Tag: High Key Impact LLC

Digital Marketing Essentials for Small Business

Digital Marketing Essentials for Small Business

As a small business owner, you’re constantly wondering: “How do I get my business found online?” The good news is that Google offers a suite of free tools that can dramatically improve your online visibility.

The challenge? Most small business owners are unaware of Digital Marketing Essentials for Small Business and how to use them effectively.

Let me walk you through the essential digital marketing tools that can transform your small business’s digital presence without breaking your budget.

Google Business Profile: Your Digital Storefront

Google My Business was recently renamed to Google Business Profile, and it’s become even more powerful.

This free tool is critical for local businesses.

Set up your profile completely with your logo, cover photo, business hours, contact information, and plenty of high-quality images.

The more complete your profile, the better you’ll rank in local searches.

Pro tip: One of the key changes in 2025 is the increasing reliance on Google Business Profile as a primary source of information for customers. Don’t just set it up and forget it. Regular updates and posts keep your profile active and engaging.

Google Analytics: Understanding Your Website Traffic

You have a website, but is it working? Google Analytics is your answer. This free tool shows you who’s visiting your site, how they found you, and what they do once they arrive.

Ask your web developer to install the tracking code, then focus on the metrics that matter most to your business.

Are people finding your contact page?

Are they spending time reading about your services?

This data tells the real story of your online performance.

Google Search Console: Your SEO Command Center

Keywords aren’t just something you set once and forget.

Your business evolves, your services change, and your keywords should too.

Google Search Console shows you which search terms are bringing people to your site and helps you identify opportunities to improve your rankings.

Schedule monthly check-ins to review your keyword performance and adjust your content strategy accordingly.

Google Maps: Making Sure You’re Findable

Test the Google map for yourself.

Search for your business from different locations and see what happens. Can customers easily find directions to your area?

Is your address accurate? Google Maps integration with your Business Profile is crucial for local customers who need to see you physically.

Customer Reviews: Your Digital Reputation

Google rewards businesses with genuine, positive reviews. Don’t be shy about asking satisfied customers to leave a review. Send a follow-up email after a successful project with a direct link to your review page, or ask in person. The key is making it as easy as possible for happy customers to share their experience.

YouTube: Video Marketing Made Simple

Video content is no longer optional – it’s expected. Create a business YouTube channel linked to your Google Business Profile. You don’t need expensive equipment to start. Share behind-the-scenes content, customer testimonials, or quick tips related to your industry. Consistent, authentic video content builds trust and helps potential customers get to know you before they even call. Share those videos on social platforms, including TikTok and Instagram Reels.

What’s Changed over the past 5+ Years?

The most significant shift has been Google’s focus on user experience and local search. The tools are more integrated now, and Google rewards businesses that maintain active, complete profiles across all platforms. Social media platforms like Google+ that were recommended in the past have been discontinued, but the core principle remains: be where your customers are looking for you.

The reality is that these tools work best when used together as an integrated system. Your Google Business Profile feeds into Maps, your YouTube videos can appear in search results, and your Analytics data helps you understand what’s working.

Don’t try to tackle everything at once. Start with your Google Business Profile, ensure your Analytics is set up correctly, and then gradually add the other pieces. The investment in time upfront pays dividends in customer discovery down the road.

What matters most is consistency with Digital Marketing Essentials for Small Business.

Regular updates, authentic engagement, and complete information across all platforms will set you apart from competitors who treat these tools as afterthoughts.

Cheryl Friedenberg cheryl@highkeyimpact.com, www.highkeyimpact.com

 

Holiday Marketing during Covid 2020

What holiday promotional opportunities are awaiting B2C and B2B business owners and marketing managers?

Covid-19 has brought a change into the typical holiday season marketing.  Holiday Marketing during Covid 2020 is going to be tricky.  The same-old may not work for your small business. Find out what adjustments you should make with your small business plans here.

From October through January, every small business owner should be anticipating what’s to come.  Obviously holiday sales are on the horizon for retailers, however, many newcomer ecommerce shops and those planning virtual events offer more avenues to spread their holiday cheer.

Read the Facebook Holiday Marketing Guide here.  With insight and inspiration, find out how to get your business page more visitors for this upcoming Holiday season.

Get Started Now!

Don’t forget about email marketing when Holiday Marketing during Covid 2020. Update your email marketing list to send out digital holiday messages to customers & clients, reps and vendors/suppliers.  Schedule your drip campaign messages accordingly.

This is also the time to dive into your holiday ordering and shipping processes. Anticipate volume increasing and hire more staff accordingly.  Investigate your sales numbers from previous seasons to give you a sense of expectations.

Many supply chains are running low during the pandemic.  They key here is to plan, plan, plan, and be ready to change course if your suppliers don’t have inventory.

Do you also need to deliver holiday baskets or gifts to loyal customers?  Add this into your frenzied upcoming schedule.  Schedule shipments way in advance so they arrive on time.

November 26th-Thanksgiving

 

The obvious turkey and ‘give thanks’ posts are very common.  Shake it up a bit and add unique flair.  Since Thanksgiving will not be celebrated with extended family members in the colder climates (unless they snagged some outdoor heaters), think about how to reach those nuclear families with your brand and service offerings. Ramp up to Thanksgiving and Black Friday with these email marketing suggestions from Constant Contact.

 

November 27th-Black Friday

 

Get Ready, Set and Go!  This is the big day.  But it’s just been given a tailspin from Coronavirus.  What’s a small business owner to do besides encourage mask-wearing and social distancing?

Crazy enough, think outside of what big box retailers are doing.  How about creating your own Black Friday on a different date.  That way you aren’t in direct competition with the big box retailers.
See more suggestions about how to gain momentum for Black Friday shopping blitzes in this Bloomsberg article.

November 28th, 30th, and December 1st
-Small Business Saturday, Cyber Monday and #GivingTuesday

American Express created small Business Saturday to help the local retailers who were getting overlooked on Black Friday. This year, the resources for Shop Small® include a workshop on October 20th for business owners, resources for black-owned businesses, a shop small® map of participating businesses and more.  Click here.

Cyber Monday is November 30th.  Most consumers have adjusted over the past several months to buying almost everything and anything (raise your hand if you bought a Peloton!) online.  Cyber Monday celebrates that.  Perhaps stockpiling toilet paper can take a back seat while you gear up your small business to an online Ecommerce presence, ready to take on Cyber Monday.  Need more ideas for Cyber Monday? Read this !

On Giving Tuesday, because of Covid-19, most donors plan to maintain or increase the amount they give to charities.  This is terrific news for non-profits.  But it also brings the bad news of less volunteering during the pandemic.  Small businesses can join in on Giving Tuesday by highlighting all of the community support they have given to local non-profits over the past year.  Consumers love businesses that give back and help others.

Thursday, December 10-Friday, December 18

Hanukkah

Try to get on “Top 10 lists of what to buy for Hanukkah” to sell your product or service.  You can do this by signing up for HARO, Help a Reporter Out, and answer queries related to your product/service.
Post a menorah with lit candles to commemorate Hanukkah with your customers who celebrate.  Encourage your customers to share their Hanukkah celebrations with your brand.

Create a ‘Hanukkah or Holiday Gift Guide’ for your customers. Suggest gift ideas, cross promote other businesses within the guide and read this article for more creative ideas.

December 25th Christmas

Christmas this year is unlike any other.  Making the shopping experience as safe as possible for consumers with options like curbsite, contactless pickup, and less face-to-face interaction, will be the key to driving sales for small businesses.
Business2Community, in a recent article about Holiday marketing in 2020, came up with some clever ideas and adjustments because of Covid-19:

For example:

  • An entrepreneur in the hospitality industry could offer an “experience in a box” for customers who can’t travel right now.
  • A clothing retailer could focus more on casually chic clothing people can wear in or out of the home, rather than on high heels and festive dresses.
  • A sporting goods retailer could highlight solo sports like skiing and swimming in newsletter campaigns, to encourage socially distancing folks to get out into nature.”  

 

January 1st-New Year


For many health-related businesses, this is the perfect opportunity for potential customers to hear your message of fitness, wellness and good nutrition.
Give prospects an idea of what their new year’s resolutions may look like.  For example, post the following on social media “This new year, 2020, I resolve to …..”  (fill in the blank with how they may use your product or service).

The best gift you may give to your customers is holiday cheer, so no matter what you decide to do for your holiday promotional messages, thank your supporters and uplift them with your holiday spirit.  This year is especially challenging to everyone, mentally and financially.  Stay positive and upbeat with your messaging. Add humor to your social media posts and emails.  Create new opportunities to your product/service offerings. And don’t forget to spread joy!

Do you have any more unique marketing suggestions for the 2020 holiday season?  Email us at info@highkeyimpact.com.

Cheryl Friedenberg, President
High Key Impact, LLC
Digital Marketing Consulting for Small Business Owners
www.highkeyimpact.com
cheryl@highkeyimpact.com

What’s the Latest In Social Media Marketing?

Read further for the latest news and helpful digital marketing information geared towards small businesses.

What’s the Buzz All About?  Did you hear about National Siblings Day?  Or perhaps you saw all of your friends posting old or new family photos? What a fantastic viral marketing campaign!  Here is the story behind #nationalsiblingday on April 10, 2016.

Facebook Post Reach:  From Hubspot.com.  This article discusses the decline of organic Facebook reach and how businesses are turning to paid boosts, more selective posts and personalized fan marketing in order to stay relevant with their page followers.

Customizing Your Facebook Business Page:  From Hubspot.com. There are various tools on the Facebook page which are not well-known.  For example, creating a customized Facebook URL will help you promote your Facebook page outside of the digital world in a simpler manner.  Also, check your ‘call to action’ button on your page.  Hubspot.com explains how to maximize Facebook Page tools, helping your business widen it’s reach.

Should you Pay For Social Media Marketing: Facebook, Twitter, Pinterest and Google+ have introduced highly scale able, paid platforms for spreading the word about your small business.  Are these for you? Read more here.

Small Business Owners: All You Need To Do Is Ask

 

Over the past several years, our digital marketing brains have been introduced to a new array of tools including a variety of social media platforms, blogs, email marketing, search engine optimization, pay per click and so much more. Everything is now online. Small businesses continue to outsource precious dollars for their online marketing footprint in the hopes of converting website visitors into a precious customer. However, there’s another way to find hot sales leads.

What about the ASK?

Asking existing customers for referrals, testimonials and reviews is an oldie but a goodie.

Here, we have compiled a list of resources for your reference when asking clients for testimonials and referrals:

1. How to Get Better Testimonials
2. Painless Testimonials
3. Ask Clients for Referrals
4. Never Underestimate the Power of a Great Testimonial
5. Ask for Reviews on Google+ and your Facebook page.
6. Video!!  Clients would feel honored if you invited them to speak on video about how your business has helped them.
7. Email request.  Send a dedicated email to your clients listing all of the ways they could review your business online.  Ask them to pick just one method.

Referral and testimonials are a powerful tool when prospective customers are searching for you online.   Have a variety of tools in your back pocket to showcase your business through your clients’ voices.