Why marketing is important for small business

Colette Cooper avatar
Why marketing is important for small business

As a small business owner, you need to put your business out there. Digital marketing helps you to focus your marketing efforts and budget on the right channels, establish brand awareness and build a strong online presence. From social media and content marketing to search engine and website optimisation, the right digital agency can skyrocket your business results.

A tailored digital marketing strategy for your business

Why is digital marketing important to a business?

The Changing Landscape of Marketing

The digital revolution has had a major impact on the world of marketing with continuous changes emerging to address changing consumer behaviour. Additionally, trends that already existed were accelerated by the Covid-19 pandemic. For instance, more consumers opted to shop online through ecommerce platforms and this ‘trend’ has remained.

As a small business, you will need to adapt to digital trends. Business owners need to be technology leaders and embrace a new digital culture over an ‘old IT one.’ This includes your marketing approach. Globally, businesses are reacting to rapid digital changes by switching from traditional marketing methods to more dynamic digital ones. And this switch is particularly advanced in the UK – the largest digital ad market in Europe.

Benefits of Digital Marketing for Small Businesses


Traditional advertising methods, such as print, radio, and television, can be very expensive for small businesses. Digital marketing, on the other hand, is much more cost-effective as you can create and run social media ads for a fraction of the cost of a TV commercial.

When allocating your digital marketing budget, it’s important to consider your target audience, your goals, and the specific channels you want to use. You’ll also need to factor in the costs of creating and managing your campaigns. All of which a digital marketing agency can help you with.

Targeted Audience Reach

In order to reach your target audience with your campaigns, it’s important to define their demographics, such as age, gender, location, interests, and online behaviours. This will help you create more relevant and targeted content and ads.

Digital mediums also allow you to personalise your content marketing and ads to your target audience through a variety of methods, such as using dynamic content, targeting specific keywords, and retargeting previous visitors to your website.

Measurable Results

KPIs are the metrics you use to track the performance of your digital marketing campaigns, including website traffic, leads generated, sales, and customer satisfaction. By tracking your KPIs, you can see what’s working and what’s not, and make necessary adjustments to your campaigns.

There are a number of analytics tools available that can help you track the ROI of your campaigns and these tools can tell you how much traffic your website is getting from each channel, how many leads you’re generating, and how much revenue you’re generating from your campaigns.

Increased Visibility and Brand Awareness

SEO (Search Engine Optimisation) is the process of improving the visibility of your website in search engine results pages (SERPs). By optimising your website for relevant keywords, you can increase the chances of people finding your website.

Social media is a great way to connect with your target audience and build brand awareness. By creating and sharing interesting and engaging content, you can attract new followers and keep your existing followers engaged.

How to Build an Effective Digital Marketing Strategy

After knowing the importance of online marketing for your small business, you’ll want to get started right away!

While there are numerous elements that make up a successful marketing strategy, every business is different, so what works for one might not work for the other. It’s essential that you consult with the experts before embarking on your digital marketing journey.

Here are just a few digital marketing channels and key elements that may help your business:

Website Optimisation

  • Responsive design – a responsive website design ensures that your website looks appealing and functions well on any device, including desktops, laptops, tablets, and smartphones.
  • User-friendly navigation – your website should be easy to navigate so that visitors can quickly find the information they are looking for. Use clear and concise labels for your menus and navigation links.

Content Marketing

  • Blogging – this is a great way to create and share high-quality content with your target audience. When writing blog posts, be sure to focus on topics that are relevant to your business and that your audience will find interesting.
  • Video marketing – video is a popular and powerful way to engage your audience and tell your brand story.
  • Email campaigns – email marketing is a great way to stay in touch with your subscribers and promote your content and products or services.

Social Media Marketing

  • Social media platforms for small businesses – make use of popular platforms such as Facebook, Twitter, TikTok, Instagram, and LinkedIn for organic and paid ads.
  • Content scheduling and management – there are a number of tools that we use at Cariad to schedule and manage your social media content. This saves time and assists with consistent posting.

Search Engine Optimisation (SEO)

  • Keyword research – this is the process of identifying the keywords that your target audience is using to search for information on search engines like Google. Once you have identified a list of relevant keywords, you can optimise your website and content for those keywords.
  • On-page and off-page optimisation – on-page SEO involves optimising your website’s content and structure to improve its ranking in SERPs. Off-page SEO refers to the process of building backlinks to your website from other high-quality websites.

A Bespoke Digital Marketing Campaign for your Business

At Cariad Marketing, we are passionate about helping small businesses make a start on their marketing, wherever that needs to be. We can help with a brand new website, managing your Google Ad campaigns, copywriting or social media, designing a great new logo or work with you over time to polish your SEO to make sure that people find you.

The key is making a start. What’s stopping you?

Get in touch with our friendly team of marketing experts today.

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