We hear over and over again that businesses should invest in digital marketing, but why? Why is digital marketing important for all business types? Whether you’re a small business or a large company, every business should be putting an emphasis and focus on creating a digital marketing strategy. As the internet is becoming a part of everything we do, digital marketing is becoming more and more important. Let’s dive in to the benefits of why your business, whether large or small, needs digital marketing.
Why Digital Marketing is key in 2019
Digital marketing is important for many reasons but mainly because it’s an incredible tool that can help businesses reach new people and in turn, create conversions. Digital marketing is slowly taking control over the customer experience. With all of the incredible data and analytics collected through Google and other platforms, brands are able to specifically target the audiences they want to reach. So, who needs digital marketing? We are in a time where businesses, even with a very small budget, should be using digital marketing to thrive in their industries. The days of purchasing print magazine ad space or an ad on a billboard are gone. Yes, companies still invest in traditional marketing, but digital marketing and digital marketing strategies are where companies are moving. So, what does the future of digital marketing look like?
What is digital marketing?
Digital marketing includes all marketing efforts online or on other digital channels. Digital marketing uses search engines, social media, email marketing, pay per click ads and other strategies and tactics to attract their target audiences. Digital marketing is crucial for modern businesses because the internet is an important gateway for how consumers purchase these days.
Today, it is less about walking in to a store and asking a sales associate for more information, and more about using the internet to help them make an informed decision and most of the time, making the actual purchase. This is where digital marketing comes in—it helps a business speak to their audience directly, no matter where they are in the digital buyer’s journey.
Unlike many traditional offline marketing efforts, digital marketing allows digital marketers to see accurate real-time results and data. When companies put an advertisement in a newspaper or magazine, it’s tough to accurately estimate how many people actually flipped through that page and actually paid attention to your ad. There is no direct way to know if the specific ad was responsible for any sales at all. On the other hand, digital marketers can measure a companies’ return of investment (ROI) for pretty much all digital marketing tactics. For example, with website traffic, digital marketers can see the exact number of people who viewed the company website and where they came from.
Digital marketing is more than just a pop-up ad on social media or the side of a website. It’s a combination of tactics and strategies that is typically unique to each business. It can be a series of blog posts that generate traffic, it could be social media promotion and sponsored posts. Maybe it is an email campaign that drives traffic to a landing page. Digital marketing is all of the above and so much more.
The benefits of Digital marketing
So, why is digital media important? There are many reasons why digital marketing matters and why businesses should be creating digital marketing strategies. Digital marketing matters because it is an incredible way to meet and reach people where they already are. When it comes to digital marketing for businesses, there are typically more advanced analytics and results to actually hold on to than with a traditional marketing approach. To explain the importance of internet marketing, we will compare it to a traditional approach, for this example, a TV spot.
For example, if a business chooses to have an ad on a TV channel, they will not know specifics about how it went afterwards. Marketing professionals can help choose the best times and channels for the ad to air. They could also run focus groups to really narrow down their options. At the end, they won’t know many specifics about their audience and who actually saw and engaged with the ad. When a company runs a digital PPC ad, digital marketers will be able to know about the people interacting with their ad and what they did when they saw it. When a business runs a digital ad, they can see who interacted with it, whether they liked it, shared it and so much more. They can also learn specifics about their audience, like how they came upon the ad, their demographics, age, gender, interests, what they do online, and so much more.
Advanced analytics is only one of the reasons businesses should use digital marketing. The benefits of digital marketing go much further. The importance of internet marketing doesn’t stop there. Read below to see more benefits and why digital marketing matters.
One of the main benefits of digital marketing is that it a cost-effective way to market your business. When it comes to businesses with a small marketing budget, it’s very difficult to compete with larger companies for ad space. However, when it comes to digital marketing tactics like paid advertising on digital channels, businesses with small budgets can get more with their marketing spend. There are even digital marketing tools that cost nothing other than time. SEO, content marketing, and social media are all effective digital marketing tactics that only take time.
2. Reaches people where they are
People are online. There is no question about it. People spend so much time on their phones, whether it’s on Facebook or Instagram, they are there. So, why not take advantage of that and reach people where they already are? There’s a very high chance that people are looking online for the very thing you sell, and if you don’t have a website or have some sort of digital presence, they will find and use your competitors. With channel updates happening all of the time, there are even easier ways for your customers to purchase products for you than ever before. For example, Instagram Shop, which is a new feature where followers can click the photo shop tag and purchase right in the Instagram app.
3. Targeted approach
One incredible benefit of digital marketing is the large demographic pool you can reach. You can specify your targeted groups into narrow audience groups where you are speaking directly to a very specific kind of person. That person you reach is the very person who will buy what you sell. When you follow this very targeted approach, you can create specific and targeted ads. For example, let’s use search advertising (Google Ads) as an example. You are narrowing your search and are targeting people only doing Google searches. With search advertising, you can help very specific people. You can do this by using SEO and implementing a keyword strategy.
4. Can be personalized
We are only scratching the surface when it comes to the benefits of digital marketing and a targeted approach, but one other benefit is that you can target people down to the individual level. Email marketing campaigns are a digital marketing tool businesses use for this type of result. Many businesses use email marketing to communicate with their audiences. Businesses collect emails for their email data base and send emails with promotions, updates, and new information.
5. Easy to adapt
When it comes to digital marketing, businesses do not have to be set in their ways. The great thing about a digital marketing campaigns is that it’s very easy to scale social media campaigns and digital ads. Digital marketers have control over the daily budget, which helps to know exactly how much a campaign will cost you. If you notice something isn’t working, you do not have to wait for any sort of contract to run out. You have control to make whatever changes you need and then re-launch the ad or post again.
Digital Marketing for Businesses
As we’ve mentioned in this article, it’s clear that digital marketing is important for all types of businesses. More and more businesses are implementing digital marketing tactics to effectively reach and engage with their target customers online. Successful businesses are creating stellar and intentional digital marketing strategies. Some of the marketing tactics businesses implement are:
A key digital marketing tool is SEO. SEO, known as search engine optimization, is a very large and successful tactic used by digital marketers in all industries. SEO is important because it helps customers find your website organically. Rather than paying for Google to show your website at the top, you can incorporate relevant and specific keywords to your content to help reach organic website visitors. When you incorporate SEO in your digital marketing plan, you will create relevant keywords and meta descriptions for your website and content.
One growing and popular digital marketing tool is content marketing. Simply put, content marketing is the creation and sharing of online content such as videos, articles, blog posts, and social media posts that does not explicitly promote a brand, but is intended to stimulate interest. The ultimate goal of content marketing is to attract and retain an audience, which will ultimately lead to profitable customers who take action.
A great digital marketing tool to consider for your next strategy is using remarketing. Remarketing is going after customers who have already seen your content but maybe didn’t respond to your site’s banner ads the first time. This tool requires analytics data and a budget, but if done right, can be very successful.
Influencer marketing is a mix of old and new marketing. It is typically a collaboration between a brand and influencers. Rather than thinking big and only thinking of celebrities with large followings, influencers can be any one. It can be a fashion blogger on Instagram or it can be a successful marketer on LinkedIn. No matter what industry you are in, there are influential people – you just have to look for them.
Some other digital marketing tactics business use are PPC ads, social media, video, and user-generated content.
When businesses use the digital marketing tactics above, they are able to measure their success over time. As a digital marketer, you will see which tactics are working and which are not. With that information, you’ll make the necessary changes.
Digital Marketing for Small Business
We have talked a lot about the importance of digital marketing for businesses but we haven’t gone deep into how important digital marketing is for one specific group: small businesses. When small businesses get started, they just want to get their first group of customers. They may stick with what they know at first—traditional marketing—but then in some time, will realize they are missing out on a large area: the digital marketing space.
Some of the benefits of digital advertising for small businesses are:
- The ability to reach an international audience
- Reaching more people with less money than traditional methods
- Getting to know your audience with analytics
- Tracking responses
- The ability to interact with audiences directly and find out what they’re looking for
Digital advertising for small business may be tough at first. It may be scary to invest in something you have not done before. If it’s not something you yourself are entirely confident in, there are many avenues you can take. You can train and take online courses or you can outsource and hire freelancers to help create, implement, and maintain your digital marketing strategy.
If you are a small business and just getting started, remember that the first place a customer will look is online. Whether they are looking to answer a question or buy a product, they are typically searching for it on Google. If you have no online presence, you won’t be found at all. Start with a keyword friendly and on-brand website and then move onto the appropriate social channels. By creating a digital presence, your company is open for business all the time, even when the standard business hours are closed.
Thanks for reading!
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