Two factors to consider when marketing SMEs online – Tell Me Your Goal

Pay attention to monitoring the right KPIs

Say no to vanity metrics. This should be the mantra, especially for SMEs who are thinking about embarking on an effective digital marketing strategy. We often give in to the temptation of wanting many followers on one page - perhaps even doing fan acquisition campaigns through sponsored methods - and then we are surprised when, after reaching a few thousand fans, the page is static with no engagement and interaction. Having many low-profile followers is useless, but having them carefully profiled but not engaging them with interesting content is a waste. A good degree of engagement and real, positive and two-way interactions with your users are the best way to build correct awareness and to create, over time, a solid base of loyal customers. As they say, better few but of high quality. This especially applies with digital and social media marketing.

Publish valuable content to create engagement, not just promotion

Speaking of interesting and relevant content for your audience, it is good to avoid a very common attitude, especially for small brands. Making every single post on the page an advertising, commercial, promotional and self-referencing message. Nobody wants to see social content that looks like banner ads. It is necessary to create storytelling and immerse the consumer in our brand story, because the user's mind - the mind of each of us, in reality - is made to welcome, receive, connect and identify with stories. A well-told story stays in mind a lot more than the more colorful graphics and the more aggressive promotional message.

In this regard, it is good to think of integrating solutions that allow the user to interact even more directly with us. These could be chatbots, integration of Facebook pages with WhatsApp direct messaging, possibility to download apps and purchase products directly from the Instagram feed etc. they are opportunities to be carefully evaluated.

If you would like to learn more or get expert help with marketing for small businesses, please get in touch with Tell Me Your Goal digital marketing agency today.