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Pick the Low-Hanging Fruit when Marketing Your Business
Kate Gingold
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Pick the Low-Hanging Fruit when Marketing Your Business

The Sprocket Report

With the end of the year careening towards us, regrets from the past months and goals for the coming months fight for mind-space. Yes, make the big plans for 2020, but to stave off next December’s regret, don’t neglect the seemingly simple tasks on which all your marketing hinges. 

Newbies and old hands alike are guilty of jumping into the specifics before dealing with the general tasks which are, yes, less exciting. But that’s just hobbling your marketing efforts, so make sure you are checking off these very basic items:

Measure everything

Nearly every digital marketing vehicle you use has some sort of analytics or insights report which you can access either on the platform itself or with the use of a third-party tool. Those reports help you understand what’s been happening on your website, email campaigns and social media so that you can make better decisions on what to do in the future. Double check to be sure you are measuring your efforts and get comfortable looking for and reading the statistics.

Get your brand right

What’s your company name? Is the LLC or Inc. part of it? Many businesses have both a legal name and a familiar name, but for digital marketing purposes, you need to pick one and use it consistently. Do the same for your address. Decide if you are on Mill Street or Mill St. and be consistent across all of your social media platforms, websites, online directories and so on. Get all the traffic you deserve instead of competing against the different versions of you.

First max out what’s free 

Online advertising is going to cost you and it probably makes sense for you to spend some money there, but before you do, make use of all the free directories and tools available to you such as Google My Business, networking directories, social media platforms and your chamber of commerce or industry association. Post photos and videos, add information, provide your logo – first do whatever you are able to do for free to build a good foundation for your paid advertising.

Stay in touch

Keep the “social” in the “media” by replying to your followers’ comments. “Like” the posts of complementary businesses. Send a short, regular email to your current customers. If you want your clients to consider you approachable, you have to make the move to approach them. 

Check in frequently

While there are many tools for automating your digital marketing, you have to keep an eye on things personally. Look to see who is opening your email or opting out. Learn which blog posts are getting the most eyeballs. Chart the growth of your social media audience. If you just set everything on autopilot, the rules can change and you’ll be cluelessly playing a different game entirely. Which means you are bound to lose!

Business managers often get distracted by the next shiny thing and forget to tend to the basics. 2020 is going to be awesome and you are going to fulfill some big goals, but it will be easier if you have a strong base from which to launch them. Need help with these tasks? Ask us what we can do for you. 

Enjoy your holidays! We wish you all the best!

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Kate Gingold

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

Other posts by Kate Gingold
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Full biography

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.


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