The COVID-19 pandemic has hit many businesses from various industries worldwide. Many small- and medium-sized enterprises (SMEs) had shut down last year, and some SMEs have no longer managed to reopen this year.
If you’re one of the resilient businesses that have reopened, one thing’s for sure: you’ve gone digital and taken advantage of digital marketing. Yes, digital marketing has never been important, given the COVID-19 crisis.
As much as possible, you must implement some online marketing tactics to promote your business and sell your products or services. As digital marketing comes in various forms, choose one or some that work for your business type.
That said, here’s how to boost your SME through digital marketing:
1. Audit and update your business website
Before implementing your digital marketing campaigns, you must first audit and update your business website. Why? Your website is where you’ll carry out most of your online marketing strategies. The goal is to have a mobile-friendly website that has an excellent user experience (UX).
With a visually appealing and highly functional site, more and more customers will love to visit your website. And with an increase in website traffic, you can employ other marketing tactics. You’ll be surprised at how updating your website will open many possibilities for your SME, from customer engagement to lead generation up to sales conversion.
2. Increase your online visibility through SEO and PPC
Keep in mind that updating your website is not enough. You must boost your online visibility and increase your website traffic. To do so, be sure to implement search engine optimization (SEO) and pay-per-click (PPC) advertising campaigns.
Fret not, as updating your website is already a part of your site optimization. But apart from this, be sure to produce content pieces, integrate relevant keywords, and include backlinks. As for your PPC campaign, create and display ads strategically on the search engine results pages (SERP). But know that you have to pay for every successful click.
If you are someone that is unconvinced about how you should proceed, the best step would be to work with a digital marketing agency. Check for experience and see whether their vision of your business’s growth aligns with yours or not. Make sure that you will be able to afford them for at least a six-month period. Before that, you are not going to see too many results.
3. Produce and publish content pieces for value and relevancy
A vital part of your digital marketing campaigns is content marketing. This marketing form involves creating valuable pieces of content and publishing them on your website. Content comes in various types, but you must have one goal – promoting your business as well s your products or services.
Whether a blog post, an infographic, product photography, or a video clip, the content will most likely resonate with your target audience. But to ensure this, you must have its value and relevancy on top of your mind. When correctly, your content pieces will kick your SME up a notch!
4. Don’t forget to perform email marketing
When it comes to digital marketing, you must neglect your email marketing campaign. In fact, it is one of the oldest forms of online marketing. As the name suggests, it entails sending emails to target customers for marketing and promotion. But before sending emails, you must be highly critical of your email content and highly strategic in your sending approach.
As far as email marketing is concerned, you can resort to two marketing tactics. One is to launch a cold outreach campaign, where you’ll send marketing emails to random consumers. This campaign will allow you to generate leads (from those who have responded and shown interest). Another is to send promotional emails directly to target prospects. Be sure to do this after you have done your due diligence and generated qualified leads.
5. Use social media for customer engagement
When implementing a digital marketing campaign, you must go beyond your website. And this campaign won’t be complete without involving the use of social media. Why? Social media is where people live and breathe. As such, these channels are where you can reach out to more vast and diverse customers.
That said, it’s best to hire small- and medium-sized enterprise marketing services. Digital marketing experts will take care of your social media management. They can implement Facebook advertising and post content pieces on your social media for marketing. They can go as far as engaging with your customers and building a following of loyal supporters.
Digital marketing has come a long way in helping SMEs grow and expand. It is all the more necessary given the COVID-19 pandemic. But when implementing your online marketing campaigns, update your website first and implement SEO and PPC. Also, don’t forget to employ content, email, and social media marketing.
With all these in place, you’ll effectively promote your business and sell your products or services amid the global crisis. You’ll be amazed at how they can boost your profits, thus helping your business grow and expand.
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