For SMEs, marketing online can be a daunting experience. Facebook, instagram, twitter, snapchat, linkedin, campaigns, EDMs, blogs…. the list goes on and it’s enough to give you a brain freeze and make you wave the white flag.
Here’s what you need to know about the online digital space:
Know your customer
- Digital marketing is just like conventional marketing where you engage your customer, gain their trust and get them to buy into your brand. If you don’t know who your customer is, then you don’t know how to engage with them.
- Engage with your customers wherever they are: in discussion forums, social media and via email or blog comments.
- Listen to feedback and complaints.
- Conduct market research to learn more about your customers’ needs and wishes.
Communicate with your customers
- Social media (this can include video content).
- Viral Campaigns.
Understand Google & the power of SEO
- Search engine optimisation, or SEO, means making sure your website ranks well in search engines such as Google. Services such as Google’s AdWords Keyword Planner and Google Trends can help you.
- Search engines love good content. If you can write about your business in an interesting, helpful and innovative way, then you’ll get better search rankings – and better reach. If you can’t do that yourself, pay someone who can. It’s worth the investment.
- Make sure your site is optimised for different devices and browsers. Check it on a smartphone, a laptop and a tablet, and any browsers you can find. Does it work well on all of them?
Pay per click
Sometimes if you are after a quick result, you’re better off investing into PPC. PPC (pay per click) online ads are targeted at specific audiences, based on their keyword searches. PPC ads might be expensive, but they can work well:
- You only pay when people actually click on your ads and visit your website.
- You can track the source of each click in detail, hence getting to know your customer even better.
- You can target a specific demographic.
- You can test out new keywords for relatively little cost.
Google’s AdWords can help you out if you want to learn more about PPC.
Keep testing and learning
At the end of the day, you can learn a lot from businesses that are doing an excellent job in the digital space. Look at companies in your industry with strong followings , see what they are doing right and watch how they promote themselves. Keep learning and stay active in the digital space.