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The Revolutionary Impact of Digital Marketing on Small Businesses

Usually, small businesses start their exploration of the digital space with the motivation of opening engagement channels with their existing customer base and subsequently expanding to newer markets. But after seeing the ROIs and incremental turnovers churned out from their digital advertising campaigns, it certainly gets hard for them to overlook this medium as the most exciting and economical part of their marketing plans. 

digital advertising illustration

The positive influence of digital marketing on small businesses is undeniable. 

Since the pandemic, people’s media consumption and buying patterns have changed significantly. By offering advertisers the benefits of advanced audience targeting & campaign tracking tools, digital advertising channels have emerged as far more dependable, engaging, interactive, informative, and cost-efficient options than traditional ad marketing mediums like print, television, or billboards. The best thing about online promotional platforms is that they grant equal opportunities to everyone. Even start-ups or small businesses with limited budgets can use digital marketing tactics and tools to experience extraordinary boosts in their profits, and solidify their presence in the business environment. 

The global digital advertising and marketing market is projected to be valued at $460 bn by end of 2022 and US$946.9 bn by 2027. 

So how are SMEs promoting their brands, products, and services online? 

Small business owners have now started actively participating in their company’s digital marketing initiatives. Earlier, they used to simply hire specialists or outsource the function to freelancers. With the launch of various self-serve or Do-It-Yourself (DIY) online advertising platforms (like Meta Network Ads and Google Ad Manager), on-site marketing managers are losing their significance for SMEs. 

Also read: 9 Strategies to Grow Your Small Business

Entrepreneurs can operate ad marketing tools easily even with average tech literacy and a basic understanding of the digital landscape. There are also many short certification courses and educational YouTube videos that can be used for improving your knowledge base on digital platforms. 

Here are top digital solutions that infuse efficiency into the marketing plans of small businesses: 

google my business
Google My Business

By listing your business on Google My Business (GMB) platform, you get access to local customers seeking your product or service. These listings show up on web searches and Google map searches. Positive reviews from customers on GMB work as referrals for potential customers. As per a report: 

  • 88% of consumers trust online reviews as much as personal recommendations. 
  • 72% say that positive reviews make them trust a local business more 

Furthermore, you can post information about your company, website, contact details, and ongoing offers. Customer views of the listing are tracked by the GMB platform.

Social Media Marketing (SMM):

Social Media is a powerful tool to reach potential customers from larger markets. It is also the best engagement channel available to advertisers. As per VisualObject’s report, 70% of small businesses invest in social media advertising.  

  • Meta (Facebook & Instagram) Ads – 38% of small businesses find Facebook the most effective social media advertising tool. Instagram (52% advertise here) has become an extremely effective short video marketing platform. With ‘shop’ features and the ability to turn any post into an ad, Instagram is a go-to platform to reach young shoppers.
  • YouTube Network Ads 59% of people agree that YouTube ads are more relevant than ads on linear TV or other streaming apps.
  • TikTok Ads – 52% of TikTok users confirm they discover new products via ads. 

Brands should select their ad platforms based on their target audience and marketing goals. Goals can be audience engagement, lead generation, branding, conversion, product launch promotions, upcoming online sale amplification, etc. 


Search Engine Marketing (SEM):

When people type keywords or phrases on search engines like Google or Bing to look for specific or related products/services, some paid listings (or ads) are visible to them. Such listings are part of Search Engine Marketing. There are a variety of advertising options available on Google Network like Pay-per-Click (PPC), Responsive Search Ads, Retargeting Ads, ‘Smart Campaign Ads’, Text ads, etc.  

  • The chances of conversion are 59% when someone conducts a search for your company or brand, after noticing a related display ad.
  • 31% of small businesses use PPC to advertise
  • Google has 92% of the global search engine market share. So, Google Adwords is the best tool for SMEs to promote their businesses. 


Email Marketing:

Small companies especially, have benefited immensely from the success of targeted sale-oriented email marketing campaigns. Almost 2/3rds of small businesses are already using this advertising channel. It garners returns of $36 for every $1 spent!

Affiliate marketing:

This technique involves engaging third-party agencies (or individuals) for marketing products and services, for a commission on actual sales. For example, fintech start-ups can hire affiliate marketing companies to run online ads to market offers. This kind of digital marketing is good for niche products and requires minimum advertising budgets. Finding the right affiliate partner is the key to success here.

Other preferred models of digital marketing include influencer marketing, content marketing using user-generated media handles, social shopping, localized mobile ad marketing, and many more. 

Pro Tip:

Creating digital marketing plans that are targeted towards audiences who are actively looking for brands that are particularly owned by women, veterans, or minority community members, can improve conversions significantly! Small businesses can get diversity certifications from renowned agencies like 58Jorelemon easily. This single addition to promotional materials can lend authenticity and goodwill to brands.

Why should you use digital marketing for your small business? 

digital marketing for small business

The influence of digital marketing on the competitive participation of small-sized establishments has had a massive effect on the overall business ecosystem of the country. Through this phenomenon, SMEs are enjoying many tangible and intangible benefits such as: 

  • Improved brand recognition and goodwill 
  • Expanded audience reach, beyond local markets 
  • Higher conversion ratio with lower capital investment 
  • Ease of reaching mobile and cross-device audiences 
  • Improved customer relationships and retention 
  • Consistent profitable growth for the business 
  • Lower need to spend on off-line & BTL marketing 
  • Enhanced business competitiveness 
  • Better accuracy in audience targeting & tracking 
  • Increased brand loyalty and referrals through customer engagements 

Conclusion: Digital marketing has changed the way small business owners view online space. By using sustainable marketing practices and innovative strategies, SME brands can thrive and grow exponentially!

If you are a small business owner or a start-up entrepreneur thinking of getting your business certified as a women-owned, veteran-owned or minority-owned company, you can connect with our 58Jorelemon advisors at (512) 222-5730. Or simply get the registration process started here. The entire certification would cost you only $99! Visit the website to know more – https://cocolevio.com/58joralemon/

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