Marketing budgets often take the first hit when businesses are cutting costs.
SMEs in particular will promote their products and services via social media as a free, simple and effective alternative to a traditional marketing campaign.
In fact, the ‘Great British Business’ quiz from the hub recently showed that more than 70 per cent of UK SMEs use social media as their main marketing tool.
It is vital, however, that SMEs recognise that effective social media promotion extends far beyond posting ad-hoc tweets and Facebook updates – and that there are other cost-effective approaches to marketing.
‘Google My Business’
The higher a site is listed in Google’s search result rankings, the easier it is to attract prospective customers and ensure existing customers can easily get back in touch. ‘Google My Business’ is a simple way to make sure that the right people find a business. It is a free service, and registering not only means greater prominence in relevant Google searches, but also on Maps.
Claim your listings
But why stop at Google? Beyond the search giant, there exists a whole host of free listing services that could significantly boost businesses. From Thomson and Bing to social media sites like Facebook, Twitter and LinkedIn, keeping details as up-to-date and accurate as possible across these sites is quick and easy to do, makes it simpler for customers to get in touch and could be key to converting initial interest into a sale.
Make the most of expertise
When it comes to digital marketing, ‘content is king’. Small business owners are experts in their own field, and are therefore excellently placed to create interesting and exciting content. Businesses can post blogs on their own website – factoring in SEO – to showcase this expertise, draw more people to the site and boost their presence in search engine rankings. Also, SMEs should always seek to maximise the value of their blog content, publishing it on their LinkedIn pages and other social media platforms on which they are active.
PR the business
Owned media is just one part of the puzzle, and businesses should be shouting about their company beyond their own website. Reaching out to your local and trade press can be hugely valuable. Events aimed at the wider community could interest local media – it’s important SMEs remember the value of earned media.
Use email
Email marketing campaigns can be a great way to increase brand awareness and customer loyalty, and have been proven to offer a high return on investment. Most email marketing platforms enable results to be measured during the campaign, allowing real-time adjustments to ensure optimum effectiveness. While some spend is normally attached to these platforms, they are still low-cost and the majority provide a free, more basic service.
Whichever route SMEs pursue, generating real results will always be key – simply choosing the free or most obvious option can represent a false economy.
By Chris Brake, MD at Digital Kitbag.
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