The Importance of Digital Marketing For Small Businesses

Posted May 21 2014
Small businesses operate on a very limited budget. Unlike big, established companies, they don't have the deep pockets of money

Small businesses operate on a very limited budget. Unlike big, established companies, they don't have the deep pockets of money to dump into online advertising and traditional print advertising. Even more importantly, they rarely have a strong in-house marketing team to come up with the correct strategy to market their product or service.

So what is a small business to do? In the digital era, there are plenty of low-cost solutions available to small businesses. Advertising online is one of the most cost-effective and long-term solutions for small businesses to share their product excitement with the world.

Here are a few reasons why:

Digital marketing is versatile. Instead of choosing a specific location for printed banners or mailing pamphlets directly to potential customers' homes, digital marketing can spread across the web until you find your exact target audience.

Even if you don't find your audience on your very first try, you can continue seeking out new avenues and channels to find the place where your customers spend the most time. Depending on your industry, this could be on a particular mobile app; a specific social media channel like Facebook, Twitter, or Pinterest; or directly on your website.

Digital marketing is low-cost. There are no upfront costs to online marketing. Unlike traditional print materials, digital marketing has no fixed costs to produce. Instead, you simply need to pay for the labour, time, and creativity that goes into a digital marketing campaign. A professional digital marketing company will cost more, but they will provide you with higher quality results than an individual digital marketing consultant.

What about online advertising? While there are a lot of pay-per-click advertising campaigns that you can run on Google, Facebook, Twitter, LinkedIn, and other channels, even these require no upfront costs or ongoing commitments. Your campaigns can be constantly tweaked and improved, and if they are not performing well you can terminate them instead of spending excessive money.

Digital marketing is effective. Digital marketing comes with the advantage that you can constantly tweak your digital materials until they are perfect for attracting the right audience. Online campaigns can be monitored and modified so that every day is a learning experience. You may find that you learn more from online marketing in a few weeks than you learned from print advertisements over many years.

Similarly, you can always continue exploring new social media channels, product review pages, and other avenues until you find your target audience. While print advertising was a shot in the dark, digital marketing can be backed up with metrics and analytics to determine if you are reaching your goals.

In conclusion, digital marketing is the best way for small businesses to establish themselves in 2014. It is a low-cost, effective way of establishing your brand online. Digital businesses are starting to replace traditional storefront models, so it is only natural that you will want to take your company online to gain a strong competitive advantage.