The article outlines the power of online marketing for small businesses. It explains that digital marketing, which involves promoting products and services through online platforms, allows small businesses with limited resources to effectively compete with larger companies. The author highlights the example of Going Solo, a travel buddy app, which used Instagram to expand its reach and grow their business, and now has over 140,000 followers.
The article emphasizes that not all marketing channels need to be utilized, and that a goal-setting exercise, such as the SMART framework, can help determine which channels and tactics to use. For instance, a SMART goal might be to increase website traffic on product pages by 20% over the next three months through targeted ad campaigns and Instagram posts.
The author also stresses the importance of understanding your target audience for effective digital marketing campaigns. They use the case of Eternal Muse, a brand selling heatless curlers online with over 300k Instagram followers. This success is attributed to the brand’s understanding of its audience and its ability to engage them on relevant topics.
The article concludes by suggesting various tools for analyzing your target audience, such as One2Target, but does not elaborate on its usage.