Digital marketing, it costs money but you know, as a small business, that you should spend it. A good business owner invests in the website, search engine optimization, and social media. You’re a good business owner, but you also have a lot of things you calling for your limited time and money. So many shoulds.

You ask yourself if the money you put into digital marketing will really bring you the results you need. Don’t other businesses get by without it? Haven’t you heard stories about people who wasted money on social media and SEO and got no results?

You make money when a customer decides you have what they need, believes you are trustworthy and offering them a good value, and most importantly that they think of you at the moment they make their decision. The more they think about you, the better they understand how and when they can make their purchases, the more they trust you, the more money you make.

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Researchers such as Forrester, Pew Internet Project, and Think with Google have established that people now gather this information online. As they move toward and important, expensive purchase, they conduct multiple searches, bookmark websites, and consult social media and review websites.

It’s true that some businesses get by with minimal, or even no investment in digital marketing. But not every business wants more clients and some have well-established channels or pipelines that provide business on a steady basis. But these businesses could benefit, if they wanted. Expanding into new markets or refilling a pipeline that is running dry can require investment.

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It’s also true that a lot of businesses have lost money on ineffective campaigns. Doing SEO wrong can cause more harm than good, while spending a lot of money to get likes or followers may have no effect on your bottom line. Another mistake many businesses make is to try a little this, a little that. They put money into one platform or channel to see how that works, and when it doesn’t they move to the next.

But the single channel approach does not reflect how people search for information. The potential client may encounter the business once, in that channel, but then when they can’t find it in a different channel they may forget.

An effective campaign looks at how the particular target audience searches for the information critical to making a purchase. Then, uses multiple channels and targeted content to ensure that the potential client has everything they need.

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The effective campaign is built around carrying the client to the point of purchase, and beyond. To provide information that helps maximize the client experience after the purchase, and provide channels for the clients to express their satisfaction to others.