What is Digital Marketing? Does Digital Marketing Work For All Businesses?
The internet is here, and the number of people who use it everyday is still rising. It’s sadly true that offline marketing just isn’t what it used to be. Meanwhile, digital marketing is showing up at the right place and time for your ideal audience. Rather than shout a message to everyone, digital marketing is about attracting customers and finding leads based on behavior and queries.
Digital marketing is everything that you can use to market that happens through a device or the internet. That means voice-based assistants, search engines, social media, banner ads, email blasts, and even chatbots. Your digital marketing strategy is probably a combination of these tactics to reach your target consumer.
Digital Marketing by the Numbers (2019)
Digital marketing is steadily on the rise as it gains traction and new tools like artificial intelligence and machine learning. But, what is the current landscape of the digital marketing ecosystem? What insights about 2019 as a unique time in the internet’s history can we leverage? Take a look at some of these figures:
- More than half of marketers expect to make SEO and organic search result ranks a priority.
- Ranking first is more important than it has ever been with a click-through-rate of almost 20 percent.
- Organic search visits are down, but businesses that show up on the first page of search engine results still get over 90 percent of all traffic.
- More than half of all search visits come from phones alone.
- Paid search and social media is seeing a slight rise in visits among major channels.
And that’s just search statistics! These numbers tell us that it’s a big year to be optimizing for mobile and bringing in a fierce inbound content strategy to gain those backlinks, rise in domain authority, and command a top position for relevant keywords. It also means that if you invest in paid search and social, you may see slightly more gains than last year as you continue to personalize, generate leads, and create desirable ad content.
If you want to dig in even deeper with insight about 2019, you’ll be interested to know that:
- a third of people surveyed say they click ads to answer questions,
- on average, a business will make two dollars for every dollar spent in Adwords, and
- Google ad displays can reach more than 80 percent of all internet users.
To help you understand how digital marketing can work for you, I offer some insight into how it works for small, medium, and large companies.
Digital Marketing for all Business Sizes
Remember that digital marketing is all about conserving resources and leveraging data in order to get in front of your customer at the right time and place. The change from traditional marketing to digital marketing is noticeable in that it has a few irrefutable benefits for companies of all sizes. Let’s explore the ways you benefit from digital marketing to grow your business.
1. It costs less.
Business owners often don’t expect to actually save money on marketing costs through digitization, but they do. You’re better equipped to show off high ROI and clever use of resources in the digital space due to the capacity to track clicks and conversions.
2. It makes even small businesses more competitive.
Small businesses may not have the same resources when it comes to shouting out a message to as many ears as will hear, but they do have smart people working on their digital marketing teams.
Marketers no longer need to reach as many people as possible. Instead, they focus on competing in the spaces and for the queries that matter to their business, making them ultimately more competitive.
3. It concretely tracks results.
Digital marketing reduces the amount of time and money wasted on marketing tactics and initiatives that don’t pay off. By measuring the first experience down to the sale, digital marketers are able to give an exact number as to how effective their campaigns are. The more data you have the better they get.
4. It increases engagement through mobile.
Now that you have even more ways to reach your customer, get in their pocket. You can dramatically increase engagement with your business through mobile marketing efforts and view reports that demonstrate that as often as you like.
5. It improves your business model.
Benefits exist offline as well. By measuring digital successes, companies like yours are in a better position to make good choices about where to allocate resources and where to cut spending.
With data analytics, social media, and marketing automation, these numbers are hard to refute, and they can turn a knack for business into something of a science.
6. It gives personal attention to your customer.
Perhaps the greatest departure from traditional marketing is the abandonment of the one-size-fits-all approach. Not only can you give your customer support around the clock through multiple channels, but you can give your consumer the journey and brand experience they deserve through machine learning and smart, strategic digital marketing.
7. It helps you grow.
As you cut expenses that suck resources, as you increase spending in areas that generate real returns, and as you contact your customer with a personal touch—you will find yourself growing more than ever with a more sustainable business model and more predictable profits.
How to Digitally Market SMEs
Now that you know the ways that digital marketing can help you grow your business, the next step toward converting more customers is to launch into a digital marketing approach.
1. Market through search engines.
You can save time and money through digital marketing, and one way to make the most of it is to get involved in paid search. People use search engines to find answers about your product or service and to buy. Use a professional marketing firm to optimize your site for SEO and start getting paid traffic.
2. Position yourself in local results.
You may not want the world to know about your business, but you may want those searching for products and services [near me] to find you at the top of the list. Make sure you list your site with Google and include as much information about your establishment as a potential customer might need to choose you.
3. Get into content marketing.
Small businesses really benefit from letting the internet do its magic when they are able to deliver great content to hungry searchers. If you want to invest in digital marketing, content and a blog is a great place to start. It will improve your traffic, rank on search results, and the perceived authority of your brand.
4. Start getting social.
For the most part, when people think digital marketing, they think social media. That’s for good reason because a strong social presence can mean shareability and sustainable, lasting returns for your effort and ad dollars.
Put your content to work on social, and you will see eager customers storm your profile for more. You might even be able to create a culture of ambassadors that want to promote your brand and feed your clever contests.
Marketing has changed for the better. It’s future is brighter, it’s results are more realistic, and it’s ability to predict and sustain profits has never been better. The path to a digital marketing future for your business has never been easier as we approach 2020.
So, are you wondering how to incorporate digital marketing in your business? Are you weighing the best options? Are you considering a digital marketing agency, freelancers, or an in-house team?
With several of experience driving marketing strategies for SMBs and large companies and consulting for several global digital marketing agencies, I have combined, personalized service experience that makes a great extension of your marketing team.
We create your strategy, we launch your campaign, and we mentor your marketing managers to spearhead technology-driven projects. Contact me for a free consultation.
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