How Digital Marketing Works: A Small Business Owner’s Guide to Growth

What is Digital Marketing, Really?

Let’s cut through the buzzwords. Digital marketing means getting your business in front of the right people online — whether that’s on Google, social media, or in their inbox.

“Marketing is no longer about the stuff you make but about the stories you tell.”
— Seth Godin

For Portland small businesses, digital marketing isn’t optional — it’s your best tool for lead generation, reputation building, and customer retention.

Why Digital Marketing Works (Especially for Local Businesses)

Digital marketing:

• Levels the playing field with larger brands
• Costs far less than traditional media
• Is measurable, so you know what’s working
• Reaches your audience where they already are — online

“Content that provides practical value is more likely to be shared.”
— Jonah Berger, Contagious

The 5 Core Pillars of Digital Marketing (Infographic Recap Below)

1. Search Engine Optimization (SEO)

The long game. Helps you rank in Google when people search things like:

• “Best accountant Portland”
• “Chimney sweep near me”
• “Affordable branding help”

Focus Areas:

• Site speed & structure
• Blog content
• Local citations (Google Business Profile, Yelp, etc.)
• Backlinks from other reputable sites

Link Example: Moz Beginner’s Guide to SEO

2. Content Marketing

Builds trust through education and value.

Types of content:

• Blog posts (like this!)
• Service pages
• Downloadable guides
• Short videos

“If content is king, consistency is queen.”
— Joe Pulizzi, Epic Content Marketing

3. Social Media Marketing

Social media builds awareness and engagement. The key is consistency and authenticity — not perfection.

Best platforms for small businesses:

• Instagram (visual brands, lifestyle)
• Facebook (local events, community groups)
• LinkedIn (B2B, professional services)

Pro Tip: Repurpose blog content into reels, carousels, or tweets.

Learn More about Content Marketing Services

4. Email Marketing

Still the highest-ROI tool in the digital toolkit.
Nurtures leads, builds relationships, and drives conversions.

Simple setup:

• Offer a discount or guide in exchange for an email
• Send a 3-email welcome sequence
• Continue with monthly tips, offers, or updates

Tool Suggestion: Mailchimp or Flodesk

Learn More about Email Marketing Services

5. Paid Advertising (PPC)

Great for quick wins.
Use platforms like Google Ads and Meta Ads to drive instant traffic and test offers.

When to use PPC:

• You’re launching a new service
• You have a limited-time offer
• You want fast visibility in search results

Link Example: Google Ads Smart Campaigns

Local Mini Case Study: Portland Dog Spa

Background: A small grooming business in SE Portland struggled to get leads from Google.

What we did:

• Added “Portland Dog Grooming” to website headers
• Set up a Google Business Profile
• Published two blog posts about dog care and grooming tips

Results after 60 days:

• 71% increase in website traffic
• First page ranking for “dog groomer Portland SE”
• Bookings doubled from organic search

FAQ Section

🤔 How long does digital marketing take to work?

• SEO: Expect results in 3–6 months.
• PPC: Immediate results (but requires budget).
• Email/Social: Ongoing and grows with consistency.

🙋‍♀️ What if I don’t have time to do all this?

• Start with one strategy (usually SEO or email)
• Or hire a digital marketing expert to build and manage your funnel

🎯 Ready to Grow?

If you're a Portland-based small business looking for authentic, measurable marketing that gets results, let's talk.

📅 Schedule a free 30-minute strategy call
📩 Or contact me to get started

Let’s turn your website into your best-performing salesperson.

‍