The heart of any good business strategy is to go where your customers are, and with the evolution of modern technologies, this means having an effective online presence. The world wide web has brought about a fundamental shift in the way customers are shopping for public services and products, as people are increasingly turning to the internet and social media to research their products before they pull the trigger.

Big businesses understand the importance of adapting a tailored digital marketing strategy to meet their financial goals, and increase market share. But digital marketing isn’t reserved for big brands with deep pockets.

The internet has leveled the playing field, to allow small businesses to excel and stand out from competitors. Unfortunately, too many small and medium businesses fail to grasp the immediacy of growing your brand online and fall by the wayside.

Digital marketing - are you missing out?

Don’t think digital marketing will make a difference to your business, think again. Recent statistics show that over 80% of prospective buyers research products online before making a purchase, so whether you’re a small brick and mortar business or a global franchise you don’t want to pass that opportunity by.

If that’s not enough to pique your interest in online marketing, let’s take a look at the things digital marketing can do to generate a positive return for your business:

Building relationships

Digital marketing isn’t just about growing your customer base, it’s about building lasting relationships with them on platforms such as social media, blogging and email marketing. Client retention is key to business growth, and setting up a digital strategy is a good place to start.

You can use email marketing to offer existing customers a discount off selected products and ensure they leave positive reviews on your website. You can update blogs with insightful news updates to guide customers to your site (even when not shopping), and then encourage them to share with others on social media, increasing your pool of potential customers yet again.

Increases conversion

Businesses who market their products or services online can measure success by calculating the percentage of website traffic that gets converted into leads, subscriptions or enquires based on the purpose of your website. Without a thorough grasp on conversion rates, all that hard work getting traffic onto your site will go to waste. It is for this reason more and more businesses are integrating conversion tracking into their digital strategies as a key priority.

Reaching more people

Digital Marketing makes it possible to connect with potential customers from across the world with a simple Google search. Whether you are a local business looking to promote your offering to the wider community or a UK business with ambitions to make it big worldwide, the use of SEO strategies will put your business firmly on the map.

For example, ecommerce businesses can use inbound marketing to reach beyond the barriers of distance to service customers across the country, even globally. Digital marketing is a tool that can expand your client base allowing you to outperform your competitors.

Targeting your audience

A big part of digital marketing is research, data collection and understanding your customers wants/needs. You should know your customers’ favourite products, how often they are making purchases and what pages of your site are performing best. Knowing this information plays an important part in your brand messaging and campaigns, keeping the big sellers in the spotlight and giving your customer a positive shopping experience.

By Emily Cocker, Content Strategist, Bespoke Web Specialists