SMEs can often overlook the magnitude of Digital Marketing. Having a website is quite often not enough, you need to be actively marketing yourself online. There are three things you must know in order to win business for your local business or as an entrepreneur.
Content Is Still King
Produce A Lot. Make It Quality.
You know how much content is enough? You could say there was too much on the internet already. It seems everyone has something to say these days, people have less time to listen. Which is why you should be doubling-down on the amount of content you bring out, to keep up with the competition, but also to make sure that you are writing enough good quality content that resonates with your customers. Today’s marketplace is all about urgency and relevancy, so you need to make sure you are there when the time is right. But most of all, you need to make sure that when you are found, your customer can relate to your article, but have also been provided with some value.
We try to write a blog a day, as statistics show releasing at least four blogs per week increase your effectiveness. Massively. Considering the following from research done by HubSpot:
“For our customer base, we found that an increased blog post publishing frequency correlated with more leads generated. Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published between 0 – 4 monthly posts.”
Four and a half times more leads. Consider that for a second.
Obviously, when you’re writing content, you want it to be quality. Relevant, to the point, and informative. You don’t want to attract traffic and then do yourself an injustice by having poor quality content.
Let It Fuel Social Media
When we first started out, obviously I had no blog posts, we didn’t have a website, I am a start-up company as we enter January 2018. Within our social strategy, I would quite often get lost and not know how to engage with my audience. Starting up any company is hard, but when you’re a one-man band trying to maintain a full-time job whilst opening your digital marketing agency, things can get tough.
As I was putting a strategy in place to brand my own business and promote it to the world (taa-daa!), I recognised something very important. That amount of content that I had planned had a direct correlation with the quality of my social media posts. When I first started blogs at the end of January, our reach on Social Media skyrocketed 40,000% in one week due to my frequency. It just fueled my social strategy that much, that I could now add engaging posts throughout my day whilst also releasing our own blog posts and content that directed traffic to our website, rather than a competitor’s blog or some news articles that I would post to “add value.”
Is that really adding value? When you have a company, you want to showcase your skillset, not the news of your industry. It can be great to post a link to a news post, but make sure that there is a point to it. I must admit, I got the point where I was posting blogs on our social media page that would probably not benefit our clients or customers really, as they are not digital marketers, they are small business owners. Yeah, I had to re-think that one.
Blog posting showcases your leadership in your field. It shows you have to speak to the masses, with confidence, about your industry and your expertise. Nothing is more important than that (which correlates with those having 16 blog posts over four getting four times the conversions online.. it’s consistency, and it allows them to further fuel their other marketing methods like social).
Redistribute & Promote
One example of this is the E-Book we will be releasing at the end of this month, called 10 Ways SMEs Can Rule Social Media. A lot of this content is already available in our articles that will be released to the website as stand-alone articles. The information is the same, the way you present it differs.
You can distribute your content in many different ways, here are some examples:
- Social Posts
- Email Marketing
You need to continuously promote your content. The good thing is; it never goes away. Through time, it can become outdated, though if you keep fresh and relevant eventually you can build up a portfolio of posts that show you know your industry and have served your industry well for X amount of years. An example would be SME Social in three years, when we produce five blogs per week and have over 700 blogs in our arsonnel. If all of those are well researched and targeted to our audience, how do you think that will effect our traffic when it comes to organic searches on Google? (Content Marketing is great for SEO, which brings people to your website through Google searches “organically”, which means you didn’t pay for them with Google Adwords/Pay-Per-Click Ads).
Tip one: Content is king. Produce good quality content. Redistribute it in different ways. Get found on Google.
Put Mobile First
Your Website. Optimize It.
Your website and overall web presence will be mostly viewed on mobiles, so why wouldn’t you optimize it with mobile in mind first? If you’re not putting mobile first, you’re losing customers. And if you haven’t considered how you are optimized for mobile at all, then you’re losing business.
If you didn’t know, mobile usage took over as the primary source of browsing the internet nearly four years ago. Although, you should always think about how much research someone will do before buying your product. The more research, the more time you should be thinking about how your seen on a desktop or laptop as well, since the larger the buying decision, the higher the chance they’ll do more thorough research (usually not something you do on a mobile, or not frequently at least).
Social Media Is All About The Mobile.
Your social media channels and strategy should consider mobile first, one hundred percent. Considering 80% of all time spent on social is from mobiles, think about how your advertisements, posts and social profiles are seen from mobile phones.
When building awareness through social, you need to think; quick, quirky and engaging. You need those likes and shares, but you also need to leave a lasting impression. Hard, right? (that’s kinda why we’re here…)
I don’t mean post social media posts of you with your walking stick or zimmer frame. What I mean is that 98% of SMS text messages are read within two minutes. As a marketing techniques, using a text message is incredibly powerful. Our phone is very personal to us, so to receive a text message interrupting our day with noisy marketing spam is never good for a brand’s image, but a follow-up via text message can work when used in the right way, and at the right time. Consider it.
Tip two: Consider mobile in all aspects of your digital marketing. It matters. A lot.
Use The Data Available
Setting Up Analytics
Analytics and measuring your success online is important for any digital marketing strategy. One, it keeps you motivated. Two, it allows you to set expectations. And three, it allows you to improve.
There are many layers to analytics. Basic level analysis can show you where your customers were directed from (which website), whereas more technical and advanced can actually track your customers go through the entire buying process, retarget them with advertisements accordingly and lead them to the sales of your product online.
Setting up your analytics is not hard. Get started with setting up Google Analytics for your website. Social media business pages already have the analytical tools available. It’s using them in a purposeful and meaningful way, with goals, conversion tracking and utilizing the full capabilities of the platforms where small businesses miss out.
Using The Data
Making sense of that data? That can be the tricky part. You need to be able to understand the data presented to you through analytics, what it says about your target audience, but most importantly, why it matters.
Who is visiting your website? Where are they being directed from? Which advertisements or marketing strategies work best for different demographics? How are my social media posts? Where do I rank on Google?
This is the data that will help fuel your digital marketing strategy tremendously, to understand where your audience are coming from, what they want, and ultimately how they react to your online presence. All of this can help you reiterate your approach, and better optimize your digital marketing efforts (ads, blogs, website, landing pages, offers, social media posts – everything!)
Split-testing exists for a reason. Because it’s very powerful, and there’s a need for it. You should be running split-tests on all your advertisements that you pay for online. From Facebook to Google to Bing, you should be using several different advertisements with several variants to really analyse what works and what doesn’t. Let me give you an example.
You’re marketing your Gym. You do an advertisement on Facebook Ads. Now, you want to be able to determine how well your advertisement is doing. Therefore, you need something to compare it against. Split-testing does just that. In this example, we market our gym with two separate images, but with the same text. You could have the same image, different text, you could have four ads, two ads. The point is, you have something to compare your advertisements with, which inturn allows you to determine what resonates with your customer, and what doesn’t – at least, it gives you a much better indication than just one advertisement, and the one result from that (which you couldn’t really say was “working” or “not working”, as you would have nothing to compare it to.
Split-testing is crucial. Always make several advertisements to give yourself something to compare your advertisements to.
Tip three: Data should be used to help you improve over time. Always look at what the data actually tells you about your customer. Reiterate and refine your digital strategy to compensate.