When it comes to digital marketing, there’s a wealth of information out there. However, not everything you read can be applicable to your business. The truth is digital marketing is still very much an evolving process, so it’s crucial to understand which approach works best in your specific niche or industry. Even omnichannel marketing, which is currently prioritized by digital marketers, may not necessarily be the best fit for your brand.

There are, however, several strategies to adopt that can improve business development across the board. These universal tactics can be adapted to fit any business operating in any niche, regardless of budget limitations.

Start with a Quality Web Presence 

There’s no doubt about it, we’re well and truly immersed in the digital age so having a quality web presence is absolutely crucial. It’s not enough to have a website that simply lists products for sale or provides information, it also needs to be fluid and responsive to different browsers and devices, secure, easy to navigate and pleasurable to use.

Mobile devices currently account for over 50% of all online browsing, so websites need to be optimized for both traditional desktops and smartphones and tablets. Overarching design needs to be easily digestible, especially in the context of mobile web design.

Don’t Ignore Social Media 

Along with a website that’s fit for purpose, business owners need to engage with social media. Most small business owners overlook the value of social media as a digital marketing tool as they balance the demands of running a company. Therefore it’s vital to be realistic about how much time you can spend building your social media presence, and what it will take to sustain it.

Several out of date social media profiles can be more detrimental to your business than none at all. If you only have the time to manage one account, go with a platform that aligns well with your company and niche, and set a regular posting schedule. The most important thing is to post engaging and focused content on a regular basis. This shows potential customers that your business is active and approachable and that your social media profile is a useful source of information.

Focus on Customer Retention 

Retaining your existing customers is more profitable than trying to acquire new ones. According to industry research, you could end up spending five to 25 times more on acquiring new sales. Meanwhile, existing customers are 50% more likely to purchase from you again than new ones.

One of the easiest ways to ensure customer retention is to offer a loyalty program. Rewarding customers with special offers will give them an incentive to come back and shop with you or make use of your services again. Make valued customers feel special with sneak peeks at new lines, exclusive discounts or one-time offers only available to them.

You don’t need a wealth of resources to offer incentives either. Take inspiration from PokerStars Casino and Sephora. The former rewards existing gamers with free spins after participating in challenges, while the beauty specialist’s programme gives customers access to discounts and gifts without having to make separate purchases.

Personalizing the content you offer customers is also an effective way to ensure retention. Creating a unique experience for your valued buyers differentiates your business from the competition. According to Accenture, up to 40% of customers will switch brands due to a lack of personalization in online content, so this is something you should certainly pay attention to.

Work with SEO Best Practice 

SEO is still a hot topic amongst business owners, especially those purely operating on an eCommerce basis. While the main focus of SEO strategies will typically be on keywords and topics, working with best practices also includes backlinking activities.

Organic traffic can take a while to generate, even if you’re following a strategy that targets keywords belonging to the same topic to demonstrate expertise. An effective way to supercharge your main strategy is to build backlinks. Each time you create content on a specific topic, whether it’s a blog post on the industry you operate in or a video about your new product ranges, share the content in as many places as possible. Network with prominent thought leaders in your niche to encourage sharing, and integrate the new content you produce into e-newsletters and marketing emails.