We are talking about traditional marketing for everything related to print advertisements, whether in newspapers and magazines, or even urban display advertisements, and also television advertising, for example. These supports, admittedly effective, are not at all adapted to the budget of a young SME, and because of their short-term effectiveness, their impact can also prove to be very complicated to manage for a small company. How then to compose a coherent communication plan with its means and its teams, without starting a communication “with the means at hand” generally ineffective? The web is particularly suited to this issue, and here we give you some simple tips to integrate into your communication plan.
1. Create Your Website
The first thing to do if you haven’t already done so is to create your website. This will not only allow you to have visibility on the internet and a presentation window for your customers, but also to take advantage of all the opportunities that web marketing offers when you don’t have the inside skills, it will obviously be necessary to budget to develop this tool, but it is a necessary investment to be able to make your business known easily.
In addition, do not hesitate to have an upstream reflection on all aspects of your site, whether at the graphic level, or the architecture and navigation or it’s content. In order to optimize your investment, it is a matter of taking into account all the variables and all the opportunities that would increase your visibility. The current functionalities make it quite easy to set up an online store, for example, if your activity lends itself to this type of business, you will be able to quickly recover the investment costs incurred.
Do not also forget to consider the importance of your site to offer easy navigation on mobile devices via a responsive site or a dedicated mobile site, for example. Mobile is really an avenue to explore, given its exponential growth in recent years and the opportunities it represents, especially for convenience stores.
2. Fine-Tune Your Target To Reduce Advertising Costs
Once your site has been created, and your marketing budget is determined, one of the tips to put in place is that of precisely defining your target. The more precise you are in determining your potential customers, the more you will be able to conduct highly targeted advertising campaigns, and thus more effective and less expensive. To do this, you can set up personas to accurately determine the profile of your prospects, from their main characteristics to their purchasing behavior.
This step is all the more important since it will also be useful for you to plan appropriate actions: communication on social networks paid referencing, etc., but also as part of a strategy for building
customer loyalty. The more you know your target, the more weapons you will have to fight against the competition, even on a limited budget.
3. Optimize Your Website And SEO
Having a website is not only a good tool for presenting your business (although it is essential). It is also a very good way to be referenced on search engines and thus reach your target quickly and more or less for free.
We talk about SEO to address natural referencing topics: indeed, good optimization of your website is necessary for Google robots to spot you in the multitude of sites on the internet if you are on a deficit, it’s that a great way to stand out. You will first need to find the most appropriate keywords for your industry in order to integrate them on your site, whether in your content directly or in your meta tags. To do this, you can use a keyword planner that will help you find new ideas for queries likely to be typed by your prospects and to sort through your phrases and potential keywords according to the competition on those. -this.
Once you have laid the right foundations for your SEO, you will be able to tackle the broader SEM techniques more easily, in particular with paid SEO campaigns on search engines or on social networks.
Do not hesitate to seek help from SEO company in pakistan for this technical subject, which is essential for the success of your site also you can find a lot of tools on the blog that can help you understand the mechanics of SEO.
4. Offer Quality Content
Linked to this SEO is the importance of content. Creating quality and regular content is the most effective way to quickly advance your SEO. Internet users are fond of innovative content that responds to their problems. So do not deprive yourself of this opportunity to stand out in your sector, especially if it is a niche sector.
Besides, content writing is a rather easy task to set up. If your budget is really tight, you just have to do it yourself or with the help of your in-house skills, for example. It is always possible to outsource this task, however, in order to free up your time by hiring specialized writers or journalists who will allow you to have a certain regularity and to keep a certain seriousness in your publications.
5. Communicate On Social Networks
Thanks to your content, you will be able to tackle social networks, and there are many! Choose networks that will be adapted to your activity: for example, LinkedIn if you operate in a BtoB market or Facebook, Twitter, or Instagram if you target the end consumer instead. Social networks are a very powerful means of disseminating information, which can be relayed directly by users. Do not hesitate to make a publication plan in order to keep regular contact with your audience, and to participate in discussion groups on the themes that concern you. This type of action will have the advantage of increasing your visibility at the same time as your credibility in your field.
You can also develop small campaigns based on specific profile criteria, hence the interest of having precisely determined your targets. The more these criteria are restricted, the more the campaign will have a good ROI and a lower cost. In addition, social networks have set up cost per click or cost per impression systems that will allow you to precisely manage your budget by determining a daily budget, for example, in order to avoid any unpleasant surprises after the fact.
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