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  • 27 January 2015
  • Eric Michaels

In digital marketing, focus on quality over quantity

If you’ve ever built a business website, posted on your company's Facebook page, or retweeted an interesting article, you’ve engaged in digital marketing. These days, consumers routinely turn to the web for information about businesses, so marketing your brand online is now non-optional. However, there can and should be limits to a small company's digital reach. Here’s why the quality of your digital marketing should always take precedence over quantity:

Quantity wastes money and time

Once upon a time, social media marketing was free, and anyone could reach an audience with an engaging post. Nowadays, free Facebook marketing is officially dead. A recent study performed by Social Media Today put organic connections between small business owners and followers at six percent, so increasing your marketing efforts might be a huge waste of time.

These days, mobile users on smartphones and tablets are more likely to see your ad than desktop users.

Even paid strategies have been known to backfire. Top digital marketers speaking at 2014's ad:tech New York suggested that small business owners should increase their digital efforts on their own gradually. Cutting Facebook a check will only get you your money's worth if you have clear metrics with which to gauge success, and with digital ad fraud continuing to grow, you might be alarmed to learn that your likes and shares were generated by click farms instead of real social media users.

Great digital marketing starts with a website

Your website serves as your company's virtual brochure, so your online marketing should begin there. Explaining your products or services in detail and anticipating your customers' questions should be the top priorities. Launching a large marketing campaign to bring customers to your website is pointless unless you can provide them with an intuitively designed, high-quality user experience.

Keep in mind that a well-executed website is designed with a key demographic in mind. Provide plenty of detailed information about your products, your industry, and the consumer you hope will benefit from what you’re selling. Also, your blog posts should explore the range of issues that matter to these customers. Only after your marketing plan's endpoint is set, are you ready to attract customers.

Search engines prefer quality

In its latest explanation of how to build a Google-friendly site, the world's largest search engine goes out of its way to explain that optimization services aren’t always necessary. Instead, Google recommends focusing on quality in every aspect of your marketing. Sure, there are technical guidelines to follow, but the biggest takeaway for small business owners is to avoid gimmicks at all costs. Stick to providing content that will engage people, and use language the average person might use to describe and search for your company, products, and services. Follow these rules, and Google will direct people performing relevant searches to your site.

Search functions on Twitter and Facebook have similar standards. Additionally, overt sales pitches in social media posts are going to attract less engagement than informative posts with links away from your page.

Quality in timing and execution

When it comes to social media, when you post is often as important as what you post. Understanding this difference is as simple as examining standard business hours. Since most people do not have extended free time at work, the greatest engagement for social media and blog posts typically comes in the early morning, late at night, and on weekends. You can find your audience and increase your marketing reach by scheduling your posts accordingly.


Another way to reach a larger audience is to make sure your content has the ability to reach across multiple platforms. These days, mobile users on smartphones and tablets are more likely to see your ad than desktop users. Before launching any campaign, make sure your content is optimized for mobile across every type of screen.

When it comes to your digital marketing, quality is still king, so keep a tight rein on your efforts. And if you need help developing an online marketing strategy, don’t be afraid to seek professional advice.

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