estrategia de marketing pymes

Marketing strategies for SMEs

You have so many options when it comes to small business marketing strategies that it's hard to know where to start. You need some solid, proven plans, from understanding your customers to sharing the benefits of your products and services, to using services like CRM software to manage your plans.

Fortunately, when it comes to getting your message across, there are several reliable strategies that will get it all out. Whether you're new to the world of marketing and creating your approach for the first time, or looking to hone your messaging and tactics, we'll share some strategies for optimizing your time, energy, and budget.

You'll probably want to follow them step by step, as each marketing strategy builds on the one before. This will help you improve your focus and maximize your return on investment.

Strategy 1: Clearly define who your ideal customers are

In small business marketing, this is the foundation of everything else you do. You've probably been told that knowing your customer is half the battle when it comes to making sales. But what does it really mean to know your customer?

Your ideal customers are those who are most likely to buy your products and services. That means developing "ideal customer profiles," and to do that you'll need to ask yourself a few questions.

You can start with key demographics. This could include your age, marital status, occupation, geography, financial status, and other factors. Some useful questions are:

Who are they?
Where do they live?
What do they believe in?
How do they spend their days?
What is important to them?
What kinds of things do they look for ?
What are their behaviors?
How do they make their decisions?

Segment your ideal customers into different audiences

You can develop multiple profiles for your ideal customers. You'll want to "segment" these ideal customer profiles into different audiences, so you can develop a personalized marketing approach for each one.

For example, you might want to group business customers into

  • People who work in companies of specific sizes
  • Professionals from certain sectors and niches
  • Roles of different levels of seniority

You could divide individual consumers into:

  • Whether someone is a parent or not
  • If you own or rent your home
  • Where are they most likely to buy

Your segmentation depends on the type of business you run, the products and services you sell, and how well your offerings meet customer needs.

Strategy 2: Describe the values and benefits of your product

You have to connect with your ideal clients on an emotional level. That means creating a relationship with your company and your brand through the products you sell. To do this, you will need to know what the values and benefits of your products are.

Product value is something your product does for people. It is the problem it solves, the need it satisfies, or the experience it creates. A benefit is what your customer will get when they buy or use your product. It's the reason they choose your products over your competitors' offerings.

To determine what those values and benefits are, ask yourself:

  • What do customers get from my products?
  • What makes my product unique?
  • Why can't a competitor offer this to these customers?
  • How do they receive value from my product?
  • What kind of experience does my product give people?

Refer to the ideal customer profiles you created above to help answer these questions.

Once you've defined your product values, relate each one to the profiles of your ideal customers. Identify the key needs or problems of each profile and show how your product can benefit that customer.

These benefits will become the core of your marketing messages. They will let the customer know that you "get it" and that you have designed products and services that can meet their needs.

Strategy 3: Discover the best marketing channels to reach your customers

You need to reach your customers where they are, and use the right messaging channels and formats to capture their attention. We have already discussed marketing channels in our basic guide to marketing. Next, we review the main online marketing channels and how to use them.

  • Pay Per Click (PPC) Advertising : Shows ads from your products and services when people type related keywords into a search engine. PPC guides people to your small business website if they are looking for areas related to your business offering.
  • Display Advertising: Displays text and video ads on different websites in areas similar to your business. Display advertising is ideal for attracting people who may be browsing related areas on other sites.
  • Social Media Marketing: Insert ads into people's feeds on social media like Facebook, Instagram, Twitter, and LinkedIn. Since people spend a lot of time on social media, this can be a useful way to reach them.
  • Content Marketing and SEO: Create content for your website and other channels so that you rank at the top of organic search results. Content marketing is useful if you are publishing useful information and educational material for customers.
  • Email Marketing: Target people who have signed up for your email list. Email marketing allows you to share messages that offer helpful advice, different perspectives, interesting research, and other formats.

Review the profiles of your ideal customers and identify the most appropriate channels and types of messages for each of them. From there, you can craft specific small business marketing strategies based on each channel, profile, and product benefit.

  • PPC: Google Adwords and Google Analytics
  • Display advertising: Google AdSense, Google Analytics, HubSpot Ad Management Software, AdRoll, RollWorks and Adstream
  • Social Media Marketing: Hootsuite, Buffer and Sprout Social
  • Content Marketing and SEO: Google Search Console, Google Analytics, HubSpot, AHRefs and SEMRush
  • Email Marketing: Mailchimp, CovertKit, GetResponse, and AWeber

Strategy 4: Create marketing and content

Once you've sorted out your ideal customer profiles, product benefits, and marketing channels, it's time to create the actual messaging. You may want to focus on:

  • Messages that clearly identify the customer's pain points, but speak about them in a positive way
  • Messages that show the features and benefits of your products and services, and how they can solve customer problems
  • Messages that avoid making too many assumptions about what your products can do for people; Be realistic and focus on one feature, benefit, or customer need in each message.
  • A tone of voice that suits the specific marketing channels you are using and shows that you truly understand your customers.
  • A context for messages that customers can immediately identify with
  • A message format that suits the marketing channels you are using
  • A cohesive story that links all the messages and creates a perception of your brand as an expert.

When you're done, show your messages to a small group of customers and ask for their feedback. You may find that they react better to some messages than others, letting you know what resonates with them the most.

Strategy 5: Execute Your Marketing Campaign

We have already completed much of the work required to run a successful campaign:

  • You understand who your customers are through ideal customer profiles
  • You know the benefits and specific features of the product that will connect with the customer's needs
  • You have identified the best channels to reach your customers where they are
  • You have created powerful and persuasive marketing messages

There are only a few areas left to cover: Now, decide how much you want to spend on marketing your small business. You can divide this budget between different campaigns and marketing channels. Next, make a list:

  • The specific customer profile you want to reach with this campaign
  • The specific messages that will connect with that client
  • The channels you will use to convey those messages
  • The schedule of when you are going to send those messages

That's it, your small business marketing plan is complete. It's time to put it into practice.

Strategy 6: Check what works and tweak it if necessary

You've started executing your small business marketing campaign, but you're not done yet. now is the time to do a monitoring the results and making any necessary changes.

Make sure you have good marketing metrics, for example

  • Followers on social networks
  • Website visits
  • Interest and potential customers
  • Conversions and sales
  • Income and profits
  • Marketing campaign return on investment (ROI)

You should break these metrics down in several ways: by marketing channel, by customer persona, by message type, and by other segmentation. See if they can answer questions like

  • Which small business marketing channels are working best?
  • Which Small Business Marketing Strategies Are Working Best?
  • Who converts?
  • Which messages resonate most with your customers?
  • Are you reaching them on the right digital platforms?

These metrics will let you know what is working and what is not. You can use this information to make changes. Then track the impact of those changes on your revenue and conversions and adjust as needed. This will allow you to optimize your marketing strategies, maximizing your ROI.

By: Joseph Angersoen
21 de December de 2021
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With more than 20 years of experience working in technology, web design and development, marketing and data analysis. We offer solutions to the challenges of today's competitiveness in an increasingly digitized world.

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