Tips for increasing marketing ROI for a small business

For small businesses, it can be difficult to determine the best way to spend your limited marketing budget in order to optimize a return on your marketing investment, or “marketing ROI.” This is especially true when it comes to Internet marketing.

The Internet is a vital way to find and connect with your customers and stakeholders. There’s no chance of that changing anytime soon. What does often change often, though, is what you should do to be found online. The digital channels and search algorithms are always changing. That’s why a website is a living marketing tool and needs to be regularly cared for.

Here are four things to review carefully as you look at marketing ROI, especially when it comes to your website:

1. First, create great content

To say that “content is king” is the understatement of the decade. You will get better marketing ROI if your content is created with your customer in mind. That means take your sales hat off. Teach, inform and help your customers. In turn they will seek you out and engage with you going forward. This gives you a platform to build upon for the future.

2. Complement your content with PPC

To add fuel to solid content, don’t let it stand alone. Take a look at how a pay-per-click campaign (such as Google AdWords) or promoted content (for example, LinkedIn ads) might boost your momentum. This can be a very cost effective way to increase traffic and even help you reach target segments or verticals. Let your PPC efforts be an accelerant for your website and your marketing program.

3. Get social

For every bit of high-quality content you create, consider how social media might be used to create additional exposure. Think of it as getting your message out on as many channels as possible. Then, let those channels multiply the impact as well. It is called social media for a reason. Give your audiences reasons to talk, share and be social.

4. Make it a habit, not a hobby

To add life to your brand, practice the points above on a regular basis. Add content regularly. Review your site metrics often. Consider what visitors are looking for and adjust often. And, each year take a fresh look at the competition, your message, your schedule, and your channels and then adjust your program as needed.

The only constant is change. Your customers are changing. Technology is changing. The tools available to you are changing, as well. Marketing ROI for the small business is a balance of message and media and an optimization of what you say and whom you say it to.

Don’t put your program on autopilot and check it once a year. Give your marketing program the attention and care it deserves.

- Mike

As president of OSD, Mike Peck leads branding and marketing strategy for a wide range of clients, from small businesses to Fortune 100 firms. He enjoys hiking and serving on organizations and boards, including the Greater Lawrence Chamber of Commerce.