When was the last time you picked up The Yellow Pages? Or a hard-copy Local Directory for that matter? Five years ago? Six? When you needed an electrician or a plumber when did you last look in the back of a local paper? The same can be said of your customers too. The percentage of marketing that was digital (ie online) stood at 25% in 2013. Last year it was 75%.
In my role as Co-Founder and Head of Content for marketing consultancy, Magnificent Stuff I must have met upwards of 250 business owners over the past year or two. At risk of generalising they do fit a certain demographic: normally male, normally between 48-55, normally heading up an established SME. In those two years I have met only a handful of business owners who’s digital marketing could be described as ‘good’ or ‘excellent’. It’s no coincidence in my mind, that these people happened to be in their 30’s.
The so-called ‘millennial’ generation have grown up with digital marketing and advertising. In simple terms they ‘get it’, however it can be a steep learning curve for those of us who grew up in the seventies and eighties.
It’s not my place or intention to be alarmist, however the next generation of business owners, our ‘millennials’, are way ahead of the game here. They are tech-savvy, digitally aware and ambitious.
Take social media, for example. Which of us would not like our Facebook or Twitter presence to generate leads and clients? To engender enthusiasm and customer loyalty? Every MD knows that they should be using social constructively for the benefit of the Company, but do they? Chances are unless the Business Owner is under 35 social media not being used effectively or used at all. Why? Three reasons. Firstly, we don’t know how to. No-one’s actually shown us. Secondly, we do know how to but we don’t know what to say and, thirdly (and most commonly) we simply haven’t got the time or resources. Have you got an extra two to three hours per week to spend on social media management? Do you have enough time to blog fortnightly? To create newsletters? Do you even consider such marketing to be useful?
In 2016 digital marketing is not simply important but – in my view – intrinsic to business growth. But then, I would say that wouldn’t I? Here are a few stats:
- 80% of customers do “a lot” of online research for considered purchases.
- 46% count on social media when making such decisions
- B2B companies that blog generate 67% more leads per month than those who do not blog
- The average return on an e-mail marketing investment is £29.14 for every pound spend
- 93% of marketeers use social media for business
Of course every business is different but ultimately without digital and content marketing of some type, your company will be missing leads and clients. If you’d like any advice on how to make digital marketing work for you please get in touch, we live and breath content.
Steve Chew is Head of Content at Magnificent Stuff Limited, Old Harlow. You can contact Steve via the link above 0r on 07723024865.