Home » Uncategorized » Why Your Business Should Invest in Digital Marketing


The Yale Ledger is a student-led magazine showcasing content from around the Yale community.

If you are affiliated with the Yale student community and have an article you want to share, please email Layla Winston.

If you notice any spam or inappropriate content, please contact us so we can remove it.

Why Your Business Should Invest in Digital Marketing

Searching for something online is part of our daily routine. Thousands of searches are in motion every minute of the day and people are constantly scrolling on social media platforms. Digital marketing can get your brand onto the screens of your target audience and help your business to succeed in a highly-competitive world.

Unlimited Outreach

Despite publications, billboards and broadcast media, outreach is relatively limited in traditional marketing. With billions of users on the Internet that are not confined to a specific geographical location, the potential of digital marketing outreach is boundless. Being able to promote products and services to a large audience from all around the world can bring higher sales and profits for businesses.

For SMEs, the ability to access the global marketplace can help you to gain a competitive advantage over other local-bound companies. Because digital marketing can be considered a clean slate, smaller businesses have a chance at achieving better visibility in a landscape previously dominated by the bigger players. The increase in leads and sales can lead to greater investment and productivity which is essential in driving business growth.

Local Is Also Online

Businesses that work with a local clientele may feel that it is unnecessary to invest in digital marketing. However, surveys have shown that most local shoppers do their research online before heading in-store to make a purchase. If your business does not have a strong online presence for consumers to find when they are searching for a product or service, you may be losing sales to other businesses.

Potential customers in your vicinity may not be aware that your business exists. Tools such as Google Maps can help local customers to better locate and contact your business. Digital marketing can help ensure that your business appears in the top results of location-based searches to receive more clicks. In addition, customers can leave a positive review on your profile, providing social evidence to influence other shoppers.

Audience Targeting

Unlike traditional marketing that uses a broad approach, digital marketing allows you to target the precise audience demographic that you seek. Numerous digital marketing tools can help you to pinpoint your exact audience and tailor your campaigns to address them. Factors such as age, gender, marital status, hobbies, location, and online shopping habits can all be considered when formulating your digital marketing campaigns.

There are similarly a variety of channels that you can choose from such as Google or Instagram that act as aggregators for the right kind of audience. When you choose the right channel, focus on a specific target audience, and carefully craft content just for them, you can improve your leads capture and conversion rate exponentially.

Impressive ROI

Compared to conventional marketing, digital marketing boasts an impressive ROI. You can choose pay-per-click advertising campaigns where you only have to pay for the leads that you obtain or you can run campaigns based on the number of unique viewers who see your ad. Either way, it is easy for you to set a budget and control your expenditure.

Search engine optimization (SEO) is a powerful digital marketing strategy with one of the highest rates of ROI. For example, if you engage reputable SEO services in Cambridgeshire, they can help you to reach the top spots in Google’s search results. The effects of SEO last long after your initial investment. SEO can bring your business visibility and leads that last for months and years. The more SEO you do, the more benefits you reap.

Measurable Benefits

Another perk of digital marketing is that all your marketing efforts come with measurable data. This data can be analyzed to gain more useful information. For instance, you can use your campaign data to find out more about your audience’s behavior. You can also use it to formulate more effective campaign strategies and advertising copy.

The ability to access in-depth data from your digital marketing campaigns will likewise allow you to measure the success and ROI of your strategy. If you have a high number of leads but a low number of conversions, you will know to work on your landing page strategies or strengthen your multi-channel marketing. You can use it to determine which strategies post a better return or use it as a reference for your upcoming marketing budget.

Easily Scalable

With digital marketing, you can scale your marketing budget up or down almost instantly. You can start small and scale up as your capabilities increase or start with a bang and watch the leads roll in. Because digital marketing has a variety of paths that can serve both short and long-term interests, you can choose where to focus your marketing attention.

No matter what business you are in, it makes sense to invest in digital marketing. Even a business with just a website is more discoverable than one that can only be found on paper directories. By spending time on digital outreach, search engine optimization, and campaign analysis, you can scale your marketing efforts and take your business to greater heights.

Leave a comment

Your email address will not be published. Required fields are marked *