The best marketing actions for SMEs
A few weeks ago we presented the keys to digital transformation and explained why it is no longer a simple option for the survival of companies. Few businesses can afford not to be on the internet, not to have a website or not to carry out digital marketing campaigns with which to make themselves known and promote their products. If you have not yet made the leap, here we explain the marketing actions for SMEs that will help you gain visibility, customers and increase sales.
Marketing Actions for SMEs
Marketing actions for SMEs serve different purposes. Now, it must always be framed in a clear strategy. To design a digital marketing strategy it is important to have a clear idea of where your company is with respect to your competitors and the sector.
What is your business model?
Before embarking on the digital adventure you must have a clear idea of how you will generate the income of your company. Start by asking yourself what product you are going to sell, and how you are going to sell it. The idea of any company is to obtain benefits by doing so, so you should quickly know if your project is viable.
Identify the situation of your company and that of your competitors. It is very important to see what your competition does before taking action. This includes, for example, its website, its content strategy, its appearance in Google searches and its presence in social networks. By doing so as a user you will gain perspective and better understand how they offer a product or service, and how the potential customer perceives it.
The famous SWOT analysis serves to know what is the relative position of your company with respect to the others. Analyzes D debilitates, A means, F STRENGTHS, and Opportunities thoroughly, and find spaces that can give you the value that differentiates you from your competitors. Of course, you will also understand the risks and needs of the sector to delimit your actions and refine your business model. It is one of the best marketing actions for SMEs.
Identifying the target audience is one of the most important marketing actions for SMEs. We often see that this step is based on assumptions that do not deepen the analysis of the profile and its need to buy a product or service
Make a chart with each product, and with your person Buyer ( the typical profile of who you need ). Only then can you understand the needs and motivations of your potential customers.
In more advanced phases you can also define your negative person Buyer, so as not to appear in searches that, with little probability, will give you customers.
3. What resources do you have?
This is a double-edged sword. The investment of a digital marketing strategy includes several aspects: tools, time, money, and personnel. As obvious as it may seem, carrying it out requires a preliminary estimate of its costs and duration.
Without sufficient sales, these factors can be quickly threatened. In addition, actions such as payment campaigns often have deferred payment and must be carefully studied.
4. What are your goals?
Probably the most important of the marketing actions for SMEs. The objectives must always be defined for specific actions. Know what you want to achieve, in what quantities and what product, as well as in what sales channels and in what period it will take time. But it will give you a realism that would be harder to find if you only set general goals.
Only once the previous analysis is done can you proceed to define your marketing strategy. With the conclusions of each of the previous points, you will already have a clear idea of what will be the best tactics and actions, how to execute them and how long they should be. It is one of the best marketing actions for SMEs.
6. Measure the results
Respect the deadlines you have set. The most important thing to measure the results of your strategy is to know what works and what doesn’t, in order to take the necessary measures. To fulfill an objective outside the proposed term is not to fulfill it. On the contrary, it implies adjusting the expected terms or results, always depending on the planned investment and the resources available.
Some examples of Marketing strategy
We talk very often about the importance of SEO. And is that SEO is a central element of marketing strategy. It allows appearing in the first search results until the user experience in navigation.
One of the keys to SEO is to identify the keywords for each product and each page of your website. And since the price of keywords depends on your demand, finding the most effective ones at the best price is a challenge.
Do not forget, if your business is aimed at your location, geolocate it and use Google My Business to get the best results.
There are sectors for which social networks are already, if not the main sales channel, the first source of traffic. For example, clothing or catering.
Here it should be noted that social networks also have their specialty. It is not the same to use Instagram Shopping as Facebook or LinkedIn. Each one is addressed to a different user profile. For more information, we recommend reading the latest posts about it.
But above all, social media campaigns require presence and perseverance to maintain a good reputation and fluid communication with followers.
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An upward trend that allows many users to reach a common interest. The advantage is that hiring an influencer can quickly increase the diffusion of your brand through social networks. They concentrate the attention of enough users and use their popularity in your favor.
«Today there are different websites to find the influencer or micro-influencer that best suits your needs, such as influence.co for example «
Believe it or not, email marketing is among the marketing actions for SMEs with the highest return. Of course, if it is done well. Perfect email marketing campaigns combine information with the intention of selling in a single email. But it often happens that both goals are separated into different emails, and the user discards them.
The art of telling stories with which the user can empathize can give your business a more human character. It is a way of approaching the concept and identity of the brand, although what it sells is the experience that it wants to associate with it. A good story will show what the user needs and will place your brand or your product as their solution.