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5 DIY digital marketing tips for SMEs

Digital marketing is simply the activity that you do online in order to promote your company and its services/products. With the world moving online, marketing opportunities in the digital space cannot be ignored. However, as with any marketing activity, it requires thought, time, as well as monetary resources.

As an SME, you can start slow and adopt a prudent digital marketing strategy. Remember, do not be lured by tall claims and stories of runaway success. Just like offline marketing, understand the nature of the medium, the audience you can target and the expected return.

Here are a few digital marketing tips to get started:


1.Make a website - treasure trove of information

Research shows that 65% of consumers conduct online product research before visiting a physical store. That is why, having a website is the first thing you can do for your business. Your website should convey to the reader all the essential information about your business.

It should include the basics such as About the company, its offerings, quality policy, contact information, and trust-inducing content like certifications, affiliations and testimonials.

Platforms such as WordPress allow you to easily build a website, without the need to learn to code or design. You can choose from several templates and themes to give your website a customized look. Ensure that your content has words or phrases pertaining to your business, making it easier for prospects to find you online.


2.Blog - internal and guest

Today, engaging, educating, and informing are the first few steps to sales. A blog is a way to talk about your sector, its trends, and about factors shaping your domain. Position yourself as a subject matter expert and offer insights to your readers. Address how clients can derive most value from your services and products.

Buying guides, usage guides, troubleshooting tips, client interviews, case studies, and testimonials are all inexpensive and highly engaging themes for your blog initiatives. A well-optimized blog can also bring a good amount of qualified traffic to your website.


3.Social – form a personal connect

Social media platforms enjoy a major share of the time we spend online. While we have our own accounts on these platforms, many still see social media as an unnecessary distraction. However, it presents opportunities for businesses to humanise themselves and connect with potential customers at a personal level.

It does not require any technical knowledge to create a LinkedIn or Twitter page. Talk to your customers on these channels and understand their preferences. It is also a great place to showcase your products and services, learn new things, get global perspectives, and expand your business network.


4.Analytics – data at your fingertips

Unlike offline advertising, the performance of digital marketing is easy to track in real-time. This offers you a very level of flexibility WRT budgets, timing, and content. You can also make quick modifications and tweaks to live ads.

Google Analytics gives you information on your website’s performance, while Facebook, Twitter, LinkedIn, Pinterest, etc., all come with their own analytics tools to help you understand how and when people engage with your posts. With this knowledge at your fingertips, you will be take quick and data-driven meaningful business decisions. For example, if you see that a large section of visitors on your website belong to Germany, you can consider participating in a business exhibition in Germany!


5.Ads – ideate, create, and maintain

With digital media, you do not necessarily need to hire an agency to maintain your ads on popular platforms like Google or LinkedIn. You know your business best. And with analytics you will also know your audience’s likes and dislikes. Design and plan your campaign, while these tools help you out with behind-the-scenes data.

With a Google AdWords account, assess the keywords most relevant to your business. Plan a Google ad campaign according to your choice of keywords to increase your visibility. While this is a paid campaign, maximise your conversions with powerful content. For social media platforms, you can run sponsored ads and directly reach your potential customers.


Explore and experiment

There are many avenues such as videos, Search Engine Optimisation (SEO), email marketing, local listings, etc., that you can explore. While a specialised agency can help you with digital marketing strategies, it always pays to get started yourself. Keep the above fundamentals in mind and experiment – one strategy does not suit all.

Talk to Reliance Money for more tips, ideas, and resources for SMEs.