The digital age has been in play for approximately three decades now. Astonishingly, 73% of small businesses have established an online presence via a website, while 77% have taken to social media platforms. However, it’s crucial to understand that merely existing online is no longer sufficient.

Small businesses can’t afford to have a dormant website or social media page lacking activity. Here are the four primary components for small businesses to thrive in the current marketplace:

1. Active Social Media Engagement: It’s not optional for businesses to be on social media platforms such as Facebook, Instagram, YouTube or LinkedIn. However, these platforms shouldn’t be neglected. They should be buzzing with regular posts and interactions with followers. Many businesses fall short because they lack the time or the knowledge to keep their social media platforms active.

2. Trust-Building: In the world of business and marketing, it’s commonly said that customers prefer buying from brands they trust. However, trust is not easily earned and can be lost in the blink of an eye. A single negative review can have disastrous effects, especially considering that 89% of consumers read online reviews before making a purchase. Hence, small businesses must pay close attention to managing their online reputation.

3. Content as a Marketing Tool: There’s a widespread misconception that creating content isn’t part of marketing. However, every piece of content a business releases plays a role in converting potential customers and building the necessary trust. The link between content and sales is a complex web of landing pages, opt-in pages, and sales funnels.

4. Traffic Generation: Regardless of how many social media accounts a business has or how many landing pages and funnels it has set up, it’s futile if they can’t attract traffic. Every business needs a strategy to draw in their target customers, be it through organic methods or paid ads on platforms like Facebook or Google.

These four principles form the foundation of what we refer to as the Core 4. They present a tremendous opportunity for those who can master these skills, particularly in managing online ad spend, which can reach up to £5,000 monthly.

Consider this – how often have you come across an outdated and neglected Facebook page of a local business? How many times have you seen a negative review that was left unresolved? How many times have you clicked on a link that led you somewhere unexpected?