Pick a channel you can execute well and run with it: Digital Marketing for SMEs
Editors Note: Expert content needs an expert content writer and Yorkshire Powerhouse is pleased to publish this business advice article on copywriting and appointing a good freelancer, kindly written by a real expert in his field – Anthony Clayton from Writefully.So.
Please consider contacting Anthony with any copywriting or proofreading projects you may have in mind – just click on the advert links above or below – and please mention Yorkshire Powerhouse if you do make contact.
When it comes to marketing, the days of getting away with only offline strategies are long gone. A company needs a digital presence in order for their customers and potential clients (online or off) to know that they exist.
Digital marketing is an important part of a business’s overall strategy. It can be used for targeting specific customer segments, collecting data on what works best with certain types or ages groups and geographical locations in order to make informed decisions about where you spend your time and money next, and literally buy the customers you need to reach your goals. Many businesses will use several channels available, however, if you’re just dipping your toes in, i.e you haven’t done any digital marketing before, I suggest you stick with just one and master it.
Know where you’re aiming
Marketing is one of the most essential components when it comes to any new or small business. Digital marketing is even more so these days. You won’t be able to create effective campaigns without understanding who you’re targeting and how they think, and this can be easier than you would think.
To get started with creating a customer profile, use the power of what you already know and can find out from your business. The most important thing to do is research. Find out who your target market is – this will help dictate where they’re based, as well as their personality types so that when creating an account or product page for them on Facebook etc., it fits seamlessly into their lifestyle without being too much like advertisements popping up everywhere, interrupting lives.
Content will certainly help
From brick-and-mortar, haberdashery, and independent stores to freelance professionals any small business can see success from digital channels if they do content marketing well. Years ago a phrase bandied around was ‘Content is King’. This is still true in many ways today, authenticity is even more highly valued and video content that it’s not too polished can do seriously well.
The secret to making content relevant again is simple – do some research on your audience. It’s important that you’re able to put together assets tailored just right for them. If they are teachers, then talk about how this will improve their work efficiency; if it’s school finances- go ahead and focus only on the most essential information, where hard numbers are included so there isn’t any confusion or ambiguity.
In both cases make sure that all relevant data comes alongside an engaging tone that can easily capture attention.
Get social media smart
The marketing world is changing fast, with companies using social media to reach customers in new ways. But it’s not always easy for businesses that have other priorities or goals – like making money, to integrate this type into their strategy. The kind you use depends on what your company does best: if being contactable and providing breaking news will help them succeed then by all means keep those objectives top priority; but don’t forget about leveraging these channels too when there’s something specific (like content) you want people who follow.
You don’t need to spend hours on social media platforms. Instead, figure out which online channels make the most sense for your business and customers, so you can target what’s relevant in an engaging way with limited resources!
- Linkedin is a particularly useful tool when it comes to digital marketing for small businesses – B2B activities are more effective here. You can reach extremely high-value prospects with ease, build credibility, engage with communities and build a network and get enhanced abilities with the Sales Navigator premium account.
- Twitter can help you hone in on certain trends and understand what you should be talking about with your content. It can also assist you in reaching certain influencers or decision-makers as well as building a reputation and sharpening your messaging. There are advertising options available too.
- Instagram. There is hardly a better way to promote a visuals-driven business such as cosmetics or outdoor clothing than this platform. You can target audiences, share stories and build a following while directly messaging the engaged and networking with influencers and younger demographics.
- Facebook comes with a targeted digital advertising platform, a seller marketplace that is useful for product or retail businesses, and self-selecting engaged audiences in all sorts of niches via the Groups functionality.
Local restaurants around the world have seen success with social media by letting customers know about the latest specials and new additions to their menu. The most important aspect of using this tool is strengthening your customer base so you can achieve repeat business, which in turn builds brand loyalty.
Email is the way
Email marketing is the most cost-effective form of advertising for small businesses. The power lies in your ability to engage with people who have shown interest before by subscribing, following or engaging on social media pages; this allows you to reach out directly when the time comes to promote products and services through newsletters, updates and promotions, et cetera.
The key here isn’t just being heard but getting into someone’s inbox where they can see what’s important about YOUR company. It’s a great way to get potential customers interested in your product. You can offer them future updates on the latest releases, as well as coupons they might need for signing up.
Having strong words or ‘copy’ helps here, as well as having a solid, well-planned strategy and the right recipients.
Mobile is more important than ever
It is now more critical than ever before for businesses and brands to be reachable on mobile devices. Mobile marketing platforms help create a personalised experience that drives customers into your product with every engagement, making them lifelong advocates of yours in the process.
The convenience of technology is unparalleled, as it can be used to send discounts and offers when the customer enters your store i.e at an ultra-salient and engaging time.
Paying for your clicks (PPC)
In search engines, companies can target keywords and bid how much they are willing to spend to acquire clicks and as a result approximate impressions (people looking at ads) of their Google Ad or Bing Ad or whatever. These are the results that appear with the word “ad” at the corner. If you work this right you can eventually buy your customers, buying your own ticket to small business success.
PPC marketing has several benefits, including the ability to target specific audiences with highly relevant ads. This means that your business can advertise in an area where they will have a high potential for conversion rates and minimize waste of time/money on unwanted results from advertising efforts elsewhere.
Copywriting is a skill that demands detachment from your business, awareness of your customer’s needs and a consistent approach across all your marketing materials and platforms – don’t try to ‘DIY’ your marketing or copywriting, engage with a professional copywriter and get the job done right and in a fraction of the time!
Thoughts on outsourcing copywriting from Yorkshire Powerhouse
Have you any questions?
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