Your digital marketing matters! Here’s why…

By Julia Giordano, Marketing Manager, Content & Social Media

We’ve welcomed 2025 and its new endeavors but one thing has remained the same: the value of investing in your digital marketing. Of course, as a marketing agency, we’ll admit that we’re somewhat biased, but we also have the data to back up our argument. 😉

Read on for a candid review of how investing in your digital marketing strategy can transform your growth and customers’ experience. We look forward to helping 2025 to be your business’s most successful year yet!

Working with small businesses in many industries, we evaluate platforms, marketing methods, and optimal metrics daily. We see firsthand how often the “best” way to do something changes and have lots of thoughts to share on the subject.

Digital marketing is in no way a one-size-fits-all solution. Its results require a highly personalized strategy and thoughtfulness in every detail. Understanding how much goes into successful marketing also highlights the source of its misconceptions.

But, as former U.S. Senator Bill Bradley once said, “Ambition is the path to success, and persistence is the vehicle you arrive in.”

Clearing Up the Misconceptions

A well-rounded digital marketing strategy means having your fingers in many pots — and that can be overwhelming! Plus, it’s easy to veer off course while trying to keep up with the status quo.

No doubt, optimizing your marketing strategy as your business evolves is essential, but the results of having a consistent process and quality content are timeless.

Our advice: determine the pots most worth having your fingers in and nurture them generously. Easier said than done, yes, but let’s get into the details!

Is social media important?

In its most basic form, social media is a gathering point and space to welcome and interact with a wider audience. From a business perspective, having an additional source for driving brand awareness unlocks infinite opportunities for engagement and even new revenue streams.

So, yes, social media is absolutely important. The real question is, are you using it to your advantage?

Instead of making it your goal to crank out as many posts as possible or being discouraged by your number of likes or views, it’s important to remember that the key performance indicators (KPIs) for social media vary by platform and use case.

Lean on these constants for success (even when the algorithm inevitably changes)

• The quality of your posts, stories, reels, etc., triumphs over frequency.
• Although your content is tailored by platform and audience, your messaging is consistent across all channels
• Your audience has something to gain in every engagement with your content (and therefore, your business!)

Do I really need to worry about SEO?

Think about how people are discovering your business. Unless all of your customers come from word of mouth, your SEO performance plays a role. Your website and business profiles’ content tells search engines like Google who and where you are, what services you provide, and who you’re trying to reach.

Your quality of information (the input) determines where you’ll rank in search results (the output). So, it’s not that we want you to worry about your SEO, but we’re certain an optimal input yields optimal results.

Content tailored for SEO takes a layered process that accounts for your industry, location, and target audience. Whether you’re starting from scratch or hoping to make improvements, your strategy should incorporate the following:

• An evenly distributed blend of your target keyword phrases
• Clear and informative product and/or service descriptions
• Answers to FAQs and resources on your site and business profiles

Does anyone actually care about my website?

Your website is an equal — if not elevated — representation of your brand and business as is a brick-and-mortar location. Therefore, the experience a customer has while browsing your site deserves the same attention as the in-person experience.

A positive brand interaction is powerful regardless of where it occurs — the better your website, the higher your chances of leaving a lasting impression.

We’re not only talking about how your website looks, but also how it functions. Thinking about your user’s experience matters! Site visitors should be able to easily access the information they’re looking for and seamlessly navigate all pages, forms, etc.

Curious if your website is working optimally? Here are some rules of thumb to consider:

• Your website content should be updated regularly to mitigate any errors and reflect business updates. Just like you would walk through your physical store to ensure that shelves are organized and floors are clean, you should do a site walkthrough quarterly to check all links (on- and off-site) and contact forms to verify that they are functioning.
• Refreshing your website design, images, and other brand elements as a whole should happen every 3–5 years
• Your website design should be optimized for all viewing platforms (desktop, mobile, and tablet)

Understanding What’s Best for Your Business

Use this digital marketing checklist to establish a strategy best suited to your needs and goals: 

Meeting your audience where they are

• Spend some time looking into your stats and demographics to hone your strategy by platform.
• Use your findings to determine what’s driving the most engagement and where there’s room for improvement.
• Tailor your content type and structure (blogs, social, forms, etc.) to join in on the conversations happening in your industry. 

Finding your sweet spots for connection

• Interact with your digital community through comments, shares, etc.
• Establish a consistent cadence of relevant content your audience can expect and gain insight from.
• Leverage as many relevant profiles as possible and optimize each one according to their guidelines.

Creating an accessible user experience

• Optimize your website content and design for mobile, desktop, and tablet.
• Highlight your key information front and center with properly functioning features.
• Ensure all content is relevant and easy to navigate.

Leaning on your strengths

• Put your time and effort into the areas you know you do best and keep track of their performance.
• Evaluate what is helping vs. hindering you/your team from achieving your goals.
• Work with your team to delegate tasks and stick to a regular schedule.

Devoting time and thorough attention to detail into these practices pays off in long-term results. However, we understand how limited time can be, especially when you’re running a small business! Investing in a digital marketing service provider to carry out these practices with equal care also pays off in long-term results. It all comes down to what’s right for you.

How We Can Help

Hummingbird Marketing Services is a woman-owned and operated flutter of creative solutions. We do what we do best so that you can do what you do best — running your small business!

Our Mission

We are a small but mighty team, and we are passionate about supporting our clients and local communities. Just like a hummingbird, we’ll fly forward and backward (and even upside down) to deliver marketing excellence. All of our work is completed in-house — from every word on a website to the finest detail in a logo — for completely unique final products. 

Our Process

Since opening in 2015, we’ve designed more than 130 beautiful websites and supported countless ongoing digital marketing initiatives for our clients. Starting with an all-hands kick-off meeting, we take the time to get to know you, your team, and all the details surrounding your business and branding. From there, we’ll tailor our work to your voice and vision, incorporating your feedback at every step of the way. 

Why Flutter with Us?

• We’ll optimize your content and messaging across all channels.
• We build websites from the ground up and with SEO in mind.
• No two websites we build are the same or look like anything else on the market.
• We create all content in-house and will go above and beyond in our attention to detail.
• We’ll tailor our services and work with you to create a strategy that’s exactly what you need.
• And more …

A Bird’s Eye View of Our Work

Visit www.arrowanimalurgentcare.com and www.martinidrycleaners.com to view our complete website design and branding.