Considering digital marketing for your business

Of all the tools in a small business’s collection, digital marketing is one of the most valuable.

It is also one of the most daunting for people unfamiliar with using digital platforms to promote and run their business.

Digital marketing is essentially using websites, social media and/or email to connect with potential customers for the purpose of advertising your goods and services and building awareness of your brand.

When done right, digital marketing can open doors to new customers, as well as fresh business opportunities and partnerships. It can also help bring in additional revenue and build the reputation of your business.

According to global research, every business should aim to have at least three revenue streams to remain viable in the event one or two are cut off unexpectedly. Getting to grips with digital marketing and creating an online channel for your business is an easy third revenue stream to create and build.

If you are a farmer, this could mean raising the profile of your products through storytelling, sharing your farming origin story and passion for agriculture. By creating an online presence, entrepreneurial farmers could showcase their business to supermarkets and independent distributors such as stock and station agents, butchers, or customers.

A café owner might leverage social media to share special offers and discounts, and benefit from direct customer feedback online, which can build their brand organically as a trusted service provider of good food and coffee.

A plumber’s services could gain a welcome boost in business from being more easily found via an online business directory, with customer endorsements and word of mouth recommendations building recognition and trust in their brand. A plumber could also forge some strategic product partnerships and feature select goods on their website.

But first you need to get the basics right. To strongly position your business, make sure you:

• Build a fast-loading website (and frequently update it!)
• Add listings on free business directories
• Register social media accounts with your business name
• Compile an email distribution list by encouraging people to subscribe for website updates

By putting in some leg work to build strong foundations, you can set up an effective third revenue stream, providing your goods and services direct to your customer base and having greater control over your public business persona and supply chain.