With the rise of the internet, vying for a buyer’s attention has become much more complex than ever. While some businesses try to stick to the same marketing strategies that made them successful in pre-digital times, it’s the ones that learn to adapt to today’s trends that find the most success.
It’s no secret that technology has influenced and changed marketing techniques in recent years. Digital marketing is now its own sub-category of advertising, and can account for a large portion of a business’ overall marketing budget. In fact, U.S companies are projected to spend more than $103 billion on digital marketing in 2019. That’s nearly double what was spent only five years ago. This is because digital platforms are where the customers are! Businesses are quickly embracing the worlds of social media, email, display, and search marketing in order to stay engaged with their audience, educate potential customers, foster brand loyalty, and, of course, sell their products.
Many small business owners are turning to digital marketing as their long-term marketing solution. The automation and artificial intelligence features in Salesforce Pardot help campaigns stay on track and adapt to ever-changing marketing trends, and the subscription-based purchasing model keeps things affordable for small businesses.
Each login provides businesses with an opportunity to engage their audiences, whether for building brand awareness, fostering brand loyalty, or providing purchase opportunities. Many social media sites have made it easier for companies to sell directly through the platforms. For example, Facebook users don’t even have to leave the platform to complete a purchase on a company’s website. Transactions now take place in Facebook itself.
While Facebook continues to dominate in social media use amongst all Americans, younger generations are also viewing YouTube, Snapchat, and Instagram much more than the older generations. Keeping up with all of these social media channels can be a burden for the small business owner. Some don’t have the tools or resources necessary to track which platforms their target audience uses most. Others just don’t have the time to interact directly with each potential customer. Luckily, there are software solutions that make tracking, analyzing, and engaging customers a much more manageable proposition for the busy small business owner.
Tools like Social Studio help make it easy for small business owners to listen to consumer conversations across various social media platforms, and analyze what people are saying about their brand. Social Studio also helps simplify engagement and customer service by combining various social media accounts into one easy-to-use platform. Small business owners can use Social Studio to run campaigns across multiple channels and then track user engagement to see which types of posts are proving most effective.
Social media marketing is becoming necessary to stay relevant in the marketplace, but it doesn’t have to be complicated. Small businesses use tools like Social Studio to run and track top-notch social media marketing campaigns without overstretching their resources.
There are currently 244.5 million email users in the United States, with that number projected to increase by the end of 2019. Nearly half of internet users in the U.S. prefer to receive weekly emails from their favorite brand, with 65% of those favoring emails that include information about special offers and discounts. Don’t over do it, though, as many users will unsubscribe if they receive too many Emails too often.
Email campaigns can take a lot of time to do right. Crafting content, filtering subscriber lists to target the most relevant audience, and sending follow up emails is a lot for a small business owner to take on. Software solutions help make email marketing simple, effective, and more efficient for small business owners. Tools like Engagement Studio let small business owners target the right audiences, build engaging messages, and automate delivery schedules for email campaigns.
Small businesses are using email marketing to educate their audiences, especially when it comes to current deals and upcoming promotions. Small business marketing tools help those businesses create smarter email campaigns, more efficiently.
With consumers spending nearly four hours each day interacting with digital devices , small businesses have ample opportunity to connect with potential customers on a regular basis. Digital advertising provides even more creative opportunities for marketing your brand. Advertising in apps, through banners on third-party sites, and on YouTube videos are just a few examples of the many digital marketing opportunities small business can take advantage of.
Unfortunately, advertising can be costly. Advertising gets even more costly when money is spent targeting the wrong audiences. Not only are those marketing dollars wasted, but the business has to come up with additional budget for revised campaigns before it sees return on the investment. Software solutions help make it easier for small business owners to create quality ad campaigns, target the right audience, and connect new leads to the right people internally.
Advertising Studio helps small business owners target relevant audience members and run ads on the audience’s preferred platforms. It also helps small business owners align their email and advertising campaigns managing campaigns across both channels and reconnecting with customers who no longer interact with the brand. Lastly, it can help coordinate advertising and a sales efforts to boost your lead nurturing efforts.
Smart software like this helps small business owners save valuable advertising dollars by targeting customers who are most likely to respond positively to marketing efforts.
The right software can help you understand exactly how a campaign is performing at every stage – with reportable metrics that help you measure your progress towards your goals. Pardot’s Marketing Analytics is one such tool. It lets marketers explore data, get insights into marketing performance, and quickly take data-driven actions.