Marketing for small businesses is often a challenge due to various factors, such as a smaller budget and customer base. Many times, small businesses are local brands whose customer base is localized within the city or county limits, and marketing is based on word of mouth and customer testimonials. However, if you have been thinking of expanding your business, you may need to consider developing a basic marketing strategy so that potential customers know who you are. If traditional forms of marketing are impractical or even exceed your budget, digital marketing may be the ideal solution for you.
Digital marketing creates interactive opportunities to engage with your current and potential customers. With many digital platforms available such as Facebook, Instagram, Yelp, and Google My Business, your content can become much more easily accessible to your customers.
The most basic digital marketing method is email marketing. Many people already have email apps installed on their phones. Email can be a powerful tool if personalized with the consumer in mind. Nobody likes to receive spam mail, but if you already have an email list with your current customers, you can utilize your list to send out information by current deals, events, or new products and services.
In addition to email marketing, small business owners can consider using easily accessible social media platforms such as Facebook, Instagram, and Twitter to expand the business’s social network. Many platforms have local sections where consumers can search for local recommended businesses or services. Getting your business listed is the first step in any marketing strategy.
Compared to traditional marketing tools, digital marketing can be more tailored to your budget. From basic email marketing to live social media analytics, companies can choose for themselves how in-depth they wish to develop their social media marketing strategies. However, compared to traditional marketing methods, digital marketing has the potential to reach more people for a fraction of the cost. Local marketing apps can cost as little as $99 per year. Traditional marketing tools, such as print and radio, can cost in the thousands per month.
Obtain Your Marketing Analytics
One of the strongest benefits of digital marketing is the opportunity to gather digital marketing analytics from different platforms. Compared to traditional forms of marketing where it is difficult to measure the success of an advertisement, businesses can obtain the data of their digital marketing efforts and strategize accordingly. Metrics such as traffic, types of visitors, demographics, duration of sessions, conversion rates, and click-through rates can give business owners insights on customer behaviors. Short-term and long-term measurable goals can then be set based on the data available.
Reach a Larger Number of Consumers
With people of all ages using social media, companies are able to reach their customer base by using the social media platform most widely utilized for the targeted age range. Not only can small businesses reach a larger number of customers overall, but they can also target more specific consumer groups. This means that you’ll be able to hone in on the exact demographic that your product or service is tailored to, and your marketing budget will be more efficiently spent.
Improve Customer Relationships
Digital marketing plays a significant role in improving customer relationships. Compared to traditional marketing, such as print, radio, and television, digital marketing allows more opportunities for interaction with your customers. In recent years, customers have placed a lot of demand on businesses to always be online, available, and reachable. With an established social media engagement policy, small businesses will be able to respond faster to customers and to engage customers with visual-media content related to their brands.
As the internet gets more widespread and more entwined in our daily lives, digital marketing is more powerful than ever before. More importantly, this resource is not limited to large corporations with big marketing budgets—it’s accessible to smaller businesses, leveling the playing field across all industries.