Marketing is a simple concept: spreading your brand or message to the people most likely to buy your product or service. It’s the keystone of business and inundates almost every aspect of our lives – from print to television to virtual ads. Why should a small business specifically use Internet marketing specifically to bring in sales?
Let’s get into some more details about Internet marketing.
The World is Becoming Digital
“Small business can easily benefit from Internet [marketing], because search engines such as Google have replaced phone directories and the Yellow Pages in a digitally enhanced way. The most basic thing a business can do is a to have a great Web page and make sure this page is easily surfaced by a search engine, such as Google.” (Kirthi Kalyanam, director of Retail Management Institute at Santa Clara University)
As of 2015, 3 billion people use the Internet on a regular basis. This comes to about 42% of the world’s population. With numbers like that, it’s a wonder more small businesses don’t use Internet marketing as their primary form of marketing. The Internet is where your customers already are, to put it simply. Marketing caters to the consumer, not the other way around.
Simply being online, even though it’s the first step, isn’t enough. One of the great advantages to Internet marketing is the ability to find specific people and put your message in front of only them. If you sell women’s shoes in Houston, Texas, it’s useless for men in New York City to see your message. Using targeting tools are typically simple to use and help you filter out those who won’t buy. You can target based on things like:
- Device Used
Don’t Break The Bank
A ½ page to full page color retail ad in the New York Times Sunday paper can cost you up to costs $34,500. As of 2015, there are more than 2 million people who subscribe to the New York Times, either in print or digital form. This means that for $34,000+, you can reach up to 2 million people all at once. That’s great for Apple, but chances are, your business is not at Apple’s size yet. However, you can still reach an enormous number of people for a lot less than $34,000 via Internet marketing.