5 bang for your buck SME digital marketing tips
If you want to differentiate your brand from the competition and claim your share of online custom, digital marketing is a must.
But to grab legendary results with limited resources, you’ll need to prioritise your spend carefully to bag a great ROI.
These five bang for your buck tips will help you set out your digital stall and make the web work for you.
Content (such as website copy and blog articles, whitepapers and videos) is vital when it comes to attracting customers, because it introduces your brand through sharing information that’s genuinely useful.
Your content needs to be high-quality, SEO-optimised and regularly refreshed. Follow this formula and you’ll be regarded as credible by consumers and search engines and have something worthwhile to say about relevant contemporary news and events as well as timeless topics.
There are many benefits to be reaped from producing top notch content – it’s highly sharable on social media, helps you climb search engine rankings and offers endless ways to reach out effectively to target customers when they need your products and services to solve their problems.
2. Visual content
It takes just 50 milliseconds for people to form a first impression, so to ensure yours is positive and engaging, your written content should be complemented by eye-catching visuals like photos, videos and memes that are informative and entertaining.
It’s regularly reported that social media posts with visual elements attract more engagement – so if your content is text-only, customers might scroll past it to click on something more striking.
3. Social Media
Social media gives you access to key players who can help grow your business and a customised strategy can help you forge close customer connections.
There are billions of potential customers across several key platforms, so your first move is finding out which one is preferred by your particular audience demographic and designing your content around the formats and conversational conventions which are most effective.
You can also use social media to engage with key influencers in your industry who have a large following, thus growing your network and extending your influence. This approach is ideal for a B2B platform like LinkedIn, where thought leadership pieces and motivational videos can increase your authority and attract corporate customers who have the final say on lucrative purchasing decisions.
4. Email marketing
Email is still a powerful digital marketing tool. In fact, research shows that email has a higher click-through rate than social media posts, so it’s better at driving direct conversions.
The challenge with email marketing is getting customers to provide you with their email address in a way that’s persuasive but respects stringent data protection rules. So for instance, you might attract them with a free downloadable guide, but be sure that your opt-in notice is compliant with legislation like GDPR and makes their information rights crystal clear.
Once you’ve built up a mailing list, you can use email marketing software to personalize your emails and segment customers into groups with shared characteristics, both of which will help increase conversion rates.
SEO (Search Engine Optimization) involves improving your position in the search engines through organic (non-paid) methods, because the higher you rank, the more traffic your website will receive.
Google My Business is a great place to start – you can create a free profile for your business which provides basic information such as your website link, opening hours and contact details, and it’ll pop up when people are looking for your type of products or services.
But to really ramp up your SEO score, you’ll need to launch a local SEO strategy that includes keyword and benchmark analysis, onsite optimisation, SEO copywriting, citations and link earning. This is a slightly longer game, but produces robust and sustainable results.
As you can see, digital marketing disciplines can deliver dynamic results for SMEs, but you need to prioritise your spend precisely to ensure that your strategy is streamlined and doesn’t waste a penny.
Follow these five bang for your buck tips above and you’re off to a great start.