If you’re a consumer in search of a small- to medium-business (SMB) to meet your current needs, or you’re a small- to medium-business in search of consumers to purchase your product or services, there’s only one place you need to lookOpens a new window – online.
SMB Marketing Heading to the Cloud
News flash: cloud computing is here to stayOpens a new window . An SMB study done by Microsoft found that 78 percent of small businesses report planning to adapt to cloud computing by 2020. IBM did a survey of midsize companies in 2017 that showed 66 percent planned to implement cloud computing that year.
Morgan Stanley predicts Microsoft’s cloud products will make up 30 percent of Microsoft’s revenue by the end of 2018. Microsoft’s survey of small- to medium-businesses found 82 percent of these companies experienced cost reductions as a direct result of using cloud technology. And 70 percent of these SMBs reported reinvesting cloud-based cost-savings back into their businesses.
Finally, 43 percent of businesses who moved into cloud-based digital marketingOpens a new window stated they regretted not making the move sooner.
Many Faces of Digital Marketing
Digital marketing efforts aimed on SMBs focus on satisfying the needs of these businesses without breaking the bank. The marketing efforts are generally designed to meet the needs of the SMB without adding a lot of unnecessary bells and whistles.
The digital marketing strategies designed for these SMBs are easily understood and affordable. Some examples of the general marketing strategiesOpens a new window utilized include the following.
- Directories. Adding SMB company information to online directories.
- Public relations (PR.) Production and publication of press releases and blogs. Usually includes tracking of PR activity.
- Utilizing search engines. By advertising on popular search engines, SMBs make sure they are quickly and easily located online.
- Make use of social media. Social media platforms offer a wide range of SMB support opportunities, such as managing social presences, creating campaigns to target specific products or services, measuring and analyzing the success of the campaigns, etc.
- Online sales. Selling products and offering services online generally includes the convenience of ordering and payment.
- Email marketing. A time-tested strategy, email marketing includes compiling a contact list, designing custom email templates and sending emails with a professional look to customers.
- Website. Designing, ongoing development and maintenance of a website keeps a solid presence online.
- Research. Develop methods for getting to know customers and identify their needs, focused targeting of specific groups and demographics, and soliciting customer feedback.
Making the Move to Digital
The series of actionsOpens a new window you take to help you achieve your online marketing goals collectively form your digital marketing strategy.
One of the most common challengesOpens a new window SMBs face when making the move to digital marketing is how and where to begin. Most SMBs have a good idea of who their audience is but that doesn’t mean they know how to get a digital ad in front of these customers.
From deciding which platform to utilize to deciding on a budget for digital marketing, the challenges can quickly become dauntingOpens a new window . Making the move to digital marketing and cloud computing is rapidly becoming an imperative to SMB survival, however. With 88 percent of the U.S. population owning a mobile device, and 25 percent of mobile users accessing the web exclusively from their phones, digital marketing is no longer optional.
For your company to gain from the online opportunities out there, there are certain stepsOpens a new window to take as you’re transitioning to digital marketing.
- Plan, plan again, then plan some more. Too many SMBs fail because of a lack of planning. Before you actually start any digital marketing, do your homework. You’ll need to thoroughly understand your business and its goals. Know your customers, your competitors, your industry in general and the logistics of running your business. This will keep your efforts focused and avoid waste on counterproductive activities.
- Stick to your marketing plan. Don’t go wandering off in the weeds by losing focus on your goals. Make certain everything has relevance to your SMB before you publish or post it. Be certain you’re paying attention when selecting the mode you’ll use to deliver your message and that the time is right for your message to reach your customers.
- Don’t put all your eggs in the social media basket. Social networks attract millions of users and are a great tool in digital marketing. Social media platforms, however, won’t expand your customers’ knowledge of your products, brand or services. Customers need a website to go to after finding you on social media. Use social media to funnel targeted traffic to your website.
- Automate. Your business could quickly fail if it outgrows your ability to service your customers’ needs. Expand the capacity of your staff to handle customer needs by using technology to perform repetitive tasks. Automation can distribute information and improve accuracy. Introducing automation where possible also helps control expenses.
- Make it personal. Email is one of the most powerful tools at your disposal. But there is more to it than simply sending out promotional notices. Personalizing your email can make a huge difference in your conversion rates. Use email software that can insert first names into the text of your messages, for example. Make use of your customer data by including a mention of the last products the customer bought when reaching out to them. Steps in this direction give you the opportunity to put your customer relationship data to work for you.
The Future Is Digital and Mobile
The world is not just digital; it is mobile and digitalOpens a new window . Consider how often you check email in a day or check social media on your phone. That tells you where your marketing needs to be.