Whether you’re just starting a small business or looking to expand an existing operation, marketing either can seem daunting. The key is to establish your presence, drive leads to your business and expand your audience.

Even for businesses that serve a primarily local clientele, it’s important to remember that today’s customers are more connected than ever before. Technology enables them to rely on mobile devices, web searches and other online tools to research businesses and make purchasing decisions.

Small businesses often work within a limited budget. But don’t let pinched funds get in the way of smart spending. Products that boost your digital presence and performance can help your business get found by consumers and grow your customer base
YP, a local marketing solutions provider, offers this advice:

• Mobile really matters. Almost everyone today owns a smartphone. Yet you’d be surprised by the number of businesses that have not optimized their websites for mobile devices. Not only do mobile responsive sites load faster and provide a better experience, they also help with your ranking in search engine results (also known as search engine optimization or SEO).
• Keep your online presence current. Think of your online presence as a business card you hand out.  Ensure your digital and mobile presence is current and cohesive across all online media. Have you recently changed contact information, such as phone number, email or address?
  
  Supervising this online business card takes time and effort, but the payoff comes with customers who can easily find you and your products or services. Consider setting a regular calendar reminder to review all online channels for relevance and accuracy.
• Create valuable content. Can’t think of what to say? Customers are often drawn to tip-based content related to your industry or product, such as best practices or top five tips. Either use a strong writer on your team or seek professional help elsewhere.
  
  Rich content, especially photos and videos, helps engage consumers. As a rule of thumb, you should update images on a quarterly basis. For blogs, update the content weekly, and host the blog on your business’ primary website to keep your audience from clicking away from your site.
  
  Post blog headlines and timely information or calls to action above the fold (where they can be seen without scrolling) so customers can access them easily.
• Reputation and reviews matter. Establishing a loyal customer base means monitoring your online ratings and reviews regularly. A business owner who reaches out to customers for all feedback they provide — whether positive or negative — creates a powerful statement. Addressing or correcting any errors shows accountability for your business and can build loyalty.
• Drive traffic. Bidding on keywords is the foundation of a search engine marketing (SEM) campaign, which allows you to promote your business within online searches.
  
  As you begin, opt for smaller, more targeted keywords such as your company name. Stay away from generic terms that describe your business, such as “bakery,” as this will bring competition from other same or similar businesses (and more expensive click costs). Instead, try the category plus geography keywords, such as “bakery Asheboro.”