So if you’re reading this you’re probably a small business, and you’re probably trying to convince yourself that digital marketing is the way to go to grow your business.
The power of the internet has now made it vital for businesses to optimise their online presence in order to succeed. So what exactly are the benefits of small businesses marketing in the digital world? Let’s take a look.
Businesses being accessible 24 hours a day is the new norm, consumers have an expectation to be able to browse and purchase goods at any point of the day.
Being accessible isn’t just for a customer to make a purchase, consumers might want to check out reviews & testimonials, learn more about your brand, take note of your pricing and contact information for the future.
Having a website opens you up not only to new and existing customers, but also allows you to build trust and credibility within your target market. Being a trustworthy business is a crucial key to success, marketing unlocks the opportunity for a business to become transparent and present brand values, this then prompting customer loyalty and increasing overall conversions.
You may also want to set up ‘chatbots’ that can be implemented into your website or onto your social media channels for automated responses to any questions or queries people may have when you aren’t around to answer.
Similar to our first point, being accessible generates new enquiries and customers through just having a website, this opens many doors in the digital marketing world in which you can follow.
Digital marketing enables you to communicate with new and existing customers aiding you to build rapport and drive more conversions.
When conducting online advertising, for example, Google, Facebook or Microsoft Ads (previously known as Bing), this will allow you to use specific audience targeting to seek out the audience best suited to your business. These can be elements spanning from interests, demographics, recent searches and topics. There is not a one-size fits all in the real world, digital marketing will enable you to tailor and personalise your customer base which is the biggest advantage over traditional marketing.
Great forms of digital marketing strategies for small businesses:
Unlike traditional marketing, you can do a lot more in terms of measuring performance and the effectiveness of your small business marketing efforts. Digital marketing is a lot more productive enabling you to track your cost against revenue, finding improvements from your previous campaigns and implementing new changes. This equips you to respond quickly, adapt and refine your strategy while seeing results within a matter of hours.
The wide range of analytical tools can draw data from your website/landing pages and provide useful metrics enabling you to create reports, download, and document. This can give you a better insight into your audience enabling you to tailor to their behaviour.
So what exactly should you be measuring?
It’s not a one size fits all kind of answer here, it’s all about what is important to your business, are you trying to increase sales? Are you wanting to measure your average cost-per-conversion? Refining your goals and objectives will help determine what you want to measure, as well as the particular digital marketing strategy you are using.
For example, if you're running PPC ads, you’ll want to know what your average CTR and CPC is. With your search-engine optimisation strategy you’ll want to see how your organic website traffic is growing over a certain period of time.
Some great cost-effective analytical tools that are great for small business marketing:
If your company ever wants to change its appearance and perception, rebranding can become a huge task, no matter the size of your business. Many components need to be considered and planned to best reflect your brand, using digital marketing as part of your strategy will enable you to do so effectively.
Here is an example of a business that rebranded using digital marketing successfully, once a medium business in 2008, Airbnb rebranded digitally in 2014 and used a wide range of strategies to help get them there, with a huge success they were a global trending conversation on Twitter for eight hours.
So what is brand awareness?
‘Brand awareness is the degree of a brand’s consciousness in the minds of its target customers, this is easily done digitally as you can target and tailor to a wider global audience’.
Building brand awareness as a small business can be harder due to working with a limited budget and being in competition with bigger businesses, so making sure you are reaching the correct audience with the right message is vital for building awareness.
Start by using our brand guidelines creator template to get to grips with your business's appearance and personality to consumers, then leverage tools such as brand awareness campaigns through Google, Microsoft and Facebook to reach audience’s that matter most to you.
Many small businesses don’t have the budget to commit to traditional marketing methods such as billboards and print advertising unlike bigger businesses, that's what makes digital marketing so brilliant.
With digital marketing you can easily manage and maximise your ROI (return-on-investment), controlling how much budget is invested into advertising to ensure the return. This can help your business generate more income by having set daily or monthly budgets, putting small businesses back in the game with the ability to compete for website traffic against the bigger brands. If you aren't sure where to start in terms of setting your marketing budget, try out our handy ad budget calculator tool to see what you should be investing for the desired return.
Having a digital marketing strategy allows you to access a wide range of tools and online platforms to better your business growth at a steady trajectory.
We understand there are several underlying factors for small businesses not marketing their brand, obstacles including budget, resources, knowledge and time. That’s where we come in, CampaignHero is a perfectly designed cost-effective solution for small business marketing, for those looking to improve their growth online through the form of various digital marketing solutions including: PPC advertising, social advertising, SEO and landing page creation.
Stop letting your competitors stay ahead of you, get started in that marketing game, click here to sign up to the CampaignHero app.