In your day to day life, you have certainly realized how the internet has transformed your life. Just to name a few, you always go to Google to answer any questions and don’t drop social networks to hear the latest from your friends. Is it true or is not it?
If the internet has transformed people’s daily lives, what about companies? To keep up with changing habits, they had to adopt new tools, channels, and formats. That’s why more and more businesses are enjoying the benefits of Digital Marketing .
Small and medium-sized businesses, in particular, realize even more the advantages of digital strategies, which enable them to compete on an equal footing with large ones .
Let’s now look at the 11 key benefits of Digital Marketing, especially for small businesses:
1. Have an online presence to be found.
Nowadays, having a contact with a brand, many consumers already ask directly for your site or social networks . They like to know brand identity, know more information and feel confident before making a purchase.
That’s why you need to have a consistent online presence across different channels for consumers to find your business on the internet.
After all, consumers are always on the web for information and interaction. If you are not there too, to be present in their memory, other competing companies will take their place.
2. Generate engagement with the persona
The Internet allows companies, in addition to attracting a customer and increasing sales opportunities, to create lasting customer relationships.
The big difference digital communication has brought is that it is not a one-way street: Brands can deliver relevant content far beyond purely commercial advertising, and consumers can respond and interact with businesses.
With this interactivity, the bonds that are created between brands and consumers are much stronger. And in a scenario where competition is increasingly fierce, winning the persona’s engagement is essential to staying in your memory.
3. Follow the buying journey
Previously, the buying journey of consumers was relatively simple. First, he saw an advertisement on TV or in the newspaper, went to a physical store and made the decision inside, where he also made the payment.
Today, however, this journey is much less linear and predictable – and much more digital.
Consumers can search for prices on their computer, compare alternatives on their mobile phones, go to the mall and try the products, come home and shop on e-commerce. But you can also do everything other than that to buy the same product.
Thankfully, Digital Marketing allows you to follow this entire buying journey. Through all channels through which the consumer goes – website, Facebook, blog, online store etc. -, brands may be present with interesting content and offers.
This makes it easier to help the customer resolve all their questions and objections and influence their purchase decision.
4. Achieve customer loyalty
Even after finalizing a sale, it’s important for companies to stay in touch with the customer to encourage a buyback or brand recommendation to others – the famous word of mouth, which has now gone online and can reach many more people.
These marketing strategies, which are part of customer loyalty , are often worth much more than the laborious and costly acquisition process.
On the internet, then, you have many tools and channels to keep track of customer contact. Blog content, for example, can nurture relationships with the company and spark interest in a new purchase. Another example: Personalized email offers may suggest products that are complementary to the customer’s last purchase.
The important thing is to know well the profile and interests of each person to make the right offers, because they need to feel noticed and valued by your company to buy again. Therefore, it is also good to offer advantages to those who are already customers.
5. Gain Brand Authority
Brands that are active in the digital environment, such as through a corporate blog, website, and social media, according to Content Marketing strategies , have a high chance of becoming a mark of authority.
Through its contents, it solves doubts, clarifies important concepts and shows that it dominates the subjects of its market. But what does the company gain from it?
In this way, it becomes a reference for customers, who come to trust the company more, as well as opinion makers, communication vehicles, even competitors, who are starting to cite it also in its contents.
One of the evidences that the brand has gained authority is its positioning in Google search results. Being in the top positions means you are a reference to the market!
This attracts more stakeholders to your business and builds confidence in what you produce. After all, it is natural to rely more on those who understand the subject, right?
6. Compete With Larger Companies
Often a small business is afraid to start a Digital Marketing strategy because it believes it will be at a disadvantage compared to large competitors.
However, this difference is much more pronounced in offline marketing , which often requires more robust investments. Advertising on TV, in the newspaper or on the radio is unfeasible for most small and medium businesses, which only highlights those with the most money.
The online environment, on the other hand, offers a better match for this difference.
You can already have great results even without investing in media. With consistent posts on a corporate blog and social networks, for example, you can already attract interested people and engage the audience.
And if a small business wants to invest in paid media, it can start with a small budget and also have great results.
What is important is that the strategies are focused on the right audience and that the techniques are professionally executed – efficiently and with quality – even if resources are limited.
7. Target the audience
Unlike traditional media, on the Internet you can talk to a very specific audience who is interested in a product or service.
And while the Internet’s reach potential is huge (and this is also one of the benefits of Digital Marketing), its big differentiation is the audience’s segmentation power .
Targeting is possible from the visitor’s first contact with the brand through a social ad, for example. This makes the entire shopping experience more satisfying and generates a positive user sentiment, which will only receive content targeted to your profile, interests and behaviors.
Targeting can also be used to deliver content and offers according to the stages of the buying journey. Thus, an email marketing is only performed when the company identifies that the user is already in the desired stage (more mature for the purchase, for example).
But how does the internet allow this? Simple: It is the user himself who provides information about himself, either on his own (when filling out a form, for example), or through his browser’s cookies (which track his steps on the web).
Companies can then analyze this consumer data and devise segmented strategies for each type of audience.
8. Customize offers
More interesting than targeting your ad audience and email marketing contacts is personalizing communication . After all, even within an audience segment, each individual has a different profile and lives different moments of life.
This is why personalization is a strong force in today’s marketing, especially because Digital Marketing allows you to create unique content and offerings for each person.
How does the internet do this? Just as we explained before: you can know a lot of information about each user, from their interests to their browsing history, which underlies the personalization strategies.
9. Get long lasting results
Digital Marketing offers paid, organic ways to advertise your business and engage with customers. Organic products include search engine optimization (SEO) and content marketing which, among other benefits, offer lasting results.
A blog never loses the published content as well as the reputation it has earned over time. They can still be accessed years after they are published and continue to drive hits and conversions (if they are still relevant to the public).
Therefore, a well thought out and developed content strategy generates assets for the company, which continues to get results from those posts over time, even if they get stuck there.
10. Be able to measure all results
Offline marketing has some restrictions on measuring results.
For example, you can’t know exactly how many people viewed a newspaper ad or a street billboard. Even harder is knowing how many people were buying your product after seeing an ad for your business.
With Digital Marketing, on the other hand, you can know all that. As we said, the internet lets you track every customer step, from clicking on an email marketing link to completing an online store purchase.
This allows you to know exactly how many people visited your page, how many of them bought it, and how much your advertising dollars paid back.
To do this, a variety of metrics are made available by social networks, ad platforms (such as Facebook Ads and Google Adwords), and data analytics software (such as Google Analytics).
However, there are so many metrics you can track that it’s important to know how to prioritize the data that deserves the most attention. To these data, we call KPIs ( Key Performance Indicators or Key Indicators of Performance ).
KPIs are those metrics that are related to the objectives and goals outlined in strategy planning and that represent an effective business outcome.
Number of impressions, conversion rate, cost-per-click (CPC), return on investment (ROI), and customer acquisition cost (CAC) are some examples of KPIs that you can track to see if your strategy is performing well .
11. Excellent value for money
Many business owners may look at the benefits of Digital Marketing and believe that to take advantage of all this, you need to have a lot of money.
However, as we said, small and medium-sized companies are the ones that most realize the advantages of Digital Marketing, because investments are affordable and can bring significant results to the business.
Even with low budgets, you can already get your advertising up and attracting a lot of people, like sponsored links and Facebook Ads. Even without any investment in media, such as SEO or social networking, it is possible to build your online presence.
Also, another big advantage of online media investments is that you are only charged when you get results. As well?
The most common billing models for online advertising are Cost Per Click (CPC) , Cost Per Thousand Views (CPM), or Cost Per Acquisition (CPA). That way, the advertiser only needs to pay when a customer clicks on your ad, views or makes a purchase. That is, you only pay when you have some result from your investment.
But to enjoy the cost-effectiveness of Digital Marketing, strategies need to be focused. The better targeted your target audience is, the less money you will waste and the greater the tendency to reach potential customers – so the better your value for money.
So before you start spending your hard-earned money, think about your strategy.
This is how Digital Marketing proves to be an excellent choice for small and midsize businesses, which usually have less money to invest but can exploit every opportunity with creative strategies.
Executing Digital Marketing Strategies
Most importantly, when starting a Digital Marketing strategy, is to know the opportunities that the investment offers, but without losing sight that the results only appear with the strategies being carefully executed and improved month by month.
Even with the possibility of already having results in the first steps of the strategy, it takes patience to realize the most expressive return that comes with time.
The more you work with your company’s Digital Marketing and consolidate your online presence, the more return you’ll get from the content that is already published, the growing list of contacts, and the ever-growing audience.
Want to start a Digital Marketing strategy for your business and want the assurance that you won’t make any mistakes that hurt your investment? So read now our post about Digital Marketing Mistakes your business can no longer fall into!