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Digitalise your SME business: Digital marketing for the Covid/post-Covid era

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Digital marketing 2017 final
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Digitalise your SME business: Digital marketing for the Covid/post-Covid era

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SMEs contribute a huge amount to overall GDP in the European Union. Although 2020 has brought challenges, it has also brought opportunities for these businesses to accelerate digital transformation for 2021. Consumers will continue to buy products and services from small and medium-sized enterprises, but their behaviours and demands have changed and SMEs must adapt.

This workshop will discuss the impact of Covid on e-commerce, before providing digital marketing tips for small business in search and social media.

SMEs contribute a huge amount to overall GDP in the European Union. Although 2020 has brought challenges, it has also brought opportunities for these businesses to accelerate digital transformation for 2021. Consumers will continue to buy products and services from small and medium-sized enterprises, but their behaviours and demands have changed and SMEs must adapt.

This workshop will discuss the impact of Covid on e-commerce, before providing digital marketing tips for small business in search and social media.

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Digitalise your SME business: Digital marketing for the Covid/post-Covid era

  1. 1. DIGITALISE YOUR SME BUSINESS CLARK BOYD 8 DECEMBER 2020
  2. 2. digitalmarketinginstitute.com 2 COMING UP 1. The importance of digitalisation 2. What does a “digitalised” business look like? 3. Digital channels available to you 4. Tips to get started with: ○ Search Marketing ○ Social Media 5. Q&A (20 mins)
  3. 3. THE IMPORTANCE OF DIGITALISATION
  4. 4. digitalmarketinginstitute.com 4 TECHNOLOGY HAS CHANGED HOW CUSTOMERS INTERACT WITH BRANDS - AND EACH OTHER
  5. 5. digitalmarketinginstitute.com 5 • Always connected • Curious • Informed Today’s consumer is: 2021
  6. 6. digitalmarketinginstitute.com 6 Of customers share good experiences with others SalesForce 72%
  7. 7. ADVANTAGES OF ONLINE INTERACTION Online: email, web, social is accessible anytime Digital engagement can happen anywhere using mobile devices Online interaction is faster than traditional methods Digital methods are cheaper and offer more control Digital interactions are easier to link to records or receipts
  8. 8. digitalmarketinginstitute.com 8 Of all retail sales are influenced by digital interactions Retail Dive 58%
  9. 9. digitalmarketinginstitute.com 9 • Category heuristics: Short descriptions of key product specifications can simplify purchase decisions. • Power of now: The longer you have to wait for a product, the weaker the proposition becomes. • Social proof: Recommendations and reviews from others can be very persuasive. • Scarcity bias: As stock or availability of a product decreases, the more desirable it becomes. • Authority bias: Being swayed by an expert or trusted source. • Power of free: A free gift with a purchase, even if unrelated, can be a powerful motivator. CONNECTING WITH CUSTOMERS
  10. 10. WHAT DOES A “DIGITALISED” BUSINESS LOOK LIKE?
  11. 11. IS DIGITALISATION SHAPED BY: ● Technology? ● People? ● Culture? ● Customers? ● Business model? Of European SMEs are “future ready” - Vodafone Business 20%
  12. 12. digitalmarketinginstitute.com 14 FOR 2021, THIS MEANS SMES MUST BE: • Adaptable: Customer behaviours will continue to change, as will their expectations • Focused on the short-term: Stability will be crucial - new technologies should address clear needs • “Omnichannel”: Giving the customer multiple options to shop on their terms • Safety-conscious: Both in terms of shopping experience and data security
  13. 13. EMPRUNTE MON TOUTOU ● An app for matching dogs with dog walkers ● Introduced a free service for the elderly and disabled during Covid-19 pandemic ● This helps reinforce the brand’s values, while helping out vulnerable customers ● The digital world enables this agile approach
  14. 14. digitalmarketinginstitute.com 16 Geppetto’s is a small toy store that has accelerated its digitalisation in response to 2020’s difficulties. It has: • Rebuilt its website UX, including a new ecommerce experience. • Introduced new purchase options, including curbside pick-up and click & collect. • Developed new ‘personalised’ products to cater to new demand. This has led to: • 700% increase in online sales over the Black Friday period, vs. 2019
  15. 15. DIGITAL CHANNELS
  16. 16. digitalmarketinginstitute.com 18 Website/App Content Analytics Digital PR E-commerce Mobile Search Social Video
  17. 17. digitalmarketinginstitute.com 19 WHICH SHOULD YOU FOCUS ON? Follow these steps: • Research your audience • Set out your business goals • Define your budget • Test different channels • Activate your strategy
  18. 18. SEARCH
  19. 19. digitalmarketinginstitute.com 21 of all internet journeys start with a search engine #1 #2Search engine worldwide 3bn+ searches on Google every day Search engine worldwide 500mn+ searches on YouTube every day
  20. 20. digitalmarketinginstitute.com 22
  21. 21. digitalmarketinginstitute.com 23https://developers.google.com/speed/pagespeed/insights/ OPTIMISING FOR SPEED
  22. 22. digitalmarketinginstitute.com 24https://answerthepublic.com/ Answer The Public is a tool that will help you find your customers’ most common questions on Google. You can then use these topics to create new content for your website and attract more traffic. In the Covid/post-Covid world, brands that are helpful and supportive will win new customers.
  23. 23. digitalmarketinginstitute.com 25 CREATING CUSTOMER-CENTRIC CONTENT
  24. 24. digitalmarketinginstitute.com 26 GOOGLE SHOPPING TO OFFER FREE LISTINGS
  25. 25. digitalmarketinginstitute.com 27 SEARCH: FIVE TIPS 1. Focus on speed: Google gives preference to faster mobile sites in search results 2. Research audience pain points: People use search for everything, from initial research to comparison and purchase 3. Create useful content: Detail the steps you are taking to make shopping safe 4. Make use of local: Set up a Google My Business profile and add photos/videos/reviews 5. Consider e-commerce search: Optimise for Google Shopping, as well as Amazon
  26. 26. SOCIAL
  27. 27. digitalmarketinginstitute.com 29 381M The average social media user scrolls through 385M of content every day Facebook
  28. 28. digitalmarketinginstitute.com 30 SOCIAL MEDIA: LOW-COST CREATIVE CONTENT
  29. 29. digitalmarketinginstitute.com 31 LEARN FROM YOUR REPORTS Social media offers a host of content formats and metrics. Pinpoint the audience behaviours that matter to you, then measure progress against these targets. For example, Instagram Stories or Facebook image grids may attract more engagement. Then, adapt your strategy and monitor progress.
  30. 30. digitalmarketinginstitute.com 32 https://business.instagram.com/shopping SOCIAL COMMERCE IN 2021 Social commerce will be big business in 2021. Platforms have started to offer instant checkout and tools to create editorial content. These offer an opportunity to be featured in promotions led by Facebook/Instagram. The social networks are keen to champion small business success through social commerce - you can use this to your advantage.
  31. 31. digitalmarketinginstitute.com 33 CUSTOMER SERVICE ON MESSENGER No-code customer service bots can be integrated into Messenger. They can handle everything from customer enquiries to returns requests. This can supplement the efforts of staff and help scale the business.
  32. 32. digitalmarketinginstitute.com 34 SOCIAL: FIVE TIPS 1. Connect social to your website: Install the free Facebook Pixel for better tracking across your owned platforms 2. Define your business’ metrics: Social media offers a number of ‘vanity metrics’. Look at the behaviours that matter to your business and measure these instead 3. Use new content technologies: Free/cheap tools like Canva will enable any brand to create professional content 4. Get involved with social commerce: Connect product catalogues to your business page and set up instant checkout 5. Engage your community: Reviews and feedback will help reassure other customers about your shopping experience. You can encourage this by being responsive to customer queries.
  33. 33. digitalmarketinginstitute.com 35 Q&A
  34. 34. digitalmarketinginstitute.com 36 THANK YOU

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