How to digitize your business one step at a time

WEEK 5: Step 4: DIGITIZE YOUR MARKETNG

You may have the best product or service, but if customers don’t know about it, your business won’t grow. Marketing has always been about getting the word out — and today, the most effective ways to reach people are digital.

Why Digital Marketing Matters for SMEs

• Wider reach: With a smartphone and internet connection, you can reach potential customers far beyond your neighborhood.
• Cost-effective: Online marketing often costs less than traditional advertising like flyers or radio spots.
• Targeted: Digital tools allow you to reach specific groups — by location, age, interests, or even buying habits.
• Trackable results: Unlike word-of-mouth or posters, you can measure how many people saw your ad, clicked, or bought something.

Practical Steps to Start

1. Create a simple online presence
   Set up a free Facebook Page, Instagram profile, or LinkedIn Page for your business. Keep it professional, consistent, and updated.
2. Showcase your products/services
   Post photos, short videos, and updates about what you offer. Don’t overcomplicate it — even a clear photo and short caption can attract attention.
3. Engage with customers
   Reply to comments and messages quickly. Customers appreciate responsiveness and are more likely to buy from a business they feel connected to.
4. Try out affordable ads
   Start small with paid promotions on Facebook or Instagram. Even $5–$10 can expose your business to hundreds of potential new customers.
5. Experiment with WhatsApp marketing
   If your clients use WhatsApp, set up a WhatsApp Business account to share product catalogs, send promotions, and respond efficiently.

Common Challenges

• Consistency: Many SMEs open pages but rarely post. Even posting once or twice a week makes a difference.
• Content creation: You don’t need expensive equipment. A smartphone and natural light are enough for good photos and videos.
• Fear of going online: Some business owners worry they won’t look “professional enough.” Remember — authenticity and responsiveness matter more than perfection.

Final Thoughts

Digitizing your marketing is not about becoming a social media influencer. It’s about being visible where your customers already are. Start small, be consistent, and learn as you go. The more your business shows up online, the more opportunities you’ll create.