With an increasingly tough economy, you need to do all you can to give your business an advantage in the marketplace. Making your voice heard amongst other companies with big marketing budgets is easier than you think. With the constant change and evolution of modern technology, that leg up is at your fingertips in the form of digital marketing.
Digital marketing may seem overwhelming at first but it’s a wise investment of time and money as a way to grow your small business. It reduces the barrier to entry that comes with traditional media and opens up a world of data and measurements that will help you stay on course.
Digital Marketing is Cost Effective
Compared to running ads on the radio, television, or in print publications, digital marketing can spread your word further for less. When you’re a smaller business, making your money go further is important. Whether you’re using social media, paid ads, or an email list, you get more bang for your buck with digital. All of the most popular ad platforms allow you to set your own budget so you’ll never pay more than you want to.
With digital marketing, you can track how effective it is and how many leads and sales were generated as a direct result. We love Google Analytics at Newfound Marketing and we love being able to give clients insights into how many people took action because of their digital marketing efforts. The same can’t be said of radio or television ads. When you know which channels are performing best, you can further optimize your campaigns. And when you can show that you’re generating a positive return on your digital investment, it gives you the confidence to keep going.
You Can Target Your Audience
Instead of sending your marketing message to everyone, you can target your marketing efforts to reach the people most likely to be your customers. You can even run multiple campaigns with content optimized for each target audience. You can target by geographic location, gender, age, interests and more. Have a product that will appeal to 55 year old women in Iowa who love Stevie Nicks? You can target your to just reach just those people. No matter how obscure your niche, you can find your audience. No more one size fits all message.
Digital Marketing Still Requires Strategy
A lot of small business believe that they can just set up a Twitter account and a Facebook page and call it a day, hoping that people will find and interact with them. But to be truly effective, you need a strategy: set your goals, plan your tactics, measure the results. Skip any of these steps and you’ll be missing a bit part of the picture.
Digital Marketing Still Requires Quality
All of the targeting and measuring will be for naught if the quality of your content doesn’t pass muster. You should always keep your audience in mind when creating your content. What problem of theirs are you trying to solve? What can your business do for them? Your ability to appeal to your audience will make or break your campaigns. Keep in mind that quality doesn’t always have to mean high-end. Video is very popular right now but you don’t need the best film equipment to compete. You can shoot video from your phone as long as the message you have to deliver is relevant to your audience.
Despite any learning curve, the benefits of digital marketing for small business are huge and we recommend establishing your digital strategy as soon as possible.
Sheldon Payne is a digital marketing consultant with Newfound Marketing, a boutique digital marketing agency in St. John’s, NL.