4 Reasons your business should have an online marketing strategy
By Lois Ransome on July 25, 2019
With 90% of UK adults online, it comes as no surprise that digital marketing spend is set to exceed that of traditional media globally by 2021.
With the ability to reach target audiences quickly and efficiently, more small businesses are turning to online marketing over traditional mediums to raise awareness and ultimately generate sales.
Traditionally, small businesses might use leaflet drops or outdoor advertising to attract new customers locally, but unless you’ve got the marketing budget of Dominos Pizza it’s going to be a real challenge to make a serious impact.
For a leaflet drop you’ll first have to get the artwork professionally designed, then there’s print costs and the physical distribution, which can cost hundreds or even thousands of pounds depending on how many homes you’re targeting.
When marketing your business online the cost-per-click on platforms such as Google Adwords or Facebook Ads can start at just a few pence, meaning you can reach more people at a much lower price.
Not only is online marketing more cost effective, but because of its targeting capabilities you’re not wasting resources presenting your message to people who simply aren’t interested. Think about how many times you’ve received leaflets through your door and dumped them straight in the recycling bin because they’re just not relevant to you.
At its most basic you can target users online based on their location, age and gender, but with paid social ads you can even target users based on their interests, job status, the age of their children and their income.
With retargeting you can also serve ads to users that have already shown an initial interest in your business by visiting your website, allowing you to pursue warm leads rather than trying to attract new visitors.
One of the greatest benefits of online marketing is the sheer amount of data it generates.
Whilst you can track the success of printed material with landing pages and unique telephone numbers, it can’t provide you with the detailed real-time customer insights of online marketing.
Whether you choose to utilise Google, Facebook or LinkedIn, you will gain comprehensive information on who has interacted with your marketing, their demographics, lifestyle and habits, plus how much budget you’re spending and crucially your return on investment.
Thanks to the tracking capabilities of online marketing, you can constantly evaluate and improve your campaigns to ensure you’re getting the most bang for your buck.
Unlike leaflets, magazine ads and billboards, which once the artwork is sent off to print there’s no going back, with an online campaign you can monitor success and make adjustments throughout the life of the campaign.
If you’re running multiple online campaigns, you can also pause those that are struggling and instantly reallocate your budget to those that are performing better.
If you’re interested in marketing your business online, but don’t know where to start, please get in touch to find out how Digital Reflow can generate more leads for your business online.