Case study:
Better visibility, more leads and better SEO results for SMEs
How bringing content, SEO, PR and regular communications under a single roof boosts SME marketing and advertising
Overview
In today’s marketing world, tools like content, social media, newsletters, PR, SEM, and SEO are often seen as separate issues.
Each of these specialisations follows its own methods and has its supposed secret ingredients, and coordination is often neglected. This, in turn, causes costs to soar.
A comprehensive approach to communication is possible for small and medium-sized enterprises (SMEs) that offers low costs, greater attention, and at the same time supports a professional image.
Why being relevant is more important than anything else
SME advertising in all its manifestations is, first and foremost, competent and personal. SMEs have a direct, real connection to their customers that a large company can only dream of—and this personal relationship must be taken into account.
SMEs also communicate in a highly specific manner. In contrast to large companies, prestige projects are not particularly popular with SMEs, and expensive campaigns that primarily focus on visual media often make little or no sense.
In today’s digital world, a company’s visibility is defined by algorithms designed to produce very specific information. In search engines like Google and Bing, it is search results. In social media channels like Facebook and LinkedIn, it is this information that makes up the newsfeed. Beyond that, journalists also look for relevant and informative press releases.
This means that there are overlaps that can be exploited.
Every company’s priority should be to communicate in a relevant, informative, and helpful way. Not only does useless and boring content help no one, it is also ignored and sometimes even penalised by internet algorithms. In addition, marketing and advertising are also perceived by the direct target groups as shallow and meaningless if they lack relevance.
How to score ranking points and get found on Google
In the 21st century, a strong presence in Google and Bing search results is crucial to a company’s discoverability. Search engine optimisation (SEO) has become a fundamental part of marketing, but is often misunderstood and implemented with the wrong idea in mind.
The manipulation of shallow content and keywords no longer leads to the desired outcomes. Search engines like Google prioritise high-quality, relevant information. Google is certainly able to detect whether a website offers such content or not.
The key components for successful SEO are therefore relevance, information value, help, readability, and—dead last—entertainment. Where the algorithms are focused on quality and honesty, it makes no sense to try and cheat, not to mention the fact that Google not only rewards websites, but also penalises them if they don’t deliver.
Of course, it is necessary to express yourself in such a way that the language used matches that of the customer. But this is a matter of language rather than the pressing need to hire an expensive would-be SEO wizard.
How to reduce your expenses on SEO to (near) zero
The technical requirements can be met by any site’s webmaster or, alternatively, a developer. Beyond that, cursory keyword research is sufficient as long as the content you publish provides relevant information and speaks the same language as the target audience.
Topical planning is much more crucial. A well-designed content plan can cover a variety of areas, including products, events, support, news, product launches, FAQs, and so on. Content tailored to multiple target groups is also possible here.
How to apply cross-channel efforts to improve your visibility
Using content across different platforms is crucial to improving a company’s visibility. Any text created can be expanded into different formats, like press releases, newsletters, social media posts, and video scripts, to name just a few.
The distribution across various channels ensures that the company is present everywhere at the same time, and that this presence is updated regularly. Links to the website help increase the ranking. YouTube, which is now the second-largest search engine in the world, is particularly important.
How to add PR and press work to the mix
Topical planning for content can be carried out in parallel with a company’s PR strategy. By concentrating on relevant and interesting issues, companies can position themselves in the media without having to spend on large PR budgets.
A well-sorted press list enables regular communication with industry publications as well as local media. This creates further reference points for potential customers and partners as well as for the search engines mentioned above.
An overall concept for the production and distribution of content can be developed on this basis and coordinates content in a wide variety of formats, along with a social media presence, LinkedIn, press work, and multimedia.
Get started today:
Your first strategy session is 100% free.
It matters a great deal to us that we’re a good fit for our customers—and vice versa.
That’s why we’re taking the time to find out all we can, and a lot is possible already in our 60-minute strategy call.
You’ll hear what we can do for your business, where and how we would start, and how we think you should put your communication efforts to work—with or without us.
Schedule your session today: we’re looking forward to hearing from you.
How to produce tangible results where others fail
The results this approach produces can be divided into two categories:
1. Results we see in each and every case:
-
Strong online presence with 24-48 updates per year
-
Increased engagement and visibility on LinkedIn
-
1-6 press releases per quarter
-
Improved Google ranking for topics covered
-
Wide range of relevant updates, covering branding, product topics, and support
2. Results possible through extra work:
-
Email campaigns
-
Activation campaigns for dealers and distribution networks
-
Annual outlooks and reviews
-
Videos, podcasts, and more
Overall, this approach offers a cost-effective way for SMEs to increase their visibility, generate leads, and improve their SEO ranking. By integrating PR and content, companies can develop an effective and sustainable communications strategy.
If you would like to hear more on the topic, subscribe to our weekly newsletter or contact us. We look forward to having you on our list!
Get in touch
If you’re interested to hear what we can do for you, schedule your 100% free strategy session today.
If you’d like to hear more about the services we offer, contact us.
And if you’re not sure yet, subscribe to our weekly newsletter.
Contact us
Write us an email or give us a call at +41 (0) 44 585 35 28.
Subscribe to our newsletter
Click here to subscribe to our newsletter (we hate spam as much as you do, and we never share our lists).