11-Step Best Digital Marketing Checklist for Businesses

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Published by: Alex Dibben

Effective Online Marketing Tactics for Small Business Websites

In the digital age, having a strong online presence is crucial for small businesses. It’s not just about having a website; it’s about using effective online marketing tactics to stand out, attract customers, and grow. This blog will explore various strategies to help your small business website thrive in a competitive online landscape.

1. Understanding Your Audience and Goals

Setting Clear Objectives

Before diving into marketing tactics, it’s essential to define what you want to achieve. Are you looking to increase brand awareness, boost sales, or engage more with your customers? Setting clear, measurable goals helps to direct your efforts and track progress. Knowing this is key and will help prevent you from wasting time and money later down the line.

Knowing Your Audience

Knowing Your Audience

Understanding who your customers are and what they need is the foundation of effective marketing. Utilise analytics tools to gain insights into your audience’s demographics, interests, and online behaviour. By using tools such as Google analytics you can see how to better improve your website based on your users behaviour on your website.

2. Website Optimisation: The Core of Online Success

User-Friendly Design

Your website should not only be visually appealing but also easy to navigate. A clean layout, clear calls to action, and a mobile-friendly design are key to keeping visitors engaged. It might be necessary to design the desktop and mobile layouts in two parts to ensure that it is optimial for both layouts.

Speed and Performance

Website loading time can make or break the user experience. Optimise images, minimise HTTP requests, and consider a reliable web hosting service to ensure your site loads quickly. To test your website loading speed one of the best tools is the Google Page Speed Insights tool.

SEO: The Art of Being Found

Search Engine Optimisation (SEO) is about improving your site to increase its visibility in search engine results. This includes using relevant keywords, creating quality content, and ensuring your website’s structure is search engine friendly. To learn more about SEO speak to us, or check out some of the guides on sites like MOZ.

3. Leveraging Content Marketing

Blogging: Your Secret Weapon

A blog is a powerful tool to attract visitors, provide value, and position your brand as an industry leader. Regular, informative posts related to your business can significantly boost your SEO efforts. By using platforms like WordPress to build your website this makes the process of blogging much easier, as blogging is part of the core functionality of WordPress.

Video Content: Engage and Inform

Videos are highly engaging and can convey your message quickly. They can range from product demonstrations to behind-the-scenes looks at your business, offering a more personal touch. To create vidoes this can be done using tools like capcut to transform your clips into useful marketing messages.

video content

4. Social Media Marketing: Connecting with Customers

Choosing the Right Platforms

Not all social media platforms are suitable for every business. Identify where your target audience spends their time and focus your efforts there. If your business is more B2B then you would focus on platforms like linked-in, or if your business focuses more on consumers then platforms like instagram might be better.

Engagement Over Broadcasting

Social media is a two-way street. Engage with your audience by responding to comments, sharing relevant content, and participating in conversations.

5. Email Marketing: A Direct Line to Customers

Building Your Email List

An email list is a valuable asset. Offer incentives like discounts or valuable content in exchange for email sign-ups on your website. You can use tools like Zoho or Mailchimp to build email marketing campaigns for your business.

Personalisation and Segmentation

Personalised emails, addressing recipients by name and tailoring content based on their interests, can significantly improve open and click-through rates.

6. Pay-Per-Click (PPC) Advertising: Immediate Visibility

Google Ads

Google Ads can place your website at the top of search results for specific keywords. It’s a quick way to gain visibility, especially for new websites.

Social Media Ads

Advertising on social media platforms can be highly targeted, based on demographics, interests, and more, making it an effective way to reach potential customers.

7. Analytics: Measuring Success

Tracking and Analysis

Use tools like Google Analytics to track your website’s performance. Understand which tactics are working and where there’s room for improvement.

A/B Testing

Experiment with different versions of your web pages, emails, or ads to see what resonates best with your audience.

8. Building Relationships: Customer Service and Online Reputation Management

Exceptional Customer Service

Good customer service can set you apart from competitors. Be responsive to enquiries and feedback on all your online channels.

Managing Your Online Reputation

Monitor what’s being said about your business online. Address negative reviews constructively and highlight positive ones.

9. Advanced Strategies for Online Marketing

Influencer Marketing: Leveraging Digital Influence

Partnering with influencers can amplify your brand’s reach and credibility. Choose influencers who align with your brand values and have an engaged audience.

Interactive Content: Engaging Users Creatively

Interactive content like quizzes, polls, and infographics can increase user engagement and provide valuable data about your audience.

Webinars and Live Events: Real-Time Engagement

Hosting webinars or live events provides an opportunity to connect with your audience in real-time, offering value and building community.

10. Staying Ahead: Keeping Up with Digital Trends

Embracing New Technologies

Stay updated with the latest digital marketing technologies and trends. Whether it’s AI, chatbots, or new social media features, being an early adopter can give you a competitive edge.

Continuous Learning and Adaptation

The digital landscape is constantly evolving. Invest in learning and adapting your strategies to stay relevant and effective.

Harnessing the Power of Online Reviews

Encouraging Customer Reviews

Positive reviews can significantly boost your business’s credibility. Encourage satisfied customers to leave reviews on your website or platforms like Google My Business.

Responding to Reviews

Whether positive or negative, responding to reviews shows that you value customer feedback. Address issues raised in negative reviews and thank customers for positive feedback.

11. Local Marketing: Targeting Your Immediate Market

Local SEO Strategies

Optimise your website for local search queries. Include location-based keywords and list your business in local directories and Google Maps.

Community Engagement

Participate in local events and collaborate with other local businesses. This can increase your visibility and strengthen your community presence.


For small businesses, the digital world offers a plethora of opportunities to grow and thrive. By employing these effective online marketing tactics, you can increase your website’s visibility, engage with customers, and drive growth. Remember, the key is to stay consistent, be adaptable, and always keep your audience in mind.

Written byAlex Dibben

Alex Dibben

Alex Dibben, holds a degree in Software Development and Business from the University of Portsmouth. He serves as the Director of Expect Best Ltd and has 20+ years experience in Web Design & Digital Marketing. Expect Best Ltd expertly manages more than 400+ client accounts, showcasing their proficiency in Digital Marketing & Web Design. Visit Linkedin Profile


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