Digital marketing is important to your small business. If you aren’t already taking advantage of the strategy, you can bet your competition is — and they will draw more attention. That said, there is a there is a fine balance between putting enough information out there and showering your customers and clients with so much information that they get tired of seeing you. Digital marketing needs to be done right and is not something to undertake lightly.

Whether you are new to digital marketing or have a campaign in place, it’s a good idea to think about your strategy. Here are four tactics that shouldn’t be ignored.

1. Short-Form Video

Your customers are interacting with content on their tablets, phones and other mobile devices along with their computers. Yesterday’s digital marketing concentrated on optimizing for computers only. Today’s trends show that it’s incredibly important to pay attention to what your customers want and deliver it. That means getting creative.

The short-form video is popular among consumers. It is engaging and convenient. According to market research, your customers will retain 95 percent of what they watch and only 10 percent of what they read. Research also says that there is a higher-than-average chance that your customer would prefer to watch a video about your services or product than to read about it.

What’s so great about video? You can tell your customers exactly what you want to say and what you can offer, and your customers can take in your message when it is convenient for them. You don’t have to be a movie star to make a marketing video, you only have to be at least mildly entertaining.

2. Live Experts

Have you tried out live streaming? Do you know what live streaming is? If your company has a Facebook account — and it should — live streaming is you, or a designee, in front of your mobile device or webcam, talking to your customers in real time. It gives them a chance to see you and it allows you to answer questions. Essentially, live streaming is video conferencing in an open, friendly format.

While your customers certainly want to engage with you, live streaming can be used for so much more. Instead of putting yourself in front of the camera, ask an industry expert if they would speak for a few minutes. Ask if one of your customers would be willing to tell others like them about their experience with your product.

There are several ways you can utilize live streaming to your marketing strategy. Give it some thought. If you were your customer, what would you want to know? What questions would you have? Who would you find credible?

3. Webinars

Think about how busy you are. Your customers are just as busy. Webinars are a great way to get information, but you may not have time on Friday afternoon at 3:30. No, we won’t sent you a recording of the webinar. Yes, you can only access it at that time. Are you going to bother? Probably not.

Don’t be that person that sets up a webinar and only allows people to watch it on your schedule. Instead, create a library of on-demand webinars that customers and potential customers can watch when they choose. You may choose to create webinars to showcase your most popular products or offer helpful advice and tips to your client base.

Webinars done right can be an effective marketing tool. Once a customer finds your webinar, they will come back for more as long as the first was helpful. Any webinar you post should be thoughtfully constructed. While there is nothing wrong with mentioning your product or service in your webinars, you will turn customers off if your webinar is a 45-minute commercial.

4. Mobile Marketing

Lastly, your marketing strategy should include the ability for your customers to interact with your company on a mobile platform. Bank of America conducted a survey and found that the number of people who now use mobile apps to interact with their services has risen to 62 percent. Do you have an app?

You may think that your company’s services don’t lend themselves well to a mobile app, but chances are if you give it some thought, they do. You don’t need to sell anything through your app, but you should be keeping in contact with your customers. They should be able to contact you, look up what you offer and simply get more information about your products and services. If you don’t have an app, this is the year to create one.

Your marketing strategy shouldn’t be stagnant, and it needs to be dynamic. People want information on the go as much as they want to relax on the couch at the end of the day and peruse your website. If you aren’t giving your marketing campaign all you’ve got, your competition could leave you in the dust.

Get More Marketing Advice from Company.com

At Company.com, we have a variety of services to bolster your small business marketing tactics. From website creation to search engine optimization to directory listings, we can help make sure your small business is found by potential customers and clients online. Contact us today to learn more about how we can help you succeed in 2018, or to start a free trial of our premium software package.