Like any industry, marketing has always made full use of available technologies. In fact, in many ways marketing has pushed the envelope of tech even further, spurring the creation of new methods and tools. Marketers and businesses today have access to a full range of both online and offline techniques.
However, building an understanding of modern marketing isn’t always easy. While traditional techniques may be pretty straightforward, digital marketing is a whole other ballgame. Luckily, it’s not too difficult to catch up. If you’re a small business who’s looking into bringing your business and marketing online, here are a few things to keep in mind.
Optimizing for Online
The first thing you’ll need to do in order to get started with digital marketing is to make sure that all your information, products, and services are optimized for online viewing and engagement. We explain this in depth in our article ‘Mobile Marketing – Making a Splash for Small Businesses’, where we discuss just what mobile marketing is and why it’s so important.
Fully 96% of Americans today use mobile phones, and 81% use smartphones. Not optimizing your materials and information for that format means you miss out on a huge market. Ensure your materials are designed for viewing on both mobile phones and desktop, and that your contact information is easily accessible online.
Looking for Data
One of the biggest backbones of marketing today is data. Data and information are what help businesses and marketers build successful marketing campaigns and promotions. The digital age makes it easy to collect information about your market’s age groups, genders, preferences, location, and much more. This, in turn, is used to refine current and future campaigns for maximum efficiency.
Triadex Services reports that 80% of small business marketers do not measure direct mail, and 73% don’t measure email. Luckily, going online makes it easy for smaller businesses to collect and organize data without having to pay through the nose. Google Analytics and native hit counters on blogs or social media pages are just a few free or affordable options for beginning entrepreneurs. For more proactive data collection, you can also look into data mining services, which can help identify top prospects in your area.
Finally, you’ll definitely want to strengthen your presence and engagement with your market through social media. According to the Digital 2020 July Global Statshot, almost 4 billion people in the world use social media. It’s become an indelible aspect of modern life, penetrating and influencing our ways of communicating, ways of learning, and even ways of shopping.
Facebook reported that businesses and customers exchanged over 20 billion messengers each month over Facebook Messenger in 2019, a tenfold increase since 2016. It isn’t enough to simply put up a social media page and expect customers to find you. Now, businesses have to be proactive in putting their products out there and engaging with potential and returning customers. While it may seem like a lot of work, the benefits are incredible. A good social media presence can often spell the difference between failure and success for fledgling companies. It’s more than enough reason to take it seriously.