Whether you are in the travel + tourism, finance + banking or home services industry, technology is likely having a major impact on shaping small business marketing. For small companies especially, technology has become a major disruptor. Not only does it provide opportunities to operate more efficiently and affordability, but it also provides greater accessibility and convenience for your customers. Here are three ways in which your small business may be affected–and why technology signals a change for the better!
70 percent of mobile searches result in an action being taken within one hour. If you’re not already leveraging mobile strategies for your small business marketing, now is the time to capitalize on this growing trend. One of the most important tenants in advertising is to be present where your audience spends time. Since clearly that is on a smartphone or tablet these days, using hyper-local display tactics that display ads when visitors are near your location or including a click-to-call option for your business within search results are just a few of the ways in which to begin integrating mobile into your overall marketing strategy. And since these tactics are largely demand or audience based, that means you only pay to advertise if someone clicks on your ad or is within a designated radius of your location.
A recent study uncovered that nearly 50 percent of people would be more likely to seek additional information about a brand or service after seeing it in an online video. And with today’s social channels, it’s easier than ever to create your own video content and share it with the world–no major production or distribution budgets required. Consumers are craving video content across nearly every facet of their lives–and the purchase of new products or services is certainly no exception. Video gives potential customers a way to visually experience what you have to offer before committing to purchase. For many small businesses, video can be the most compelling way to create a connection with your audience and give them the nudge they need to give your offering a try.
More and more small businesses are ditching clunky cash registers in favor of tablets and other personal devices equipped with credit card payment technology. Square, PayAnywhere and USAePay are changing the game, allowing companies to collect payment via iPad, iPhone or even iTouch. This type of technology benefits both the small business and the customer, namely because of the ease of use, convenience and affordability compared to traditional point-of-sale systems (allowing some companies to pass along these savings to customers). Most of these payment technology services have built in reward programs, upping the ante when it comes to creating loyalty and providing incentive for future purchase or visit.
The internet has made the world a smaller place, and technologies are continually changing the ways in which small businesses can successfully reach and interact with customers. Small businesses may always struggle to compete against larger companies, but those that embrace the disruptions that digital technologies bring will be well poised to level the playing field and keep customers coming back for more.