Beginner’s Guide to Digital Marketing

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Written by Megan Havlin

March 13, 2021

What is digital marketing?

Digital marketing is marketing your services or products utilizing digital technology. Digital marketing includes, but is not limited to, marketing on the internet, social media, and email. 

Why is digital marketing so important for small businesses?

In the past year, online sales increased by 44%, which is why it is so essential to invest your small business into a digital marketing plan. There are a few key components that can help build up your business in the digital age. Digital marketing has surely seen an increase in usage in the past few years. Last year being a record high for online orders, it has never been more important to utilize what is right in front of you. Small businesses should utilize digital marketing to bring their business to life. Using resources online can bring in new customers from all over, not just in your area. The internet is being used all over the world, for all sorts of businesses don’t let yours be the one that is left out. 

What are the components of digital marketing?

Branding

Branding is the most crucial step in creating a unique and successful business. Your brand will create trust, credibility, and loyalty with your customers. When deciding on what is best for your company, find out what will appeal to your target audience‘s emotions. This can sway the audience in your favor. Your brand will center around your mission statement, this is important because you want your audience to know what your company stands for. Overall, your brand must deliver a clear message, you do not want to confuse potential customers.

Social Media Marketing

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33% of social media users prefer talking to a representative over social media rather than over the phone. This is a good way to achieve better customer service and support for your consumer base, as well as maintaining customer engagement with your brand. Social media is the biggest up-and-coming sales platform. The use of social media can bring in more traffic to your business’ websites. Around 75% of consumers will make impulse decisions, making it a great way to boost sales and promote content for your company. Every social media platform has a way of showing which of your posts are getting the most traffic. This is a great way to decipher what your customers are looking for in your brand while helping generate leads. As of 2019, 77% of people in the United States use social media in one form or another, this is a great way to get your brand name recognized all over the country. 

The biggest advantage of social media for small businesses is the engagement aspect. As mentioned before, each social media platform has its version of analytics. With so many people on social media, this is a great opportunity to find out about your audience. Social media lets you talk to your customers, see what appeals to them, and attract them to your business.

Web Design

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Web design is planning and designing online content for consumers to see. A website is important because it brings the brand fully together. The website is where clients will be able to learn about your company and if it is the right fit for them. It will help promote your product or service in a unique way that will attract customers. Finding good web hosting is a crucial part of the process. Web hosting is the biggest step in making your website accessible to your customers. The most successful and attractive websites are those that are engaging and informative. You want your customers to deep dive into your website, not a quick click and leave. A domain name is one of the most important parts of your website. It must be catchy, short, and SEO-friendly. 

Search Engine Optimization

SEO, search engine optimization, is the best way for customers to find your business. Search engine optimization is increasing the traffic to your website by means of search engines. SEO will help better relationships with your clients because you will be able to know exactly what they are looking for, this being said, it will also improve your client experience. Local SEO brings in more customers while also giving them answers to their questions. Certain words and phrases on your website will bring you much more traffic to your website rather than your competitors who don’t know exactly what the audience wants. 93% of all online activities start with a search engine. This leads to the idea of PPC-pay-per-click. PPC is paying the publisher, for the ad, by click. PPC is an essential tool of digital marketing as it is easy to measure and track. This will help when deciding which marketing strategy to use in the future. The two most popular ways of advertising are SEO via search engines and email marketing. 

Content Marketing

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Content for your website can boost your SEO, which is a vital tool for your business. Content marketing is marketing directed at publishing and circulating content. Content will build trust and credibility for your brand, this will let the audience know that your company has the experience and is reliable. Another huge advantage of content marketing is that it can attain audience attention. Content on your website will encourage potential clients to stay and learn about your company and what you offer. Content will also improve conversations between your company and your audience since they will have something to comment on, stimulating the trust and conversations. 

Email Marketing

Personalizing emails for your clients will increase transaction rates 6 times higher. About half of the population check their emails via phone, so making sure that the email is mobile-friendly is a huge step. For every $1 that you spend on your email you will gain $38. Email marketing is a low-budget way of getting your business recognized. 

Photography & Videography

Photography and videography are some of the most helpful parts of a website or social media platform for your audience. Whether it’s a service or a product, consumers want to see exactly what they are getting. Pictures and videos will help your audience understand your brand better. Quality pictures and videos can drive sales up. Users will stay on a website for an average of 15 seconds before clicking off the page, so it is crucial to catch the audience’s eye right away. The pictures and videos won’t only help customers stay on your page, it will also engage them. Involving customers is a huge part of marketing;, they want to feel included. 

Viewers claim to retain 95% of the information if it is in video form. With the rise of TikTok, video marketing is an up-and-coming way to market your company. TikTok is a great advantage to have over your competitors. Over 35% of TikTok users are over the age of 30. There are many demographics you can hit within TikTok and other video platforms.

Do small businesses need digital marketing?

Digital marketing is an essential tool for the growth of small businesses today. All these different components work together to bring your company to the forefront of the internet. While all these components are not required in a digital marketing plan, using all of them will bring your business the most success. 

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