As a small business owner, you may not be at the forefront of developing technology as larger businesses often are, but tech still plays a vital role in the growth and efficiency of your business. Growing your customer or client base just through referrals without any digital advertising is not sustainable today in this online world.
Connecting Digitally to Promote Your Business Online
Small businesses are finding it’s more important now than ever to find creative ways to break through the digital noise and keep your brand relevant. Thanks to the current digital marketing and social media landscape, you have a variety of digital tools to stay connected with both prospects and clients.
Many small businesses need to be made aware of the benefits of the internet and other digital tools.
Amongst the least digitally engaged small businesses, 40 percent believe that digital tools are “not relevant for my business,” and 38 percent that “they are not effective for my business.”
That is an astounding finding, and indicates that less digitally engaged businesses may be unaware of the benefits associated with digital tools. This suggests that efforts to improve digital use across the United States should focus on exploring and increasing awareness of the benefits that can be realized through digital technologies.
Shift to Digital Advertising
This year and further into the future, advertising models will continue to shift toward digital media and social media advertising which will help your lead generation and brand awareness in your marketplace. Promoting your small business with digital advertising is an easy and cost-effective way to generate those leads and boost your revenue.
“That’s why digital leaders across industries tell us they plan to spend, on average, 25% more on digital marketing in 2021. And 25% is just the average — some plan to spend significantly more” – Kevin Alansky, Chief Marketing Officer at Higher Logic
Don’t be afraid to get your feet wet and invest in a social media marketing campaign. Entry costs are low, and you might be surprised at how effective this advertising model can be.
In addition, these digital communication tools are a great way to keep your current client’s informed of your current business promotions and provide upbeat content during tough times.
Social media advertising
Small businesses will continue to adopt social media advertising in 2022. Social media advertising encompasses many areas, like pay-per-click marketing.
“As more businesses start micro, social advertising will continue to grow as a cost-effective and efficient way to target specific audiences,” said Matt Rosenberg, Senior manager of media relations at Weber Shandwick. “The ability to create unique and differentiating content that engages customers through social media channels is paramount in today’s growing digital landscape.”
This trend is paying off: According to Rosenberg, three-quarters of U.S. consumers purchased a product they saw in a brand’s social media post. If you’re not already active on social media, it’s time to start showcasing your brand.
Inevitably, the conversation comes around to which channels to use for digital advertising. Your digital marketing consultant will advise you which ones are right for your business depending on a number of factors including your business goals, target audience and budget.
Using Your Website to Generate Leads and Revenue
29% of Small Businesses Said They Would Start Using a Website in 2020, which shows just how many businesses have yet to maximize their online presence.
The simple fact is that everyone buys things on the internet all the time. If your business is providing products or services, you still must have a way to sell them online through digital advertising along with your website.
When I speak with prospective clients, I am amazed at the number of them who believe that just having a basic website listing their products or services is enough to drive traffic and leads to their business. Without consistently improving your website, you will surely fall behind your competitors in attracting new business.
Key Website improvements include:
- User-friendly navigation
- Content which demonstrated your expertise in a subject or service
- Increased page speed
- Search engine optimization (SEO)
- Lead-generating landing pages with calls-to-actions (CTA’s)
- Responsive mobile design for smartphones and tablets
Almost all of your digital advertising will either mention or direct prospects to your website.
It is more important than ever to ensure your site includes all of the above listed elements.
Not convinced yet? See more digital marketing statistics and predictions in the chart below from a recent survey of over 500 small business owners like yourself.