Want to get more leads for your business but not sure where to start? I’m going to cut through all the marketing hype and show you exactly what to do first. After helping countless small businesses build their online presence, I’ve learned that success comes from getting the fundamentals right before moving on to more advanced tactics.
Foundational Digital Marketing Setup: What to Do First
How to Set Up Google Business Profile for Local Visibility
Your Google Business Profile (formerly Google My Business) should be your first priority. Why? Because this free tool lets you show up in Google Maps and in the “local pack” – those three business listings that appear at the top of Google search results. Here’s what you need to do:
- Search for “Google Business Profile” and create your listing
- Fill out every possible section with accurate information
- Focus on getting your first 10 reviews (more on review strategy later)
- Add photos and regular updates to improve visibility
Getting this set up immediately puts you on the map – literally – and helps local customers find your business.
Small Business Website Essentials and Optimization
While I actually rank websites third in priority (after Google Business Profile and phone management), you’ll want to get this set up early. Don’t aim for perfection – just get something up quickly using a platform like Wix. Here are the must-haves:
- Your phone number and a contact form prominently displayed at the top of your homepage
- Contact options sprinkled throughout every important page
- Google Analytics and Search Console integration for tracking performance
- Mobile-friendly design that works well on phones and tablets
- Clear, compelling calls-to-action that make it easy to reach you
Remember: you can always improve your website later. The key is getting something professional online quickly so people can find basic information about your business.
Best Practices for Business Contact Management
This might not sound like “digital marketing,” but everything is marketing. You need systems in place to:
- Answer every phone call that comes in
- Respond to emails within 4 minutes if possible
- Reply quickly to contact form submissions
- Set up auto-responders for after-hours inquiries
Why is this so crucial? Because 90% of potential customers will contact multiple businesses – and they usually go with whoever responds first. All your marketing efforts go to waste if you’re not capturing and responding to leads quickly.
How to Optimize Online Directories and Business Listings
Once you have your Google Business Profile set up, expand your online presence to other directories:
- Claim your business on Bing Places and Apple Maps
- Get listed on industry-specific directories relevant to your business
- Consider using a service like BrightLocal to submit your business to the top 25 directories
- Ensure your business information is consistent across all listings
These listings help establish your business’s legitimacy with Google and make you more discoverable to potential customers.
Setting Up Brand Guidelines and Visual Identity
Before you start putting serious effort into marketing, establish consistent branding:
- Choose your brand colors and stick to them
- Select a primary font for all communications
- Finalize your logo design
- Document these choices for consistency
This might seem premature, but it’s crucial to establish these elements early. Once you start ramping up your marketing efforts, you’ll be reinforcing these brand elements everywhere – so make sure you’re happy with them.
By focusing on these foundational elements first, you’re building a solid base for all your future marketing efforts. In my experience, businesses that try to skip these steps end up wasting money on advanced marketing tactics that don’t perform well because the basics aren’t in place.
How to Get More Business Leads Through Digital Marketing
Social Media Marketing Strategy for Small Business
Don’t try to be everywhere at once. Instead of maintaining a presence on every social media platform, determine which ones are best for your business and focus your energy there. For example:
- If you’re running a visually-driven business like a boutique or restaurant, prioritize Instagram and Pinterest
- For professional services, LinkedIn might be your best platform
- Focus on 2-3 platforms where you can stay consistently active
- Set up business profiles with complete information on each chosen platform
- Include your phone number and website link in all profiles
The key is to choose platforms where your target audience is already active and where your content format makes sense.
Building and Managing Your Email Contact List
Email marketing remains one of the most effective ways to generate leads and maintain customer relationships. Here’s how to do it right:
- Start collecting email addresses right away through your website
- Offer something valuable in exchange for email signups (guides, discounts, etc.)
- Use a CRM system to organize customer information
- Set up automated welcome emails for new subscribers
- Segment your list based on customer behavior and preferences
Your email list becomes more valuable over time, so start building it even if you’re not ready to launch a full email marketing campaign yet.
How to Get More Customer Reviews
Reviews are crucial for building trust and improving your visibility online. Focus on getting to those first 10 reviews quickly, then aim for steady growth:
- Ask every satisfied customer for a review
- Make it easy by sending direct links to your review profiles
- Consider using review management software to automate requests
- Respond to every review – positive or negative
- Use customer feedback to improve your business processes
Remember: most people will say they’ll leave a review, but only about 10% actually will. That means you need to ask frequently and consistently.
Local Marketing Tactics That Work
Local marketing can be highly effective for small businesses. Consider these proven strategies:
- Run targeted local TV and radio ads
- Use digital billboards and displays in high-traffic areas
- Launch direct mail campaigns in your service area
- Host or participate in community events
- Include your website and social media handles on all local marketing materials
These traditional marketing methods can complement your digital efforts and help build local brand recognition.
Building a Referral Network and Community Presence
There’s nothing easier to convert than referrals from friends and family. Make networking a priority:
- Ensure everyone in your network knows exactly what your business does
- Join and participate actively in relevant online communities
- Engage regularly in industry-specific forums
- Share your expertise freely to build credibility
- Connect with complementary businesses for cross-promotion opportunities
And here’s a tip that’s often overlooked: spend 15 minutes daily in online communities related to your industry. This consistent presence can lead to valuable relationships and referral opportunities over time.
For each of these strategies, focus on measuring results so you can double down on what works best for your specific business. Track where your leads are coming from and adjust your efforts accordingly.
Advanced Digital Marketing Tactics to Scale Your Business
Content Marketing and Blogging Strategies
Once your foundation is solid, blogging and content creation can significantly boost your organic traffic. Here’s how to approach it:
- Focus on answering common customer questions
- Create content that establishes your expertise
- Start with one or two high-quality posts per month
- Optimize each post for relevant search terms
- Use your blog content to fuel social media and email marketing
Remember: quality beats quantity. It’s better to publish one thorough, helpful article than several rushed, superficial posts.
Video Marketing Tips for Small Business
Video is becoming increasingly important, and while it might feel uncomfortable at first, it’s worth pushing through that discomfort. Here’s a practical approach:
- Schedule 15 minutes each week for video creation
- Answer frequently asked questions on camera
- Keep videos under 1 minute for social media
- Don’t worry about perfect production quality
- Use tools like Descript to edit and create transcripts
Even a simple video of you explaining your service or showcasing your work can be powerful. Focus on being helpful rather than perfect.
When to Start Paid Advertising (Google Ads & Social Media)
Once you have your basic digital presence established, paid advertising can amplify your reach. Here’s what you need to know:
- For budgets under $1,500/month, manage ads yourself
- Start with Google’s Performance Max campaigns for broader reach
- Test small ad budgets before scaling up
- Focus on your local market first
- Track conversion rates to measure ROI
If you offer something unique that people might not know to search for, consider starting with social media ads instead of Google Ads. This lets you educate potential customers about your solution.
How to Measure Digital Marketing ROI
Track these key metrics to understand what’s working:
- Website traffic sources (organic, paid, social)
- Conversion rates for contact forms and calls
- Customer acquisition costs by channel
- Engagement rates on social media
- Email open and click-through rates
Use Google Analytics and your CRM system to monitor these metrics and adjust your strategy based on the data.
Building Strategic Partnerships and Influencer Marketing
Leverage relationships with other businesses and influencers to expand your reach:
- Partner with complementary (non-competing) businesses
- Consider working with nano-influencers (under 10,000 followers)
- Focus on influencers whose audience matches your target market
- Start with small collaborations to test effectiveness
- Measure the results of each partnership
For small businesses, nano-influencers often provide better engagement rates and more affordable partnership opportunities than larger influencers.
Final Thoughts
Digital marketing success comes from executing the basics well before moving on to advanced tactics. Start with the foundational elements we covered in the beginning, then gradually implement these more sophisticated strategies as your business grows. Remember to track your results and adjust your approach based on what works best for your specific business and market.
Most importantly, don’t try to do everything at once. Pick one or two strategies that make the most sense for your business, execute them well, and then expand your efforts as you see results. Digital marketing is a marathon, not a sprint, and consistency often beats intensity when it comes to long-term success.
