Mr Peter Mulwa

Digital marketing refers to process of ensuring that the customer relation with business is created or maintained by use of online activities. Putting up and maintaining business is dependable on the marketing strategies. Digital marketing strategy is currently taking over the world overtaking traditional methods in different businesses. The digital marketing helps in several ways such as ideas exchange and feedback giving concerning certain product or services provided. Majority of individuals get information about new products, services or general information online hence making the tool more helpful and more certain for marketing. Due to competition Small business requires digital marketing which is always content- driven and modifiable. Digital marketing is attached to several advantages such as providing convenience for both small business and their customers. Digital platform provides more information about the business and its products, this mean that customers can acquire information required anytime anywhere and the business can post different products with the required details. Also, digital marketing helps in reduction of cost of sales, since it is cheap to market product in digital way it means the cost also reduces and also it helps in eliminating the third party hence allowing the small business to transact with customers directly leading to cheap products. Digital marketing comprises of search engine optimization (SEO), affiliate marketing, pay per click, social media marketing and all this help small business be efficient. SEO is referred to process by which the visibilities of web pages in search engines are affected. For small business to become more competitive you need to apply good search engine optimization strategies. SEO leads to easier search for the products and websites for the companies. Small businesses are required to take advantage of the SEO and ensure that their products are easily accessed by potential customers. The SEO plays a role in ensuring that the search reaches the intended recipient and also ensure the search leads when the customers search hence promote sales. Small business owners need to find more digital way to provide accurate information to clients. Accurate information helps the business to grow. Pay per Click (PPC) refers to marketing strategy which helps generate clicks for your website by use of search engine advertising. PPC is another component which can lead to growth of small business if it is well implemented. Unique means of passing the message to active audience is offered to advertisers. The Ads are always visible to consumers and this creates awareness of the product and the advertiser can benchmark the traffic and the performance. Another digital marketing strategy which can be used by small business is affiliate marketing. Affiliated marketing refers to method whereby by the advertiser uses Ads, banners on affiliate and the website gets commissions for the visitor does required action. The retailer always pays for clicks which are collected by Affiliate Company. Under affiliate marketing the advertiser always have control over advertising money and this makes it effective since the payment to affiliated company is done upon sale of the product by the retailer. It helps the advertiser to track the affiliate performance and marketing materials. Social media marketing is a digital platform for marketing products. There are several social media platforms such as f*******:, i********:, twitter and they all play important role in marketing. Social media pages provides platform whereby advertiser can exchange with audience through posting questions and commenting on uploads. The advertiser has control of the information to upload. Most pages are free making it simple for small business to use efficiently. Majority of the population uses social media in communication and if well managed it can widely reach to more potential customers globally. In conclusion, for small business to become successful they need a good marketing strategy. A good marketing strategy must meet the business need and be a content-oriented. Before concluding on the digital marketing method to be used a thorough research must be conducted to determine the method which matched with company’s need such as intended customers and budget of the company. Digital marketing for small business can grow with the help of the business owner’s skills. Also, for small business to be a successful they must ensure that they are using the best and up to date technology or digital marketing strategies.