Social Media

We are advised today by the “gurus” of the internet to focus on benefits, but in the industrial arena they are always the same – better, faster, cheaper, greener and so on – these are givens – so let us put ourselves in the place of a technical audience of intelligent problem solvers. Let us consider how does our product solve their problem, or how does it fit into a bigger solution?

This will inevitable lead us to a detailed description of product features – and more to the point we are addressing an audience of people who are interested in features because they understand them and need to know how a component fits into their own product and process.

This is the valuable information our technical media can pass on to its readers – and we can reach them through PR.

Ah, the budget – do budgets ever make any real difference? At the end of the day, it is always up to industry to pull ourselves out of the economic problems – generally created elsewhere. Noses to the grindstone, backs to the wheel etc. etc. we fall back on tried and tested, value for money promotional activities – ie the low-cost options to sales success – options like PR and content marketing, social media and in-house newsletters.

Experience over many boom-bust cycles has shown that the best time for promotional investment is when we are in a recession – to support survival, then to speed up the recovery. Of course, a recession is probably just the time when resources are already stretched, so what is required is a relatively low cost but effective approach – a drip-drip marketing strategy that is sustainable throughout an economic cycle.

Call for a chat here 

I have noticed that SMEs can often have a problem with self-promotion, sometimes voiced as “I know we need to do something, but I don’t know what?” otherwise as “but what would we talk about?”
Let me reassure non-marketing people that there are lots of things to do and there is always a lot to talk about – just imagine talking to an interested potential customer – marketing simply addresses a bigger audience in many different ways.

A conversation with us could help you open up a new sales support activity.

Websites have moved on so much in recent years, so it’s likely you’ll have upgraded or relaunched at least once. If not, you’re probably considering doing so.

The process is no easy task and it will represent an investment of thousands of pounds financially, and it will cost a fair amount of emotional and physical energy.

But the work can’t stop there. You need to raise awareness of your business and promote your website at minimum cost, and here are four low-cost options.

Directories

On-line trade directories will get your url in front of the right people and often at no cost.

Trade directories are also likely to have some form of editorial output to complement the bare bones of the site, so contact the web admin to alert them to your website relaunch and offer to provide a few paragraphs of copy and some images.

Make sure you provide urls to the relevant pages so the admin can make your story and images clickable.

Blogging

You know your products inside-out, so generating a couple of hundred words every other week should prove straightforward, and regular updates provide value in terms of Search Engine Optimisation for your site, pushing it high up the rankings.

If you can’t think what to write about, brainstorm topics with your team. A great place to start is with the questions already being posed by customers or potential buyers. If they’re asking questions, chances are others will want to hear the answers.

Social media

You have a social media presence and you’re always wondering what to talk about on the various platforms. An upgrade to your website provides the perfect opportunity to generate exciting content. Make it rich in visuals and light on words. Social media is all about show and tell.

E-Mailing

You have a list of previous buyers and previous enquirers, so a great starting point is to tell them about your new website in an e-mail.

Don’t be lazy, though. The words ‘Check out our new website’ are not going to excite any interest, because nobody is going to visit your website out of the goodness of their heart. They need one question answered, and it is this – ‘What’s in it for me?’

So spell it out with specific promises you know you can deliver, making it impossible for the reader to ignore your invitation to click through.

One crucial thing to add regarding email marketing – if you are considering building an e-mail list and sending regular updates to people on it, there are strict regulations covering such activity. One key element is to tell people how they came to be receiving an email from you, and giving them the opportunity to opt out of hearing from you again. Regulations are different for mailing to individuals and for sending to companies.

Full details found here.

Outsource it

Most companies find that is an awful lot of work for a small company – which is where we can come in and do it for you. The chances are that most of your competitors will be doing very little of the above and we can put together a package that is appropriate to your business and won’t involve a corporate mega-budget – after all, what we do is to specialise in growing small companies into big ones – by working smarter.

For more inspiration on promoting your website read Ian Deavin’s white paper entitled ‘How small companies are competing successfully and punching above their weight’

or

  • Speak to us on 01462 850040 or 07860 218334.

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