Digital marketing is more important than ever but, as an SME, it's essential that you get the most from your spend too. Read our blog to find out more.
Having digital marketing strategies in place for your small business is more important than ever. In fact, research from Gartner shows that 27% of B2B buyers research independently online before making a purchase.
What does this mean for you?
Essentially, with so many people now searching, researching and making decisions online, it’s crucial for your business to be visible.
However, with tight budgets and limited resources, getting the best ROI from your digital marketing strategies is also critical for success. And so finding the right strategies for your business that will help you to meet your goals will ensure you get the most from your marketing spend and help you to grow your business.
As we head into 2023, it’s time to start thinking about your strategies for the year ahead and how you can drive the best results.
With this in mind, in this blog we’ll take a look at:
Let’s dive in.
You want strategies that deliver both quick wins (to generate instant sales revenue) and long-term growth (larger, more sustained sales pipelines). To help you do this, we’ve listed our top digital marketing strategies right here:
If your business relies on local customers or you have a number of business locations, local marketing is a highly effective strategy that will deliver a high ROI for your business. Actually, research from Hubspot shows that 97% of people learn more about local companies online than through any other medium.
The bottom line is, local marketing allows digital marketers to target a highly specific audience and prevents wasted budget on customers who either don’t live in your area or who are never going to buy from you.
Here are our top strategies for local marketing:
SEO and social media marketing are both great ways to gain awareness of your business and drive traffic to your website and - aside from the initial investment you’ll need to make in terms of time and resources - they won’t cost you anything.
SEO helps you to drive organic traffic to your website and, unlike paid ads, you don’t have to pay for every visit. Plus, once your site is ranking highly in the search results, you’ll just need to maintain your website and make sure it’s continuing to drive traffic and convert visitors. In fact, 53% of website traffic comes from organic search results so it really is worth investing.
SEO will continue to drive results for your business over the long term whereas, as soon as you stop spending on paid ads, the results stop.
In addition, social media channels such as LinkedIn and Facebook allow you to post organically, share your content and brand personality and build a following online, all without spending a penny! This can really help to build trust with your target audience.
A surge in buyers across all industries buying online means there is an increased demand from consumers for more personalised journeys, and the B2B buyer is no different.
To put this into perspective, a McKinsey report revealed that 76% of consumers said that receiving personalised communications was a key factor in their decision to make a purchase. It’s these personalised experiences that can help you to drive repeat business and build customer loyalty… And essentially increase your chances of being seen by the right people in the right places.
But how do you do this?
A key part of building relationships with customers is providing value. Content marketing is a key digital marketing strategy for giving your customers value and can be used for three different purposes:
Side note: Content marketing is a long term investment and it can take a few months to start seeing the results but once you do, you’ll continue seeing results for months and years to come. One last quick thing. Aside from offering value to your potential customers, it’s also one of Google’s most important ranking factors so it’s essential if you want to be found by the right people at the right time.
The KPIs you measure in relation to your digital marketing strategy will depend on your overall business goals and what you’re looking to achieve through the channels.
However, there are common KPIs to consider across the sales funnel to understand which digital marketing channels are performing and delivering results for your business.
Let’s look at the five stages of the sales funnel in more detail…
When you’re looking to build awareness of your brand online and drive traffic to your website through activities such as SEO or PPC, here are some of the best KPIs to track.
So how do you track these KPIs and understand how you’re building awareness of your brand online?
These are the top tools you need in your digital marketing toolkit:
When buyers are still weighing up their options, they will be viewing your content and ads and comparing them to other options. So, how do you measure the success of your activities in the decision making stage of the customer journey?
Whether they’re purchasing online or offline, these marketing activities give you the chance to convert website visitors into paying customers. You can track conversions through the following metrics:
It costs less to gain repeat business from existing customers than it does to drive new customers so engaging existing customers is essential. But what should you be measuring?
As you grow your business, you’re going to want to invest in digital marketing to make sure you’re seen by potential customers online but you want to know you’re getting the best results from your spend. This is essential for any business but even more so when budgets are tight.
Following these tried and tested digital marketing strategies, and using the right tools to do so, will help you to develop and track a successful digital marketing strategy.
The result? Healthy, long-term sales pipelines.
If you’d like to find out more about digital marketing that can get results for your business, please get in touch on email@example.com.
Or, jump straight in and request a free digital marketing audit.