Something relatively common in SMEs is that they tend to optimise their presence on their “preferred” channel and practically ignore the rest. I understand that it depends on the experience of the team that manages it, but it is curious to see how this is repeated.
Similarly, we should not rely on volume or segmentation strategies.
In both cases, the most appropriate response to obtain the best results is to define the most appropriate combination of different media or strategies for that company.
But what is happening? The saudi arabia mobile number owner name reality of SMEs is different. On the one hand, they often do not have access to people with the appropriate experience and training, and on the other hand, they do not have enough money to launch paid campaigns to generate traffic volume quickly.
What can an SME do to organize its digital marketing strategy when it has limited resources?
In previous articles I talked about the need for SMEs to find a way to attract their customers instead of going looking for them through relevant marketing. A marketing in which a powerful brand purpose makes up for the lack of budget to generate traffic volume.
The reality is that SMEs, especially small businesses and micro-enterprises, will never have enough budget to impact a representative part of their audience .
So what can they do?
The key is to look for volume in a digital channel and complement it with the rest
Given the impossibility of implementing a strategy, or a complete digital marketing plan, in which we combine volume and segmentation actions in all channels, we must focus on trying to dominate the most appropriate channel for our company.
That is to say, if we start from the case I explained at the beginning of the article, we can reach an optimal situation (although not ideal): a powerful digital channel that generates traffic, combined with the use of the rest of the channels to collect the effects of that volume and transform them into conversions (leads or sales). But of course, this requires SMEs to make a significant effort to modify their strategy and team.
One thing without the other doesn't work. We can have a powerful brand purpose, but if we're not able to communicate with a representative percentage of our audience, we're not going to get traction. And if we only focus on volume, but don't have channels that transform that traffic into conversions, we're not going to get the results we're looking for either (even though many companies can't afford that luxury due to budget constraints).
It's something I'm implementing with several of my mentoring clients , and it seems to be working.
What is the best digital marketing strategy for an SME?
Following the reasoning I have presented to you, and without going into too much detail so as not to extend myself too much, I believe that the best combination of media is the following:
Traffic generation channels: content (SEO and social networks).
Conversion channels: email marketing and Google Ads (if we are in B2B or high-priced products in B2C, a small call center can make a difference).
That is, organizing a strategy based on the generation of content and optimizing its visibility in both search engines and social networks. Supported by two channels that transform that initial interest in search engines and on the web (for those who have shown greater interest and left their email address).
Obviously, it is one thing to say it and another to implement this type of strategy with all the consequences. It is not about having activity on the digital channels mentioned, it is about making them work together and with the aforementioned orientation.
And what do we do to generate enough traffic volume based on content? It is not an easy task, but I assure you that it works (I say this with the data of several clients in hand).
For me, the key is focus and consistency. It's not about generating content like crazy. We must start with a content plan that responds to the strategic needs of the company (content that generates reach and helps in decision-making), and have a consistency that is bomb-proof. In the end, that accumulated improvement of 1% each time generates a competitive advantage that is very difficult to overcome .
It is something that we can apply to all areas. Improving a little bit every day, every day. The sum of these efforts will lead us to the best version of ourselves. Think of examples from companies or great athletes (for example).