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  • Martina Dodić

How SMEs can excel in B2B marketing


Acting out as a small business can put you up against lots of competition from large-scale companies when it comes to digital marketing. At times it can be frightening. These guys seem to enjoy the best of both worlds in terms of brand presence and funds, stirring up some great turmoil one cannot even dream about. However, there are ways and means small-scale businesses can use to excel in their digital marketing initiatives while yielding exceptional results in the field. Being outnumbered and outgunned in a multitude of occasions can introduce you to a level of advantages and choices that no large-scale can fully have.

Flexibility is strength


Business processes within the large-scale companies are usually strictly defined, just to make sure nothing goes off the beaten track. As a result, contemporary marketing schemes aren’t fully exploited, as innovation is often not the part of daily routines and employees’ job specifications.

Small-scale businesses usually don’t face this kind of issues. This is their very own moment of sheer luminescence, instigated by the urge to usurp their own piece of worldwide market share. Some sources state that smaller companies are much more prone to experimentation with contemporary marketing stuff, whereas larger organizations react slower due to the allocation issues and complex management processes.

For SMEs, it is vital to stay truthful to their own strengths, and keep an eye on the newly arisen models and ideas, which they can often implement much faster, and reap the benefits. Keep your wits about you, and focus your attention where it matters the most.


Niche down


Start with a very small, laser-targeted niche audience - develop your marketing communication with them, and expand from there as you grow. To compete with large organizations in the industry, startups and smaller companies will often need to focus on their niche consumers. Recognizing the niche consumers can direct you toward improving sales figures and the ability to grow. Learn to meet, communicate and grow with your targeted audience.

Read more: How to Start With B2B Marketing the Right Way

After laser-targeting a segment, they need to be marketed relentlessly by useful content, webinars, targeted online campaigns etc. Choose, test, develop your ideas. Once you reached your product and your audience, make sure you bullet-proof your idea and develop a customizable web site. Dig deeper and find untapped subcategories in your market, sell to that core customer then expand. Feel the power of gaining mutual relationship and trust towards your audience.

Read more: Does your website support your sales and marketing?

Persist in your online approach


The world of online marketing provides various tools and methods to help small and mid-size businesses in carving their success. Truth is, it’s easy to feel powerless against the big companies consuming large budgets in the first place. Sometimes it seems like they monopolize the web by driving massive amounts of traffic to their website.

When doing your marketing digitally, make sure you know audience well, and monitor how they engage with your marketing across all channels you employ. Keep in mind that a lot of your web and social media traffic can come from people who already know you. These are the ones that constitute your direct traffic. They can also be a big part of your organic traffic: in comparison to someone who does not know you, they will probably spend more time on your website. Also, your communications are likely to resonate with them better.

Do your research thoroughly, publish your work, and make sure your product upgrades are communicated properly. Always keep the same pace. This is important for both search engines and for keeping your audience busy. If you have a limited budget, it is better to focus on written content, which allows you to work on specific keywords.

Money-wise tips, you can always go for Google Ads tools, define a small budget for testing purposes, and use the findings for future improvements. It is important to choose your keywords wisely, and to do your content thoroughly. Smaller companies will often overlook the content part; results can be less than great.

There are various options in driving traffic to your website, most popular being PPC and SEO. Over 94% of keywords are useless so dedicate your research in finding those 6% that will gain traffic to you website, says Disruptive Advertising.

Read more: What B2B tech companies should know about social media


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