Large organizations usually have a lot more marketing resources and budget to plan their marketing programs. SMEs especially those which are still trying to find their business footing may not have such luxury.
But marketing is an important function of the overall business plan. You need to establish and build your brand, create awareness, and reach your potential target segment efficiently.
To a large extent, digital marketing levels the playing field for SMEs as marketing costs can be scaled and no longer out of reach compared to the days when you need large marketing budgets for print advertisement and TV advertisement to reach a large audience.
As business owners, there are many aspects of the business to take care of and sometimes it is down to you doing them yourself initially. I have listed the essentials of digital marketing. Not one single person may be talented to do everything, like you may not be good in graphics design or you don’t like blogging.
Therefore, the first thing a business owner may want to do is to identify the core digital marketing tasks, decide what can be done in-house and where you can find external help.
It differs from one business to another but most businesses can consider focusing on the following:
- Facebook Marketing. Some people are specialized in just creating Facebook ads and in fact there is a lot behind a successful Facebook ads and I have discussed much of this. At the same time, this can be learned. And as the owner of your business, you actually possess the domain knowledge which is a great help to say the ad copy creation etc. Definitely, this is something you can endeavour on your own.
- Google Adwords. To generate leads, Google Adwords is an effective way. Again, this is an area you can do on your own. You might need some training but it is not rocket science.
In the longer term, Search Engine Optimization (SEO) is a great way to generate leads and businesses for you but of course this is an area which requires more expertise.
One way is to engage a SEO agency to optimize your website for SEO and you just focus on the content building with SEO in mind.
Digital marketing does not have to be complex.