What is Digital Marketing and How Does it Work?
If you’re a small business owner, it is critical that you know the basics of digital marketing or are willing to outsource this to those who do. Digital marketing can make or break the success of your small business.
What is it?
Digital marketing is the marketing of goods and services through digital technology.
In other words…
Digital marketing is a way to promote companies, products, services, or brands online through digital channels. Most businesses have a specific audience they are trying to reach (see our blog about the buyer persona). Digital marketing aims to help businesses reach these target consumers through the internet and other digital avenues.
These avenues may include:
- Website design.
- Search engine optimization.
- Social media advertising.
- Social media management.
- Pay-Per-Click advertising.
- Email marketing.
- Content marketing.
Digital marketing includes all marketing efforts that use electronic devices or the internet. Integrating digital marketing into your business plan will allow you to take advantage of digital channels such as search engines, social media, email, and websites to connect with current and potential customers.
Why do we need to integrate it?
Over time, marketing has changed. 100 years ago, a small business could advertise successfully through an ad in the local newspaper. 50 years ago, it would have been enough to post a short ad on the local news or radio station. But today, we are in the age of digital. We are connected 24/7 through our cell phones and the internet. Because of this shift, it is essential to develop a digital marketing strategy to meet your customers where they are – in the digital realm.
Why is it Important?
Regardless of the type of business you have, digital marketing is critical because consumers are connected to the internet 24/7 thanks to mobile devices and the internet. Smartphones, tablets, and laptop devices are the first thing most adults turn to in the morning and are the last things we look at before going to bed.
One of the fundamentals for successful marketing is to be where your audience is. This means you need to post, interact, and be relevant on the platforms and channels in which your audience is. And, today more than ever, your audience is online.