Experts' CornerNews and Events

4 Benefits of Digital Marketing for Small Businesses

It’s hard to believe Facebook is less than 20 years old and has almost 3 billion followers. Today countless social media networks connect people around the globe to companies, leisure activities, social causes, political outlets, and more. Small-to-medium-size businesses that make a concerted effort can use these platforms and current technology to build a robust online presence and become skilled in digital marketing. This form of marketing relies on various digital strategies to connect businesses with their customers.

It’s Worth the Effort
Some business owners already wear many hats, so adding another task related to digital marketing may not be a high priority. People often feel they don’t have time or enough information to create an effective strategy to achieve tangible results. The impact of digital marketing will continue to grow. Operations that put forth minimal effort, or none at all, have already fallen behind competitors who recognize the power of online communications and are taking action.

  • As of 2018, half of the world’s population (3 billion people) use some form of social media
  • Search engines drive Ninety-three percent of all web traffic
  • Eighty-two percent of people use their phones to search online before purchasing at a store

Focus on the Benefits
It’s critical to keep an open mind about the process and focus on long-term benefits rather than a short-term inconvenience to the businesses. Every company has equal access to use social media to its advantage. Platforms are designed to engage in communications, sell products, promote a cause, or get personal. There is a list of reasons small businesses should commit to digital marketing. Here are just a few ways companies can benefit.

1. Flexibility to target specific customers
Digital marketing gives you the ability to deliver personalized messages to specific customers. Perhaps you want to alert customers who purchase lawn and garden products about an upcoming gardening event or sale. Every campaign should have a strategy and pre-determined objective to verify the outcome achieves the goal.

  • Identify the specific audience
  • Determine the subjects that will appeal to this audience.
  • Is the content available, or does it need to be created?
  • What social media will be used to deliver the message?

2. Cost-effective way to communicate
The customers that buy your goods and services are on social media. Businesses need to be online to identify the best methods to communicate with them.Do customers prefer receiving communications via Facebook, Pinterest, Twitter, Instagram, or a combination of networks? It’s essential to understand the best ways to engage each audience and the requirements for each platform. This information can help you determine how to market your business offerings. Digital marketing doesn’t require a big budget to work, and it’s easy to get started or change course in a different direction.

3. Generates More Conversions and Revenue
Research indicates companies that incorporate social media into their marketing strategy generate 78 percent more business than companies that don’t do so. Additionally, the conversion rate for subscribers who become customers is significantly higher. Exposing a broader audience to the offered goods and services also increases revenue.

4. Achieve Measurable Results
Digital marketing uses analytic tools and digital resources to enable you to measure the results of each platform. You can quickly see what campaigns are working or if it’s time to go back to the drawing board and come up with something new. Many automated tools are available to make your digital marketing journey easier. You can plan, create, and schedule posts weeks in advance.

Buying and selling are at the heart of every business. When these things are done well, companies continue to grow and serve more customers. The digital world is vast and getting more sophisticated by the day. Retailers waiting “until the time is right” should jump onboard since there is nothing to lose and everything to gain.

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