We have the end of the year and it is a time of summaries in every company. Entrepreneurs are analyzing what they have achieved in the last 12 months and are thinking about how to step into the next busy year here.
We encourage you to devote special attention to planning your digital marketing campaign, which is an ideal option for growing, but still small businesses. This is now the best time to pre-plan your advertising projects and choose those that can potentially bring the greatest image and sales benefits.
Why do you need to invest heavily in digital marketing in 2020?
One of the key reasons is the forecasted significant increase in the share of online sales in the consumer spending portfolio. Estimates say that in 2020, the number of people who make at least one purchase online will get close to 2 billion or even break this limit. It is an army of customers buying both products and services.
So if you have a small business and you decided to grow your business in 2020, look for customers primarily online. Of course, you need to work successively on development, which is understood by investing in image and brand recognition. Don’t move without it.
Companies that do not have any brand are doomed to a constant struggle to stay afloat, they depend only on sales pillars and earned profit. By increasing brand awareness, services, and products, you will gain something priceless: protection against the effects of the impending economic slowdown.
The crisis of 2008 did not hit the world’s biggest brands, it strengthened them. He swept out of the market those companies that could not count on customer loyalty because they simply did not exist in their consciousness.
Criteria for choosing digital marketing tools
We have long wondered which tools we can confidently recommend to small companies, but ultimately we managed to select a group of four particularly recommended solutions. What have we considered?
Easy campaign launch – we’ve assumed that small businesses have neither the time nor the resources to bother with campaigns that require long planning and continuous monitoring;
Low cost – for this reason, in our list there was not even video marketing, which is a rather expensive strategy. Similarly, like influencer marketing and display campaign;
Measurability of effects – each of the proposed tools gives a wide range of possibilities in measuring its effectiveness, whether using web analytics or through direct feedback from customers;
Combining sales support with an image campaign – we wanted to recommend not only strictly sales tools, but also those that bring long-term image effects and contribute to building brand recognition;
It’s time to get to the point. Here are 4 tools that you should use in a digital marketing campaign for your small business in 2020.
For many, it can be a surprise, because apparently “email marketing is dead”. It’s not true. An email campaign can still be a great promotion tool for a small company because it is not expensive, its effects can be easily measured, it is susceptible to quick modifications if something goes wrong, and at the same time, it works perfectly in the process of increasing the brand’s reach. It is simple to configure and can be precisely targeted to a specific target group.
The advantage of an email marketing campaign, especially from a small company, is also that you can run it without having a website (although of course, you need to plan its creation anyway). We then direct traffic to e.g. the brand’s profile on Facebook.
Who we particularly recommend email marketing to:
- Internet shops
- Small service companies
- Small producers
- Companies looking for larger contractors (advertising emails are opened mainly by managers and entrepreneurs)
This was an obvious choice because there is no other tool that would allow you to launch an advertising campaign practically hour by hour and immediately began to bear fruit. We note, however, that the PPC (Pay-Per-Click) billing model is not so cheap at all, and if you also want to fight for the most competitive phrases, then be ready for the pain of the wallet. The alternative is to choose phrases with a long tail, less frequently searched, but much cheaper and more precise.
Who we particularly recommend Google Ads to:
- Internet shops
- Companies acquiring customers locally
- Companies that want to increase sales immediately
- Content marketing
Our absolute favorite and tool that will still rule in marketing small businesses in 2020. Content marketing is a modern and effective support for every SEO campaign (it is impossible today to effectively position a website without valuable content) and the best solution if you want to strengthen your brand image.
An investment in content marketing pays off for a long time, but at the same time, it is practically guaranteed and can bear fruit for years. Blogging, sponsored and popular science articles, infographics – it still works, and Google announces further rewarding brands that invest invaluable content. So if you can afford to choose only one tool for a digital marketing campaign, let it be content marketing.
Who we particularly recommend content marketing to:
- Beginner company such as Canvas Prints that need to build a brand
- Entrepreneurs expecting long-term effects
- Companies that above all want to achieve a high position in Google
- Companies operating in a very competitive industry, without funds for aggressive advertising activities
- Social media marketing
They could not be missing in this statement either. Social media is a natural choice for small businesses, which is also confirmed by statistics. About 60% of enterprises from the SME sector have a company profile on Facebook – most run it on their own, which is not a good idea.
The advantages of social media are obvious: huge reach, a multitude of options to promote the brand, the ability to precisely target ads, and interact with users. However, the problem with social media is that for a campaign to bring any benefits, you have to invest in it either a lot of time or a lot of money. If you do not have either, let it be your reserve option for 2020.
Who we especially recommend social media for:
- Brands wanting to be close to customers
- Companies whose target groups actively use social media
- Companies from the beauty and clothing industries
- Small entrepreneurs offering handicrafts, unique, which are not often searched on Google
Regardless of which tools you ultimately choose, remember one thing: building a brand is the most important task that you face in 2020 and a pretty cool idea for a New Year’s business resolution.
Why is Digital Marketing important for an SME?
The lack of new customers is one of the main reasons why SMEs die slowly and have to close their doors.
Marketing Digital is implementing marketing strategies carried out in the media digital, ultimately it is to translate the techniques of the offline world to the online world.
In the advances of technology that we have had throughout the generations we always find the already famous “resistance to change”, we resist because we are afraid to have to learn new things, however, this change is on our heels, something that suits small and medium businesses, because we can compete on the same board with big brands, but for that, we need to know
For SMEs it is no longer an option to have a digital presence, if it is intended to grow they must be within this world, the search and purchase processes are increasingly personalized and this is because the Internet plays a very important role in this process, Hence the emphasis on using digital tools for those who are looking for our services or products. Among the basic tools in which an SME must enter are:
Web page. Having a web page is the cover letter, with which the client will meet to reach you, it is always important to remember “The first impression counts a lot”, however, a web page alone does not help us if it does not We have the complement for it.
Images that speak of your service, it is incredible how graphics we become people, in general, we like the pages that tell us with an image that the business is about.
SEM is the acronym for Search Engine Marketing. When we talk about SEM, we usually refer to paid ads campaigns in search engines, although, being purists, SEM refers to any Marketing action within search engines, whether paid or not.
Social Networks are sites that can become a powerful tool to promote a business, service, product, or website. Platforms like Facebook and Twitter even have an advertising system for advertisers. Online advertising campaigns take social networks into account when building their strategies.