In the ever-changing landscape for businesses in the post-covid era, one thing is increasingly clear: the importance of digital marketing for small businesses. With consumers and businesses alike spending more time in front of the screens, the time to get in front of your existing, and potential clients and make noise online is now.
No matter what sector you are based in – from bathroom design and renovation to car repair and maintenance to outdoor furniture – whatever it is you sell, people are most likely looking for it online and that’s why digital marketing is such an important part of your marketing strategy.
What exactly is Digital Marketing?
Online or Digital Marketing, is the promotion of services and products through electronic channels like social media websites (Facebook, Instagram, Twitter etc.), Email, Search Engine Optimisation (SEO) and apps. It is a dynamic process, constantly evolving and becoming more tailored and directed to the consumer.
Why do I need Digital Marketing in my business?
Digital marketing, when done effectively, can be hugely beneficial to any business. Online marketing gives you the opportunity to reach out to a much wider audience of potential clients than a small business could attract locally. By utilising digital marketing, you can reach new clients further, faster and in a more cost-effective way, with measurable results as opposed to traditional techniques.
When businesses have a digital presence, the connection they create with their target audience and their increased visibility of products and services will invariably lead to higher customer retention and increased lead generation. The emerging digital world has made it so much easier for businesses to establish themselves in the world market. To understand how it can work for your small business, let’s explore some benefits.
Small businesses often have limited finances, fortunately, digital marketing does not require significant investments. You can start small and scale up as your business grows. Many digital platforms have either free or economical rates to promote your brand.
2. Measurable Returns
With traditional marketing techniques, such as printing a newspaper ad, it is impossible to determine how many people saw the ad or engaged with it. However, with new media, you are able to determine the return on investment (ROI). Digital marketing platforms have comprehensive analytics and reporting tools meaning you can measure almost every aspect of your investment.
3. Targeted Audiences
By speaking to your audience who follow you through your social media or have signed up to your online newsletter means that you are already reaching out to an already targeted audience, as opposed to traditional marketing, meaning that you are result-oriented, and are not wasting resources on those who are not interested in your services. Additionally, the advanced nature of paid social advertising like Facebook for business, means that you can target look-alike or specific audiences to increase your brand awareness and purchase your goods.
4. Data-based decisions
By using digital marketing to promote your product, you can get real-time access to the results data. You can drill down into the analytics of product, location, interest, engagement, time spent on your website, how many people viewed or purchased products. Split test copy and images to see what performs better and why. You can take your learnings and apply them to your next campaign, or if it’s not working – change it now. Data will help you to constantly update and tweak your strategy so it is at its optimum performance.
5. Be heard
Even as a small business, you can leverage your business with the help of digital marketing. Don’t be daunted by established companies, digital marketing strategies can be executed by anyone, meaning you can stand in competition with bigger companies when done well.
So, how do I create a digital marketing strategy for a successful online presence?
1. Set goals
When creating a digital strategy, set goals that are tied to the fundamental goals of your business. Leading online casino site Betway has one simple goal when it comes to their digital marketing: growth of the brand. It’s the job of the marketing team to “make sure that everything we do is strategically targeted, data driven and focused on return on investment.”
“We operate through multiple channels, from TV, sponsorship and PR to social media, SEO and PPC. We use cutting edge tech to ensure precision within every field we operate, and push our people to stay on top of the latest marketing trends through regular training opportunities.”
2. Create engaging content
Quality content is the key to any successful digital marketing strategy. By publishing content your audience is interested in, with your highly relevant products and services to build brand loyalty and yield long term results.
Betway is particularly groundbreaking in this area. Whilst they are known as an online casino and sports betting brand, they have put a major focus on content and have pulled together “a multi-disciplined team of journalists, designers, video producers and social experts who create compelling content for digital and social platforms. From interviewing professional athletes and providing quality betting insights, to epic video production, we’ve got our fingers on the pulse of digital consumer culture.”
Content is what can attract people to your website and enable them to discover your brand. When you deliver a quality content experience, you start to build trust with your audience which in turn can lead to sales and revenue.
- Utilise Digital Marketing Tools
One of the biggest pro’s of digital marketing is the ability to analyse data in real-time. Did the piece of content gain Betway more traffic, more followers or get new subscribers to their service coming from dedicated landing pages?
The best tool for decoding data is Google Analytics. It shows who is on your website, their location and can track conversions, events and learn about consumer engagement.
Other important tools in a digital marketer’s toolbox might be SEMRush – an all-in-one tool suite for improving online visibility and discovering marketing insights or Screaming Frog – a website crawler that helps you improve onsite SEO, by extracting data & auditing for common SEO issues.
Digital media has changed the way we communicate with each other and it’s critical for small businesses to have a strong online presence in today’s internet marketplace. By harnessing online marketing to create an influential brand, it will give your company the opportunity to reach more people. By demonstrating your services and products to customers, you’ll be able to increase leads and entice people to visit your website and physical location and reach your full potential as a company.