SMBs and small businesses are generally attracted to social media marketing, for two simple reasons: one, you can reach your specific audience at a lower cost than traditional marketing. And two, you see the great possibility of increasing your sales, right?
Well afterwards comes the stage of study, learning and planning of the strategy (three steps that many businesses obviate or do not take too much into account) and then come to action, with some social channels, some advertising, but with the same message … for sale, 2 x 1 …, etc., etc. offer. As we already know the result is usually very thin.
Three major obstacles face SMEs and small businesses today, and are, knowledge about online marketing and social networks, the time it takes for their management and the money to invest in their marketing campaign.
That is why today we are going to give you some tips on how you can maximize your resources and marketing efforts, for companies that do not have a big budget.
This is how I would recommend prioritizing your actions:
The learning curve in social media is complex for obtaining minimal knowledge of digital marketing and social networks, but requires a minimum investment of time, effort and minimal investment. Evaluate these resources and compare if it is wise to hire an expert or marketing agency instead of doing everything yourself.
2. The Website
No matter what your business is, your website is the center of your strategy, the center of your Internet presence and social networks, this should be your best investment. But be careful as your website should ensure the best experience for the user.
Some important parameters for your site to be the fundamental tool of your strategy should be:
- Charge in less than three seconds
- Be usable on mobile devices and the desktop
- Do not lose a user’s clicks or time
- Do not have any type of error
- Presents unique content on every page
- Provide all visitors with a strong return on time invested, ie give value to return. If someone visits your website, you are investing time, you must provide a return on that investment.
Obviously, not all parameters can be fully satisfied. But you can get as perfect as possible.
If you are just starting to build it, just try to make your site simple, visually appealing and have a blog to share information and news. Build your first site on a basic platform, like WordPress, invest in making a mobile version of your site so it is easy to visualize and be responsive. Google prefers websites with mobile version.
If you need to have an online e-commerce store, you could look at a purchase service like Shopify or plugins like WooCommerce for WordPress. Do not try to reinvent online shopping, if you’re not sure you hire a developer.
Before your site is ready to be oline, try everything, click on everything. If you see a “Not Found” or other errors, such as slow loading pages, writing with broken links or errors, correct them or ask a developer to solve them.
3. The SEO
You should make sure that your website development takes into account SEO. If you build a good website (taking into account the suggestions above) so that search engines can easily find and rank the unique pages on your site, I would suggest leaving other SEO tactics alone for now. Yes, there are techniques that help but they all cost money and resources.
Having said that, if you are looking to hire an SEO expert make sure they can explain your tactics in a way that you understand, if they can not do it, do not hire them. SEO is the result of a lot of combined tactics, actions, it is not a secret and infallible recipe.
4. Social Networks
There are no tricks or shortcuts, no magic formulas, no “social media” gurus that can predict exactly how everything will work. Social networks are about the simplest of human relationships, creating relationships, socializing. Also there is no shortcuts rather than artificial way to buy facebook likes.
To begin to socialize (dialogue, respond, generate confidence, etc.) with a strategic or business sense, try to focus on a single platform (or two maximum). I would start with Facebook if you are a B2C company and target audiences between the ages of 23 and 55.
LinkedIn is a better choice if your company is B2B. Twitter can work for both B2C and B2B, but keep in mind that this network works best if you know that your audience spends most of their time in there.
Google+ is a network that should be for that of SEO and so that you know your peers or people in your industry. Pinterest and Instagram are very visual social networks and works very well for products and services (such as restaurants, hotels, tourism) that have a good visual presence, the majority of its audience are women. But it also has implications for the social search of both types of users.
Recommendation: If you decide to carry your social networks yourself, choose one hour each day, to check and publish on your social channels. If you can not devote an hour to spend at least 15 or 30 minutes, or those that are left over, but you must do it every day, without fail.
For small businesses, I know that it is tempting to try a narrow approach, how to build the website, and go to Facebook and publish offers with advertising. Then when this does not seem to work, jump to another social network like LinkedIn or Pinterest or not really know what to do. Resist the temptation to do this or quit saying that it did not work, focus on a strategy, if you do not have one or create a help.
With a well-planned strategy, tactics, action, control and patience you will get better results.