you can get the most out of your marketing efforts on a limited budget with the limited time commitment.[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;20&#8243;][vc_column_text]In today\u2019s world, 95% of clients will find you on the Internet. While some small businesses still spend time and money on different \u201cold school\u201d marketing techniques like ads in newspapers or banners outside their shops, a good digital marketing strategy will trump any of those techniques while saving you a ton of cash.[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;20&#8243;][vc_column_text]\n<h4>With that in mind, we\u2019re going to focus exclusively on digital marketing today.<\/h4>\n[\/vc_column_text][divider line_type=&#8221;Full Width Line&#8221; line_thickness=&#8221;1&#8243; divider_color=&#8221;accent-color&#8221; custom_height=&#8221;75&#8243;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.qcmakeupacademy.com\/blog\/2015\/05\/small-business-marketing\/#1_Your_Website\" >1. Your Website<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.qcmakeupacademy.com\/blog\/2015\/05\/small-business-marketing\/#2_Search_Engine_Optimization\" >2. Search Engine Optimization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.qcmakeupacademy.com\/blog\/2015\/05\/small-business-marketing\/#3_Paid_Search\" >3. Paid Search<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.qcmakeupacademy.com\/blog\/2015\/05\/small-business-marketing\/#4_Blogging\" >4. Blogging<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.qcmakeupacademy.com\/blog\/2015\/05\/small-business-marketing\/#5_Social_Media\" >5. Social Media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.qcmakeupacademy.com\/blog\/2015\/05\/small-business-marketing\/#6_Email_Marketing\" >6. Email Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.qcmakeupacademy.com\/blog\/2015\/05\/small-business-marketing\/#7_Measure_Everything\" >7. Measure Everything!<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Your_Website\"><\/span>1. Your Website<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][vc_column_text css=&#8221;.vc_custom_1628887499695{padding-bottom: 10px !important;}&#8221;]While not technically a marketing task, your website design will create a first impression of your business in your clients\u2019 eyes. So before you spend time and money into getting people to your website, you\u2019d better make sure users will have a pleasant experience when they get there![\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][nectar_cta btn_style=&#8221;see-through&#8221; heading_tag=&#8221;h4&#8243; text_color=&#8221;#ff0069&#8243; button_color=&#8221;default&#8221; link_type=&#8221;new_tab&#8221; alignment=&#8221;left&#8221; display=&#8221;block&#8221; link_text=&#8221;Learn more here: &#8220;Building Your Website: What You Need to Know&#8220;&#8221; url=&#8221;\/2014\/09\/building-your-website\/&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"2_Search_Engine_Optimization\"><\/span>2. Search Engine Optimization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][vc_column_text css=&#8221;.vc_custom_1628887583232{padding-bottom: 10px !important;}&#8221;]What are some of the top words people will use to find services such as yours?[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887594231{padding-bottom: 10px !important;}&#8221;]For a makeup business, likely they\u2019ll go to Google and type something along the lines of\u2026[\/vc_column_text]<div class=\"nectar-fancy-ul\" data-list-icon=\"fa fa-angle-right\" data-animation=\"false\" data-animation-delay=\"0\" data-color=\"accent-color\" data-spacing=\"default\" data-alignment=\"left\"> \n<ul>\n \t<li>\u201cMakeup artist in [your city]\u201d<\/li>\n \t<li>\u201cBest makeup artists nearby\u201d<\/li>\n \t<li>\u201cWhere can I get a makeover\u201d<\/li>\n \t<li>\u201cMakeup services\u201d<\/li>\n \t<li>Etc.<\/li>\n<\/ul>\n <\/div>[vc_column_text css=&#8221;.vc_custom_1628887632872{padding-bottom: 10px !important;}&#8221;]These are your business\u2019s top keywords. You want to make sure when people search for those terms, your business shows up on the Google search result\u2019s\u00a0first page![\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887640576{padding-bottom: 10px !important;}&#8221;]In this short blog article, we won\u2019t cover specific Search Engine Optimization (SEO) practices. But rest assured, if you take 30 minutes here and there to research and implement keyword research, web page optimization, and link building, it\u2019ll pay off in spades![\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"3_Paid_Search\"><\/span>3. Paid Search<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][vc_column_text css=&#8221;.vc_custom_1628887710103{padding-bottom: 10px !important;}&#8221;]When you enter a Google search for most products or services, you\u2019ll see at least three results at the top of the page that are marked as \u201cads\u201d (and there may be many more on the right-hand side of the page, too!)[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887695898{padding-bottom: 10px !important;}&#8221;]Those ads are what\u2019s called Pay-per-Click (or PPC) ads. As the name implies, businesses pay Google when a user clicks on that Ad and goes to their website.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887724383{padding-bottom: 10px !important;}&#8221;]Though it can be fairly costly depending on your line of business, I encourage you to at least research the basics of PPC ads and make an informed decision as to whether or not they might be beneficial for your business.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887732630{padding-bottom: 10px !important;}&#8221;]At the very least, you might want to consider paying for clicks on searches for your brand. Or, if you don\u2019t, make sure your competitors don\u2019t show up on those search terms![\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"4_Blogging\"><\/span>4. Blogging<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][vc_column_text css=&#8221;.vc_custom_1628887760230{padding-bottom: 10px !important;}&#8221;]Having a blog on your website will allow you to embark on Content Marketing. With more and more consumers turning a blind eye to traditional forms of advertising, you need to offer them content that is useful in order to get their attention.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887766573{padding-bottom: 10px !important;}&#8221;]With content marketing, you develop content (in this case, blog articles, videos, etc.) that would not normally be found on your website, but are useful to your target customer.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887773566{padding-bottom: 10px !important;}&#8221;]If you make a point to writing about something you know and love (I hope you\u2019re knowledgeable and passionate about your business!), then blogging shouldn\u2019t take more than about an hour a week.[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][nectar_cta btn_style=&#8221;see-through&#8221; heading_tag=&#8221;h4&#8243; text_color=&#8221;#ff0069&#8243; button_color=&#8221;default&#8221; link_type=&#8221;new_tab&#8221; alignment=&#8221;left&#8221; display=&#8221;block&#8221; link_text=&#8221;Learn more here: &#8220;How to Write a Blog&#8220;&#8221; url=&#8221;\/2014\/08\/how-to-write-a-blog\/&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"5_Social_Media\"><\/span>5. Social Media<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][vc_column_text css=&#8221;.vc_custom_1628887860707{padding-bottom: 10px !important;}&#8221;]Once you have good content on your blog, you need a way for potential customers to find it! Enter your social media accounts.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887867046{padding-bottom: 10px !important;}&#8221;]While there are hundreds of different Social Media channels out there, odds are the majority of your potential customers are present on three or four networks, and that\u2019s where your business needs to be.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887882701{padding-bottom: 10px !important;}&#8221;]With a bit of practice, social media shouldn\u2019t take you more than 15-20 minutes a day, at the most.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887875174{padding-bottom: 10px !important;}&#8221;]You don\u2019t need to spend hours a week on social media to be successful, but you do need a regular presence because clients will also use these channels to speak to you, ask you questions and (possibly) lodge complaints. Therefore, you need to be present to converse with these clients.[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][nectar_cta btn_style=&#8221;see-through&#8221; heading_tag=&#8221;h4&#8243; text_color=&#8221;#ff0069&#8243; button_color=&#8221;default&#8221; link_type=&#8221;new_tab&#8221; alignment=&#8221;left&#8221; display=&#8221;block&#8221; link_text=&#8221;Learn more here: &#8220;Social Media for Beginners&#8220;&#8221; url=&#8221;\/2014\/09\/social-media-for-beginners\/&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"6_Email_Marketing\"><\/span>6. Email Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][vc_column_text css=&#8221;.vc_custom_1628887943788{padding-bottom: 10px !important;}&#8221;]Email marketing can be an effective way of communicating directly with people who want to hear from you. When done right.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887950812{padding-bottom: 10px !important;}&#8221;]For this type of small business, you\u2019ll want to send out one newsletter every month or two, but no less than that. Including list maintenance and setup, we\u2019re talking maybe two hours of work for email sent.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628887958940{padding-bottom: 10px !important;}&#8221;]However, many small businesses make critical mistakes when they start emailing because they don\u2019t take the time to learn how to do it properly.[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][nectar_cta btn_style=&#8221;see-through&#8221; heading_tag=&#8221;h4&#8243; text_color=&#8221;#ff0069&#8243; button_color=&#8221;default&#8221; link_type=&#8221;new_tab&#8221; alignment=&#8221;left&#8221; display=&#8221;block&#8221; link_text=&#8221;Learn more here: &#8220;An 8-Rule Guide to Email Marketing&#8220;&#8221; url=&#8221;\/2015\/04\/an-8-rule-guide-to-email-marketing\/&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"7_Measure_Everything\"><\/span>7. Measure Everything!<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][vc_column_text css=&#8221;.vc_custom_1628888017636{padding-bottom: 10px !important;}&#8221;]Before starting any marketing endeavor, ask yourself this question: \u201cHow will I know if it\u2019s successful or not?\u201d[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628888034501{padding-bottom: 10px !important;}&#8221;]Be sure you set up whatever tracking you need to find out whether your efforts are paying out, or if you\u2019re just pouring money down the wrong avenue![\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628888040997{padding-bottom: 10px !important;}&#8221;]Since we\u2019re talking about digital marketing only, a great place to start is to set up your website analytics. These will help you identify your visitors: who they are, where they come from, and what they do on your website.[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][nectar_cta btn_style=&#8221;see-through&#8221; heading_tag=&#8221;h4&#8243; text_color=&#8221;#ff0069&#8243; button_color=&#8221;default&#8221; link_type=&#8221;new_tab&#8221; alignment=&#8221;left&#8221; display=&#8221;block&#8221; link_text=&#8221;Learn more here: &#8220;A Guide to Website Analytics&#8220;&#8221; url=&#8221;\/2014\/11\/beginners-guide-website-analytics\/&#8221;][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;30&#8243;][vc_column_text css=&#8221;.vc_custom_1628888084501{padding-bottom: 10px !important;}&#8221;]But for now, do yourself a favor and research each of the items above properly. In order for your small business marketing to work, it needs to be done right![\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1628888076636{padding-bottom: 10px !important;}&#8221;]When you combine all the items listed in this article, we\u2019re talking maybe a total of 2-3 hours a week spent on digital marketing efforts. Think about it: is a new customer worth an hour of work? How about two new customers? Or five or six? Or twenty or thirty? 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