Before we answer this question, let us first understand – What is Digital Marketing?
Most people think publishing business information in various forms (text, image, infographics) on different social media & professional networking platforms is called digital marketing.
But digital marketing is much more than just doing this activity. Some of the critical aspects of a digital marketing strategy are – understanding audience search & website visit behavior, demography (age, income, population density, and more), content creation, selecting the right communication platforms to help the most productive & efficient digital marketing strategy.
Therefore, a digital marketing strategy is a structured process to be visible to our target audience in the fastest and most effective way.
Every digital marketing strategy must match the buyer’s journey. The objective is to become the co-traveller of our prospective customers in their journey from the Awareness stage to the Decision stage.
Everyone potential buyer or a customer goes through this journey, and they are looking for specific information to gain confidence and move to the next stage. A good and efficient digital marketing strategy helps you deliver this information in the most appropriate matter, creating higher engagement and better conversion.
There are many digital marketing tactics, some of which are:
- Search engine optimization (SEO)
- Paid search
- Display advertising
- Social media marketing
- Content marketing
- Email marketing
- Influencer marketing
- Affiliate marketing
Now let us answer the primary question – Why is digital marketing important for small & medium businesses?
Every small & medium business wants to grow to be a big business. And this growth can only come by having more and more customers in the shortest possible time. There are different methods used for acquiring customers – traditional (physical) marketing & digital marketing.
There is a common misconception in the small & medium business community- that digital marketing is beneficial and affordable for large businesses only. But this is not true. Digital marketing is a tool that should get wielded by small & medium enterprises to bring in more customers.
Most small & medium enterprises start using traditional marketing methods – newspaper & cable advertising, leaflets/newspaper inserts, launching ceremonies, Instagram posts, WhatsApp messaging, and other physical activities. These approaches are effective in the short term, as it helps to bring in the first set of customers. But a business cannot survive, let alone grow, with just the first set of customers. Every business needs more and more customers to buy their products and services to be profitable. Traditional marketing methods are not suitable for long-term business growth. And therefore, having a digital marketing strategy designed by a professional digital marketing consultant is a must for every small and medium business.
But before you think of hiring my services as a Digital Marketing Strategy Consultant for your business, you must know and understand – How Digital Marketing help yours and any small & medium business grow?
Let us look at some of the key benefits your business will have:
- Be in the visible range of your prospective customers?
Searching for solutions on search engines (Google, Bing, Yahoo & others) is not a new thing now. Almost everyone first looks for the desired information and a possible solution on the internet. It is called the “AWARENESS” stage buyer’s journey. They are AWARE of the problem and actively searching for a solution for a problem he/she is facing. However, they have still not decided on a specific solution nor the source of procuring it. Therefore, don’t attempt to sell your products/services at this stage, as it will repeal the customers.
With the help of a search engine optimized website, keyword-optimized content & blog posts, YouTube videos, you will get listed among the top search results on the internet. It will enable your prospective buyers to access your content immediately and establishes a trusted relationship based on the quality and relevance of the content/information. The prospective buyers are checking the relevant details as an answer to their questions/problems. More relevant the content, the higher the engagement. Therefore, focus on publishing keyword-optimized content on your website.
- Be easily reachable and respond immediately:
We have many plugins and systems available for establishing communication with potential buyers. For example – Chatbots, Instant messaging (WhatsApp, FB messenger & Twitter), IVR, and email. Ensure that they are functioning at all times must provide a quick response and the information asked. It will convey your sincerity, alertness, and willingness to help your prospective buyers, contributing to building trust.
As the prospective customers achieve trust and confidence in you, they are ready to move to the next step – CONSIDERATION. In this stage, the prospective buyer is evaluating all the possible solutions. It is time for Salespeople to move in and provide & demonstrate various options your offer to the prospective buyer. You may offer a free trial, free return, money-back guarantee to encourage your prospective buyers to try your solutions.
A personal experience is the best testimonial. It is the DECISION stage. Help your prospective customer decide about the best solutions for their problems from the various options they have. Provide them the best after-sales service to make the best use of the products/services. It may lead to a delighted customer, generating recommendations for you without spending a penny.
And a delighted customer generates more customers for your business.
- It Is Cost-Effective And light on the wallet
You do not need to spend thousands of ₹ on digital marketing activities. There are plenty of cost-effective digital marketing methods available – like social media promotions, SEO optimization, Google & FB ads, and many more. Small & medium businesses can leverage this to grow their customer base. The things you must not compromise on are – having your business website neatly designed & in sync with your business type and target audience, with easy navigation and a call to action.
- Improves Sales and Profits for Small & Medium Businesses
With a digital marketing strategy, you will get better conversions. As such, this will lead to high revenue. After all, studies have shown that social media promotions generate about 80% more business opportunities when compared to those who didn’t even try to use social media. The same can be said for email marketing too.
As for SEO optimization, research has shown that organic search campaigns lead to about 54% of website traffic. So, a combination of such strategies will prove fruitful for your business.
- Better ROI on marketing activities:
Research has shown that businesses that opt for email marketing tactics have a 4200-time return rate on their ROI. Also, individuals who create video campaigns are 64% more likely to sell their products. It is almost a guarantee that you will get better results if you engage in digital marketing tactics.
Know that digital marketing campaigns are scalable, so the owners of even small & medium businesses can utilize them to grow their businesses. You can start with small budgets and see comparatively large growths before moving on to bigger budgets.
Go digital. Grow Business.
You may want to contact us to build or refine your Digital Marketing Strategy.