Is your small business keeping pace with society’s digital transformation? The pandemic has driven us to do more online than ever before, with the internet becoming an indispensable tool for consumers and businesses alike.
Some 71% of Brits report buying more online than before coronavirus. Now more than ever, business owners who fail to allocate time and money to digital marketing risk being left behind.
There are plenty of incentives to follow the crowd too. Building a presence online makes it easier for potential customers to find you in the first place, whether locally or further afield. But it’s not just about increasing reach – digital marketing also allows you to target specific audiences, increase revenue, track return on investment, and build better relationships. What’s not to like?!
Below we outline some of the key digital tactics to consider and address the all-important question for time-poor small business owners – do it yourself, or hire an expert?
Which digital marketing tactics are right for you?
There are an almost overwhelming number of channels to try out in today’s online world – but that’s not to say you should be across every single one. Different tactics suit different business profiles and objectives, so it’s worth taking time to find your ideal mix.
Social media, for example, helps small businesses to build a following and engage with customers where they hang out. Platforms like Instagram and Facebook allow you to create targeted advertising campaigns, while LinkedIn is ideal for recruitment and business development.
Then there’s pay-per-click advertising (PPC), which involves placing adverts on search engines as well as relevant websites. Search engine optimisation (SEO) meanwhile allows you to appear at the top of search results for free by fine tuning your website and its content.
Other popular tactics include email, influencer marketing and podcasting. So where to start?
Do it yourself or hire an agency?
With 92% of UK adults using the internet regularly, the potential rewards of digital marketing are undeniable. But the fact is that it’s also incredibly time-consuming for many small business owners – not to mention daunting. That’s why many small businesses hire digital marketing agencies and freelancers to handle their digital channels for them.
These professionals combine their industry knowledge with cutting edge tools to deliver results in line with the objectives you set them. Even if you need to apply for extra funding to cover their costs, it’s their job to demonstrate a clear return on your investment.
Alternatively, you could complete some online training courses or encourage your staff to do the same. You might not get great results immediately – but it could be rewarding in the long-term, if you have the appetite to hone your craft.
Either way, the fact remains that digital marketing can no longer be considered an afterthought for small businesses. Are you giving your digital presence the attention it deserves?
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
