Did you know that Small and Medium-size businesses account for 99.9% of all the businesses in the UK?

Getting new customers is becoming more difficult as customers today have more choices than ever.

When one looks around, most small and medium-sized businesses use similar marketing strategies to attract new customers, such as posting randomly on social media, relying on word of mouth and waiting for the phone to ring.

That is no longer enough.

Ask yourself these questions:

  • Do you have as many customers as you can possibly hold and only need to keep the calls coming, or are you looking to grow your business?

  • How many calls are you getting today from your website? What about your social media?

  • What are your most profitable types of customers? What would you like having more? How much is a new customer worth to you? These are important to assess your marketing budget.

  • Does your business have a focus? Are there particular services or sectors you specialise in? In which service type do you typically see the most impressive results based on your records?

Here Is A Free Guide For Higher Rankings With SEO

Ensure a solid WordPress foundation for correct basic settings with simple techniques.

  1. Check your site health by visiting the Site Health section in WordPress.
  2. Upgrade to a recent version of PHP (PHP 8.0 or newer) which has been available for years. Old PHP versions don’t receive any more security fixes and are thus increasingly vulnerable to attacks.
  3. Make sure you’re using SSL and HTTPS. Having a valid SSL certificate installed is mandatory today — search engines may ‘penalize’ sites without valid SSL certificates and setups (and/or show warnings next to their search results). Google has mentioned that HTTPS is a ranking signal.

Write high-quality content.

  1. Research what your users want and need before writing your content. Think about what search terms you want to be found for and then optimise every page or post for a specific keyphrase.
  2. Optimise your page title. Each page’s title can be one of the most critical factors for ranking well in search results.
  3. Use headings correctly. Headings are great for structuring your content and helping readers process information in bite-sized chunks. They can also help describe a page’s layout and focus on search engines.
A solid site structure helps your users and the search engines navigate your site.

  1. You should always make sure your homepage is straightforward to navigate. Cluttering the homepage with too many options will make your site more difficult to understand.
  2. Connect your content with contextual internal linking. Contextual internal links set up a network of pages, pointing your users to related content. For example, in a post on keyword research, linking to an article on SEO copywriting makes a lot of sense.
  3. Configure your breadcrumbs. Breadcrumbs are the links, usually above the title post and they are good for two things:
    • They allow your users to navigate your site easily.
    • They allow search engines to determine the structure of your site more easily.
If your website is slow, you risk frustrating your users.

  1. Measure your site speed. There are several tools to check site speed, and they provide different metrics, so this can be confusing in the beginning.
  2. Improve your site speed. Page speed optimisation will vary from site to site and situation to situation. For some sites, the easiest wins might come from changing hosting or utilising a CDN; for others, it might mean re-assessing their use of plugins, or, altering how they load CSS and JavaScript.

The Basic Elements Of A Website For Small And Medium Business

  • Google My Business – It is a fact that people are using Google Maps to find the closest petrol station, restaurants, stores or any business that can meet their needs. It’s a powerful medium for marketing, so make sure that your listing shows up high in your area for your particular field of business.

  • Google Ads – With Google Ads, you will see more of the benefits of your online marketing efforts. If you Google how you would like to be found and see your competitor’s ads, then you’ll need to be there too.

  • A Website That Converts – Does your website look like it’s a blast from the past? The first impression of your business is what counts. An outdated, broken, or no website at all can quickly vent away any trust and confidence. Your website needs to load in 2 seconds or less, look great on mobile and make it very obvious what you do and why you’re different from other businesses.

  • Local SEO – SEO is one of the most cost-effective and fastest ways to be found and should definitely be part of your strategy. This is achieved by creating a rich list of keyword, and publish them in hundreds of online directories.

  • Newsletter and Blog – Regularly connecting to your customers and prospects with a monthly newsletter and blog is extremely important to remain on top of their minds. Share with them some useful tips, upcoming events and pictures of members of the staff or clients. Always get permission before publishing pictures.

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The latest figures show that 36% of small businesses don’t have a website. However, 70-80% of people research a company online before visiting it or making a purchase, which means up to 80% of potential customers could be lost to businesses without a website.

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The Next Level On Small And Medium Business Marketing

  • Social Media – You probably know that one of the best ways to boost business is by increasing your word of mouth referrals. Are you active daily on LinkedIn, Facebook, Instagram and Twitter? Social Media is where you enable endorsements, community presence, and add a boost to your digital content strategies. But choose wisely where to post. The social media channel and your content must suit your audience.

  • CRM System – Are you or your business manager networking for referrals?  Do you take full advantage of the handfuls of business cards you collect or do they sit on your desk? A CRM system is a perfect tool to automate nurturing those leads and helps improve relationships between you and your customers. Send customised emails that look like you fired them off from your account personally.  Ask for referrals and testimonials, and automate aspects of your new customer onboarding.  Did the first meeting convert to a customer?  Send an automated thank-you e-mail.

  • SEO – helps businesses increase their traffic and customer meetings over the long term. You can improve your rankings on Google and other search engines by optimising the load speed of your business’ website. This is achieved by making changes to the code to be more search engine friendly, and optimising your content for target specific keywords.

  • Professional Content (Photos, Illustrations and Videos) – Show professional photos on your website of you doing what you do. Visitors to your website or social media should get a feel for what it would be like to work with you.

Need more information about marketing for small and medium businesses?

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ABOUT ACCEDOR

Accedor Marketing is a specialised marketing consultancy located in Milton Keynes.
We are Qualified Chartered Marketing Professionals and Registered by the CIM (Chartered Institute of Marketing).
We specialise in Marketing Strategy, Digital Marketing and Metrics.
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With over 20 years of experience in a variety of sectors, we provide a wide range of consultancy, such as digital transformation, Branding, Website and Ecommerce, SEO, Marketing Strategy, Temporary Marketing Director Allocation, implementation, migration and training in CRM, Social Media and Marketing Content (Copywriting), among others.

We have been helping companies explore the benefits of personalized marketing campaigns and strategies for many years.

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