Everywhere you hear about hacks and revolutionary methods for success on the web. If the fundamentals of digital marketing never change, reaching the right audience becomes increasingly complex and channels multiply.
Then companies face a real need to prioritize their marketing efforts. Especially if there is only one person working there, you don’t want them to spread.
Thanks to Pulse, TikTok wants to do 50/50 with the biggest creators
In this article, we will see five things that any VSE/SME must put in place from its early days, if it plans to grow sustainably in the coming years.
1. Define budget and goals
This tip may seem basic to you, but we are constantly surprised by the number of companies that do not have a clear marketing budget or goals. In 2019, 50% of small and medium-sized businesses did not have a defined marketing plan, according to a study by Outbound Engine.
to create a budgetA basic rule of thumb is that the marketing budget should be between 5% and 10% of the target sales volume. This includes human resources, including the salary and human cost represented by the marketing team. This number may seem high, but know that on average, successful companies are able to generate a return on investment five times greater than their marketing budget!
to set your goalsYou start by thinking about your conversion rates. How many contacts are needed to sign a client? Thus, if you want five more customers throughout the year, how many contacts will you need to sign for those five new customers?
2. Take advantage of your location and your contacts
Imagine that you are investing time and money to gain followers on a LinkedIn Page, where you post regularly. And overnight, LinkedIn changes its algorithm: you have to pay until you reach only 10% of those subscribers, because your organic posts sink to the bottom of your audience feed.
imaginary ? However, that’s exactly what happens on every social network or search engine: you don’t make the rules.
Thus, in 2012, Facebook pages were able to reach more than 15% of their audience thanks to their organic publications. In 2016, that number was barely above 2%. In contrast, the ad price per 1,000 impressions was less than $2.5 in January 2019, compared to $3.60 two years later.
There are two things a company must master from the start: its website, its domain name, and its contact database.
See it as an investment: instead of renting by spending money on platforms that you don’t control, you’re investing in things that belong to you.
3. Know how people find you
The first question you should ask yourself is how do people find your site. Very often, we rely on Google Analytics, which allows us to know how many people visit our site, how long they stay or even what pages they browse, but we are missing important information: Why did they come to our site?
For the majority of SMBs/SMBs, 90% of site traffic comes from keywords related to the brand or products. These are the people who are already familiar with your brand. Their site is an effective showcase for those people who want to know more about a brand they have already heard about. But the site doesn’t really allow them to take over.
To avoid this, it will be necessary to understand how people come to our site, and what they seek there.
Before acting, we must measure. Google Search Console is a useful tool for knowing the context of your traffic from Google. However, this tool can be difficult to access for a leader or marketer who is not an SEO expert to extract truly actionable information from it. Another free tool like Plezi One can help you by storing and interpreting this data to more easily discover opportunities.
4. Optimizing existing pages
How many times have you come to a site where you only read “we are us”? How many times have you found yourself at the bottom of a web page and don’t know where to go? How many times have you consulted sites that only offer to make a connection request?
By combining these bad practices, you ensure that 98% of your site visitors leave immediately.
So since it’s a good time to come up with good solutions, here’s a simple way to start optimizing your site.
Based on the 10 most trafficked pages on a site, ask yourself:
Why did the visitor arrive on this page?
What can he do next?
For example, if it’s a page about your product/service, the next action could be to request a quote, download a brochure, or a customer case. If it is a blog post, you can provide a checklist for download, article in pdf format, technical document or something else.
Warning: Talk about your product in a blog article or give a demo after reading a very straightforward news item. You always have to think of the simplest action that brings value to my visitors.
Example of a happy team website:
- Marketing manager published an article on conflict management at work
- Later find traffic to this article from searches including the keyword “pdf” in their Plezi One dashboard
- Then he created a PDF of this article to publish it online at the conclusion of the latter
Results: 5% of article readers download a PDF, which allows Happy Team to collect several email addresses of people related to their services.
5. Upload ‘Excellent’ Content
As we just saw, a simple PDF file can blow up the number of contacts your site has generated, even if the latter has very little content.
And the possibilities of premium content are numerous! These are some examples:
On your product or service pages:
- Make a Training Presentation ⇒ Download Training Catalog
- SaaS Presentation ⇒ Download price list, offers details or request a demo
- Presentation by sector Download industry-specific methodology
- Service Presentation ⇒ Customer Case Download
- Customer support presentation ⇒ Sample to assess a visitor’s ‘maturity’ in relation to your problem
In your blog posts:
- Inbound Marketing Essay ⇒ Guide: “How to Develop Your Inbound Marketing Strategy?”
- List of good practices ⇒ Publish the good practices separately and refer to the manual in pdf that includes them all
- Article on how to create your budget ⇒ Suggest a budget template to download and customize
- Thick article ⇒ Give the summary in PDF
- Short article ⇒ Give a link to more dense content
- Tutorial ⇒ Provide a checklist summarizing the steps to follow
Generating business opportunities through digital marketing doesn’t have to be as complicated as some might claim. It is above all about building on the basics, identifying the first successes and building on them to focus your efforts on what works.