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How Digital Marketing Can Help Your Local Business Grow
Times have indeed changed. It seemed like only yesterday when businesses were entirely dependent on traditional marketing avenues to get the word out about their products and services.
Now experts are saying that digital ad spending worldwide is expected to account for half of the predicted global ad spending across all media by 2020. While that doesn’t mean that traditional marketing is dead, it surely signals that digital marketing has come a long way and is poised to become the most potent form of marketing in the world today.
The beauty of digital marketing is that it boasts a wide variety of strategies that are applicable to businesses of all shapes and sizes. Digital marketing works for companies with a global reach as well as for local businesses. If you’re running one or a few of the latter, here are some ways digital marketing can help your local business grow.
Cost-Effectiveness
One of the most common issues facing small, local businesses related to their marketing is budget, which is often limited at best. With traditional marketing channels like TV and print charging an arm and a leg for advertising, local businesses tend to have a hard time competing with bigger companies for ad space — and the attention of consumers.
However, with the cost-effectiveness of digital marketing platforms like social media, your local business should be able to reach the same number of people at a fraction of the cost. That means the products or services of your local business still get marketed to people, and you won’t need to spend a lot of money to do it.
Targeted Customers
Reaching the right people is essential to any marketing campaign. Digital marketing tactics allow you to target specific people who are interested in your local company and the products or services that you offer.
SEO, for example, allows local companies to optimize for location-specific keywords for their specific type of business so that when users type them in a search engine, it will readily serve up the information they need. And if your business is at or near the top of that list, users will likely click on it, and you will have reached your target customers, all because you optimized your website for local SEO.
You also get to set your target audience whenever you create a PPC or pay-per-click ad or a Facebook ad. You can use age, gender, hobbies, occupation and other attributes to describe your target audience. You can be as specific as you like when you’re targeting customers through such digital marketing platforms.
Digital marketing strategies also allow you to create buyer personas, which are essentially made-up people who possess the attributes of your ideal customer. With these buyer personas, you can target the most likely people who will be interested in your products or services.
With the narrower focus provided by digital marketing strategies, your local business should be able to use its marketing budget more efficiently and effectively.
Highly Measurable Results
If there’s one thing about digital marketing that will definitely help you as you grow your local business, it’s the measurability of all its results. You need to know if your marketing campaign is working or not, and tracking everything is so much easier when it’s digital.
Unlike traditional marketing, digital marketing has no room for guesswork. Every tactic used in every campaign is measurable, thanks to digital marketing analytics.
With the data that Google Analytics and other similar tools provide, you get to see if a particular approach is effective or if it needs some tweaking. You can also use the things you learn and apply them to future campaigns to ensure better success rates.
The capability to track and measure results in real-time also enables you to make adjustments to the way you use your marketing budget. If analytics say a particular tactic isn’t working, you can simply redirect your resources to the ones that actually work, allowing you to reduce unnecessary expenses at the same time. That way, you can concentrate on strategies that will more likely help your local business grow.
The Mobile Advantage
The number of mobile users has long outnumbered those of desktop users, and the difference will only grow more significant over time. For your local business to grow, you need to reach the mobile population who tend to search for things they want to try in a specific location and do their buying exclusively on their mobile devices.
If you make your website mobile-friendly, you will have a digital marketing tool capable of reaching billions of mobile users at your disposal. Remember, sites that aren’t mobile-friendly don’t display well and are harder to navigate on smartphones and tablets. Mobile users have no qualms about dropping your website if they find navigating it on their devices bothersome and time-consuming.
These are just some of the ways digital marketing can help your local business on the road to earning more leads, conversions and revenue. Results may not be instant, but digital marketing, when done right, can take your local business where you want it to be over time.
Action and Ambition
Jonas Keller, The Key To Impress Your Customers, Investors, and Partners With Great Presentations!
Welcome to another episode of The Action and Ambition Podcast! Joining us today is Jonas Keller, the CEO of Explain, a company that develops highly effective presentations guaranteed to impress your customers, investors, partners, and anyone else who might see them. The innovative presentation is trusted by the likes of Adidas, Porsche, SAP, and many other renowned organizations. They have been developing presentations for a long time and are still one of the top Agencies. This is because they design live communication with Wumms, emotional storytelling, modern UX design, lived branding, earth-shattering narratives, and on-air or motion design. Tune in to learn more!
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Ebook PPC Trends 2023Discover what PPC trends you need to know in 2023 if you want to drive more traffic, leads, and conversions, make the most of your budget, and stay ahead of your competition.
Download NowDigital Marketing In 2023: What To Expect And How To Excel
CEO/Founder - Banch Marketing.
Klaus Vedfelt
Personalized marketing, extended use of multimedia and exploring new digital channels remain top content marketing strategies. However, marketers may face unique challenges in 2023 that will change how we approach digital marketing.
Here's how you can prepare for digital marketing shifts.
The Biggest Challenges Marketers May Face In 2023At its Worldwide Developers Conference in 2020, Apple announced iOS 14 and new privacy features. As a result, marketers have less data to use to understand customers and personalize marketing efforts. However, that announcement was just the start.
Now, we're looking toward a cookieless future. Google is planning to make cookies a thing of the past by the end of 2024. We need to start preparing in 2023 for the change.
How To Get The Upper HandIf you know about stocks and investing, you know that the strongest portfolios are usually the most diverse. No expert investor will throw all of their resources into one stock, because if that stock fails, they'll lose everything.
Marketers can learn from investors. Throwing all of your marketing budget into one or two strategies puts your business at risk. Instead, diversify your approach. For example, keep running your ads because they'll still be relevant without cookies, but also invest in email marketing.
The most effective content marketing strategies work together to fill in the gaps where some strategies are weak or where you aren't reaching customers. By using diverse strategies in tandem, you reach the most customers and aren't impacted as significantly by changes.
Four Strategies To Excel At Marketing In 2023Here are four strategies to add to your arsenal of digital marketing tools to ensure that you continue reaching customers in a more restrictive digital world:
1. Gather First-Party DataFirst-party data will likely be the most valuable source of information in 2023 as third-party data continues to go the way of the dinosaurs. Instead of purchasing information from outside companies, rely on your own assets to gather customer data. According to a Gartner survey, 79% of consumers want more control over their personal information and its use. You will benefit from respecting customers' privacy and turning to first-party data instead of using outside data.
Some valuable sources of first-party data include:
• Website visitor tracking.
• Digital forms and surveys.
• Social media interactions.
• Customer service interactions.
• Marketing email and text message responses.
2. Run Pay-Per-Click Ads With First-Party DataMany e-commerce retailers rely on Google and social media ads to retarget and create an ad funnel. For example, imagine a customer stopped by your website and looked at new dresses but left. Retailers retarget by showing ads on other sites to entice the customer back. However, Apple's privacy updates are making that more difficult, and cookieless browsing will only make it harder.
Thankfully, retargeting through ads is still possible.
Many marketers are turning to services like Google's Customer Match, or Facebook's Custom Audiences. These solutions use a custom audience list that businesses create with first-party data and match that list to users on the ad platform. That way, companies can deliver personalized ads to customers based on first-party data to create an ad funnel.
3. Focus On Email And Text Message MarketingEmail and text message marketing are two of the most valuable first-party data sources. Through these marketing channels, you can target specific customers and segments. For example, you can divide your email list by location and send out location-specific promotions to customers. According to research by eMarketer, most consumers prefer personalized emails based on behaviors like purchase history.
Then, you can track which customers open emails and text messages and how they respond to the content. This data will allow you to customize marketing to current customers based on behaviors, like how they respond to certain promotions.
4. Work With Brand Ambassadors And InfluencersBrand ambassadors and influencers will likely play a crucial role in 2023 as companies continue to find creative ways to reach their target audiences without the help of cookies and data-tracking tools. In 2022, more than 75% of brand marketers planned to budget for influencer marketing. You can choose an influencer with a niche audience to help you reach your target market.
Brand ambassadors and influencers promote businesses more personally than a traditional ad that pops up on someone’s social media feed. Brand ambassadors are friendly and familiar faces offering product recommendations, which boosts your brand’s authenticity.
Prepare Your Business For ChangeDigital marketing is changing. Is your business ready to change with it? Gear up for 2023 with strategies that will equip you with first-party data and prepare you to reach your customers in new ways.
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3 Digital Marketing Strategies That Will Save You 20 Hours Every Week
Opinions expressed by Entrepreneur contributors are their own.
Are you struggling to keep up with the demands of digital marketing? You're not alone. Small businesses and entrepreneurs are often so busy that they don't have time to focus on their marketing efforts.
Don't worry, though! There are ways to automate your digital marketing so that it doesn't take up all your time.
As a digital entrepreneur and marketing coach, over the past ten years growing online businesses, I've learned precisely how to save 20 hours a week with automatic digital marketing processes, which I'm here to teach you. By implementing the three following automation strategies, you can free up valuable time to focus on other aspects of your business. Let's get started!
Related: How to Build on Your Digital Marketing Momentum in 2023
1. Social media marketing automationAutomating your social media marketing is one of the fastest and easiest ways to save time in digital marketing. There are many tools available that allow you to schedule posts, monitor engagement, and more.
At the beginning of each month, create a calendar by planning 30 days worth of social media content ideas. For example, each day of the week, you should vary your content by type (i.e., educational, entertaining, inspiring, tips and tricks, behind-the-scenes, etc.). This will help keep your social media audiences engaged and interested in your posts while making it easier for you and your team to create the content.
Similar to how manufacturing facilities streamline production processes by batching work, the same technique should be applied to your marketing efforts. Instead of creating marketing content from scratch and posting to social networks daily, batch your workload by producing content in one sitting and then schedule your posts for the rest of the week. This will make it easier for you and save you a lot of time so that you can move on to other areas of your business.
When filming videos or shooting photos for social media, aim to capture a variety of content that can be reused and repurposed for various posts. This will cut down on the content creation time, as you're utilizing one shoot for multiple pieces of content.
You can also share UGC (user-generated content) featuring your company's products or services (either by hired content creators or real customers), which shows social proof while giving you easy-to-post original content that doesn't require extra work or effort on your part.
In addition to these social media marketing tips to save time and energy, you can also reshare posts from several months ago. For example, if you had a popular post on Instagram from at least 3-months ago that got a lot of engagement, repost that with a slightly different caption now. This drastically cuts down on your content creation time, helping to attract a wider audience of potential new followers interested in your business.
Related: Top 12 Questions About Facebook Ads That Every Entrepreneur Needs To Know
2. Automating email marketingAutomating your email marketing is a great way to save time and increase efficiency while staying in touch with your customers and prospects. You can use an email automation platform like Flodesk, Mailchimp or Constant Contact to create automated campaigns that send personalized emails to your subscribers based on their preferences and interests.
For example, creating an email sequence workflow that automatically is scheduled to send to people who opt-in to your email list is the absolute best way to streamline your email marketing process. It's also important to segment your audience lists so that you optimize your email workflows — this way, you know where each person is in the customer journey experience.
For example, if someone opts into your email list by signing up for a lead magnet (such as a free ebook), then you'll want to add them to a cold lead list (since they're just learning about your business). That way, you start to warm them up through emails before selling them on your products or services.
By comparison, if you set up an audience list of past customers, you can remarket to them by offering reward-based promotions (such as exclusive Thank You coupon codes) to encourage them to purchase again.
As you can see, setting up audience lists makes it easier to create different types of automated emails that drive brand awareness, boost sales conversions and incentivize repeat purchases.
Related: Why Email Marketing Is Better for Your Business Than Social Media
3. Implementing content curation toolsContent curation is another excellent way for entrepreneurs and small business owners to save time on digital marketing. Using a content curation tool, such as Buzzsumo or Curata, you can quickly find and share relevant content in your industry without spending hours researching articles and sources. Content curation tools allow you to easily search for the best content related to your target audience, save it for later use, and share it on social media.
In addition to sharing industry-focused content, you can also share inspirational quotes that relate to your target audience's mindset. For example, suppose you're selling beauty products geared toward women. In that case, you might consider quickly creating a beauty image (even a stock photo will suffice) with a caption by an empowering female icon (such as Coco Chanel or Marilyn Monroe). Women are inspired by motivational messages from these figures and will often engage with this type of content on social media (by liking, commenting, and sharing it). This is an easy, effective way to create content that gets results quickly.
These are just a few simple ways that automation will help you save time in digital marketing. Implementing these strategies will allow you to focus more energy on other important business areas while growing brand awareness for your company and acquiring new sales leads.
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