Why Digital Marketing is So Important for Small Businesses
Tips To Dive in Head First
When most small businesses begin developing a marketing plan, their focus is often on traditional forms of marketing and advertising, such as print ads, coupon mailers, and outdoor advertising. They rely on these proven methods to reach the singular goal of increasing the number of customers they can drive through the door. While these traditional marketing methods may trickle in customers, the marketing reach is slow and painstakingly limited.
Digital marketing takes the small business into a high-speed, global prospects marketplace. By combining traditional and digital marketing, a small business can generate leads, convert interest and efficiently achieve business goals on a larger and more productive scale.
Let’s look at digital marketing and how you can use online platforms to achieve your small business goals.
Benefits of Digital Marketing
First, let’s look at some of the benefits of digital marketing. Hundreds of thousands of businesses use digital marketing as a cost-effective way to reach a large customer base. Some of the key benefits of digital marketing include:
- Connecting with customers in the right place through personalized communications at the right time.
- Building brand credibility while generating new leads.
- Communication with customers at every stage of the conversion funnel.
- Direct interaction with potential customers.
- Measurable actions and outcomes of marketing efforts that inform future decisions.
Reach Your Customers Online
Digital marketing places a small business where customers are interacting — online. Customers turn to the internet for information about everything from problem solving and services to finding the best products in today’s digital age. Customers expect businesses to come to them with a website and a social media presence. Ninety-three percent of consumers use the internet to find local businesses. When was the last time you wanted to find a local restaurant?
Potential customers can easily find you when your business has an online presence through a website, app, or social media. With the global reach of digital marketing, you are no longer limited to the customers who drive by your business. Digital marketing allows you to create access points for potential clients on a massive scale.
Digital marketing creates an environment where people can engage with your business at any time. Customers no longer need to wait until business hours to ask questions and find information. They can send emails with questions, review inventory and make purchases at any time.
A favorable business reputation leads to success with traditional business practices, translating into the digital world. Referred to as “social proof” in the digital marketing world, reviews from your current customers build credibility with future customers. An increasing number of customers turn to reviews to learn more about businesses and products. These reviews are precious, as they determine whether a customer wants to turn your business or your competition.
Third-party review sites, such as Google and Yelp, provide an opportunity to highlight your customer service skills. As that wasn’t enough, reviews also added to your presence online, thereby increasing your visibility and chances of ranking high on Google’s search engine results page.
Beyond reviews, you can use digital marketing to showcase your customer service skills. Engaging with customers on social media allows your customers the opportunity to get to know you, thereby building brand loyalty and showcasing your business values.
Simplify your Marketing Efforts
The primary goal of any small business digital marketing strategy is to connect your business with customers in the right place, at the right time. With endless opportunities, platforms, and seemingly foreign digital marketing terms, taking your marketing online can seem intimidating.
Your strategies don’t need to be complex to reach your customers.
The most fundamental digital marketing principle is to let your customers know who you are and what you do. This information acts as a foundation for branding in both the real and digital worlds.
It can be tempting to put out an endless stream of information with an unlimited platform. Avoid the risk of overwhelming your customers by prioritizing what is essential. Think about the information a potential customer needs to make a purchase decision. An effective business website includes services and products, contact information, operating hours, and business history. By answering the customer’s potential questions, you provide them with a clear pathway to your business.
One of the best advantages of digital marketing is that it doesn’t require your daily focus. Begin with simple plans and regular routines to build your online presence. Combining a digital marketing schedule and essential digital marketing tools can help you plan and schedule.
Marketing automation tools allow you to manage everything in one place, including your landing pages, blogs, email campaigns, and social media posts. Instead of juggling multiple platforms, you have a specific access point for all of your digital marketing strategies.
Use Data for a Deeper Understanding
Most small businesses keep records indicating where their time and dollars are best spent. This data-driven approach translates well into digital marketing. Website and social media analytics allow you to see how effectively you can locate, engage, and convert a customer.
Data allows you to develop a deeper understanding of your customers. You get to know who they are, what they value, and their pain points. This vital information allows you to offer products or services in a way that explicitly targets customer acquisition. When you understand your online customer, you can cost-effectively personalize your marketing to reach the people looking for you.
Tools such as Google Analytics help give you an accurate picture of your customers and how they interact with you online. You can use the information gathered to target your digital marketing and set budgets in a cost-effective way.
For example, if you see that most of your new customers are finding you through your social media presence, you can focus your time and marketing budget on building that specific channel. You can use data to determine what content you should develop and which conversations are essential.
Whatever type of business you are in, most likely, your competitors have established a web presence. Find out what platforms they use, the keywords they focus on, and what their reviews reveal about strengths and weaknesses. You can use all of this data to differentiate yourself as a better alternative.
I hope this shortlist of pointers helps you navigate the digital marketing world!
