Digital marketing is an incredible gift to small businesses and sole proprietors. Its highly targeted advertising platforms allow companies of any size to get their messaging in front of their target audiences and build their brand profiles with nearly any level of spending. But for small businesses, or companies with a single person wearing the CEO, CFO, CMO, and IT hats, time is money, and efficiency and planning are crucial for success. The digital landscape can be overwhelming, and you don’t need to be all things to all people. Focus is the key. Here are some ways to do that with your digital strategy.

Focus on a Niche

Most successful small businesses do only a few things (or one thing) well. If your brand exploded tomorrow and you received thousands of new orders, would you be able to keep up? While it may seem counterintuitive, there is a smart and advantageous way to limit your audience. Focus on a single, specialized niche, and become so good at it that you receive referrals and become a sought-after resource. This lets you set a higher price for your product or service. You can always grow with your success, but this is a good way to manage workflow and expectations while building your business.

View Your Audience as a Community

Whatever the desired size of your audience, you need to work to make them feel and seem like a community. Evaluate the social media platforms that are most heavily used in your target audience’s demographics. Spend your digital marketing dollars there, boosting posts and buying ads. Of course, you can do a lot for free on social to build your brand, like creating groups and pages. Just be sure you provide fresh content at least daily, using scheduling tools if necessary.

Connect Emotionally

After building your community, you need to keep them engaged by making emotional connections. While one-on-one personal interaction is the best way to do this, there are many others that take less time and attention. If you send out blast emails, they can be automated with a personal greeting including the recipient’s name. You can also deploy content marketing by sharing blogs, how-to-videos, or other useful posts or information that can help your target audience solve a problem or finish a project. Stay on top of email, and if you engage directly on social, be prepared to respond in a timely manner.

Identify the size and type of audience you want and use these tips to build them into an engaged community!