SMEs account for over 99.2% of businesses in the UK. They are, in many respects, the lifeblood of our economy and our communities – but they are facing unprecedented challenges. While inflation, supply chain disruption, and energy costs are all placing significant pressure on small businesses across sectors, the greatest challenge they face is often much simpler: standing out.
In today’s hyper-connected, technologically optimised world, digital marketing has become essential for companies looking to become market leaders. However, when they’re up against large enterprises with bigger marketing teams and deeper pockets, it’s hard for small businesses to cut through.
In 2024, with the increased adoption of AI, 5G technology and cloud computing, a new era of advanced digital marketing strategies has emerged that could offer small businesses the opportunity to turn the tables and leapfrog their competition.
I’ve put together a selection of practical ways that small businesses can adopt advanced digital marketing strategies to get ahead.
Mastering search engine optimisation
SEO remains the cornerstone of any successful digital marketing strategy. By mastering SEO, small businesses can ensure they are easily discoverable online by potential customers. Utilising tech efficiently can help in several ways.Most SMEs will succeed with their marketing because they can get in front of their local customer base, so – if you’re responsible for a SME’s marketing strategy – it’s important to make claiming and optimising your ‘Google My Business’ listing a priority.
In addition, it’s essential to ensure that your business name, address, and phone number (NAP) are consistent across all online platforms. Encouraging customers to leave reviews, can improve your local search ranking.
Setting up for success across devices
With most internet users accessing content on-the-go through mobile devices, it’s crucial to have a mobile-friendly website.
Most businesses are well aware that they must ensure that their websites are responsive and load quickly on smartphones and tablets, but to really leapfrog the competition, entrepreneurs could also consider optimising their content for voice search by focusing on long-tail keywords (a highly specific and often less commonly searched phrase that usually consists of three or more words) and natural language phrases that people are likely to use when speaking into voice-enabled devices like smartphones, smart speakers, and virtual assistants.
Making the most of email marketing
It’s understandable that many SME owners might roll their eyes about email marketing, why spend all that money on content that goes right into spam folders? But email marketing remains a potent tool for small businesses if executed well. Advanced email marketing involves segmentation, personalisation and automated workflows. These strategies ensure that the right message reaches the right audience at the right time, driving engagement and conversions.
Businesses could utilise email marketing automation platforms that allow for advanced personalisation. Segment your email list based on demographics, purchase history, browsing behaviour and engagement levels, and tailor your email content and messaging to each segment to increase relevance and engagement. Integrated artificial intelligence can support you. Machine learning algorithms can be weaved into your email marketing platform to analyse customer data and predict future behaviours. Use predictive analytics to send targeted emails at the right time, such as personalised product recommendations or re-engagement campaigns for inactive subscribers.
SMEs should, of course, work to stay compliant with email marketing regulations (e.g., GDPR, CAN-SPAM Act) and best practices to maintain high deliverability rates and avoid being flagged as spam. Use email authentication protocols like SPF, (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) to authenticate your domain and get views of your content.
Going ‘all in’ on automation and AI
AI isn’t just useful for email marketing. Marketing automation tools can streamline marketing efforts, saving time and resources in all sorts of areas. Small businesses can also use automation for lead nurturing and customer relationship management, allowing for more personalised and efficient marketing.
As SMEs grow, manual marketing processes become increasingly difficult to manage. Marketing automation tools provide scalability by allowing businesses to handle larger volumes of leads and customers without requiring additional resources. Automated workflows can adapt to changing business needs and accommodate growth without sacrificing efficiency.
This is most evident in lead management. Automated lead scoring and nurturing workflows help identify high-quality leads and guide them through the sales funnel with tailored content and timely follow-ups. Resulting in higher conversion rates and increased revenue.
AI also enables personalisation at scale. With marketing automation, SMEs can deliver personalised experiences to their audience at scale. By segmenting contacts based on demographics, behaviour, and preferences, businesses can send targeted messages that resonate with each individual recipient. Personalisation leads to higher engagement, customer satisfaction and crucially, loyalty.
Reaping the rewards
The combination of new technology and strategic thinking offers small businesses unparalleled opportunities to revolutionise their digital marketing strategies and gain a competitive edge in today’s fast-paced marketplace. By embracing these technologies and embracing innovation, companies can unlock new levels of creativity, efficiency and effectiveness in their marketing efforts, propelling them ahead of the competition and into the future.
.
