As a small business, you know you need an online presence as a brand. You have a company website and you post occasionally on your blog page.
But at this point in the digital transformation of business, that’s not enough for customers to find you, engage with you and become long-standing customers of the business. To promote your business effectively, you need to embrace both the digital revolution and the benefits of automation and artificial intelligence (AI).
Four key digital channels that should be on your agenda
1. Social Media:
Social media channels, like TikTok, Instagram, X and Threads, are more than just a ‘nice to have’. These platforms are an essential way to build a recognisable brand community and create some real customer loyalty. It’s important to produce regular content that’s consistent, engaging and tells your followers exactly what kind of business you are.
2. Search Engine Optimisation (SEO):
Healthy search engine optimisation (SEO) ensures you have long-term, trusted organic visibility of your business when potential customers search online. The idea is to position your digital brand as an authority in the marketplace. This means controlling the health of your website and producing quality content that secures high rankings and attracts passive buyers to your site.
3. Generative Engine Optimisation (GEO):
In the age of AI, mastering generative engine optimisation (GEO) is just as important as having good SEO. GEO is critical for surfacing your content and brand in AI-driven summaries, chatbot results and voice search results. Authoritative content, structured data and concise, factual answers allow your brand to become a trusted source of truth in generative AI searches.
4. Programmatic Advertising:
Programmatic advertising gives you the tools to automate the purchase of ad space across thousands of sites and apps. It uses real-time bidding and data to match adverts, online ad space and target audiences. Get it right, and you can ensure your ads reach the perfect customer at the best time to convert them into paying customers.
Time for an update?
When was the last time you updated your digital marketing strategy? If you’ve not changed your strategy in the past 12 months, then a review is well overdue!
Come and talk to us about your digital marketing strategy. We can put you in touch with local agencies and consultants. Or find out more about current marketing trends in this guide from the [Digital Marketing Institute] (https://digitalmarketinginstitute.com/blog/digital-marketing-trends-2025).
