Potential Opportunities in Online Marketing for SMEs

Digitization is progressing faster and faster worldwide. Small and medium-sized companies know that digitization is the topic of the moment. But they often still lack the right strategy, know-how and technical infrastructure to get involved.

With the right investment, companies can gain a comprehensive overview of their data and analyse potential more precisely. In digital marketing, this makes it possible to address the relevant target groups in a customized way.

But what possibilities for online marketing are there?

1. Company homepage that scores with credibility and valuable information

The starting point for all activities on the Internet is your company homepage. It is your digital business presence. Take the perspective of your target group when designing your website: What is they looking for on the Internet?

You need to stand out clearly from the competition and make a lasting impression within a few moments. How do you do that? By positioning yourself as a professional in your field, providing important information about your services and products and responding to any questions your customers may have. With unique content, a clear presentation of your unique selling proposition and an individual design, you gain awareness and visibility on the Internet.

2. Search engine optimization for the first page on Google

Search engine optimization of your company homepage is indispensable. After all, it’s not chance that decides who ends up in the top spot, but Google’s algorithm.

The most important keywords for your area and your target group should appear several times in the content of the site. URL, headlines, texts and titles of a website should each contain one or two important keywords. Images and videos as well as their descriptions and file names should also be written with the keywords in mind.

In addition to that, a technically flawless implementation and programming of your company homepage is also important. Short loading times, internal links, meaningful titles and descriptions are elements you should pay attention to. With the change from a search engine to a response engine, varied, unique and informative content gains in value.

3. Recommendation marketing for a good reputation on the net

Prospective buyers can get an impression and more and more people base their purchase decision on what they read online about you.

How can SMEs take advantage of this? With many portals, they can create their own company profiles — similar to Google My Business — and post information on opening hours and contact details as well as photos on the Internet.

A well-maintained profile in combination with meaningful, interesting and authentic customer testimonials contributes to a company’s reputation on the net. And the more vivid and convincing the image on the net, the greater the chance that the prospects will become customers.

4. Newsletter marketing for flexible customer approach

Would you like to report on a new product, changes in the company or past successes? A newsletter is a simple, fast and cost-effective way to do this. With just one click you can keep a large number of customers or business partners up to date with news and remind them of your company.

Plan content, delivery time and intervals carefully and test different variations. To ensure that your e-mails do not end up in the spam folder or are moved unread into the trash, the sender and subject must be well chosen.

The advantage of newsletter marketing — similar to search engine advertising — is that you can easily measure and evaluate reactions. Who opened the newsletter? Who clicked on individual links? Or who has unsubscribed from the mailing list?

5. Social media marketing for real customer dialog

Social media networks do not only enable the exchange with friends, acquaintances or colleagues. Companies can also use them to answer the questions of their target group and learn more about their customers with simple means. Use social networks to learn as much as possible about the wishes and interests of your target group.

Offer interesting and exciting insights into your company and keep your profiles up to date. On Facebook and Twitter, you can also place advertisements that attract more attention among your target group. Link from your social media profiles to the company homepage again and again and, conversely, integrate the corresponding buttons clearly visible on your website.

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