Which company does not dream of achieving sustainable financial growth through the use of powerful digital tools? But for this, it is essential to know how to attract customers, and essential to optimize your marketing budget with adequate web solutions. Do more with less; this is the main goal of any entrepreneur and here’s how to get there.
Define your marketing strategy and your target audience
To follow one’s instinct is good … but sometimes a little organization is not wrong. When it’s time to renew your contract with your marketing agency or inject new advertising dollars, take a few minutes to review your marketing plan.
Do you target the right audience? Do you spread the right amounts to the right places? Is it better to optimize your web pages to improve your SEO or invest in the redesign of your website ? What do you expect as a return on investment? Yes, the basis of any action is first and foremost a strategic reflection to determine or review the objectives and desired results.
Knowing that in 2017, 58% of Quebecers made purchases online and that 57.9% of Quebecers considered opinions online before making a purchase or simply to gather information on a company, he It is therefore obvious that it is important to implement web marketing solutions and to manage this budget well in order to have the expected results.
Also take the time to analyze your competition. Look at the strategies your competitors adopt and their service offer. For example, if your main competitor’s site mentions their excellent after-sales service, their various warranties and offers detailed information on the various products offered, while none of this is on your site, you should proceed to an emergency adjustment.
Calculate your expenses and measure their effectiveness
Once you’ve decided on your marketing plan, determined your target audience, and know what marketing budget you want to invest in, it’s time to review your expenses and measure their effectiveness. Indeed, the first thing to do is to evaluate the amount invested according to the contribution of new customers and sales generated.
If you notice that the investment does not justify the benefits, consider changing the way you do it. If you’re doing business with a marketing agency, do not hesitate to ask for a new strategy or search for a new team. If you’re still in traditional marketing, that is, local newspaper ads, radio and word of mouth, then it’s time to step up and tackle the Web.
Moreover, it is important to stop at the needs that you have. If you’re investing heavily in an AdWords campaign, but your website is outdated and irrelevant to consumers, then it’s better to redesign your site with informative content, search keywords, and optimized images. so that your investment really pays you, because at that time, your cost per click will be lower (CPC).
What portion of the marketing budget should an SME allocate to digital solutions?
In the framework of a B2C (Business to Customer) relationship, SMEs must invest between 5 and 10% of their marketing revenues. Why? Simply because it is necessary to use several marketing channels in order to reach the different segments of their clientele. Although a website is the first thing to think about when it comes to a digital solution, other techniques are also very useful to promote your business and generate new customers.
SEO (Search Engine Optimization) is the optimization of website by adding keywords in the content of your site to increase its visibility. Know that you can do SEO or paid. The referencing can also be done locally, that is to say for a given region, or in a global manner. In any case, this strategy will allow you to be more visible to potential consumers.
Between customers, your orders, billing, the maintenance of your facilities and your family life, it can sometimes be quite difficult to find the time to manage your reputation on social media and the web in general. Often related to the background, reputation management is an aspect that should not be overlooked.
Indeed, with the democratization of communications, more and more people are getting information about products and services before buying. Online reviews, corporate Facebook pages are increasingly viewed by consumers. Properly used, these communication channels are an excellent way to establish a dialogue with your target customers and to show your transparency. A value more and more sought after by consumers.
Facebook, LinkedIn, Instagram, whatever medium you choose, agency professionals take the time to create original and informative content for you, as well as manage the messages and notifications you can receive via social media. This gives you more time to work at your company.
For sound advice in planning your marketing budget or to start in the web world, do not hesitate to contact a web marketing agency that will listen to you and find customized solutions to meet your needs.
Ask for your free consultation!