Businesses must participate in Digital Marketing it helps to grow the business, to increase revenue, to find and attract customers. For all this, small business owners must have an efficient Digital Marketing strategy.
Digital Marketing is “the promotion of products or brands via one or more forms of electronic media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels”.
More businesses owners believe in Digital Marketing and decide to devote time and money to it hoping to increase return on investment (ROI). A goal that is highly feasible, as indicated research by Deloitte Access Economics, “small businesses that take full advantage of the Internet have annual revenues 20% higher than their counterparts.”
In practice digital marketing can be a little more difficult; most companies fail to gain sufficient return on investment. Here are some reasons for this failure:
- The lack of mastery of the subject:
Many entrepreneurs and business leaders do not know what digital marketing can deliver and are often reluctant to invest time or money in its development.
- Call the family circle:
Entrepreneurs will defer to family or friends to help the business develop their digital marketing objectives. Unless the friends or family are experts in digital marketing, in general, it is not a good idea as the result can be unfortunate.
- The lack of time:
The business owner has very little time to devote to the development of the digital component of marketing and do not consider it a priority of the company strategy.
To enjoy the benefits of the Internet, you must first understand how to gain success in digital marketing of your business. Here are 5 of the most important levers of a Digital marketing strategy to promote a business, engage customers and achieve the business growth goals:
1. Search Engine Optimization (SEO):
SEO is the process of improving the visibility of a website in a search engine results. Your website must be positioned on the first page of search results, and then more visitors find you giving more potential customers. It is essential to be positioned on the first page of Google as it collects more than 90 percent of all traffic from the Internet search, SEO helps with this.
2. Search Engine Marketing (SEM):
SEM involves the promotion of websites by increasing their visibility in search results with paid advertising. It is widely regarded as one of the tactics of acquiring the most customers efficiently.
3. Responsive Web Design (RWD):
RWD is an approach to web design aimed at crafting sites to provide an optimal viewing experience making it easy to read and navigate with a minimum of resizing and scrolling across a wide range of devices. Danyl Bosomworth states in Smart Insights “48% of all searches worldwide are now made via mobile phones.” If your site is not optimized for mobile display, you will lose half of your potential customers.
4. Strong presence on social networks:
Social media sites are the ideal channel to keep customers engaged and increase your influence to a wide audience. Also see blog: Social Media: a Tool to Engage Customers and Increase your Influence.
5. Email marketing:
Internet users forge a relationship of trust with their email and pay special attention to reading their messages.
The advantages of email marketing are that it can be customised, efficiently tracks and allows a high click through rate, in fact, 43% of Internet users have made a purchase online after a commercial email.
The Internet has 3 billion users; it is clear that digital marketing has arrived. It is time for businesses who have not yet adapted to acquire the new way of marketing and to open their business to the new way of acquiring and engaging the customer and growing your business.
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Note: This blog was written by Marie-Louise Fofana and Janice B Gordon.