How Can Digital Marketing Help My Business?

Ian Kennedy - Optima Digital
Co-Founder Ian Kennedy
Ian Kennedy - Optima Digital
Co-Founder Ian Kennedy

We are all in business to make money, and digital marketing can help you drive sales.

Studies show 70% of internet users want to learn about a company’s products through content versus traditional advertisements. With almost 90% of Ireland’s adult population frequently using the internet that is an audience of close to 3.5 million people.

Add a global pandemic into the mix and having an online presence is more important than ever before.

If you have not already looked at ways you can improve your business with the help of digital marketing techniques, now is the time to do so.

Do not make the mistake of thinking digital marketing can only help big businesses or certain industries, all businesses can use elements to increase sales.

If you are still on the fence about digital marketing, let us take a look at some of the benefits.

Lower Cost

We would all love to have unlimited budgets but unfortunately, that is not the reality. We must be creative and ensure we maximise the budget we do have. If done correctly, digital marketing can be an excellent way of stretching your funds.

Traditional forms of advertising such as TV and radio are costly. For example, creating a blog and providing useful, informational content is a great way to interact with and showcase your brand to potential customers.

Larger Reach

Marketing your business online will give you the ability to cast the net out wide. You could potentially have access to millions of prospective customers. Once you have quality content, in most cases it is a numbers game. The more eyes you get on your product/service, the higher the chance of increasing your sales.

Measurable Results

A huge advantage of any digital campaign is the ability to measure results. It gives us the ability to analyse and compare data. Whereas with traditional media you may have to wait weeks or months to evaluate how a campaign has performed.

Tools like Google Analytics will allow you to analyse the flow of traffic within a certain campaign. Therefore, you can adapt or pivot your strategy on the fly.


Unlike traditional advertising mediums, internet advertising is adjustable. You have the flexibility to change strategy and focus as you monitor performance. If we take Facebook as an example. Perhaps you have an ad that is performing well, you can easily invest more budget with a simple click.

This makes it easier to scale successful ads or methods. Contrasting this to traditional marketing where you may have long-term agreements and contracts in place. Digital advertising is much more fluid and is interchangeable not only in content but across different platforms.

Ability to target specifics.

If we decided to display our new product/service on a billboard it is going to have drawbacks. Firstly, it will probably be quite expensive. Secondly, we have no control over who will see our advertisement.

A billboard ad on the side of a busy street could catch the attention of any demographic. You will have a target audience so why not target that exact audience which is most suited to your brand or product.

Social media platforms possess an algorithm that allows advertisers to target user preferences. This will help increase the likelihood of someone acting and therefore reducing costs.

It is not a guarantee, but it will give you a much higher chance of success.

Consumer segmentation

Digital campaigns also give us the ability to use segmentation as well as focusing on specifics. Segmentation allows us to break down our consumer groups in further detail. The thought process behind this is that will increase the chance of sales whilst simultaneously cutting costs.

For example, perhaps we have launched a new cleansing product aimed at women. We could use email marketing that women of a certain age within a specific region will only receive an email.

However, for this technique to work efficiently, information must be collected from subscribers previously.

24/7 – 365

Unlike your brick-and-mortar stores, your digital marketing campaign does not have to be 9 am-5.30 pm. We can utilize and put it to work while you sleep.

This is drastically different from traditional marketing where you might have an employee hand out leaflets for a couple of hours a day.

Think of the phrase “work smarter, not harder”. We are not saying it is easy, but when done correctly, online advertising can drive sales for your business.


Above we have illustrated several ways in which you can use digital marketing to grow your business. Building your brand online is more important than ever and you can be guaranteed your competitors are doing it.

Not every platform or technique will be relevant to your product or service. Take time to do some research and get a feel for what might work best.

Start by trying to create a persona of your ideal customer. What age or gender are they? What do they like to do and where can you find them?

After some research and brainstorming, you should start to get a better grasp of potential avenues to explore.

If you are hitting a dead end and would like some assistance, we are at the other end of the phone.

We would love to help grow your business.

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