The web can help small businesses reach customers and markets they’d never have dreamed of 20 years ago.

But the digital world moves so swiftly that simply having a website’s not nearly enough.

If you want to make the most of digital resources to boost your business you’ll need to take a strategic approach that requires regular tweaks.

With that in mind, here are three digital hacks for SMEs.

Personalisation

Digital marketing is concentrating on customer experience — so personalisation provides the best way for businesses to connect and nurture long-lasting relationships.

Inserting a customer’s real name on an email greeting instead of using a generic title is a simple yet effective form of personalisation.

But the rich data garnered from consumers’ online activity can be used to make more substantive forms of personalisation consistent across several channels including social, websites, ecommerce and mobile.

High quality content and well-developed customer personas are the bedrock of good personalisation — but once these are in place, this tactic is really effective for SME customers who appreciate the personal touch.

Localised optimisation

If your website doesn’t feature good Search Engine Optimisation (SEO) it’ll be all but invisible to Google’s crawlers and won’t appear in the top ranks of the search engine results page.

Localised SEO ensures your website and all other online content features the appropriate local keywords — and stands out in high-intent ‘near me’ searches.

And getting your title and meta-description tags in good shape and quality link earning are also important.

Claiming a free Google My Business listing is also a wise move to boost your web presence — while positive online reviews are the digital version of word of mouth and just as effective for your reputation.

You might also need help with technical aspects of SEO like ensuring your visual images are coded and using local structured data mark-up — hire an expert if you don’t have the in-house expertise.

Video

Video marketing no longer requires expensive external expertise, and it’s really effective for smaller businesses.

An effective video on your landing page can increase conversions by up to 80 per cent.

And it’s also extremely effective for mobile, which is crucial when over half of web users now access the net through their phones.

The content of different videos is entirely up to you — short, quirky ‘explainer videos’ are a great way of highlighting what you do and conveying your unique ethos in the space of a minute or so, and animations are usually effective.

But a video that shows your products and services working in real-life situations can convince customers to part with their cash too.

You can also build customer excitement for each video by creating short teaser videos to whet their appetites for the main video event — just like trailers for blockbuster movies.

These three digital hacks for SMEs will help you develop your own strategy to conquer the web and become the talk of your town.

Does your SME use digital techniques and tactics? Share your advice in the comments section.

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