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WHAT IS
SMALL
BUSINESS
DIGITAL
MARKETING?
Traditional marketing methods primarily
consist of advertising your business via
print advertising (i.e. newspapers,
magazines, business cards, yellow pages,
etc.), TV and radio commercials, billboards
and direct mailers. While some of these
tactics can still be somewhat effective
today, small businesses and their
customers increasingly prefer marketing
strategies that are more dynamic,
customized and engaging. This is where
digital marketing comes in.
By taking advantage of creative online and
internet marketing tactics, your business
can meet prospective customers and clients
where they are.
In order to truly understand the
value of digital marketing for small
businesses, it’s important to map
your average consumer’s journey.
Consumers rarely (if ever) become
a loyal customer all at once. Rather,
there are many little steps (or
“touchpoints”) along the way that
influence whether or not a
customer ultimately chooses your
business. Traditionally described
as a funnel, many business owners
are told that the consumer journey
is linear and looks something like
this:
01
02
03
AWARENESS THE CONSUMER BECOMES AWARE OF
YOUR BRAND.
FAMILIARITY THE CONSUMER LEARNS MORE ABOUT
YOUR BRAND AND WHAT SETS YOU APART.
CONSIDERATION THE CONSUMER HAS A NEED THAT
YOUR BUSINESS MIGHT FILL AND COMPARES YOU TO
COMPETITORS.
However, the reality is that today’s
consumer is more informed and
discerning when it comes to choosing
the best products and services—
thanks, in large part, to all of the
available options and information found
online. As a result, small businesses
must embrace a more nuanced and
non-linear approach to the consumer
journey. The real power of digital
marketing is being able to position your
businesses to be there along the entire
customer decision journey.

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First97days

  • 2. Traditional marketing methods primarily consist of advertising your business via print advertising (i.e. newspapers, magazines, business cards, yellow pages, etc.), TV and radio commercials, billboards and direct mailers. While some of these tactics can still be somewhat effective today, small businesses and their customers increasingly prefer marketing strategies that are more dynamic, customized and engaging. This is where digital marketing comes in. By taking advantage of creative online and internet marketing tactics, your business can meet prospective customers and clients where they are.
  • 3. In order to truly understand the value of digital marketing for small businesses, it’s important to map your average consumer’s journey. Consumers rarely (if ever) become a loyal customer all at once. Rather, there are many little steps (or “touchpoints”) along the way that influence whether or not a customer ultimately chooses your business. Traditionally described as a funnel, many business owners are told that the consumer journey is linear and looks something like this:
  • 4. 01 02 03 AWARENESS THE CONSUMER BECOMES AWARE OF YOUR BRAND. FAMILIARITY THE CONSUMER LEARNS MORE ABOUT YOUR BRAND AND WHAT SETS YOU APART. CONSIDERATION THE CONSUMER HAS A NEED THAT YOUR BUSINESS MIGHT FILL AND COMPARES YOU TO COMPETITORS.
  • 5. However, the reality is that today’s consumer is more informed and discerning when it comes to choosing the best products and services— thanks, in large part, to all of the available options and information found online. As a result, small businesses must embrace a more nuanced and non-linear approach to the consumer journey. The real power of digital marketing is being able to position your businesses to be there along the entire customer decision journey.