If you’re a small business owner, it’s easy to feel that you’re lagging behind and need some effective digital marketing tips to beat out your competition. You’re not in a position to hire an army of specialists but need simple, actionable knowledge. The most important thing to know is that many tools are available, but not everyone knows how to use them. Here are some important things to keep in mind as you develop your digital marketing strategy.

Find Your Niche

Tempted to be everywhere at once on social media? Stop and consider your niche. Stake out a presence only on the platforms where your customers are searching for you. The platforms that bring you the most interactions are where you should devote most of your energy. If there’s a platform where you’re getting little engagement, move on.

Get Focused

Focused, consistent effort will yield more sustainable gains than a scattershot approach. It’ll also save you considerable time and effort. Don’t launch a huge number of campaigns at once. You’ll be susceptible to burnout, and it will also be a challenge to determine what’s working and what’s not. Focus and consistency will build you a loyal following, and give you a clear idea of what’s most effective.

Know the Content Rule

Digital marketing is not about posting continuous calls to action. Keep the 80-20 rule in mind as it applies to your content. 80% of it should convey value, and 20% should be promotional. Make the “value” content fit the unique look and tone of your brand, and be sure that it’s fresh, timely, relevant, and unique.

Don’t Forget Your Email List

Social media platforms and algorithms may come and go, but the people your email list are your most engaged following; they’re also the ones most likely to buy. Treat them well (special promotions, access, whatever applies) and follow the analytics carefully so you can adjust the content, frequency, and other variables.

Know Your SEO

Search engine optimization (SEO) is a crucial aspect of digital marketing. The better your website is optimized, the more free traffic will flow to it, and the higher your business will appear on search rankings. The basics are fairly simple. Get a free site audit on a resource like Seoability (or search for another tool) to get some fundamental information.

A strong digital marketing campaign will put your business ahead of the pack. Take these factors into account as you strategize for success.