It seems that the English-language term “Digital Marketing” describes something distant, needed only by large corporations. But this is not so: every company does something called marketing, not every company does it consciously and competently. We explain the essence of this activity, why marketing is broader than advertising, how to do without a marketer at first, and in what cases even top marketing agencies will be powerless.
Here we will discuss some important facts that how digital marketing helps small businesses.
High conversions and revenue growth
Conversion refers to how many visitors to a business website actually convert into customers. The success of digital marketing depends on the conversion rate.
A website or blog can attract thousands of visitors every day, but if a very small percentage of that traffic turns into customers, then this digital marketing campaign is not well planned. In fact, this is money down the drain.
The goal of digital marketing is to increase business revenue. In a major Google study, digital marketing has shown that digital marketing helps most companies generate higher returns than their non-digital competitors.
Tell the world about your business
People use the Internet for various needs. In fact, the Internet is now not an alternative source of information but a vital requirement.
Users google for companies and brands, reviews, and prices. This trend is growing especially rapidly with the proliferation of mobile Internet. Digital marketing plays an important role in mass awareness of a brand, new company, or new product.
Even if they learn something new from any other source, they want to confirm it via the Internet. This has become common practice, and every organization must take advantage of a unique opportunity to interact.
Result-oriented sales promotion
Isn’t that a business dream? Management can follow each movement, analyze the results, and look for other paths within the same system.
Let’s say a certain keyword is not working – an SEO specialist can quickly identify this with the help of special tools. He can then use the new keywords after analyzing their search engine attractiveness.
Traditional marketing processes cannot provide such precise, result-oriented advertising tools. Digital marketing tools like Google Analytics help visualize results and take immediate action. This saves you money.
In general, the Internet is about analytics. You can analyze and count everything around.
It helps to reach the huge mobile market
Companies having a clear and well-planned digital marketing strategy are comfortable distributing their products to millions of smartphone users.
Anyone from every corner of the world who uses the Internet in any form is a “prospect” for business. According to available statistics, almost 75% of Google Chrome users now have access to the Internet on mobile devices.
Digital Marketing Helps to understand the client
Surely you have studied the range and prices of competitors. Such analysis is already marketing, as it is superficial market research. All that remains is to delve deeper into it and understand who is interested in your product and how to offer people exactly what they want.
Determine at least the key characteristics of your audience: gender, age, place of residence, income level, interests. Then divide the clients into groups. So, the audience of a furniture salon may include married couples with children, bachelors, managers of companies purchasing furniture for the office, and all these people will be interested in completely different advertising offers.
Understanding the audience, its habits, and needs will allow you to “please” more customers.
Attracts those who do not come on their own
When starting a business, some entrepreneurs rely solely on word of mouth. But it is not omnipotent. How do customers of a paint and varnish factory on the other side of the city find out that it has the lowest prices if the price list is not freely available and the company has not announced itself in any way?
Digital Marketing offers many effective tools for promoting products and services, and not all of them require large investments. Contests with hashtags on Instagram, posting in thematic groups on social networks, partnerships with specialized distributors, contextual and targeted advertising, mailing lists, promotions.
Drives product improvement
It’s hard to sell people what they don’t need. It is even more difficult to make sure that the purchase is not a one-time purchase. Marketing allows you to determine the true needs of the audience, which are not always obvious.
To understand what is more important for the consumer: convenience, aesthetics, affordability, quality, or a combination of some parameters. And thanks to this, not only to correctly build a promotion strategy but also to detect imperfections in the product from the point of view of the client.
Suggests prices and sales promotion method
It is not so important whether the price is high or low – in the mind of the consumer, the price must be fair: the client wants to understand what he is being asked to pay for exactly that much.
Thanks to marketing, the company will know the prices in its niche, the approximate paying capacity of the audience and will be able to act within this framework. And the price and its “rationale” in the advertising message about the product will look different, depending on the interests of each consumer segment: as a payment for an elite value, as a way to save money, as a quality guarantee, etc.
Market and audience research will also tell you what will drive sales in a specific situation: a “2 for 1” promotion, free samples, or discounts.
Digital Marketing builds sales
Understanding the customer base will tell you where to look for a consumer and how he is ready to purchase a product: via the Internet or in a retail store, placing a pre-order or waiting for a sale, paying in cash or by card. The client should be comfortable. Otherwise, he will not buy anything or will buy less often.
Digital Marketing saves resources
Marketing is costly, but it prevents waste and allows you to take action that you know is better. So, you can launch ads on social networks without a target, that is, not aimed at a specific category of people.
But the campaign will perform better with the target. You can take a chance by purchasing a batch of goods at random and burn out. Or you can choose what the majority of the target audience will definitely like.
Conclusion
It is important to be guided by a key marketing idea: in the center of the business – the needs and interests of the client, which corresponds to the company’s product. Otherwise, what the entrepreneur does will be needed only by himself.
Without digital marketing, a company cannot take advantage of this overwhelming opportunity. The availability of mobile Internet will grow steadily in the near future, which will help companies achieve even greater market penetration.
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