for small and medium sized business marketing
2019 has been a challenging year for SME’s surviving in an economic recession particularly so when marketing amidst a flood of competitors. Some businesses have successfully captured the essences of their brands through the distribution and engagement of high quality content and great branding, online.
These are brands that could make it through “tough times” but not without a proper digital marketing strategy that is growth-focused, valuable and that includes the fundamentals of digital marketing that make the digital landscape work correctly, for solid business value. One such digital marketing fundamental is Inbound Marketing.
This is frequently missed and the most common pattern I am finding in a mass of SME’s who have spent a lot of their marketing budgets this year with little to no return of investment because inbound marketing was lacking. This has definitely been the year of “business marketing rescue” for myself and our marketing agency team as we’ve on-boarded new clients with previous exposure to marketing that hasn’t worked.
It’s been a long runway for a lot of organisations and entrepreneurs relying on popular social media marketing channels in tandem with the golden nugget that Google Adwords is, because the brands master strategy doesn’t incorporate all the essential elements necessary to achieve already defined goals .
WHAT IS Inbound Marketing? Quite simply put by HubSpot, ” Inbound marketing is about creating valuable experiences that have a positive impact on people and your business. How do you do that? You attract prospects and customers to your website and blog through relevant and helpful content. Once they arrive, you engage with them using conversational tools like email and chat and by promising continued value. And finally, you delight them by continuing to act as an empathetic advisor and expert.
Unlike outbound marketing, with inbound marketing, you don’t need to fight for your potential customers’ attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business. “
We know that marketing is not sales, but if done properly it can contribute to a significant portion of a brands bottom line. Become a thought leader, a domain authority and by being very strategic, produce rich and fresh content. Return of online brand influence is crucial.
Extra Tips! Find your brands differentiating factor and amplify it x 10 online, demonstrate interest in your customer niche, and influence your audiences and (leads), level-up on great customer experiences with your brand. Manage your marketing programs by analysing digital-data. Manage the data and traffic of your brand so it always lends itself to a CTA – call to action. Assimilate a brand plan, keep on adding excellent value, nurture leads properly, and tweak your digital marketing strategy to constantly align to strengths. Use raw data and learn how to interpret it. One of my personal favourite tools is Google’s Search Console, it enables you to master the sails of your ships. It is your online compass and should sit at the heart of any digital marketing strategy.
Now that you know all of this – what needs to change in your brands digital marketing strategy? Make positive change, and may your digital journey in today’s online world be an amazing and fruitful experience. Read more of my blogs that talk about branding and how to grow your small business.