Boost your Business – Marketing Tips for SMEs
As an SME it can be hard to get a leg up. With a smaller budget and less time available, certain marketing moves that are typically available to larger businesses won’t necessarily be the right call. That’s why you really need to work on your marketing strategy. You need to find the most effective and cost-efficient ways to engage and influence your customers, so that you can create as many conversions as possible.
You’re not aiming for a broad sphere, but for your target market. And as a smaller business, you do have one major advantage: you are able to connect with your target market on a deeply personal level. What’s more, thanks to constantly evolving platforms and touchpoints, it’s easier than before. Looking for some marketing tips? Let’s get into it.
Zone in on Marketing
Essentially, what you need to do is to find a way to be creatively clever about your marketing strategy. Since you’ve got a smaller budget, you need to really home-in on what is going to ultimately boost your brand awareness — the foundation for that will be choosing which channels and areas you’re going to drive all your energy and resources into.
Make it Social (Media)
Social media is everything. It serves for so much more than just your brand image. It’s customer service, it’s advertising, it’s develops brand awareness. It’s a place for you to talk to your audience. There are so many options with so much potential; so where do you begin?
Different platforms will appeal to different audiences so choose your platforms wisely. The nature of your business will determine this, as well as your customers. You should also do some research on your target audience to get to know them better. Think about who they are and why they would come to your business. From there, you’ll be able to figure out which platforms are best to reach them. You shouldn’t just use any social media platform that’s out there. Make sure you make the best use of your options, depending on how much potential value they can bring you. It’s also a good idea to study what your competitors are doing, and what seems to work with their audience.
Having social media platforms will give your approach a more personal touch. Users will look you up, or find you in their suggestions, and it will be an open space where you can talk to your audience and get a real-time feel of what’s working for them. It’s also a good idea to look into future-proofing your business, and targeting younger generations is the way to do that. Not only is social media the easiest way to connect with them, but it’s where they’re going to want to engage with you.
Content is Key
A crucial element in your marketing plans: your content. Being a smaller business, you need to be able to grab people’s attention. You can’t rely on having a well-known name, so having engaging, relevant and regular content is an essential way to interact with your audience. You’ve got the room to be personal with your content, so maximise on that! Use it to tell your story, to talk to your audience and get to know them, and to advertise what you’ve got on offer. Having social media accounts is a great starting point, but if you haven’t got the right visuals or even the right words, it’s not going to get you very far. Great content will allow you to not only attract the right audience, but retain them too. Good content becomes a talking point, generates re-shares and ultimately, converts.
Optimise your Email Marketing
Think about how often you check your emails. Daily, if not multiple times daily; and the same can be said for almost everyone. There’s an underestimated power in email marketing. It has the potential to influence your audience in a huge way. Plus, it’s low cost, immediate and can be automated. As an SME, it gives you the space to be really authentic with your audience and gives you a chance to share your story through your content. People might not necessarily buy something from you immediately, but you’ve got their contact details, allowing you to slowly develop a business relationship with them.
There are a couple of things to consider and develop to have the most effective email marketing strategy possible. First, your audience. Just like when you were developing your social media channels and content, you’re going to need to think about your audience. You need to understand them. When you do that, you’ll know what they’re looking for when they open your emails. With this knowledge, you’ll be able to plan your overall goals and your email campaigns. What are you going to offer them? How regularly will you appear at the top of their inbox? To go along with this, you’re going to need more content. It has to engage your audience as soon as they open the email, and it has to offer them something valuable, otherwise they could stop opening your emails all together. Once you’ve got all this in place and your campaigns are up and running, you’ll be able to monitor and track your results.
Make use of Influencers
Influencers are one of the biggest marketing hacks out there. They’ve got their followings for a reason: people want to hear what they have to say. And, people are more likely to trust an influencer’s opinion, rather than what the company has to say about itself. If you’re a small business though, needless to say, you should look to work with small-scale influencers. Their following will be much more engaged and smaller influencers tend to come across as more authentic. They, like you, take the time to nourish their relationship with their audience. Just what you need to connect and expand your reach. Do your research and look for influencers that are relevant to your business, people who would want to advertise your service. Get them on board to help you tell your story.
Pay for Paid Advertising
It’s a small investment but it will encourage a higher rate of conversions and reap rewards. Pay per click ads (PPC) are really effective at helping you reach a wider audience. Whenever someone pops in the right keywords into their search engine, there you are, right at the top. It’s also an excellent way to push you to becoming a top-of-mind brand; people might not always click on your ads, but they’ll become familiar with your name, which is the first stage in every client’s journey.
Here at Blonde and Giant, we champion the small business. We want to see you succeed and we’re only a click away to help you take your business to where it deserves to be. If you’re feeling a bit lost with strategising your marketing game, don’t worry. Get in touch with us today and we’ll gladly help you draw your map to success.