The Importance of Digital Marketing for Small Business Owners

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The Importance of Digital Marketing for Small
Business Owners

• Digital marketing has seen tremendous growth as
  a marketing career path, with no
• signs of slowing downbut even if you arent
  looking to change careers and become a
• marketing expert, this skill set is critical for
  small business owners and others working
• to attract and convert customers. Read on to
  learn why, and how you can get started
• on your digital marketing learning journey.

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Why is digital marketing important for business?

• When internet users are comparison shopping,
  theyll default to the business that
• provides the best customer experience. Basic
  information like hours of operation,
• location, prices, special offers, and contact
  info should be easy to find. If customers
• dont feel that your digital store is open at
  their convenience and on their terms, they
• will find another store.

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• That being said, online marketing is much more
  than a defensive play. Its not just
• about keeping potential customers away from
  competitors. Instead, think of it as a
• proactive strategy that shows customers that a
  brand has thought about them and
• their purchase journey. An effective digital
  marketing strategy starts with making that
• journey as easy as possible, even for brands that
  are not strictly focused on e-
• commerce.

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Does digital marketing replace traditional
marketing?

• Embracing digital marketing doesnt mean
• you must abandon all traditional marketing
• efforts. Instead, leverage digital marketing to
• go deeper on traditional campaigns. Digital
• media such as videos, photos, and audio can
• provide context, depth, or clarity around
• advertising claims youve already made.

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What are the benefits of digital marketing? 

• Digital marketing offers many advantages
• over traditional advertising methods, such
• as print ads and direct mail, billboards, TV
• and radio. It allows brands to do more with
• their resources while empowering the
• customer to do business with that brand on
• their terms. 

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• At a minimum, online marketing allows customers
  to find the information they need
• even after youve closed up shop for the night.
  It gives them the option to email
• questions at any time, rather than forcing them
  to call during business hours it puts
• your interactions on their schedule and not the
  other way around. 

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• Done well, digital marketing is the ultimate way
  to build authority and brand
• awareness in the largest market on Earth the
  Internet. Brands can engage directly
• with their target audience through social media
  to learn exactly what consumers are
• looking for, and forge authentic relationships
  that create trust and brand loyalty. 
• In short, the importance of digital marketing
  goes beyond making a sale it is a long-
• term investment in the health and growth of your
  business. Here are some of the
• benefits of adding digital strategies to your
  marketing plan

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1. Reach

• Most types of digital marketing are far less
  expensive yet have far greater potential
• reach than classic strategies, making digital ads
  a cost-effective choice for small
• businesses who are worried about ad spend.
• Direct mail and billboards depend on customers
  living in a certain area, while radio
• and television demand that consumers pay
  attention to specific media formats that
• are falling further and further out of style. By
  comparison, online marketing can reach
• anyone, anywhere, even on a global scale. 

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• Most potential customers are using mobile
  devices, or are at least spending a big
• chunk of their day online. Brands can use content
  marketing, email marketing, social
• media marketing, and other digital marketing
  channels to meet those customers
• where they are.

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2. Targeting 

• Digital marketing tools and analytics can
• help brands identify and target customers
• who are most likely to want their products
• or services, so they can invest resources into
• the demographics where they will deliver
• the most value. A strong digital marketing
• strategy enables companies to better use
• their budget and personnel while driving
• greater return on investment.

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3. Flexibility

• Modern marketing analytics tools provide real-
• time insights that let businesses adjust
  marketing
• campaigns on the fly. In contrast, traditional
• marketing methods demand sunk cost The
• money Is already spent, and if the campaign
• fails, there is nothing to be done until the next
  
• one. A faulty digital campaign can still be
• salvaged, and so can the money spent on it. 

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4. Measurability

• Unlike billboards, TV ads, and radio jingles,
  digital marketing channels come hard-
• wired with the tools brands need to measure
  performance. 
• These days, it is critical for marketers to have
  a fundamental understanding of
• analyzing customer and market data in order to
  make informed decisions, said P. K.
• Kannan, Deans Chair in Marketing Science at the
  Robert H. Smith School of Business
• at the University of Maryland and instructor for
  the Fundamentals of Digital
• Marketing course.

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• It's easy to see how many impressions, clicks,
  and likes are being generated by social
• media posts, or how many visitors are coming to
  your website and from where.
• Attribution modeling traces a customers first
  sale back to their first point of digital
• contact with your brand. Choose the metrics you
  value most and start learning
• how your digital marketing campaigns affect
  conversion rates. 

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5. Legitimacy

• Potential customers are more likely to trust
  businesses that have an online presence that
  includes
• A website
• Testimonials
• Social media accounts
• A healthy online presence shows that a brand is
  established and trusted. Trust can
• make or break the deal for consumers who are
  considering a new product or service. 

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6. Democratization

• Digital marketing (when done right) can level the
  playing field for small businesses
• competing with major corporations. Amazon,
  Walmart, and other big box retailers
• may have the deepest pockets, but money cant buy
  search engine relevance. The
• only way to land at the top of the Google results
  page is to establish relevance
• through strategies like pay-per-click (PPC)
  advertising and search engine optimization
• (SEO).

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Is digital marketing a good career? 

• Maybe youre looking for more than just a
• value-add for your business maybe
• youre ready for a career change and
• wondering if digital marketing is right for
• you. This field couples high earning
• potential with a low barrier to entry. Its
• ripe with opportunity and promises to
• keep growing on pace with internet usage.
• It is currently in LinkedIns top 10 most in-
• demand jobs. 

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• Every business needs digital marketing, so
  landing a job in this field offers excellent
• job security, as well as plenty of room for
  growth for folks who can demonstrate
• consistent wins. It also pays well According to
  data from ZipRecruiter, the national
• average salary for a digital marketing manager is
  71,914, and digital marketing
• directors can earn well over six figures.
  According to the Bureau of Labor Statistics
• (BLS), marketing managers are among the top ten
  highest paying jobs in 2021and
• continue to grow despite pandemic effects.

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• Digital marketing can also be attractive because
  it allows flexible scheduling and
• remote work. Its also dynamic, presenting new
  challenges and technologies almost
• daily. If you are disciplined, creative, and
  seeking an exciting, ever-changing
• occupation, digital marketing can be a
  stimulating long-term career choice. 

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