Small Businesses Are Undermining the Power of Digital Marketing

Digital marketing is a powerful tool that not only helps national corporations and online companies but also local businesses. Unfortunately, search engine giant Google says that nearly 80 percent of all consumers use the Internet to find local businesses. This includes getting information, such as their addresses, hours of operation and directions. Since many companies do not invest money into digital marketing, it's safe to assume that many local businesses are undermining the impact that digital advertising would have on their companies.

The Age of Smartphones and Apps

This is the age of information, and as such, people take their smartphones with them everywhere. Many consumers look at their smartphones multiple times a day. This is why so many companies invest in apps. Coming up with useful apps is the best way to engage with digital consumers. Developing apps isn't hard, and is a great way to get free advertising. By providing free apps, companies can rest assured that potential consumers will download them. Once installed, a company now owns a digital spot on a device that a potential customer may use on a daily basis. A great idea for an app is one that provides information about current sales and other promotions being offered by that company.

What People Are Saying About Your Business

According to this article, small businesses can also use search queries on Google to find out what consumers are saying about their businesses. By using an advanced search query, business owners can find the results of reviews and feedback that have been left about their performance. This will give small business owners valuable information on ways that they can improve their businesses. It's almost like having an online “feedback” box. Some advanced search quires include “Your Company” + reviews or “Your Company” + feedback.

Social Media Marketing

Part of digital marketing includes using social media sites such as Twitter and Facebook. Companies both large and small use social media as a form of marketing. This is because, much like developing an app, social media marketing is another free form of digital marketing. It costs companies nothing to set up a Twitter or Facebook page. Also, it allows companies to interact with customers on a more personal level. People tend to view companies on social media sites as “people” rather than companies. This is because the company is interacting with them directly.

Keep in mind, however, that social media marketing can also be dangerous for companies. For example, employees that work for your company also represent your brand on social media sites, just like they do when they are working at your place of business. As such, it's important for businesses to set up a social media policy that can be used to prevent such employees from sharing any kind of internal business information with the public.

Companies on social media sites also need to understand trends before using hashtags on Twitter, as well as know the origin of the hashtags. If they do not, they might end up supporting something with which they really don't want their company be affiliated.

Larry Alton

About Larry Alton

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

Larry Alton

Top Posts | Mobile Marketing

4 Benefits of a Geo-Fencing Marketing Campaign

Outsmarting the competition leads to increased sales. A new form of marketing, known as geo-fencing, can provide a company with the leverage required to succeed in today’s economy. Geo-fencing is a marketing technique that targets potential customer within a predetermined radius via a sm ... ...

The Future is Bright for Mobile Marketing

Let's face it, we're living in a mobile age. You'd be hard-pressed to see anybody without a mobile device these days, and what's more, most of these devices are capable of connecting to the Internet. These things considered, the future does indeed look good for mobile marketing.As t ... ...

Creating a Compelling Marketing Campaign On a Budget

Marketing is what informs potential consumers about products or services. Without it, finding success may be impossible. Unfortunately, marketing can also become extremely expensive. Fortunately for businesses with tight marketing budgets, there are ways to cut certain costs without sacrificing the ...

Mobile Marketing Lessons from SXSW

One of the things that took center stage in this year’s SXSW festival was mobile advertising and marketing. The massive interest in mobile can be attributed to the fact that marketers have embraced mobile advertisement on a large scale. Marketing related interactions were massi ... ...

5 Mobile Marketing Myths and Misconceptions Debunked

There are few areas in Internet marketing more confusing than mobile marketing. The appearance and need for mobile content, tools, and strategies was not obvious until smartphones began to replace desktops as the device of choice for an entire generation. Almost overnight, costly and intricate webs ...

Is the New Age of Marketing Going Mobile?

With companies like Groupon conducting over 50% of their sales via mobile devices, more and more companies are beginning to rethink, or already restrategize their advertising efforts. What started on the radio, then the televison, and then the internet will now become a major part of our mobile wor ...

Content Creation + Tablets: A Perfect Match

As a rallying cry for the Internet, “content is king!” is not going anywhere soon. Even in an era of mobile-readiness, responsive design, and more consumers wanting image- and video-rich content than ever before, there will always be a need for excellent written content (likely rich in ... ...