Take a moment and think about how you currently market your business. If you’re only promoting your company through traditional marketing methods, you’re missing an excellent opportunity to reach valuable leads through digital marketing. It has a profound impact on business growth. 

From SEO marketing to social media advertising, you cannot underestimate the power of digital marketing for your company. Small businesses can utilize various strategies such as social media marketing, search engine optimization, email marketing, and content marketing to effectively reach their target audience . 

However, implementing strategies can be challenging for businesses due to limited budgets, lack of technical knowledge, and difficulty in measuring return on investment. The role of digital marketing is simple: help your business spend your marketing budget more effectively, obtain more valuable leads, and gain a higher return on investment (ROI) for your business.

Despite these challenges, it has been found to be an effective solution for small businesses to overcome limitations such as lack of funds and limited promotions. It can create brand awareness, loyalty, sales, and engagement through platforms like social media, websites, and email. 

What is the role of digital marketing?

Online marketing plays a vital role in helping your business grow. Considering that over 4.3 billion people are on the web and two billion of them are online shoppers, there are dozens of opportunities to reach people who are interested in your company.

Here are some ways that digital marketing will affect your business:

Levels The Playing Field

Your business faces constant competition. When those competitors are corporations, like Walmart, Amazon, and Target, it feels impossible to try and compete with them. After all, they have more resources and funds available. This practice is something that both big and small companies can do to attract and reach more valuable traffic.

So, you may be thinking, can’t a corporation buy its way to the top? Nope! Search engine algorithms, like Google’s, focus on generating results based on their relevance to the user’s search.

If your content is more relevant than a big corporation’s content, you will most likely rank higher in the search results. Google doesn’t care how much money your business makes. Instead, it cares about providing searchers with the most relevant and helpful results for their search query.

If Google didn’t deliver these kinds of results, people wouldn’t use it. The same practice applies to Google’s pay-per-click (PPC) advertising program, Google Ads. When you run a PPC ad, you get a position for your ad in the Google search results.

Ideally, you want your ad to be in one of the first three spots because 41 percent of all clicks go to the top three paid ad spots. PPC ads are another case where Google ranks on relevancy. You can outrank bigger competitors because your ad is more relevant to the search query.

Your ad relevance score, along with your bid amount, determines your placement and how much you pay for each click. If you have a high ad relevance score and a low maximum bid, you can outrank a large corporation with a low ad relevance score but a high maximum bid. Corporations can’t buy these positions.

Instead, everyone must make ads that resonate with their audience. These are two examples where you can see how the role of digital marketing is to level the playing field for all businesses. It’s an excellent investment for your company because it allows you to compete against other competitors.

Earn An Impressive ROI

Digital marketing’s role also focuses on helping you make more money from your marketing efforts. In comparison to traditional marketing, online marketing is extremely cost-effective, offering an impressive return on investment (ROI). If you do digital marketing in-house, it costs time rather than money.

You can run a social media marketing campaign or a content marketing campaign on your own, but it will cost you a lot of time to build, launch, measure, and manage an effective campaign. Even if you invest in paid campaigns, you’re in complete control of the costs. 

These digital marketing methods provide an excellent return on investment (ROI) for your business, too. Transitioning your budget to online marketing, rather than traditional marketing, enables you to earn a lot in return.

For instance, email marketing has the potential to earn your business $44 for every $1 spent! You can’t overlook the importance of digital marketing when it comes to your bottom line. Not only does it optimize your marketing budget, but it also allows you to get a bigger ROI for your business.

Reach People Where They Are

The role of digital marketing also helps you connect with people interested in your business. Traditional methods make it challenging for you to advertise to the people looking for your products or services. It however allows you to focus on the people interested in your products or services.

Traditional methods make it difficult for you to reach people interested in your business. You end up spending money to market to leads that may not want your products or services. For instance, if you post a billboard on a highway, you’re targeting anyone who uses the highway, whether they want your products or services or not.

With digital marketing, you’re reaching people interested in your business. These marketing methods allow you to target the people that want your products or services. If you run a PPC campaign, you can target people specifically that you know are interested in your products or services and reach them directly.

Targeting allows you to save time and money. You will only reach people that need your business. It will help you drive better results from your campaign and generate a better ROI for your company.

Find Customers Via SEO

If you have even a basic understanding of digital marketing you have heard the phrase and acronym SEO. This abbreviation stands for search engine optimization. The objective of using SEO techniques is to increase where your content is ranked by the search engines. The higher you rank, the better your chances are of getting your website and other content in front of potential customers. 

75% of searchers won’t go past the first page of Google search results.

From your perspective, the more traffic that you generate to your website means a chance to increase your business. Each person who arrives at your site that isn’t an existing customer is a chance to grow your database. This visitor could end up joining your email list or making a purchase that day from your eCommerce store. 

While the customers you have are already valuable, every brand needs to grow its customer base to survive. Using SEO techniques allow you to do just that. 

Another reason why SEO enhances digital marketing impact on business is that it builds credibility in your site with Google. 

The more Google sees your site as an authority on its designated subject matter, the higher they will value it. This also boosts your chances of being seen by more web browsers. To help with this area, work on creating quality backlinks as one of the ways to increase your authority.

Allows You To Track Its Effectiveness

As you look at the different roles of digital marketing, you’ll discover that online marketing also makes it easy for you to monitor the effectiveness of your campaigns. Whenever you run an advertising or marketing campaign, you want to know if it’s driving results. Traditional marketing methods make this difficult because you can’t know if your efforts persuaded your audience.

You would have to survey every person that comes into your store or contacts your company and ask them how they heard about you, which is time-consuming. With digital marketing, you can monitor your campaigns in real-time to see if they work. You can track a variety of metrics, depending on the type of campaign.

Some basic metrics include impressions, traffic, clicks, dwell time, and conversions. These metrics give you valuable insight into the effectiveness of your campaign and help you calculate your ROI. When you partner with an online marketing agency, like KingAsterisk, you’ll receive access to valuable marketing tools.

Tools like these allow you to compile performance information all in one place, as well as track valuable metrics. If you like to see the impact of your campaigns, this is the most critical role of digital marketing. You will always know whether your campaign is driving results for your business.

Social Media To Help You Share Your Message

Social media dominates many aspects of the average person’s life. It should also play a large part in any digital marketing strategy you embark on. Social media channels are just one more way you can connect with new and old customers alike. They also offer you the chance to cross-promote your content from channel to channel. 

Here are some other powerful reasons you need a social media presence and strategy.

  • Let’s a business have conversations with customers that may not have happened otherwise. This helps customers feel like they are a part of something and that a company values them.
  • Social media is great for being able to react quickly to customer feedback and respond to questions.
  • You can use your channels to keep an eye on the competition and see what they are saying & doing and how customers are reacting to their messaging.
  • You can utilize social listening tools to see what people are saying about your brand even when you are not tagged in their comments.


In modern days of information explosion, digital marketing has become a highly influencing factor which has revolutionized the business and its marketing strategy as well. As the web continues to evolve, your business must adapt to meet those changes. The best way to adjust is by adopting a campaign. A strong online marketing campaign will help your company obtain more valuable leads and sales, plus increase conversions. 

In this post, we covered the role of digital marketing and a few of the ways that role impacts your business. There are numerous other ways that KingAsterisk can positively impact your company and help you grow. 

If you want to see how digital marketing can personally impact your business, contact us online or browse our marketing services.