It’s one thing to have a marketing strategy in place but how can you make sure you’re getting the most out of it? Here's some quick and easy hacks to make sure you get the website traffic you deserve.
Marketing isn’t an exercise in “set and forget”; a proper strategy needs to be tweaked and managed to make sure it’s achieving the outcome your business needs.
However, with the sheer complexity of the marketing sphere, too many of Australia’s SMEs aren’t getting the most of their website and content, and don’t know what they can do to boost the traffic and sales stemming from it.
A sophisticated strategy doesn’t have to cost you the earth, nor do you need to overhaul your entire existing website in order to increase its effectiveness.
Here are five simple hacks to help any SME put digital marketing into overdrive and boost traffic and sales:
1. Know your organic traffic
Without a clear picture of what is already resonating with your audience organically, it’s hard to maximise your strategy. Review your existing content to find out what drives a steady flow of visitors to your site and if there are any similarities between popular content.
Creating more variations of these topics can help you capture more organic visitors without having to put additional spend behind it.
Further, there are a raft of tools you can use to find the search volumes of different keywords. It means you can work out what other content is ranking well and where you can fit your content around what already exists.
2. Invest in CRM
Marketing managers should be empowered with all the data they have at their disposal as data enables better and more informed decisions. A good CRM, shows analytics such as lead conversion, attributes of top performing sales people, where reps are strong in their sales funnel and where they are weak.
A CRM can help SMEs manage their sales performance and definitively determines what is and isn’t working.
Not only does a CRM help with informing managers, it also ensures sales teams are equipped with background information on their targets and prospects, their spending history and previous engagements, driving better conversations and a higher conversion rate.
3. Target your visitors
SMEs don’t want or need to lay out exorbitant costs for marketing tools. Instead they should make use of free tools available which can be upgraded as the business grows and evolves. Luckily there are a number of free tools out there which can help SMEs bring automation into their marketing.
These tools can identify people browsing your site and target them when they’re about to leave your page. Your visitors have already found your content, know what you’re selling and have an interest in it, making them ideal marketing leads.
Automation tools can help SMEs build a customer database and can help them generate traffic, as they can use content to drive these contacts back to their website.
4. Get your house in order
Sales and marketing teams should not be siloed as both teams ultimately work to the same outcome. SMEs need to realise it makes little sense for these teams to work separately and think of this process as “smarketing”; building alignment between them with shared metrics and the ability to hold each other accountable.
For instance, the marketing team might have a number of leads to hit, and sales could work to support this target by agreeing to follow up with a certain amount of those leads. Research from HubSpot found companies with good smarketing practices in place generated 208 per cent more revenue from their efforts so getting this alignment right can help the business grow.
5. Think about timing
Good content is all about relevance and there is no better time to wrap up the year that was – or plan the next one – than the end of the year! There are plenty of free infographic templates to help SMEs create visual content to visually represent this and better connect with their audience.
In the digital age, people love content, but just having it there is no longer enough. It needs to be targeted, amplified through the right avenues and have strong analytics behind it.
For SMEs, it’s never been easier to take advantage of the possibilities of content, and there is plenty of potential for the ones that get it right.
Ryan Bonnici is the director of marketing at HubSpot, JAPAC.
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