The Basics of Digital Marketing

Even if you’ve heard the term ‘digital marketing’ before, you might not understand how it applies to your small business. In this article, we’ll look at the fundamental ways digital marketing can improve your small business’ visibility and positively impact sales.

What is Digital Marketing?

Before you can implement an effective digital marketing strategy, it helps to know what it is. Simply put, digital marketing is promotional or informative marketing through online platforms. This means the use of emails, websites, or social media, among other channels. With more persons using electronic devices, digital marketing can be an effective tool for reaching a broader audience.

Why Do Small Businesses Need Digital Marketing?

According to recent statistics, over 80% of consumers conduct online research before buying a product. If you have a digital marketing plan, you’ll have some influence over what your potential customers find when looking for your product or service. It’s an excellent opportunity to stand out from the competition.

Another 80% of customers who were surveyed stated that customer experience was integral to their shopping decisions. This was true whether they were shopping online or in a physical store. With the right digital marketing plan, your small business can provide an online customer experience that builds brand loyalty.

As a small business, digital marketing can help you to find your target ideal customer more easily. You can’t be everywhere but your digital presence can.

What Does Digital Marketing Entail?

When it comes to digital marketing, there is no ‘one size fits all’ strategy. Instead, it’s important to focus on the areas that are most applicable to your business and implement what works for you. In this section, we’ll look at the main components of digital marketing so you can decide what’s beneficial.
The basics include:

  • Designing an effective website
  • Search engine optimization (SEO)
  • Social media management and advertising
  • Email-targeted and content-based marketing
  • blog

    Website Design

    Having your own website is the foundation of digital marketing. By building a home for your products or services, you can provide your potential customers with a base for learning everything they need to know about you. While you can make your website as simple or as intricate as you’d like, there are some basic areas you need to address.
    An effective website should have:

  • A home page
  • An about page that gives an overview of what you provide the customer
  • A comprehensive list of products or service with descriptions
  • An area for your content such as a blog
  • A contact form or your contact information
  • It’s also important that your website is highly responsive, organized, easy to navigate, and mobile-friendly. Bear in mind that you can’t just set up a website and forget about it. It’s more effective if you keep updating the information and improving the website’s performance.


    Search Engine Optimization (SEO)

    SEO focuses on making sure your website, blog or content appears quickly when persons search for your products or services online. By using the right keywords, your information will be presented whether persons are searching specifically for your company or general products that you provide. This is another reason to keep updating your website as you can modify information to suit current search patterns.

    Social Media Management and Advertising

    For this, you would need to create social media pages that are in line with your brand. Generally, your options are Facebook, Twitter, Instagram, and Pinterest. Each platform works differently so choose the one that best suits your purposes. If you go this route, make sure you can manage your pages. This includes posting regularly and responding to requests quickly.

    Email-targeted and Content-based Marketing

    These options can be promotional or informative in nature. Email-targeted marketing usually entails getting your small business’ information into your potential customer’s inbox. This can be through the use of a company newsletter or a targeted marketing campaign. Content marketing, on the other hand, deals with putting information on your website blog. Either one can be effective if used well.

    Final Words

    Digital marketing is constantly evolving to suit the needs of the marketplace. If you follow the basics and design the right strategy for your small business, you’ll be able to grow your customer base. Just make sure you’re responsive to their needs on all the platforms you use.