content marketing, small business marketing, email marketing

Small Business Marketing Success with Content (Inbound) and Email (Outbound)

Successful Small Business Online Marketing

Successful small business online marketing is built on very few pillars, and they are: Content, Social Media, and Email.

The “secret sauce” you use when cooking up your winning recipe is consistency and perseverance.

Businesses Need Consumer Attention

But consumer attention is harder and harder to get. People lead busy lives, we’re interrupted so much during our days that we filter out interruptions that are non critical, and technology now exists which makes that even easier.

So how do you stand out in a world of too many businesses competing for the attention of the same consumers?

First and Foremost, Google is Your Friend

Contrary to practically every marketing journalist out there Google is NOT out to get you, and Google does not “punish” websites.

What Google does is strive to generate the best search results possible, where best search result possible equals “most useful”.

It’s true Google updates their algorithm often, and these updates change search results, sometimes drastically. Every change they’ve made has been with the intention of created better search results for people doing searches, and they’re doing a very good job of it.

People sometimes says Google is punishing their website ranking with a search algorithm update. Google says they’re removing the effectiveness of tricks which artificially rank low quality content.

Independent of your position on this issue, Google writes the rules, and you have a problem with that I suggest you get over it.

Even if you don’t feel Google is YOUR friend, it’s in your best interests to make nice and pretend they are. Again, the rules of search ranking are written by Google.

If that’s a problem for you, I suggest you find a way to get over it. When you want to rank a website, you follow their rules or you don’t rank.


The hub of your digital marketing activities is your business blog. But….. don’t write crap!!!!!

The clip below is priceless and illustrates this is a general principal. The setting is a lunch meeting of the Australian National Press Club. The man asking the question is a reporter, and the lady answering the question is the ex Prime Minister of Australia.

What does this mean for you?

Publish useful content at regular and frequent intervals.

This helps get the attention of the search engines which in turn brings you your desired audience.

The publication of content is unquestionably an activity of Inbound marketing.

Social Media

While social media is an outbound activity (even though we follow each other, social media updates are interruptions we sent to each other), it has a supporting role in Inbound Marketing.

Your content gets an SEO boost when it is linked to and commented upon. Social media helps you “promote” or “amplify” your content by sharing with your community. When members of your community like it, they in turn will share it with their community.

There is no direct SEO value to social sharing, but it increases the odds of links and comments, which do have direct SEO benefits.


Email marketing works, providing you’re not sending SPAM. Useful tips help keep your business name in front of the people on your email list.

And studies show email marketing converts.

Email is also an outbound activity, so you need to craft good headlines and when selling not be completely in their face about it, but it works.


So those are the pillars:

  • Content (often and consistent)
  • Social media share
  • Email

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