If you have an SME, you should know that the need for companies to have Digital Marketing plans is great in small companies that want to see their business volume increase through the network.
Digital Marketing Strategies for SMEs
As in any company worth its salt, whatever the size, we need to know certain parameters of activity when we start thinking about a Digital Marketing strategy for SMEs.
The best option is to use a Digital Marketing agency specialized in this field to carry out, in the most professional way, all the strategies related to the Online Marketing of your SME.
We will go on to detail the different points to consider in this section as fundamental as Digital Marketing for SMEs throughout its different stages:
Business Model: it is essential that you know this factor from the beginning. A good advice is that you look at your direct competition.
Marketing Audit: it is necessary to carry it out, both one’s own and that of the competition, with elements to be analysed such as the web, SEO, content strategy, SEM, social networks, online reputation and strategy. -mail marketing.
Assess weaknesses and strengths, and confront them with the possible threats and opportunities of the plan.
Define the target audience: this is a very important point because it will be useless to think about all these things without knowing well to which specific public we will go.
Resources: we must evaluate what resources we have in terms of personnel, time, tools and economy to carry out these actions.
Definition of objectives: you need to know what you really want to achieve, by what channel and in what period of time.
Measurement: once the strategy is defined, it will be necessary to assess whether the measures have served for what we wanted or not.
What is clear is that this is a process that cannot be taken lightly and that requires a certain time to meditate.
SEO for SMEs
This is one of the key points in the Digital Marketing strategy for SMEs. The SEO (Search Engine Optimization) is the technique used to position your website as high as possible in search keywords, potential customers.
Being David in a territory full of Goliaths in the business world, SMEs have the need to try to impose on them as much as possible to achieve greater visibility in the virtual environment and thus achieve a greater number of clients that increase the economic benefits of the company.
In this sense, entering to be part of the first page of user search results through a certain keyword is fundamental, and this is only possible through SEO.
Through various techniques, you can get to scale positions in Google results that can be decisive for the final conversion in that user’s client.
SEM for SMEs
The SEM (Search Engine Marketing), on the other hand, is that process of positioning through payment, which will guarantee more short-term results than SEO.
The SEM feeds from external sources to promote your page and the results of the actions can be done on the same day to find out immediately if these are having the desired effect.
Designing campaigns in Google Adwords to carry out SEM strategies can be very costly to position yourself in most keywords.
In addition, the time spent in the first positions will be limited to when you pay for it and, when you stop doing so, your page will not index and stop receiving traffic as soon as you stop paying the fee.
Therefore, you should evaluate if this option would be profitable depending on the specific objective of the campaigns you want to play.
The Social Network of SME’s
A social network is the most optimal means to spread and visualise the contents of your company to try to reach the largest possible number of potential customers.
Facebook, Instagram, Twitter, Google+, LinkedIn etc… You have many options for social profiles of your company and for sharing your content with users who might click the “Follow” button.
In social networks, you must speak, in addition to your own brand, of sectors linked to your activity to diversify the subject in question.
In addition, each social network is a world in itself and has its own rules and recommendations to suit the public of each of them: for example, the content will be more visual on Instagram – focused on the audio-visual theme – and more “professional” in the case to create posts on LinkedIn.
It is also convenient to try to get a collaborator in the network so that these contents are disclosed by him and vice versa.
However, it is important to know that you do not have to be in each and every one of the networks that there are, but you need to assess which ones are the best suited to your organisation.
E-Mail Marketing for SME’s
This is perhaps one of the strategies that are given less importance but has a very high return on investment, even greater in ratio compared to social networks. The best way to optimize this channel is to combine direct sales emails with those that offer content that may seem interesting to that potential customer.