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New Website Marketing Strategies for SME’s. Why is it so important?

You have decided to launch a new website in Dubai and need to get your business noticed?

I believe that internet marketing enables SME’s to compete on a level playing field against much larger competitors. Although, in a world where attention is currency, it's becoming progressively more problematic to attract the eyes and ears of your target market. Not only are you up against bigger companies with well-funded marketing departments, you're also competing with social media and a multitude of other digital distractions for the attention of your prospects. A lot of SME’s are doing it wrong. They build their website and then they try to figure out how to generate leads online. Before all the designing, developing, content creation, outreach and performance measuring begins, there’s a few things that you need to know.

You must think like a digital marketer before you start your website project. The process of how you research, plan, design and launch your new website makes the difference between attracting the right type of customers who will engage with your content, services, and product, or attracting the odd visitor who doesn't really understand what your offering.

Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine.

Source: HubSpot

What Does This Mean?

You must know what you want to achieve.
You must understand your brand and buyer personas.
You must have a strategy and execution plan to achieve your objectives.
You must track your data, allowing your website and business to adapt.

The good news is that this can be broken down and tackled stage by stage.

"You've got to start with the customer experience and work backwards to the technology"
- Steve Jobs

The Strategy

An effective strategy identifies business goals and website objectives, which in turn creates actionable ways to achieve those goals. Website design is not reactive, everything should be planned out even before that very first design concept is created. That function may be to sell products, to deliver informational content, to entertain, to inform or to provide access to a service. Whatever that function is, your design must focus on fulfilling it.

Success depends on the right strategy. Web development companies in Dubai need to ensure they include similar strategies. This can be separated into three separate phases – the strategy, the experience, and performance measuring.

Who You Are and Who You're Customers Are

Identify

Before undertaking a single design or content activity, you need to define Who are they, what will resonate with them the most? A business with a clearly defined purpose and mission statement will organically answer its own question of who its ideal buyer personas are.

This is imperative. The worst question a visitor can ask of any business website when browsing is ‘what do they do?’ Who your audience is will not only influence the general aesthetic of the website but will also determine a lot of smaller details, like font sizes, so make sure you’re clear about who will be using your website.

How to do This

Develop ideal buyer personas for your business, by profiling your customers and asking what their wants, needs and problems are, you are in a greater position to develop a website design and content that will engage with them.

For example, if you sell cheap printers online, sell cheap printers. Don’t tell visitors you’re ‘an office supplies specialist.’ Develop a website design and content strategy that will nurture your customers through the awareness, consideration and decision process to position your company as the go to business for making their purchase.

Focus on your USPs. If you pride yourself on a one day delivery, highlight this! If you offer a free ink cartridges with every printer, highlight this.

Define why customers need to buy from you.

A lot of designers tend to get a little too inspired by the latest trends and then implement them without thinking first about what sort of image they really should be conveying. A web development company in Dubai of notoriety will know to deliver content that will inform, educate, and delight your customers to further develop your relationship with them. Remember, your website is trying to take your users on a journey. Don’t create pages that disengage your sales and marketing funnel. If you do you’ll end up with a website full of good content, but no user journey.

Sharpen Your Brand

Your brand is who you are. Everything about it should stand out. Everything has a brand; even if you don’t sell a product or service. For example, if you run a blog — your website still has a certain feel that makes an impression on your visitors. Decide what that impression should be. If you are completely re-branding, it must be consistent. From the logo to the look of the site, to any tagline, visitors should instantly know you online.

Remember 5-7 seconds is all you get to make an impression. That’s not a lot of time. All branding should be able to be recognised that quickly. Your design should embody the personality and character of your brand. There’s no need to plan a visual treasure hunt for visitors to discover who you are.

Consider the Design…Carefully

Any new website must be up-to-date with all current trends. Your website must be responsive, and give a good user experience on a mobile device. If not, you’ll be re-designing your website again in a matter of months. Don’t forget that website browsers have become increasingly sophisticated and demand a user experience, not a library of information. If your website’s focus is entertainment, then create an “experience.” You are free to use a lot of color and imagery to shape that experience. If you’re designing a website that is focused on information consumption, for example, a blog or a magazine, then focus on usability and readability. Create an interface that fades away and doesn’t distract the user from accessing the content.

To complement any website, you’ll need to have complete social media integration. More people search for products and services through social media than Google. The odds are that visitors may land on your site, after, having seen a Facebook ad or interesting Instagram post or tweet.

51% of smartphone users have discovered a new company or product when conducting a search on their smartphone.
Source: HubSpot

Content is king

The majority of web development companies in Dubai understand the name of the game is to get buyers to come to you. To build a rapport with them, turn them into leads and make the decision to buy from you an easy decision.

How is this achieved?

You must develop content that engages customers, highlighting how your products and services perfectly meet their requirements. Develop a content strategy that defines your buyers journey by answering the questions you customers have. Remember, each customer will be at a different stage of the buyer’s journey so you need to make sure your content covers every stage. Your attracting potential buyers, engaging them whilst making it as easy as possible buy from you.

Blogging – Shout about it

A successful blog can define or re-iterate brand message, promote products and services, build brand authority, and even become the most effective lead generation tool a business can have. It can also complement other website page content perfectly, giving buyers a reason to come back, and come back again to hear what you say. Your blog needs to have a content strategy behind it, research the keywords that your buyers are using and will give you a chance of being found on search engines.

Social is Key

The customer journey has changed and social is a huge part of this. With as much as 90% of a buyer’s journey being self-directed, according to Forrester Research’s 2015 report, “Don’t Let Muddled Messaging Compromise Customer Experience,” it’s clear that the modern customer journey now begins with self-education. Marketers are seeing an incredible shift in how buyers are researching and buying, particularly on social media platforms. In fact, 55% of B2B buyers do their research by using social networks, according to a Business.com study, and Forbes research revealed that 78% of people say that their buying decisions are influenced by a company’s social media posts. Social channels provide a real-time platform where buyers can share information, research products, make informed decisions, and come to their own conclusions when it comes to their purchasing decisions.

There’s a unique opportunity for marketers to meet the needs of their buyers on social channels by embracing every facet of the customer journey from education to advocacy. A successful social media marketing plan will include a strategy for developing long-term relationships, so consider how you will not only acquire new customers, but what steps you’ll take to consistently provide value to your customers, and in turn, hopefully create brand advocates. Ensure your social media agency in Dubai is following these guidelines.

Be as Technical as You are Creative

It may not be as glamorous as the creative design, but having the right technical foundations to your website strategy will strengthen your website, giving you a much better opportunity of getting in front of the customers you want to target. What keywords are you intending to choose? How competitive are they? Do you want to appeal to local, national, or international customers? A good technical strategy understands current SEO trends and what’s forecasted in the future.

Paid Advertising

Digital Advertising agencies in Dubai should have one priority in mind when managing your campaigns, measurable ROI (Return-on-Investment). With any new website launch, paid advertising will always get you exposure and is a great way to guide more traffic to your site and increase business, but it can become expensive quickly if you aren’t careful. Trying to justify any marketing budget with a new website launch can be a daunting thought, but, if you do this correctly you can define a clear budget and calculate the number of estimated visitors to your site and how many of those visitors you need to convert into customers in order to calculate your ROI.

Below is an excerpt from Google’s ROI Formula to help you understand how to calculate your marketing and project budget:

Let's say that you have a product that costs AED100.00 to produce, and sells for AED200.00. You sell 6 of these products as a result of advertising them on AdWords, so your total cost is AED600.00 and your total sales is AED1,200.00. Let's say your AdWords costs are AED200.00, for a total cost of AED800.00. Your ROI is:

(1,200.00 – 800.00) / 800.00

= 400.00 / 800.00

= 50%

In this example, you're earning a 50% return on investment. For every AED1.00 you spend, you get AED1.50 back.

Remember, google is not the only source of paid advertising, Facebook, Instagram, Twitter, and LinkedIn all have paid advertising opportunities. You need to understand where your buyers are most active and then decide how to select your demographic with each social platform advertising tools.

In summary

There's a mass of information to consider before the launch of your new website in Dubai or the Middle East, I can't stress enough that developing an effective strategy, plan, design, and launch will see that your newly-launched website hits the ground running and attracts the right type of customers.

Remember, profile your customers, research keywords they will use to find your services, write content that will engage with them and detail a paid marketing plan within your whole project budget. In addition to increasing traffic and generating leads, your site’s design, navigation, and content must engage customers and inspire further interaction with your brand. As you build a website, review the information outlined above to ensure that your new website strategy has the tools required to succeed.

Ronan Donegan's picture
About the Author

Ronan Donegan - Head of Digital
Ronan has 9 years’ experience in digital marketing across multiple industries including healthcare, hospitality, F&B, finance, leisure and luxury. He has a keen interest in all things digital and keeping up-to-date with the latest trends.