Digital Boot Camp: SMBs Should Do This, Not That & Watch Out For…


When it comes to digital marketing, there are tactics that small and medium-sized busiensses (SMBs) should explore managing themselves and other tactics that would probably be better for a vendor or partner to manage.  Mike Wilson from Goodzer provided a look at what SMBs should do, what they shouldn’t and what they should watch out for:


  • Understand goals, customer acquisition, retaining customers, etc.
  • Measure and test effectiveness
  • Know your customer and create messages that reach them
  • Manage your content and data and make sure it is correct online
  • Be willing to change what isn’t working

Do not…

  • Create your own website if you don’t fully understand design and SEO practices. There are experts out there with tons of experience with this.
  • Be your own agency. There is so many different media outlets and types that managing all of this is impossible to do when you are also running your day-to-day business.
  • Manage your listing content at the source because given the number of publishers it is extremely difficult to manage every site your information is online.
  • Forget about mobile. Make sure website is responsive and ads are geared towards mobile.
  • Spread your budget too thin

Watch out for…

  • Claims that getting to the top of the search engine results page should be taken with skepticism. Instead focus on your organization’s content.
  • Online advertising that isn’t pay-for-performance.
  • Performance pricing that is too good to be true.
  • Promises of social likes or app downloads
  • No matter what the medium is, when someone is selling you something, be careful what the seller claims. Ask questions.

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