Online marketing for SMEs. The eight basic ones.

If you want to know what are the basics of online marketing for your business, we show them in this publication. Discover the eight must-haves.


1. Branding.

Do you know who you are? Branding is not only the process of building the brand of your SME. Branding is what gives life to your brand. This gives it a unique and non-transferable personality. What makes your business different from your competitors. It is your seal, your identification. Because at the end of the day, your brand is as much for you as it is for your customers.


Don’t you see it very clearly? Branding allows your SME to have its own identity. As a company you need to define and differentiate yourself. You need to know where you are headed and who you are targeting. You need to communicate values that can be identified with the consumers of your products or services.

Although you cannot control 100% how your brand is perceived, what is your image, you have to know your mission, vision, values, public… So if you don’t work on your brand at all, you won’t know where it will take you. With branding you can monitor the intricacies of your identity and adapt it to the needs of your target consumers.



2. Online presence.

The big move to the Internet cannot be made lightly. But it also cannot be left undone. Building a website, a good one, can help you consolidate your reputation and open the way to a larger number of potential customers who need your products or services. Because today, the Internet is the great marketplace from which users consume. Your SMEs need online presence.

For this, building a responsive website is the best option. Why? Because most consumers navigate between mobile devices when researching and consuming content on the Internet. Do you know many people who don’t have a mobile device? Surely not.

The responsive technology makes it possible that all the content of your website adapts for better viewing from any screen size. It is the way to satisfy, once again, the experience of the user who browses your website, since the responsive resizes and relocates the elements and functionalities of any of your pages so that they are seen in an optimal way.

3. SEO positioning.

SEO(Search Engine Optimization) is the process of optimizing your website for search engines. That is, the SEO strategy aims to get more organic traffic to your site from search engines like Google. A traffic that reaches your website in a natural way.

Through the keywords or
with which you optimize the pages of your website you can improve its positioning in the search results pages or SERP’s. This way, you avoid the costs of advertising your business to appear in the top positions of these search engines.

Is it really necessary to optimize the web? Google “rewards” online sites that work on their SEO. Anything that makes their job easier will help your SME’s website to get more traffic and, therefore, more potential customers. Isn’t that your ultimate goal? 

4. Content Marketing.

The Internet thrives on content. Therefore, content marketing if you have a website is essential. In the days before the Internet, the main factor limiting the transmission of the message was space. This is not a problem today, but it is a problem to catch the attention of users who may become your customers.

A company that wants to create remarkable content has to be involved in its creation. Regardless of the format (text, image, audio, video) or whether you decide to launch a blog or vlog. What is really important in content creation is the value of the content. Does it benefit your potential customers? Does it meet your needs? Is it the most suitable format for them?

Also, think that content is not only useful to attract, but also to retain and convert your potential clients into final clients. And to continue helping them to become good promoters of your business. This is the leitmotiv of Inbound Marketing, from which content is best worked. 

5. Customer Relationship Management.

When your website is getting traffic, and users are no longer strangers, but sales opportunities, you will have to manage the information they provide in a good customer database. It is crucial to keep track of the activity of these potential customers on your website, so having a record of all your contacts will allow you to optimize future interactions more effectively.

Therefore, the best tool you can include is a CRM (Relationship Management System), which allows you to unite the marketing and sales efforts of your business, segmenting your potential customers to manage content and communication with them. This way you will be able to satisfy the needs of your sales opportunities and analyze the information, which will be updated from them.

6. Social Media Marketing.

Social media appear on the scene in virtually every marketing strategy that is implemented. Why? Basically because social networks are where most users spend their time on the Internet. It is on these platforms where you will find most of your potential customers. Ignoring this is as simple as losing customers.

The right thing to do is to invest more time in managing the social network where you have discovered that most of your prospects are located. Is it Facebook, Twitter, LinkedIn? Each platform has a more specific audience. Depending on the characteristics of your business, you will have to choose one of the platforms on which to work best with your content. Because remember, valuable content is what users are looking for.

7. Email Marketing.

95% of online consumers use their email and 91% check it daily. And since emails remain in the inbox if you don’t delete them, they have a longer shelf life than other marketing channels. In fact, 77% of consumers prefer email for marketing communications. So you have to take advantage of it.

Think about what kind of content you can offer to the sales opportunities you have as contacts in your customer database. By evaluating the degree of interest they have in your content (based on the consumption analysis of your website) you can personalize the emails you send. It is also an economical technique. 

8. Marketing Automation.

You have a lot to think about. We know that running a business is no easy task. So automation is one of the most successful techniques you can incorporate into most of the marketing strategies you implement. What there is no doubt about is that it facilitates the work, saving the time that you would invest in these steps if they were manual.

How? Automation marketing involves not only software management, but also the human work of strategy design and monitoring. But by installing the software you will be able to perform processes in a more efficient way and with more control of specific tasks: generate automatic responses to new sales opportunities, inform or send content, emails, etc. 

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