If you’ve ever wondered “What is digital marketing?” you’re not alone. The term gets tossed around so much that it can start to feel like a catch-all buzzword. But at its core, digital marketing is simply using online tools and platforms to connect with your customers.
For small business owners, it’s one of the most powerful ways to grow because your audience is already spending a huge portion of their time online. Let’s break it down so you not only know what it is, but also how to make it work for your business.
The Definition of Digital Marketing
Digital marketing is the promotion of your products or services using digital channels like websites, search engines, social media, email, and online ads.
It covers a lot of ground, including:
- Search Engine Optimization (SEO) — Getting found in search results.
- Social Media Marketing — Building connections on platforms like Facebook, Instagram, or LinkedIn.
- Content Marketing — Creating useful blogs, videos, or guides that attract and engage customers.
- Email Marketing — Communicating directly with people who want to hear from you.
- Paid Advertising — Running ads on Google, Facebook, or other platforms to reach targeted audiences.
Insider Tip from Ebony: Think of digital marketing as a toolbox. You don’t have to use every tool at once—you just need the right ones for your business stage and goals.
Why Digital Marketing Matters for Small Businesses
You might think marketing online is only for big companies with big budgets, but that’s not true. Digital marketing levels the playing field by letting you:
- Reach your audience where they already spend time.
- Target specific groups instead of paying for broad, untargeted ads.
- Track what’s working in real time and adjust as needed.
For example, a small bakery in Halifax can use Instagram to share mouthwatering photos of fresh bread, run a Facebook ad targeted only to people within 10 km, and use Google My Business to appear in local “near me” searches, all without a massive budget.
The Main Types of Digital Marketing
Search Engine Optimization (SEO)
Optimizing your website so it shows up when people search for keywords related to your business.
Social Media Marketing
Using platforms like Facebook, Instagram, LinkedIn, and TikTok to engage with your audience.
Content Marketing
Creating and sharing valuable content like blogs, videos, or how-to guides that draw customers to you.
Email Marketing
Building relationships through targeted and relevant emails.
Pay-Per-Click (PPC) Advertising
Running targeted ads on platforms like Google Ads or social media to drive immediate traffic.
How to Get Started With Digital Marketing
- Know Your Audience — Understand who you’re talking to and where they spend time online.
- Pick Your Platforms — Focus on the channels where your audience is most active.
- Create Valuable Content — Share tips, updates, and offers that your customers will actually care about.
- Track and Adjust — Use analytics to see what’s working and tweak your approach.
Did You Know? Even simple digital marketing steps, like claiming and updating your Google Business Profile, can make a huge difference in local search visibility.
Avoid These Common Digital Marketing Mistakes
- Trying to be on every platform at once.
- Focusing only on sales instead of building relationships.
- Ignoring data and making decisions based on guesses.
Bringing It All Together
So, what is digital marketing? It’s your way of showing up for your customers in the online spaces they use every day. It’s how you build trust, grow your visibility, and create a steady flow of new and returning customers.
Start small, stay consistent, and focus on providing value, and you’ll see just how powerful digital marketing can be for your business.