It might seem like an obvious statement but during the COVID-19 pandemic, it is fairly safe to say that there was a digital pandemic too especially among smaller businesses, who had perhaps relied on the brick-and-mortar premises or the word-of-mouth approach. Now there is nothing wrong with that, but as highlighted, what happens when the world stops, high streets are empty and far fewer people are going outdoors? The world becomes, primarily, an online place.
To emphasise this point, we’re all aware of brands like Apple, Microsoft, Google, Amazon and Facebook who grew their profits by almost 50% during the pandemic because of the essential need for digital businesses to provide goods and services to consumer’s households.
If these businesses had only been found on the high street or at a specific premises it is without question profits wouldn’t have grown at all. Now if you’re thinking, “Yes, but we’re not Facebook or Apple”, you are correct but you are a business that needs a steady flow of customers whether they are local or further afield.
Let’s break this down into some key areas in order to give you a quick overview as to why you should be putting your local business on the right digital marketing path.
Acquiring New Customers & Building New Relationships
Digital marketing opens the door to new customers. It allows you to showcase your brand and products to people in neighbouring towns, villages and even further afield, even if they have never heard about you before. If you choose to use social media as part of your digital strategy you can easily interact and build new fans of your brand within minutes. Even better, you can do it with that thing that you have in your hand… your mobile phone.
Digital Marketing Is Highly Measurable
One of the best things about digital marketing is that with everything you do it’s measurable in some form, meaning there is no guess work in measuring your success. You’ll gain more understanding in how your customers interact with you online whether that is through the number of visits to your website or the number of clicks a particular social media ad acquired. Furthermore, if you sell products you will be able to accurately work out what your Return On Marketing Investment is (ROMI).
It’s Much More Affordable Than ‘Traditional’ Marketing
Depending on what niche you are operating in, Google Ads and Social Media Ads allow you to target people on mass for a relatively low cost. Likewise, organic social media is free and email marketing is also inexpensive in comparison to traditional methods. Once you get to know how to use these channels effectively (or employ an experienced marketing agency) delivering your brand messages and product offering will be a lot cheaper than trying to buy print ads or radio and television air time.
In case you didn’t know, there are also several free online tools that allow you to create your own eye-catching branding and creative, which you can use across your digital marketing channels.
You Can Beat The Bigger Players!
The playing field of the digital landscape means smaller businesses can easily compete with the bigger companies. With the ‘measurable’ aspect that we mentioned above you can easily work out where bigger companies have weaknesses and exploit them. Just look at what Gymshark did! From a bedroom to a £1bn valuation in 7 years and they are in direct competition with the likes of Nike and Adidas. All done through understanding their audience online.
These are just some of the things that we talked about the other week when a few members of the Success Local team went to The Midlands Business Network event at the King Power Stadium in Leicester.
We get that digital marketing for small businesses can be hard to navigate and understand, especially when you’re involved in the day today running of the business too. So if you are a solopreneur, small business or SME and want to speak with an experienced digital marketing agency in Leicestershire then we are more than happy to help you start or continue your digital journey.
Get in touch today via the contact form below or by having a free no obligation call on 01455 367 100.