The importance of digital marketing just can not be underestimated.
Its not enough to just to have a website or run some random ad campaign. Let's take a look at why your business needs digital marketing to grow and thrive.
You need to reach people where they spend their time and money
The average internet user has at least seven social media accounts, up from three in 2015. And even though social media is strongly preferred as a means of customer care, around 89% of customer messages are ignored by businesses.
Social media is so integrated into everything we do that it makes no sense to ignore the potential it offers. Social media is where people are. But only 45% of marketers think their social media efforts are paying off. Just having a profile and sharing some content once in a while isn't enough. You need a social media marketing strategy.
When you can maximize your return on investment in social media advertising, your business benefits.
It works for big and small business alike
We've all seen It happen, a huge company like a Coles or Woolworths comes to town and all of a sudden the local specialty shops start closing down because they just can't compete. In the online world its the same, the likes of the lesser know trying to match it with the Amazon's and the Googles.
This is where the importance of digital marketing presents as the knight in shining armour. Digital marketing allows small businesses to compete with a much smaller advertising budget. When managed effectively, it gives them laser-focused control over where and how they spend their money. When you have this kind of control and the data to support decisions, you make smarter ones.
Allows you to really target your users
One of the gifts that digital marketing has given us is the ability to drill down into very targeted groups to get super-focused on a specific kind of person.
When you do targeting at this level, you create an ad that's highly relevant to your target market, and perhaps best of all, you can do it without annoying traditional advertising techniques...you know showing the same ad thousands of times and interrupting your target group's favourite TV show.
So, what kind of targeting is possible with digital marketing?
Let's look at search advertising as an example. In this form of digital marketing, you target people doing searches in Google. Search results now account for about 64% of website traffic across the Internet.
Search advertising, aka PPC (pay per click) allows you to position yourself near the top of searches, even if that's not where your website would organically appear. With search advertising, you can target people with a very specific:
Social media advertising similarly allows you to narrow your target audience by using the data you collect about your users. You can tell Facebook, for example, to only show your ad to people with a very specific recent behaviour, interest, location or other identifier
You don't need to spend thousands on one ad. And you can run ads indefinitely. This means you can easily modify that ad to connect with different groups of people. You don't have this level of control over who sees your ad with any other form of marketing.
You can make it super personal
Yet another important part of digital marketing, you can target almost down to the individual level, i.e. you can segment your market.
72% of consumers prefer that businesses use email to communicate with them. This gives people a sense of control that makes them more comfortable signing up for your emails and buying from you. If they don't like what you send them, they can just unsubscribe.
But when you send them content that is highly relevant, they stay on your list and continue to buy again and again. You can see where in the importance of digital marketing lies in a repeat lifetime customer.
More advanced analytics
The scale and scope of analytics tools available for digital media strategies as amazing. these tools can tell you a myriad of things including
If they interacted with it
If they liked it
If they lingered on it
If they shared it with a friend
If it prompted another action
If it led to a sale down the road (this is important when deciding how to best spend money)
You also learn much more about the people interacting with that ad:
Who's most interested in your ads
What are they like
What makes them more likely to take an action
Who is easiest to convert
Who spends more
What do they do online
What terms do they use to find you online
Which websites do they visit that lead them to yours
All of this is pretty easy to track with free analytics software like Google Analytics. Or you can gain even more insight with paid tools. Use what you learn to cut costs where you aren't seeing a return on investment and increase your spend and efforts where you get the best results.
Either way, what you learn through your analytic tools you can carry over into your other more traditional marketing techniques.
Its easy to adapt
The importance of digital marketing to small businesses becomes very clear when you see how easy it is to scale and adapt as your business grows.
You know exactly how much a social media campaign will cost you.
You don't have to go in and renegotiate an ad spot to keep the ad running.
If you got a massive order in from a customer and need to scale back to avoid getting backlogged, it's just as easy to do that.
If something isn't working in your marketing, you don't have to wait for the ad contract to run out.
Essentially you have the power.
Don't take digital marketing for granted, you need a plan of attack!
You get the importance of digital marketing. But that doesn't make it easy to implement strategies that get you the ROI you're looking for. If you need a hand putting your digital marketing strategy together, give us a call 0403155315 or send us an email firstname.lastname@example.org or hit the chat button to schedule a consult.