5 tips for successful small business web marketing

SMEs and start-ups are all the rage these days. These companies are highly valued, characterized by their dynamism and perceived as veritable idea factories.
But small businesses don’t always have access to large financial resources, so they have to be particularly creative when it comes to marketing and sales strategies.
On the web, it’s particularly complex to create a presence that stands out from the crowd. As a result, many SMEs operate on a trial-and-error basis to find what works and attract attention to build a loyal customer base.
Fortunately, many have gone through this process, and many have even gone from SME to large-scale enterprise. This allows us to study the techniques used to develop online marketing and fine-tune their brand image. So here are the five basic web marketing strategies for small and medium-sized businesses. Each of these strategies requires elaboration, which you’ll find on our website.
Here are 5 web marketing techniques for SMEs.

1) Develop and maintain a presence on social networks

Most consumers have at least one account on one of the major social networks. This means that the company’s target clientele will probably find their way around. You just have to decide how and where to reach it. Each platform is different, and the type of content shared varies according to the way users consume it.
On Instagram, posts focus almost exclusively on visual content, while on Twitter there’s more text. Facebook is a mixture of the two. SMEs will therefore need to determine which of these social networks will have the greatest impact, depending on the type of products or services they offer.
Is it more interesting to try to converse with potential customers on Twitter or Linkedin, or to present enticing images by targeting the audience according to their types of interests with posts on Instagram or Facebook.
While it can be interesting to have accounts on most of the major platforms, it’s best to focus your energies and budget in one place to optimize your social networking campaigns.

2) Have a high-performance, optimized website

As a small business looking to make a name for itself, it’s important to make a good first impression. This meeting with the potential customer often takes place via the website.
As a result, it needs to perform well and provide a pleasant user experience. If this is not the case, a large proportion of potential customers will be lost and difficult to recover later on.
Here are a few criteria for a high-performance site:

• Quick download;
• Aesthetically interesting;
• Clear, easy-to-understand content;
• Easy to navigate;
• Optimized for SEO.

3) Test paid search

Paid search refers to advertising on social networks, but also on Google. Google Ads (or Google Adwords) is very important, as this tool enables you to reach many people who make queries on this search engine.
So you need to spend a certain amount of money to appear in the sponsored results, targeting very specific keywords that relate to the type of product or service offered by the company.

4) Promotions and newsletters

Who doesn’t love promotions? To attract attention, contests and special limited-time prizes can be very effective. These promotions can be advertised on social networks or on the website, and then these people can be targeted to convert them into long-term customers. They must then provide their e-mail address or another means of contact (e.g. telephone number).
The SME can then make use of these potential leads. For example, this can be done by sending out regular newsletters, or other types of even more targeted e-mails (special offers, notifications for abandoned shopping baskets).

5) The blog

From the point of view of SEO optimization, the more relevant content a company’s website is filled with, the more likely it is to perform well on search engines.
Blogging then becomes an interesting option, allowing you to share information that contributes to the brand’s image, provides information about products and services, and offers interesting content to share on social networks.

In conclusion

These 5 tips can serve as a good basis for launching an online marketing strategy. Then, there are no limits! After all, one of the characteristics of SMEs is that they’re often run by creative, switched-on people! It’s this recipe that can have a real impact on a company’s visibility.