5 Digital Marketing SME Must Haves
Small Businesses nowadays need to find easy, and effective ways to reach their target audience. With so much competition, there are 5 basic things that can be implemented to ensure your business stands out.
1. Database Creation:
The number one thing you should start doing as a small business is to create databases.You must have a database of prospects (possible clients) and a database of clients (people or companies who have purchased your product or service). The more detailed these databases are, the better it will be for you to create powerful and customised digital marketing for them. Once these two main lists are created you could further segment your database to keep track of groups of prospects of clients that fit a category. For example: People who reside in Dubai, corporate prospects, clients who have purchased something from you previously, etc.
2. Lead Generation
The way to create these important databases will be through lead generation. This means that you must have a way to collect prospect and client information. This can be done through email marketing, social media, web form submissions, quotations, etc. Basically anywhere where a person submits their data to inquire about your services will be a “lead” which is a potential prospect. As your business operates, you will start collecting more and more prospect and client data which will give you valuable insights into your target market. It is critical to ensure you keep the lead generation process clear and simple to follow and the resulting databases should be clean, updated and containing only relevant information. Lead generation is what will make or break your small business.
3. Constant, Relevant & Interesting Content
Keep your audience engaged with constant, relevant, content. People like to receive more information about topics they are interested in or that are relevant to their business, although you must always remember not to spam your prospects and to always acquire their permission to contact them with content and offers as per local and international data protection laws.Create content emails, newsletters, videos, social media posts, emails, etc. about your product/ service and your industry and send it to people who are likely to respond.
4. Optimisation and Inter-connectivity
In order to maximise your reach and the results of your marketing efforts, it is very important to ensure you setup and configure your marketing tools to reach as much as your target market as possible. SEO and SEM are critical to continued traffic and with a world which is more and more interconnected, integrations are fantastic to save you time. Connect your website to your social media profiles, include call to action links in all your emails and newsletters leading to your website, apply API integrations to send your prospects to your marketing software or CRM system, etc.
5. Marketing Tools
There are so many different marketing tools to choose from. There is never any one perfect tool or the ultimate marketing software. The software you pick will vary depending on what your business does. Is it B2B or B2C? Will you manage a large database or small? What is your company’s main activity?
Some software is better than others and many are specialised to a particular type of company or industry. Whatever you choose you must have at least the following:
Email marketing software: In the corporate and business world, Email is still king. Being able to reach prospects through messages on their inbox can result in some of the highest conversion rates compared to other marketing tools. Email marketing software enables you to create and manage mailing lists, newsletters, offers, loyalty programmes, announcements, etc. Some of our favourites: MailChimp, Active Campaign, HubSpot, Constant Contact, Marketo.
Reports & Analytics: You have to be able to visualise and interpret the results of your marketing to calculate your ROI. Marketing statistics will give you a top level view of the effectiveness of your activities and provide much needed clarity during decision making. There are many different tools that provide reporting and analytics for marketing. Choose the one that will work best for your company.
CRM (Customer Relationship Management) system: Many small companies can operate without a full-fledged CRM system, however if you wish to grow your business, you need to create a marketing strategy that involves connecting with your prospect audience throughout the sales cycle, until they become customers, and repeat customers after that. A CRM system helps you to know, who are your best prospects, when is the best time to contact them, what are their preferences or attitudes, how they have connected with you and what their interests are, making the sales process much easier and streamlined. Some of our favourites: Zoho CRM, Sales Force, Siebel CRM.