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Improving Your Visibility Online

How Digital Marketing Differs For Small Companies

17 July 2023

Diana Owens

Digital marketing offers many opportunities for companies to connect with otherwise inaccessible audiences. Small businesses face some distinct challenges in this space, though. A small company digital marketing consultation will cover the following five differences.

Small Budgets

By definition, a small business isn't bringing to bear the marketing budget of Coca-Cola or Disney. With a smaller budget, you have to be more strategic with your decision-making. You need to have a robust analytics system in place so you can track the effectiveness of every marketing dollar. If something isn't working, you want to find out as quickly as possible so you can reallocate your budget. At this scale, budgets have to be nimble and opportunistic.

Local Emphasis

Most small companies have local or at least regional goals. This can be a notable advantage. Oftentimes, local websites and social media feeds won't attract the interest of big buyers. These hyper-localized outlets not only offer great buying opportunities, but they allow you to connect with audiences at a personal level. Use your knowledge of the area to make every marketing campaign a wink to the local culture. This can cut through the noise of a saturated advertising landscape.

Personalization

Small isn't inherently a bad thing. A small business digital marketing consultation will cover how to take advantage of your size to get more personal. Email marketing can be closely tailored to the individual. In some cases, you may even want to directly modify emails to address readers who are familiar to you.

Similarly, you'll get to know individuals through your social media marketing efforts. This gives you a chance to directly address concerns. A small vacation business, for example, can speak directly to customer complaints. Managing these well in a public forum can demonstrate that your business is small enough to care.

Content

Digital marketing always requires high-quality content. An advantage that comes with smallness is the ability to get deep in the weeds. Suppose a company sells custom-made ski equipment. The content can dive into the specifics of why customization matters in terms of fit, performance, and comfort. Speaking to such concerns in the content will allow you access to narrow niches. You can leverage this to show off your expertise.

Adaptability

Finally, a small business has a short decision-making chain. If an opportunity emerges because of a social media trend, the right digital marketing tools allow you to jump on it within hours. A handful of text messages may be all it takes to create and execute a campaign on the fly.

Reach out to a company like Zoek to learn more.

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