Digital Marketing: Driving Online Visibility & Engagement

In the digital age, having a robust digital marketing strategy is essential for small businesses in Cambodia looking to compete effectively online. Compared to traditional marketing avenues, digital marketing offers businesses an array of engaging and immersive tools, techniques, and experiences to connect with a wider audience more efficiently. 

By boosting their online visibility and building a more robust online presence, small businesses can harness the power of digital platforms and maximise their market presence.

Understanding the digital landscape in Cambodia

According to DataReportal, there were 9.66 million internet users in Cambodia in January 2024, making up 56.7% of the population. DataReportal further estimates that there were 11.65 million active social media user identities in Cambodia in January 2024 – suggesting that a significant portion of Cambodian internet users might be active across two or more social media platforms.

These numbers suggest that more Cambodians are participating in omnichannel digital experiences, opening up plentiful opportunities for companies looking to enhance customer engagement and pursue business growth and expansion.

E-commerce platforms, in particular, have the potential to revolutionise Cambodia’s shopping experience as a whole. Statista estimates that the domestic e-commerce market is projected to reach US$1,1.25 million in 2024 and expand at a CAGR of 9.98% between 2024 and 2029. The number of e-commerce users is also expected to reach 2.9 million by 2029, reflecting a projected 16.4% user penetration rate.

These numbers suggest that social media and online platforms are becoming more central to shaping customers’ online shopping journey, serving as the main way for users to discover, evaluate, and purchase products. 

So, just how can digital marketing help small businesses increase their online visibility in Cambodia, and what are the key components of a successful digital marketing strategy for businesses in Cambodia?

Factors such as convenience, variety, and competitive pricing all play a significant role in shaping consumer preferences and purchase decisions, and businesses need to be able to communicate these advantages through their digital marketing strategy.

Beyond merely communicating such advantages of e-commerce shopping, businesses that understand the intricacies of how social media platforms or the Google search engine work can tailor digital marketing strategies that resonate with and grow their target audience.

Tailored digital marketing strategies for small businesses in Cambodia

1. Leveraging social media platforms

Social media platforms like Meta (Facebook/Instagram), YouTube, and TikTok remain highly popular in Cambodia, with Facebook’s potential ad reach increasing by 1.2 million between January 2023 and January 2024, reflecting an 11.5% growth. Instagram’s ad reach increased by 100 thousand (+5.7%) in the same period, while TikTok’s ad reach increased by 2.9 million – a shocking 41% growth that speaks to the platform’s recent domination of the Cambodian digital landscape.

As such, businesses that know how to effectively engage an audience on these platforms are already a step ahead of their competitors. Basic social media marketing strategies and tips that businesses should explore include: 

• Creating a content calendar to help plan and maintain a consistent posting schedule
• Prioritising visual-first content (e.g. Instagram Stories, Instagram Reels)
• Initiating audience-centred interactive experiences (e.g. TikTok Live broadcasts)
• Running targeted advertising campaigns for Bottom, Middle, and Top of Funnel reach

By posting content that’s engaging, relevant and valuable to the audience, and incorporating local interests and Cambodian e-commerce trends, businesses can respond and evolve in tandem with changing customer expectations. Additionally, responding promptly to comments and messages over comment sections, private groups, or dedicated channels like Discord and WhatsApp, can foster a strong community feeling, encouraging loyalty and repeat business.

2. Optimising search engine visibility through SEO

For businesses aiming to enhance their visibility online, SEO (search engine optimisation) is vital. 

Implementing on-page SEO tactics like optimising meta descriptions, using relevant keywords, and creating quality content can significantly improve a website's ranking in search results – pushing a website higher up the search engine rankings and making it more likely customers will click through. 

Building backlinks from reputable sites can also significantly boost your SEO efforts, along with focused keyword research paired with target audience analysis to figure out just what potential customers are searching for.

Beyond SEO keywords and best practices, businesses should ensure their sites are mobile-friendly, load quickly, and contain high-quality, relevant content – all of which will help them stay competitive as the number of mobile phone users continues to increase nationwide. 

Regularly updating content and using alt tags for images can also help a site’s SEO score, alongside local SEO strategies such as optimising for local search terms and listing their business on local directories and Google My Business.

3. Harnessing the power of email marketing

Though SEO and social media marketing are more commonly talked about nowadays, email marketing still remains a powerful tool for building relationships with customers in and outside of Cambodia. 

As an avenue for direct communication with customers, it presents businesses with opportunities to personalise messages or outreach based on individual customer behaviour and preferences. This makes it possible to promote new products, special offers, or even member-exclusive content directly to interested parties – gaining a monopoly over the user’s attention for a certain period of time.

To succeed with email marketing, develop a strong email list and segment it based on customer demographics or past purchasing behaviours. Common email marketing strategies include:

• Re-engagement: Re-engaging old customers through seasonal campaigns, exclusive offers, new content spotlights, and other methods.

• Transactional emails: Trigger-based campaigns target users based on specific actions they’ve performed. For instance, a user with a full online shopping cart who does not complete the final checkout may receive an email asking if they still wish to purchase those items.

• A/B testing: Split testing different subject lines and email formats can help determine what content performs best for a specific audience. This could be as small as how subject lines are phrased or something more noticeable, such as different content sections adapted for different audiences.

4. Pursuing effective content marketing tactics

Content marketing is not just about selling products but providing content that educates, entertains, or solves problems for potential customers. Apart from securing purchases and conversion click-throughs, this approach can strengthen consumer trust and position the brand as an authority in its field to build brand equity.

To succeed at content marketing, focus on creating informative and engaging content that addresses the needs and interests of the target audience. Whether it’s through blog posts, videos, infographics, or case studies, compelling content can significantly enhance a brand’s reach and reputation. These content types should run in parallel to a larger social media strategy, direct consumers across different channels (e.g. Instagram ads linking to a blog post; TikTok Live redirecting to TikTok shop or e-commerce listings), and drive additional organic traffic to a business’s website.

Measuring and analysing the success of digital marketing campaign ROI