How SMEs Can Use Digital Marketing To Survive

Unfortunately, the days of the white pages being dropped on every doorstep are no longer, and the shift to digital-first marketing has created roadblocks for business owners not yet comfortable or ready to spruik their services online.

In today's landscape, a robust digital presence isn't a luxury; it's a necessity for survival that every SME owner and management team needs to approach head-on.

If you’re trying to figure out where to get started to future-proof your marketing strategy, the team at Ebony & Salt are here to help:

4 key components of your marketing strategy

1. Branding

   Whether your business has been running for six weeks or sixty years, it’s essential to have a clear idea of who you are as a brand, and how you communicate to your audiences and clients. Branding can also include a visual identity, such as colour schemes and logos, or a graphic design style you carry across all your assets.

   A strong brand is also where you begin to standout from your competitors, creating an impression on your audience that brings you to front-of-mind when they begin to think of your industry.

2. Website Design

   Your website is the cornerstone of your digital footprint, and, thanks to search engines, it’s often the first contact made by potential clients. Design is incredibly important in the current marketplace, with websites required to work across a range of devices including desktops, mobile phones, and tablets, while remaining clear, attractive, and easy to navigate.

   SEO (search engine optimisation) is also a key component of websites, with the content you put on the site acting as a repository for search engines like Google to use in their algorithmic ranking for different search terms. You can also use blogs to create interest in your website and provide more opportunity to be featured for ‘high-intent’ keywords used by potential customers. 

   Navigating SEO can be tricky though, with consequences for poorly-designed or non-user-friendly websites, so many business owners call in the professionals when it comes to this stage of marketing their business.

3. Social Media

   Social media isn’t just about posting on Instagram – it’s important to select the right platforms for your business, such as LinkedIn and Pinterest for B2B or Facebook, TikTok, and Instagram for consumer-facing communications.

   
   Developing a content strategy that maintains activity, engages your audiences, and drives traffic to key pages of your website can be incredibly beneficial, especially when it involves a strong brand identity throughout the content you’re sharing.

   
   Social media is also a powerful tool for humanising your business, helping show more frequent updates into your industry and behind-the-scenes activity that helps audiences build emotional connections.

4. Advertising

   Digital advertising can seem overwhelming, but also has the potential to offer a targeted and cost-effective way to get your brand in front of key audiences.

   With an ever-growing range of platforms, including Meta, LinkedIn, and Google, you’re able to precisely target audiences based on demographics, interests, locations, and behaviours. Creating, managing, and optimising digital marketing campaigns can be time-intensive, so many often outsource to experienced agencies

   Digital marketing is no longer an optional extra – it's the key to a long-lasting and successful business. By focusing on building a strong brand, establishing a professional web presence and content marketing strategy, engaging on social media, and leveraging digital advertising, you can ensure your business not only survives but thrives in the digital age.

If you’re ready to invest in your marketing strategy and all the components that will help you reach new audiences, engage existing customers, and position your SME as a leader in your industry, the time has come to speak to the team at Ebony & Salt.