Create an effective digital marketing strategy in 6 points for your SME

Create an effective digital marketing strategy in 6 points for your SME

This situation is very common among SMEs. Often actions are taken at the wrong time and this results in failure or leads to investments that could have been more profitable. 

In marketing, efforts must be constant and above all coordinated with each other while following a certain chronology. This is why it is essential to establish a digital marketing strategy.

But where to start? How to create a successful Web marketing strategy for your SME? Let’s break it down into 6 simple steps that will take your results to the next level.

1. Evaluate your website

Is your website designed to optimize conversion? A website should provide all the necessary information about your company’s products and services, but it should also encourage conversion. 

A conversion, what is it? It is the act of converting visitors to your website into actual customers or leading them to perform a specific action.

Your website must therefore encourage conversion according to the objectives you have set for yourself: increase your number of leads, harvest an email list, increase your online sales, etc.

To stimulate action on your website, it must therefore present a tree structure in this sense, obvious call-to-action buttons, simple forms as well as engaging content such as punchy and catchy titles, videos, etc The information must be clear, precise, and meet the needs of the user quickly.

Your website must encourage conversion, but you still need users to spot it on the web! How will new visitors find your site? How do attract them? You can achieve this in various ways, but let’s take a look at SEO, which is an important step in a web strategy.

2. Develop an effective SEO strategy

Search engine optimization (SEO) allows you to drive quality organic traffic to your website – and it is often this type of traffic that converts the best! The quality of content is essential in the eyes of search engines, and professionally written texts will demonstrate your expertise in your field. It is also very important that your texts are fluid and free of errors.

In these texts, you will have to integrate keywords and privilege these in the titles and the subtitles to increase your chances of being found in the search engines. To help you find good keywords, think about the words users are likely to use to search for your pages and embed them into your site.

Natural referencing is a very effective strategy when it is carried out according to the rules of the art. Optimization of SEO fields (URLs, meta-descriptions, tags, title tags, and links), technical verification (responsive, clear code, site speed, optimized photos, etc.), presence on social networks, and external links of trusted sites ( backlinks ) are all factors that also influence positioning in search engines.

Keep in mind, however, that natural referencing is a long-term strategy. Optimizing a site takes some time to be considered by Google and it is a long-term job. In many cases, it is not enough to achieve specific goals, this is where SEM comes in. Maybe you would like to advertise, be found more easily, and get real results faster? All of this is possible with search engine marketing (SEM) campaigns.

3. Take advantage of the benefits of an SEM campaign

Is it beneficial to create SEM campaigns? Absolutely! Even if there are costs associated with this type of reference, it allows you to precisely define your audience and reach the right target quickly. Indeed, Google provides you with a network of qualified users who will bring you immediate visibility and increase your traffic. Plus, you’ll appear at key points in users’ buying process, as users often spend a lot of time on the web shopping and comparing before making a purchase.

But how to proceed to be certain that each dollar invested yields the maximum? First, you need to determine a budget that suits your business and that you will be comfortable starting with. Note that this basic amount may be readjusted over the campaigns.

To build an SEM campaign, you must define your objectives, they are the ones that will determine the direction you will take with your advertisements. You can then set up a campaign structure and establish conversion tracking. You will also need to identify the keywords on which you want to appear during searches and position yourself on the most strategic and profitable words for you.

Thereafter, you will be able to create quality ads that will attract and meet the needs of your potential customers. Engaging and catchy texts are ideal for success, it’s a good way to optimize your ads! Finally, do not forget to continuously monitor and optimize to preserve the quality of your campaign.

If your campaign is performing less well than you’d hoped, try to find out what’s not working by making small changes to your ads and seeing if it improves. However, it can be difficult to pinpoint the problem. A web marketing specialist will then be able to point out the flaws in your campaigns and advise you on the actions to take. The latter can also help you from the very beginning to develop your campaigns.

4. Regularly create engaging content for your target customers

Let’s get back to natural referencing, yes you can integrate keywords into the permanent content of your website and optimize all the technical fields, but sometimes it will not be enough. Google prioritizes active sites that regularly renew their content or offer new content. But how do you stay active on your website? By writing blog posts!

When composing your articles, be sure to incorporate keywords and links, as mentioned earlier for permanent content. This will help a lot because if your articles are well referenced, they will continue to bring in qualified traffic long after the publication date.

In this order of idea, put yourself in the shoes of your customers to find your subjects of articles. Think about what they might write on search engines to stumble upon your site. 

Is this a frequent question? Additional explanations on one of your services? Try to demonstrate your expertise through your articles, potential customers will then be charmed that you answer their questions and it will be a very positive first contact with the company.

5. Use the power of social media

Following the writing of your blog articles, you will be able to launch on social networks and publish them on these platforms. 

We recommend that you establish a content calendar to distribute your efforts logically.

Social platforms are perfect for communicating with your customers or establishing first contact with potential customers. However, don’t assume that this will directly bring you customers – that’s quite rare! Social networks are rather useful to maintain and strengthen the relationship established with them.

We advise publishing according to the 70-20-10 rule. Which is to publish 70% original content representing your company, 20% shared content from someone else (articles, quotes, videos, etc.), and finally 10% promotional content (news, discounts, contests, etc.). To learn more, take a look at our article “ Manage your Facebook business page like a pro ”.

6. Build an effective email strategy

Email marketing is a powerful strategy for driving traffic to your website. First, you need to build an email list, it might just start with your customers’ email addresses, and that’s fine. 

But the most laborious step will be to harvest new ones. You have to succeed in convincing the user to leave you their email by some means, whether it’s a contest, a landing page, a promotion, etc. Don’t be discouraged if your list isn’t growing at high speed, it’s better to prioritize quality over quantity.

Then think about making segmented and personalized mailings, users must feel challenged by your message. Also, make sure to find a clear subject that will encourage the opening of the message, this is decisive in the opening rate of the email. 

You should also develop a sending schedule for your newsletters according to your objectives. A good sending rhythm will prevent your list from being overused, and your subscribers will be more receptive if they do not receive 4 messages on the same day.

If you want to take email marketing a step further, it is possible to create a strategy that will use automation. This can be done by sending an email on the user’s birthday or sending them a reminder if they left an abandoned cart on your site. Anything can be done!

Finishing…

These 6 steps are only the basis of a web marketing strategy, which will then be adapted to your situation. 

Every business has a different vision, customer base, and needs, so any strategy needs to be personalized

If you wish to be advised by Web marketing experts, do not hesitate to contact us. The fabulous team at Basta Go crafts web marketing plans that will rocket your website into orbit!

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