Why digital marketing is important for small business
Reach more prospects
You can use multiple digital marketing channels like social media, email marketing, search engine marketing, search engine optimization and display advertising to reach more prospects.
For example, when you publish content in the form of a blog post on your website or as a guest post on another website in your niche (with a link back to your site), that content is picked up by search engines like Google. The more compelling and informative your content is, the higher it will rank in search results. And the higher it ranks in search results, the more likely it is that people will click on it and visit your website – bringing you new visitors and potential customers.
Level the playing field
In the past, marketing was expensive and required large budgets for ad buys and other strategies. These days, digital marketing is available to all businesses, regardless of their size or resources. In fact, some small companies have had success with creative digital marketing campaigns that relied on being unexpected to get attention. Digital marketing allows you to level the playing field with larger companies, so you can compete based on your quality of service and customer experience rather than how much money you spend on advertising.
Generate more leads
As a small business owner, there’s a good chance that you have limited resources to promote your business. This means that it is more important than ever for you to focus on effective strategies and tactics to get the most from your marketing budget.
To generate leads, you need to make sure people know about your company and the products or services it offers. However, if you don’t have inbound links (links from other websites), Google doesn’t think you’re as authoritative as others in your industry or niche. This is a big problem because Google believes links are like votes of confidence — the more trustworthy sites linking to you, the better!
How do you get other trusted sites to link back?
Gain more exposure
Digital marketing can help your business get more exposure. Digital marketing helps you reach more people, especially in places where you may not have a physical presence (for example, when someone across the world finds and buys your product). It’s much easier to set up a website than to set up an actual store, meaning that many small businesses with fewer resources can gain exposure through digital marketing.
Some examples of how digital marketing has helped other businesses are found below:
- A stationary shop owner was able to increase sales by 20% after setting up an online store on his website. He was able to reach customers from 55 different countries and had his products seen by over 150 million people around the world. The greatest benefit for him was being able to sell directly to customers all over the world without having multiple brick-and-mortar locations in each country he sold to.
- An ice cream shop owner increased brand awareness by 30% after putting out regular Facebook posts promoting her products. She also hired influencers who were willing to promote her ice cream on their social media accounts in exchange for discounts at her shop and free samples. She attributes these efforts as key factors that helped grow her brand and see new customers every day.
- A florist had trouble finding retail space because he wanted a location close enough for people walking by to stop in but wasn’t sure if a location like that would be profitable due to low foot traffic in the area. He decided instead of renting retail space, he’d start an online store through Shopify and spend money on Facebook ads instead of advertising through print ads or radio commercials like many florists do (because those methods cost more). The results were overwhelmingly positive! His online sales have grown steadily each year since starting with just a few hundred dollars spent per month – today they’re nearing $10K/month!
Retarget visitors to your site
Let’s take a look at what retargeting is, how it works and why digital marketing managers should be using it to grow their business.
Why do you need to use retargeting?
The reality is that most visitors to your site will leave without making a purchase. In fact, the average rate of website conversion is below 3%. So what can you do with the 97% of people who don’t convert on their first visit? That’s where retargeting comes in. It allows you to show relevant ads later on for users who have previously visited your site and left without visiting any other pages or making a purchase. The idea behind this advertising strategy is that an ad shown at the right time during your customer journey could be the crucial re-engagement point needed to encourage them to make a purchase. In particular, retargeting campaigns are extremely useful for sites that:
- have high bounce rates (i.e., people visit but leave quickly)
- rely on specific actions for conversion (i.e., signing up for free trials).
For small businesses, digital marketing provides an affordable way to reach customers and grow their businesses.
There are many reasons why small business owners find digital marketing appealing, but the biggest advantage is cost. Digital marketing is a way for small business owners to reach customers at a fraction of the price of traditional marketing. It allows you to advertise directly to people searching for your products or services online, engaging them when they’re already looking for what you have to offer. By creating great content that addresses your audience’s pain points and answering their questions, you can turn prospects into leads, leads into customers and customers into promoters who will spread the word about your business.
Digital marketing also lets you measure the ROI of nearly every aspect of your marketing efforts using analytics software. You can see which content is resonating with your audience and get real-time feedback on how well your campaigns are performing by looking at metrics such as how many clicks a post received or how many people watched one of your videos all the way through.
Learn more about your audience
On top of all that, the digital space allows you to learn more about your audience than ever before. By using tools like Google Analytics and Facebook Insights, you can track how users interact with your website or social media pages. For example, Google Analytics can tell you what time of day people visit your site most frequently as well as ranking order for popular pages. Facebook Insights can tell you which posts are getting the most engagement on your page, whether it’s a link to a blog post or an image promoting a sale on products. You can also see where they’re coming from (e.g., clicking on the link in another business’s Instagram story).
These online analytics tools can also help you understand who is visiting your site or social media profiles: their age range and gender; their location; what kind of devices they’re using to access your sites; and even what their interests are according to Facebook’s algorithms. This is where things really get interesting for small businesses because this information will not only help you determine which campaigns are working but also help inform future campaigns by providing insight into what appeals to your target audience—and even who comprises that audience in the first place!
Create an agile marketing plan
So you’ve decided to take the leap into digital marketing for your business. Great, but where do you start? The best place is by creating a workable plan to guide your efforts.
Digital marketing allows small businesses to explore new opportunities and connect with customers in ways that weren’t possible before. But as with any new venture, there are bound to be a few bumps along the way. A comprehensive digital marketing plan will help you convert those bumps into successes.
Here are some guidelines;
- Define Your Goals: what are you trying to achieve? What should your budget be? How many conversions do you need in order to justify that investment?
- Define Your Target Audience: who will buy your product or services and why? What else do they buy? Where do they live, work, shop and play online? How old are they and what interests them most about your products or services?
- Choose A Digital Marketing Channel: identify which channels best align with both your target audience and your goals. This could mean social media, email marketing, pay-per-click (PPC) advertising or all of the above!
- Develop A Digital Marketing Budget: how much money can be allocated towards each channel based on expected ROI (Return on Investment)? Remember that it can take time for a campaign to build momentum so don’t expect immediate results when launching a campaign! Sometimes it takes trial and error before campaigns perform at the levels we expect them too!
- Set A Timeline And Execute: create deadlines for each stage of implementation then get going! You won’t see results right away so remember not get disappointed if things don’t go exactly how you planned them too! Successful digital marketing campaigns require ongoing management to ensure they keep performing at their peak effectiveness! As budgets allow, new channels can also be tested but only after initial campaigns have proven successful by surpassing expectations set out in
Digital marketing is not a trend or a fad, it’s the future.
Digital marketing is not some passing trend. It’s here, and it’s here to stay. If you want to future-proof your business, it’s a good idea (practically essential!) to embrace digital marketing—and quickly.
The good news is that there are many different ways of doing this. You can start small by simply ensuring your website and social media profiles have all the information they need—including, most importantly, the contact information for your business! This way, customers will be able to locate you online even if you don’t quite have an active presence yet.