We had a very productive time at the recent WSI Digital Marketing conference held at the Growth Hub in Gloucester. As an SME we were keen to know how we can better use digital marketing and social selling to help grow our business both now and in the future.
What did we learn ?
- We already new this but mobile really is first. Advertising & marketing budgets are increasingly being focused on mobile. Google’s algorithm is now punishing websites that are not mobile
- The ‘sales model’ is changing everywhere … cold calling is getting increasingly difficult. Those that do it (need lots of volume) and often end up competing on price (sound familiar)! It’s about finding and really engaging your on-line audience with great content and developing warm leads that way
- PPC or Pay Per Click is getting increasingly important – As we ourselves discovered in our recent LinkedIn Recruitment and, to a lesser extent in last year’s Facebook campaign – Google is reserving more and more space for this and organic searches are less effective unless you come up on page 1
- ‘Re-Marketing’ is a very cost effective way of getting your banner to come up all over the place and is a very small incremental cost on Pay Per Click
- U-Tube’s equivalent of PPC is apparently very good value (thinking of SME budgets). Also a short VIDEO really is one of the best ways to convey to people what you do
- Apparently being no 3 in a search yields the most revenue return!
- According to Bing search has stayed more or less static for last 10-15 year with a few bolt-ons but is about to undergo a revolution
- According to Google you need to think about and respond to on-line ‘moments that matter’ … ‘I want to know?’ ‘I want to buy?’ ‘I want to do?’ and ‘I want to go?’
What will we do differently in the short to medium term?
- Investigate Hootsuite Pro as a means to much more efficiently schedule and deliver content through our various social media platforms. We already use Hootsuite as individuals
- Exploit some of the tools we already have to search, monitor and pick up signs that people / businesses are (or are likely to be) interested / buying our services and then follow up
- Tweak our LinkedIn presence to make it far more likely that someone of interest to us will want to respond to a link request on LinkedIn and then engage with us
- Focus on more than creating awareness through our digital marketing. We need to recognise and measure actual instances of engagement and then follow these up as ‘warm leads’
- Better use our list of contacts to generate engagement and sales through savvy email marketing.
A final thought …
‘The Internet will grow more in the next 5 years than it has in the last 25 years combined’ Ray Kurzweil
Even if this is out by several factors it’s still BIG and it’s slap bang in our time
We really do need to embrace as befits an ambitious SME!