Marketing Monday #1 | Why Digital Marketing is Important for Small Businesses

Chapter 1: Why Digital Marketing is Important for Small Businesses

When I was 12 years old, I stumbled upon a hobby that would set the stage for everything I’m doing today. I became fascinated with filming the content of my dad and uncles pulling trucks and their competitors. Every year, we'd attend over 20 events at county fairs and various venues, and I’d be there at the end of the track, camera in hand, capturing every thrilling moment. I’d then post these videos to YouTube, sharing the excitement of truck and tractor pulling with a broader audience. Little did I know, this would be the foundation for not only a personal passion but a journey that would shape my current career.

Fast forward 12 years. I now have over 10 million views across platforms like Facebook, YouTube, and TikTok. My love for cameras, content creation, and the business side of the sport has only grown. In 2021, we took a giant leap forward and founded the Appalachian Outlaws Pulling Series. In our first year alone, we amassed more than 50,000 followers across social media, with fans traveling from places as far as New Zealand and Nebraska to attend our events in some of the smallest towns on the East Coast.

What’s the secret to this explosive growth? It’s digital marketing, and it’s the very thing that has helped me connect with fans and build a brand from the ground up.

As I reflect on the journey we have taken with Appalachian Outlaws, I’ve taken a step back and realized just how much digital marketing has been the driving force behind everything we’ve built. Whether it’s sharing behind-the-scenes footage, event highlights, or sponsor shout-outs, the power of social media and digital content has helped bring in spectators and create a community around our brand. It’s something I’ve now been able to apply to other businesses—especially local ones. This brings me to the heart of today’s topic.

Why is Digital Marketing So Important for Small Businesses?

When we first started, I had a simple question in mind: How can we replicate the success of Appalachian Outlaws, but for local businesses? How can we get people excited to travel to a small town or visit a mom-and-pop store? How do we support the little guy? The answer is digital marketing

Digital marketing is essential for businesses of all sizes because it offers an accessible and cost-effective way to reach a broad audience. Take, for example, a small local bakery. By leveraging social media platforms like Instagram or Facebook, the bakery can share mouthwatering images of freshly baked goods, behind-the-scenes videos of the baking process, or special promotions. These posts can be seen by thousands of potential customers in the local area, increasing foot traffic without the need for expensive billboards or print ads. With tools like geo-targeting and hashtags, businesses can even narrow down their audience to people who are most likely to visit, creating an effective marketing strategy on a tight budget.

Furthermore, digital marketing allows businesses to engage directly with their customers in real-time, creating a sense of community and trust. For instance, when a clothing boutique posts a new collection on Facebook, customers can comment, ask questions, or even share the post with their friends, instantly spreading the word. This two-way communication builds relationships and allows businesses to respond to customer feedback, make improvements, or offer personalized deals. Digital marketing also provides valuable data and analytics, allowing businesses to track the performance of their campaigns, refine their strategies, and ensure they’re reaching the right people. In today’s digital-first world, effective online marketing is not just an option—it’s a necessity for growth and success.

How to get started?

Getting started with digital marketing for your business doesn’t have to cost anything—many tools and platforms are free and easy to use. Begin by creating profiles on social media platforms like Facebook, Instagram, and TikTok, which allow you to post content, engage with customers, and promote your products or services to a wide audience at no cost. Focus on creating high-quality, authentic content that reflects your brand, such as behind-the-scenes videos, customer testimonials, and product highlights. Use hashtags to increase visibility and engage with your audience through comments and direct messages to build a community. Additionally, starting a free blog or using Google My Business can help boost your online presence and improve local search visibility. Consistency, creativity, and genuine interaction with your audience are key to making digital marketing work for your business without spending money.

Organic content is one of the most powerful and cost-effective tools any small business can use. What’s so special about it? It’s free. It’s based on passion, creativity, and authenticity. Whether you’re a local café, a boutique, or a service provider, you have the ability to reach thousands, if not millions, of potential customers—all without spending a dime on ads.

Let’s break it down:

1. Content is King: If you have something you love, whether it’s your product, service, or the story behind your business, you can create content that resonates with your audience. When you share your passion, people can feel it. And when people feel something, they’re more likely to engage. Create videos, blog posts, behind-the-scenes looks, customer testimonials—anything that gives your audience an authentic connection with your brand.

2. Consistency is Key: Posting sporadically won’t build your audience. You need to be consistent with your content. Whether it’s a weekly video, a daily social media post, or a monthly blog, keep your audience engaged and coming back for more.

3. You Don’t Need a Big Budget: Gone are the days when you needed a massive advertising budget to get noticed. With social media platforms like Facebook, Instagram, and TikTok, you have the chance to go viral with a simple, well-crafted video or post. The key is to put in the time and effort, not the money.

4. Build a Community: People don’t just want to buy a product; they want to be part of a community. Digital marketing allows you to interact directly with your customers, answer their questions, and build relationships. When you make people feel like they’re part of something bigger than just a transaction, they become loyal supporters of your brand.

5. Real-Time Feedback: Unlike traditional marketing, digital marketing gives you immediate feedback. You’ll know right away if your content is resonating, and you can adjust your strategy accordingly. Engagement rates, comments, and shares all give you valuable insight into what your audience cares about.

For me, it started with my love for truck pulling and filming. What’s your passion? What’s your story? If you put your heart into it, digital marketing and creating content will work wonders for you too.

So, as we kick off Marketing Monday, my advice is simple: Start creating. Use the platforms available to you, engage with your audience, and be authentic. There’s a whole world out there waiting to discover what you have to offer—and digital marketing is the bridge that will take you there.

Stay tuned for weekly insights, tips, and strategies to help grow your business in the digital age.

Happy Monday!