The Online Marketing Code

A strong SEO strategy will almost always lead to good results in the end.

When it comes to online marketing, the purpose and objectives are generally the same as traditional strategies in terms of increasing brand awareness and finding new customers.
Making success happen with smart digital. ted360


[source: Entrepreneur] There are a number of ingredients that go into a successful digital promotion all the way from planning to sales. Perhaps the biggest benefit online marketing has for small businesses is that it enables them to spend each dollar more efficiently to yield a higher ROI.

Here are some ways in which small businesses are making the most out of their online marketing efforts.

Producing strong content

Content marketing is the cornerstone of every online marketing strategy. Producing stellar brand material is a surefire way to create loyal visitors and encourage sharing.

At the end of the day, the most important goal of content creation is to turn visitors into customers. This can start with small objectives like earning a follow on social media, signing up for a newsletter or taking a survey or poll.

Regardless of what type of content you are producing, such as a video, image, blog or social media post, you need to have a clear vision of how your content is going to add value to the life of the reader. Successful small businesses don’t just produce content for the sake of keeping a schedule. Typically, they know exactly what the concerns of their target audience are and they gear their content to address them in a profound, meaningful way.

Everyone benefits from quality content. Consumers get gratifying material and businesses earn better rankings on the SERPS. Small business can take advantage of their tight-knit followers and cater to their precise interests.

Localized SEO strategy

A good SEO strategy is the key to getting noticed in on the SERPS. Local SEO is extremely important for small businesses, especially ones with a physical address.

The end goal of local SEO is to gain high rankings for searches around your geographic location. When users search keywords or phrases in the area, you want your Website to be at the top of the list.

Localized SEO is great (but very competitive) for smaller companies such as dental offices or law firms. For example, a Tennessee injury law practice has used local SEO to dramatically boost their rankings to increase business. With consistent efforts, they’ve ended up ruling Google’s Map packs and local results for keywords like “injury lawyer Nashville TN.”

When someone is in need of legal counsel, they are checking the yellow pages less and less. They turn more to Google. With the help of some great local SEO efforts, a law firm with the right SEO strategy can be one of the first few names that pop up in the search.

Currently, only 17 percent of small businesses are investing in SEO. Now is a great time to jump onboard and find the best ways you can leverage the SERPS to increase your online exposure.

Web site marketing

To compete in the rapidly evolving digital landscape, having a strong Web site is a must for businesses of all sizes. Keep in mind, 51 percent of Web site traffic comes from organic search. Your positioning depends on the reputation of your Web site.

Perhaps one of the most important factors that go into a Web site’s reputation (that influences Google rankings) is speed. Loading time has a huge impact on how users interact with your platform. Page abandonment drastically increases after each second.

A great way to optimize Web site speed is to select a good host for your Web server. A lot small businesses miss the mark in this area because they’ve put together a site using a basic CMS like WordPress, but don’t have a good technical team to support them.

For a small business evaluating a Web site platform, the free trials are typically pointless. Building and marketing a good Web site takes a lot of work and resources. Committing to this task is one of the best investments of time and money you can make for your business.

One of the greatest things about online marketing is that it gives small businesses a chance to compete a relatively level playing field as the bigger enterprises. Success is based on smarter, more efficient strategies rather than total money spent. Having a solid content creation plan and SEO approach is crucial in getting your Web site in front of the eyes of your target audience.

 

Small Business and the Web

2015 Digital Marketing Survey

How are small businesses adapting to the digital marketing realm?

[source: Clutch] An online presence is increasingly significant and small businesses can immensely benefit from a digital marketing strategy. Clutch conducted a survey to determine the digital marketing tendencies of small businesses, including digital marketing budget, Website creation and updates, mobile application creation, search engine optimization, online advertising, and social media. We then took the survey results to digital marketing experts for their insights.

Digital Marketing

We found that almost half of small businesses dedicate only 20 percent or less of their marketing budget to digital marketing. Small businesses have been slow to adopt digital marketing strategies, even though these strategies can be highly advantageous. Ted Risdall, chairman and CEO of Risdall Marketing Group, addresses small business’s lack of adaption to the Web and to digital marketing as a marketing tactic.

“For the biggest human communication revolution ever in mankind’s history, it’s still surprising to me the adoption rate to really get going on digital marketing. Seems to be 20-plus years now of having Websites out there on the planet that we continue to slowly embrace these different, new ways to do things.”
— Ted Risdall, Risdall Marketing Group

A digital marketing strategy can vary depending on the business. Some small businesses solely want a Website that customers can easily find to learn more about their services. Some businesses want to build a strong online following that can generate leads and conversions digitally. Others are fully committed to an online presence and rely on diverse digital strategies to completely run their business. There is an abundance of options for a business to develop a successful digital marketing strategy, starting with a Website.

Small Business Web Presence

A Website is the fundamental core of an online presence and digital marketing strategy. A Website introduces a business, providing an in-depth description of employees, services, and products. It offers informational substance that is searchable online and is ideally available from any device with an Internet connection. The availability of the Internet on mobile and portable electronic devices increases the need for Websites to be available on these devices. Thus, responsive Websites, mobile sites, and sometimes mobile apps are important for a business’s online presence on any device.

Ted Risdall clarifies the significant relationship between digital marketing and an ample Website.

“We’re seeing a lot more clients start with digital marketing as a foundation. A Website is absolutely a store front online where you have to have to be present, and that’s shifting towards being mobile friendly, too.”
— Ted Risdall, Risdall Marketing Group

We asked our survey participants if their business has a company Website.

  • A substantial 74 percent of respondents said that they have a company Website, however over a quarter of respondents reported that they do not have a Website.
  • Of the businesses that said they do not have a Website, 9 percent said that they have plans to build a Website in the future while 10 percent said that that they are unlikely to build a Website in the future.

ted360 Digital Solutions for Small Business

The high percentage of small businesses with a Website exemplifies the importance of having an online presence, a point that Andrew Ruditser, lead technology coordinator and co-founder of MAXBURST(link is external), emphasizes.

“I don’t know how anyone today can realistically be in business without having a proper online presence. It’s kind of as important as having a professional looking business card. In my opinion you cannot effectively compete or market yourself without a Website, you must have one.”
— Andrew Ruditser, MAXBURST

Even though the overwhelming majority of small businesses in our survey have a Website, 26 percent still do not have a Website and 10 percent claim that their company is unlikely to have one in the future. Joel Swanson, president of public relations at Risdall Marketing Group, attempts to depict who this 10 percent might consist of.

“Maybe some just have one gigantic customer, like the government is their only customer, something like that would make some sense to me. For the vast majority of companies or organizations in general, even if they’re not using a Website to generate leads, like a consumer product might do, Websites are still where people go to vet out a company or organization, find out more about the leaders, and what’s happening in their company, just to gauge whether they want to do business with them, whether it’s a company or organization that fits with who they’re looking to partner with.”
— Joel Swanson, Risdall Marketing Group

Furthermore, Garry Kanfer, Vice President of Big Drop Inc., offers insights on the type of small business that would not have a Website.

“The 10 percent that don’t have a Website, they’re probably old school companies, that don’t believe they need a Website. The only companies that we feel don’t have a Website are startups that are just opening their company. We hardly see any companies today that don’t have Websites.”
— Garry Kanfer, Big Drop Inc.

Overall, we found that those businesses without a Website probably do not rely on any online activity to educate their customers or to generate leads for new customers. These companies are most likely finding their success through traditional methods of marketing or client references and connections. On the other hand, we concluded that businesses that have a Website are finding ways to make their Website adaptable to different devices beyond the standard desktop computer.

Website Improvements and Mobile Presence

We further surveyed the respondents that said their business has a Website, and inquired on how they expect spending on their company Website to change from 2014 to 2015. This includes spending on Web design, Web development, and hosting. Of the small businesses with a Website, almost a quarter expect to increase spending on their Website in 2015.

ted360 Web Design for Small Business

Ted Risdall describes some of the common Website improvements that they have been addressing in the past year.

“One thing that we’re seeing a lot of is wrapping marketing automation efforts and lead tracking efforts into Website improvement efforts, so more on the back-end. We also see a lot of clients now moving towards more compelling types of content, such as video and infographics that take a little bit of resources to implement and create.”
— Ted Risdall, Risdall Marketing Group

Ken Braun, the founder and chief creative officer at Lounge Lizard, explains some of the Website improvement requests that Lounge Lizard have been getting recently.

“We have been getting a large amount of sales leads from companies that want to convert their old Website, which is just for desktop, and make it compatible to the tablet browsing platform as well as the mobile browsing platform.”
— Ken Braun, Lounge Lizard

Andrew Ruditser also clarifies some of the Website improvements that MAXBURST have been responding to, most notably making Websites responsive.

“Most business owners generally understand the importance of a mobile Website strategy. Websites must work across all different platforms and devices that are used in today’s market and they have to work seamlessly. We’re getting a lot of interest and work with companies contacting us and saying, ‘We have this outdated Website. We need a redesign. We need it to be mobile optimized, responsive.’ So that’s a big shift I’m seeing right now with business owners upgrading their online presence.”
— Andrew Ruditser, MAXBURST

For a Website to be user friendly on a mobile device, or on another handheld device, it must either have a separate mobile Website that is built specifically to work on a mobile device or it must have a responsive Web design. A Website with a responsive design is adaptable to the platform that it is prompted to appear on, it is able to change the size of elements on the Web page to fit to a specific screen size.

The respondents that said their business has a Website were also prompted on whether their Website has a responsive design.

  • Of the small businesses with a Website, 56 percent said that their Website has a responsive design.
  • However, 31 percent of respondents revealed that their Website is not responsive, and 10 percent claimed that they are unlikely to make their Website responsive in the future.
  • Moreover, 17 percent of respondents said they have plans to make their Website responsive in the future.

ted360 Wed Design for Small Business

For the small businesses that do not have a responsive Website, but plan to in the future, the time for an update is imminent. The immediacy of this update is of instantaneous importance alongside Google’s new algorithm update, set for April 21, which favors mobile optimized Websites. A Website that is not mobile friendly will suffer in mobile searches and interactions, and small businesses must be aware of how this can affect their mobile presence.

Garry Kanfer comments on the increase of Web traffic from mobile devices and on the need for businesses to have a responsive design Website.

“Everybody wants their site to be responsive due to the fact that, as of today, close to 35 percent to 40 percent of the visits come from mobile devices and tablets, which even a couple years ago was 20 percent. Since small businesses see an increase of visits from mobile and tablets, they understand that it’s mandatory for their site to be responsive. We didn’t take one job last year that wasn’t responsive. When we consult our clients, we explain to them what responsive is, and we explain to them that all of our sites and all of our jobs are responsive.”
— Garry Kanfer, Big Drop Inc.

Ted Risdall expounds reasons that a business might have for building a separate mobile site instead of making a current Website responsive.

“Sometimes it’s not just the site itself being responsive, it’s a whole separate mobile site. Some Websites are so complicated that just trying to make it responsive isn’t going to work. Some of the businesses that say their Website is not responsive might fit into the category, where they’re actually creating a mobile site instead.
— Ted Risdall, Risdall Marketing Group

Instead of updating a Website to be responsive, some businesses might have reason to build a separate mobile Website or a mobile application. A mobile app is a downloadable application that is easily accessible on different devices. Certain types of small businesses might have the need for a mobile presence in the form of a mobile app, either in addition to their Website or as their main presence.

We compared our survey results on whether a small business has a Website and/or a mobile app, and found that the results are heavily skewed towards having a Website. However, there are still some small businesses that find value in having a mobile app.

  • There is a noticeable difference between the two categories, 74 percent of respondents have a Website, while only 15 percent have a mobile app.
  • Of the businesses that said they do not have a mobile app, 18 percent said they have plans to build one in the future while 40 percent said they are unlikely to build one in the future.

ted360 Marketing Design for Small Business

Joel Swanson responds to the lack of small business owners that have a mobile app.

“For a small business, they really need to have a really specific need or engagement type need to justify building a whole separate app. It’s just too big of a budget item otherwise.”
— Ted Risdall, Risdall Marketing Group

Andrey Gabisov, digital director of GLOBAL POINT NY, explains what small businesses would choose to build a mobile app.

“We don’t see our clients invest a lot in mobile apps. Small business, big business, they’re trying to avoid this right now. Except for small businesses that have the application as the cornerstone of their business model, but this is an outlier.”
— Andrey Gabisov, GLOBAL POINT NY

There is a high percentage of small businesses that is unlikely to have a mobile app in the future, an obvious obstacle is the high cost of developing a mobile app. Unless a small business has a distinct need for a mobile app, spending on this high budget item is not of immediate importance. A small business will probably benefit more from updating their Website to be mobile friendly than from building a separate mobile app.

Overall, a good portion of small businesses that have a Website are seeing the benefits of increasing spending and in updating their Websites so they can be available on different devices. It is important for a Website to be available on any device, especially when different digital marketing strategies lead customers back to a company Website.

Digital Marketing Strategies

There are several different digital marketing strategies that small businesses can use to increase Website traffic, to obtain leads and conversions, and to gain loyalty and trust from other businesses and customers. We asked survey participants if their company actively works on search engine optimization, online advertising, such as Google AdWords, and social media.

  • Comparing the three categories, social media has the highest usage, 53 percent of small businesses said that they have an active presence on social media.
  • A similar amount of small businesses said that they actively work on SEO (45 percent) while only 25 percent said that their company does online advertising.
  • Furthermore, 24 percent said that they are unlikely to work on social media in the future, 25 percent said that they are unlikely to work on SEO in the future, and 42 percent said that they are unlikely to work on online advertising in the future.

ted360 Web Design for Small Business

Although each category shows that almost a quarter or more of participants are unlikely to work on one or more of the strategies in the future, respondents are most resistant to online advertising.

“[Online advertising] kind of has a stigma where people feel like paid ads are less likely to be looked at. When done correctly it is extremely effective. It’s not a set it and forget it event. A really effective paid strategy involves proper tweaking to the ads message, budget and target landing page. Trends and other metrics change frequently so you must keep up to date with the campaign. When a PPC strategy is done correctly it can be highly effective.”
— Andrew Ruditser, MAXBURST

Online advertising, such as Google AdWords, allows companies to track analytics and results on a day-to-day basis. Companies are able to look at immediate results and change parameters if they are not acquiring their desired results. Conversely, SEO is a more long-term strategy to increase the organic search reach of a business Website. SEO is important for search results and for getting a business recognized for associated search keywords. By using online advertising alongside SEO tactics, small businesses can be more successful in their digital marketing strategy.

“Paid search advertising should be implemented at the start of an organic SEO campaign. Getting high-ranking organic search listings on the first page of Google takes time. Having paid search results during this ramp up period is more expensive, but at least there’s exposure. As the organic search listings start moving up the ranks, cut down a little on your pay per click. There is more value eventually, at the end of the day, on organic search listings. Potential customers are more likely to click on a natural search result vs. a paid one.”
— Ken Braun, Lounge Lizard

“SEO is a long-term strategy and is extremely important for every business to perform, but results do not happen overnight. If a company needs immediate results, then I typically do a combination of organic SEO and PPC. Paid Ad campaigns, like Google AdWords, provide the business owner with instant gratification. They put a suggested amount of money into the campaign for ads to begin to display to prospective customers. These ads will potentially draw prospective customers to your Website.”
— Andrew Ruditser, MAXBURST

Ted Risdall brings up a valid point, emphasizing that small businesses must have a sufficient Website to cater to the leads from digital marketing strategies like paid advertising and SEO.

“PPC ads are only as good as the Website page that you send them to, once they click through. If those smaller companies have a template Website or a weak system of landing pages to help convert those folks that go to the Website, they-re not going to see as strong of a return. It’s hard to make money on PPC if they don’t have a good place to send them.”
— Ted Risdall, Risdall Marketing Group

For more details on how small businesses are using SEO and PPC see our recent article on╩SEO and PPC in 2015.

Social media is the most widely used digital marketing strategy in our survey, with over half of small businesses saying they have an active presence. However, a quarter reported that they are unlikely to use social media in the future. Garry Kanfer explains the importance of having both a Website and a social media presence.

“I feel that in today’s industry, 25 percent of businesses that are unlikely to use social media is a very big number. When consumers look at your business, most of the consumers want to see who you are. So, in order for them to see who you are and what you’re about, your Website is good, but they also want to look through your social media pages, and they want to look through review pages. Social media pages explain who you are, help you connect with consumers, and help you to gain repeat business.”
— Garry Kanfer, Big Drop Inc.

Social media can be a source for general information and news about a company, a way for a business to interact with its customers, as well as a way to improve organic search results. Small businesses can greatly benefit from social media, allowing them to reach potential clients that they might not have been able to interact with otherwise. Social media and a company Website can be mutually beneficial to each other, as social profiles link to a company Website and a company Website offers customer interactions and news with links to their social profiles.

SEO, online advertising and social media are digital marketing strategies that help Website recognition and traffic. Small businesses have been lagging in their adoption of different digital marketing strategies. Even though 74 percent of respondents have a company Website, overall, small businesses are not utilizing different digital strategies to help grow their online authority. Ultimately, SEO, paid advertising and social media can uniquely benefit a small business’s digital marketing strategy.

“When you start to talk about digital marketing campaigns, they’re often a lot less expensive than other types of campaigns. So the costs in general are going to be a lot lower to do paid search, or content marketing, or other digital campaigns. I think that it actually lowers the entry point for a lot of small businesses that want to get into it in the first place and want to start doing something meaningful. That first something meaningful is having that store front online and being there when people are searching for the kinds of things you do.╙
— Ted Risdall, Risdall Marketing Group

Conclusion

Digital marketing success depends on a business’s goals and on the strategies they use to meet those goals. An ample digital marketing budget is essential, if a business is not allocating enough of their total marketing budget to digital marketing then it is very hard to use certain strategies effectively.

The strategies we included in our survey ideally overlap and complement each other. A Website is crucial to an online presence, and it must be updated to remain user-friendly alongside new technology. SEO, online advertising, and social media are all strategies that point back to a company Website.

Our survey only included some of the main strategies for digital marketing, there are other strategies that we did not address, and there will continually be new strategies that develop. As many of the experts we spoke with pointed out, small businesses can greatly benefit from many of these strategies, yet there is still a delay in adopting them. An online presence is crucial for a small business, as the Web continues to accelerate its influence, online accessibility continues to enable more customer interaction.

Survey Respondents

Clutch collected this survey data from 354 small business owners or managers distributed across the US. The largest respondent group is made up of companies with less than 10 employees and less than $1 million in revenue. The majority of companies surveyed predict relatively flat revenue growth in 2015.

ted360 Web Design for Small Business

 

Little to No Online Presence

ted360 Web Design for Small Business


Many small businesses are at a competitive disadvantage.

Redshift Research survey commissioned by Web-hosting company GoDaddy reports that well over half of very small businesses have no Websites or Facebook pages.

[source: Inc.] About 60 percent of very small businesses (made up of one to five people) don’t have Websites, according to a recent survey. Of those, about 12 percent have Facebook pages.

That leaves a lot of businesses relying on word-of-mouth to get their name out, though many may have a presence on online platforms like Yelp.

The Redshift Research survey, commissioned by GoDaddy, showed that the percentages were roughly the same for the U.S. and the aggregate of businesses surveyed globally, in Australia, Brazil, Canada, India, Mexico, Turkey, the U.K. and the U.S.

“While we take for granted that everyone is online, the reality is that for many small businesses it’s simply not true,” said Blake Irving, CEO of GoDaddy, Inc. said in a press release.

The reason given by many of those surveyed, according to GoDaddy senior vice president of business applications Steven Aldrich, is that they perceive themselves to be too small.

The survey reported the percentage of businesses that saw themselves as too small for Websites at 35 percent. Other reasons given were that they lacked technical expertise (21 percent) or couldn’t afford a website (20 percent).

The statistics seem surprising until you consider that 39 percent of businesses surveyed globally and 46 percent in the U.S. consisted of only one person, according to GoDaddy.

Of course, Web-hosting business GoDaddy, for which small businesses are the core audience, thinks businesses without Websites are missing out. Aldrich points out that being on the Web makes a business easier to find.

Of the surveyed businesses that have Websites, 83 percent said their online platforms gave them a competitive advantage over businesses without Websites.

“What is clear is that these very small businesses are realizing that if they don’t fully engage online, they are at a competitive disadvantage,” said Irving.

The survey was conducted of 4,009 businesses of 1-5 employees each, with the sample size split roughly equally among the eight countries where businesses were surveyed, according to GoDaddy. The survey had a margin of error of +/- 1.5 percentage points.

 

Digital Marketing Can Help You Grow Your Business

With the change and evolution of modern technologies, small and medium businesses are doing everything they can to keep up, which can be said true for the rest of human society.

Brick-and-mortar businesses are either changing their business models to an online one, or beefing up existing marketing efforts with digital marketing strategies – in an attempt to capture a growing and very lucrative online marketplace.

For it is the process of attracting targeted audiences online that will spell the difference between a successfully thriving business – and a failed one. Even if you receive tons of daily traffic to your Website, they would not amount to anything unless they convert to leads or sales. In the digital arena where business and commerce are heading to, Digital Marketing tools and techniques provide business owners the best chances for competition, survival and even business growth.

The following 12 reasons will show you why the use of digital marketing is not only investment-wise decision but also an effective marketing channel that can help you grow your business.

The Infographic:

Digital marketing levels the playing field.

1. Because Digital Marketing Levels the Online Playing Field

Gone are the days when business owners still welcome the notion that Digital Marketing is only for the likes of multinationals and large corporations that have the sufficient resources required to mount an online marketing campaign. Digital Marketing actually levels the playing field, providing small and medium enterprises the chance to compete against the big boys and attract their share of targeted traffic.

With digital marketing, small companies now have the resources to perform sales and marketing processes that were previously available only to large corporations. Without a call center, small businesses can engage effectively with multiple customers, even to customers from any parts of the world even if they don’t have physical stores or branches in these locations.

2. Because Digital Marketing Is More Cost-Effective than Traditional Marketing

Small businesses have very little resources and even capitalization. This is why Digital Marketing provides them with a better and much more cost-effective marketing channel that delivers results. Gartner’s Digital Marketing Spend Report highlighted that up to 40% of respondents claimed getting considerable savings by using digital marketing methods of promotion for their products and services.

That is why according to the Gartner survey, 28% of business owners surveyed will shift marketing budget allocations from traditional media channels and invest them into digital online marketing tools and techniques. HubSpot confirms this as shown in the chart below that confirms how digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels.

3. Because Digital Marketing Delivers Conversion

Businesses marketing products and services online measure success by the percentage rate of incoming traffic gets converted into leads, subscribers or sales, depending on the intended purposes of your Website. Without conversion, all your traffic would mean nothing and all your marketing efforts will simply go to waste. That is why business owners are streamlining their digital marketing campaigns towards conversion optimization, making it a top priority above everything else.

There are several tools and techniques that you can use for your digital marketing campaign such as Search Engine Optimization, social media marketing and email marketing. As seen from the chart below from HubSpot’s 2013 State of Inbound Marketing Report, these three that generate quick and effective communication and interaction with targeted audiences will deliver better-than-average results in terms of higher conversion rates.

4. Because Digital Marketing Helps Generate Better Revenues

Higher conversion rates generated by effective digital marketing techniques will deliver loads of profitable benefits for you and your business in terms of better and higher revenues. Google confirms this in a study with IPSOS Hong Kong, claiming 2.8 times better revenue growth expectancy for companies using digital marketing strategies to those who do not.

With better revenue growth expectancy, small and medium enterprises using digital marketing techniques will have 3.3 times better chances of expanding their workforce and business – opening their doors to better, larger and farther reaching markets both locally and abroad. Google’s Asia-Pacific Head of SME Kevin O’Kane describes the Internet as rocket fuel for growth for small and medium enterprises.

5. Because Digital Marketing Facilitates Interaction with Targeted Audiences

One of the reasons why digital marketing is taking over traditional marketing channels is the ability of Internet marketing tools to interact with targeted audiences in real time. Engagement in any form is what your customers expect to receive when interacting with your brand or business. How your business handles such engagements and interactions will spell the difference between business success and failure – just like what eMarketer’s report Key Digital Trends for 2014 is saying as shown below.

Interacting and providing your customers with proper engagement points can give you an insight of what your targeted audiences want. This vital information will steer you towards making the right set of next moves, provide your customers with an even better experience, develop good relationships with them – gaining their loyalty and trust that you will need when your business begins to grow.

6. Because Digital Marketing Caters to the Mobile Consumer

Undoubtedly, mobile Internet will be the next wave of information dissemination and communication channel, brought about by the rapid proliferation of smartphones, tablets and other Internet-enabled devices. These mobile devices have become a central part of American life that 91% of adults in the United States always have their devices within reaching distance.

Now would be the best time to have digital marketing campaigns intended towards mobile consumers, paving the way for them towards achieving better growth and faster expansion. Mobile gadgets have evolved from being mere alternatives for laptops and personal computers, into something that is influencing their purchasing decisions as confirmed by another report from eMarketer.

7. Because Digital Marketing Builds Brand Reputation

The power of digital marketing lies in its ability for attracting targeted traffic. These types of audiences for your content are most likely already ready to know more about your brand, products or services and may be interested enough to purchase what you have to offer. Delivering on what you promised will help you develop a better relationship with your targeted audiences, help them transition into paying customers that will go back and interact with your site some more – on a regular and continuous basis.

This will prove beneficial for your brand reputation, as satisfied customers will most likely tell other people about their experience with your brand, product or service. Your brand reputation will go viral as expected, further opening new doors of opportunities for reaching bigger markets and attain business growth.

8. Because Digital Marketing Provides better ROI for Your Marketing Investments

With better revenues and better branding, Digital Marketing can provide a better Return of Investments (ROI) than traditional media and marketing channels. With traditional media, the cost is too exorbitant for small and medium enterprises to leverage on, and the results received are somewhat vague and difficult to measure.

Digital Marketing on the other hand can easily be tracked and monitored, with results immediately realized and measured as soon as targeted audiences provide contact information, subscribe to a newsletter or training program, or make a purchase. The key to success in Digital marketing however, is to generate a steady flow of targeted traffic that converts into sales and leads. The more your business generates this kind of traffic, the faster you can realize your ROI.

9. Because Digital Marketing Earns People’s Trust

Digital Marketing rides on the current online trend that focus more on social media signals resulting from direct and more personalized interaction between a brand or business and their targeted audiences. In the Nielsen Global Online Consumer Survey that involved 25 thousand consumers coming from at least 50 countries, 90 percent of respondents claimed they would trust information about a particular brand, product or service if the data comes from people they know.

Digital Marketing leverages on social media signals, social proof and testimonials from actual consumers who have previously purchased, joined, or availed of a product or service marketed by a particular brand or business. The more reliable these social signals are, the higher the trust rate it can generate from targeted audiences – most of which can be potential customers.

10. Because Digital Marketing Entices People to Take Favorable Action

While social signals and testimonials help earn trust from targeted audiences, Digital Marketing makes use of effective strategies that will entice people to take a favorable action your brand or business intends them to take. Conversion to leads or sales is still initiated and under full control by the Website visitor. They are not compelled to do so but digital marketers can make use of clever and innovative ways to entice conversion using Calls-To-Action.

Calls-To-Action specifies what your Web visitors should do next – either to sign up, like, download something, call or buy – specific steps that will entice them to perform a favorable action. Innovative forms, buttons and texts are optimized according to copy, color scheme, graphics and even positioning on the page to generate the best results in terms of generating favorable action.

11. Because Digital Marketing Makes You Ready for the Internet of Things

The “Internet of Things” is a global ecosystem of interconnected devices – tablets, smartphones, gadgets, appliances and more – that can interact with each other through the Internet. Sounds like something from a Sci-Fi thriller, but this is what the projected 24 billion gadgets by the year 2020 will actually head to. Digital Marketing will prepare your business towards this eventuality, an interconnected ecosystem that will permeate through every aspect of people’s lives. Survival for your business in the era of the “Internet of Things” means inclusion in this interconnected grid – giving you an access window to reach out to targeted audiences belonging to this online grid.

12. Because Digital Marketing Ensures Business Survival Online

It is a normal occurrence for brick-and-mortar business establishments to encounter visitors entering their store, skimming through and inspecting products, then leave without buying anything. Many kinds of people like these come and go, but a targeted few will actually make a purchase and if satisfied, will come back for more on a later date. If you get less of the later and more of the few, sooner or later your brick-and-mortar business will cease to exist.

Your business can be likened to this. Even if you have tons of Website visitors but none of them ever convert, your business will also cease to exist. Digital Marketing helps you make use of proven strategies and techniques that attract not necessarily more traffic – but highly targeted traffic that delivers results. Targeting the right kind of people that delivers the right kind of results is what Digital Marketing is all about – ensuring survival for your business.

 

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