Accessibility to Digital Marketing
You can benefit from some form of digital marketing if you own a business. However, there is a huge segment of business owners who do not seek digital marketing support from an expert. 97.9% of Canadian businesses are small businesses (per Gov Canada). Regardless, this massive market remains grossly underserved. Accessibility to marketing should not be the reason with all the free/ low budget marketing resources available. I’ve asked a number of small business owners why they never considered working with a digital marketing specialist. I found that most people had the same preconceived notions that were preventing them from seeking marketing support.
Here are 5 Common Digital Marketing Misconceptions:
1. “I can’t afford it”
One of the most common reasons why people don’t seek out marketing support is because of the belief that they cannot afford it. That is almost always not true. If you find the right marketing agency, they will work with your budget to create a marketing plan for your business. Further, there are a lot of free options available. Of course, there’s multiple social media networks that are free to use.
Free Digital Marketing Channels
If you’re not sure where to start, this blog may help you choose which platforms are right for you. Google My Business can help potential customers/clients find your contact information, share and read reviews, drive traffic to your website, and more. Email marketing is a great way to notify past customers and potential customers alike of new offers, company news, and more. Mailchimp is a great free tool for managing your email marketing.
This blog offers 15 suggestions on how to collect emails for your list. YouTube can also be put to good use. Creating fun and helpful video resources on your business page is a great way to get eyes on your business. Check out this SL Creative Community blog for valuable information about optimizing your Youtube videos!
2. “I’m Too Busy”
Small business owners often run their business completely on their own or with only 1-2 employees. This means they have to wear many hats, leaving their day to day schedule jam packed. In speaking with a restaurant owner in Toronto, he told me, “I do everything, man. I shop for groceries, I cook, I clean, I take orders, and serve customers. I even take phone calls, coordinate takeout orders with food delivery services, everything. I’m literally here open till close everyday.”
Scheduling Time for Growth
Oftentimes we get so caught up in the daily operations, serving customers, doing client work etc., that we forget to focus on the growth of our own business. It is important to prioritize this. Try scheduling some business growth strategy into your daily, weekly or monthly plan. This could include calling an expert, watching youtube tutorials, listening to a podcast, reading a book, or doing some Google searches. Journaling can also be extremely beneficial. According to this inc.com article, “You are 42 percent more likely to achieve your goals if you write them down.”
3. “My Business Isn’t Suited for the Internet”
I’ve yet to find a business that cannot benefit in some way from some form of an online presence. Sure, some businesses can effectively use more online marketing channels than others. However, even using just one digital channel can positively impact your performance.
Even if you operate entirely B2B (business to business), providing contact information on Google My Business or a Facebook Page can help your partners reach out to you easier. Linkedin is another great tool for those who operate B2B. You can connect with partners, get introduced to related connections and businesses, share company updates, and more.
People are depending on the internet more and more, and providing information about your business (even if it’s minimal) can help connect you with potential clients.
4. “I Don’t Want to Work With a Big Agency”
Small business owners prefer to do business with other small businesses. It makes sense when you think about it. If you own a small business, you know the grind you go through to build your business, and how passionate you are about what you do. You want to work with someone who understands that, and worry that there may be a disconnect with large marketing agencies.
The term “marketing” has a sort of stigma around it. For many, they instantly think about TV ads, billboards, sponsorship, and other “big budget” forms of promotion. Luckily, these are not the only forms of marketing! There is an abundance of digital channels that you can use to market your business, and there are options that fit every budget. There are also marketing agencies that cater to small businesses because they are small businesses themselves. Companies like 1707 Creative and SL Creative offer affordable marketing solutions with flexible packages that are tailor made to fit your budget.
5. “I Don’t Know What to Do Online”
Many people just have a genuine lack of knowledge about utilizing the internet as a marketing tool. If you have a basic understanding of how to surf the web, there are a ton of resources available to you. Getting started is as easy as typing your questions into the Google search bar.
If you’re completely unfamiliar with the internet, you probably aren’t reading this. However, if you know someone who could benefit from developing a digital presence but is completely internet incompetent, talking to an expert is probably the best option. 1707 Creative and SL Creative would be happy to help you get started!
In all facets of life, including digital marketing, we often let our preconceived notions get in the way. I hope your preconceived notions about accessibility to digital marketing have been addressed. Digital marketing IS accessible to almost all business owners, as long as you understand digital marketing has a multitude of different channels.
ABOUT THE AUTHOR
Jacob is the Founder & Marketing Specialist for 1707 Creative. Jacob graduated with a Diploma in Business Marketing from Humber College in 2018 and has been working to build his own business since. Jacob says, “I take pride in knowing that our marketing efforts are helping these small business owners succeed. As a business owner myself, I know how dedicated and hardworking small business owners can be. Because of this, I put that hard work and dedication into everything I do.”
In his free time Jacob loves all things outdoors, including hiking, camping, kayaking, traveling, and golfing with family and friends. He’s also a huge baseball nerd, with the fantasy baseball record to back it up.