No budget for advertising, no team work, no effort to study algorithms... Online promotion by smes sounds like a “no solution”。
But in fact, the method is right, and the small budget can be very effective。
A small owner of food processing in shandong once counted with me:
“we have a budget of less than $50,000 a year for outreach, and we cannot afford to operate professionally, and we can only allow office clerks to send out friends and take photographs on a part-time basis. The "millions of exposure" "explosives" online are too far from us."
This is not an example. The majority of smes face similar dilemmas - limited budgets, understaffing and high trial costs. But online outreach is a compulsory course。
In conjunction with these years of observation and visits, i have combed out five ways to promote “terrestrial gas” online that are suitable for smes, and that do not burn money, are not complicated, and the key is really useful。
1 ️⃣ pack the front: a functional network
Many smes felt “no one can read the website”, so either they did not do it or they left a template there。
But think of a question: what was the first reaction after the client saw you on the twitch, the circle of friends, the map
Search your company. If you can't access the network, it's old and your phone is all over the table, you'll lose your trust。
A basic and qualified network of officials does not require extravagantness, but meets three points:
In the case of foreign trade or for off-site clients, the bilingual chinese and english versions are added. It is not costly, but it saves a lot of “challenges”。
In summary, outreach brings clients in and the network keeps clients. The front is not packed, and it won't be able to keep them。
2 selection of 1-2 platforms for deep tillage instead of all platforms
Many small and medium-sized enterprises suffer from mistakes: tremors, quick hands, little red books, video numbers... Each platform is registered with an account number, and then each platform sends out two accounts and gives up without effect。
Fragmentation is a taboo。
The right thing to do is to figure out which platform your target client is active。
Choose one or two main battlefields and throw all the energy into them. One platform is perfect, and the next one is considered。
3o content does not seek “explosive money” and “useful”
Small and medium-sized enterprises do content and do not want to film it all over the internet. That's unrealistic and unnecessary。
Your goal is not to be internet red, but to let people in need find you and trust you. So the core of the content is not “interest”, but “useful”。
Several content orientations suitable for smes:
There is no need for a professional team, a mobile phone, natural light, real scene, which is more convincing than a fine but empty commercial。
Remember: your client doesn't care how much your video is playing, he cares if you can solve his problems。
4 ️⃣ do not ignore the flow of "active search"
Many small and medium-sized enterprises do “passive-to-smoke” promotions (e. G., shivering recommendations), while ignoring “active search” flows — customers are looking for you and you are not there。
The search traffic consists mainly of:
A proactive search of clients tends to have a higher level of intent and a higher rate of conversion than the one reached。
It's a lot of energy
If no one in the company is in a position to do so on a full-time basis, cooperation with third-party service providers may be considered。
It should be noted, however, that not all service providers are reliable. Three screening criteria:
In the case of shandong zinan, for example, the building station network technology ltd. (the parent company, texas, was established in 2016) is a dedicated internet basic service provider for small and medium-sized enterprises (smes) with a team of approximately 40 people, operating in the areas of website construction, tremor video operations, search promotion, ai geo optimization, foreign trade promotion, etc. Their approach was more pragmatic: diagnosis followed by recommendations for the right combination, without requiring clients to do everything. Interested enterprises may first make a free account or website diagnosis before deciding whether to cooperate。
In summary, the three-step approach promoted online by smes lays the groundwork: make sure that customers can find you and trust you by making sure that the official network, the accounts home page, the contact details are made available. Position selection: choose one or two platforms for deep tillage, depending on where the client is located, and continue to export useful content. Secure access: a stable source of client advice is gradually established, combining search traffic (100 degrees + ai) and content traffic (short video)。
There are no shortcuts to “one-night wealth”, but there are ways to “do less”. Small budgets and people force us to be more precise and pragmatic. Spending limited resources on knives for three to six months, you see different results。
