Marketing for medium-sized companies – reaching your goal with the right strategy
More than half of Germany's economic output is created in medium-sized companies. Often referred to as the backbone of the economy, SMEs sometimes follow their own rules, especially when it comes to marketing. Regular customers and specializations do not make advertising easy. In addition, the advertising budget of medium-sized companies is often smaller than that of large companies. So what special aspects need to be taken into account when marketing for SMEs?
In medium-sized companies, day-to-day business has the highest priority. For this reason, there are often insufficient human or financial resources for marketing measures. But it is often underestimated which advantages a target-oriented marketing can bring to the company. The own brand is anchored in the public and in the memory of the customers and new target groups can be addressed.
A lack of resources and experience often leads medium-sized companies to set up their own marketing. Not always with the best results; after all, addressing the target group correctly, mastering media formats and comprehensively evaluating marketing measures are not trivial tasks.
A typical example: When people jump on the "social media bandwagon" hastily, they often end up lacking a consistent, targeted content strategy tailored to the company. Especially if the company lacks the necessary qualifications, it therefore makes sense to bring experts on board to develop a customized marketing strategy that takes into account the company's message, brand essence and target groups.
The right marketing strategy for SMEs - online and offline
Which marketing strategies suit a specific SME depends to a large extent on the company itself, the industry and, above all, the target groups and their individual media usage. However, a distinction can be made between at least two areas: offline and online marketing.
Although today the focus is increasingly on online marketing, offline marketing is still of great importance. This includes classic marketing measures such as trade fairs and events, print and broadcast advertising, as well as discount campaigns and coupons. In short, everything that allows you to reach your sales markets directly.
Online marketing, on the other hand, includes a company's entire external presence on the Internet, including its own website, social media and search engine marketing. After all, consumers are increasingly making purchasing decisions via Google, blogs and social media. For any activities and appearances on the Internet and in social media, attention must therefore be paid to a consistent corporate identity and strategic, high-quality content.
When marketing becomes an official statement
Online marketing now increasingly overlaps with PR work. After all, social media are not only used to advertise products, but also to address customers or communicate information about the company. It is therefore important to follow a clear and well-structured line, because the echo of potential customers is directly public, especially via social media.
PR agencies like us therefore support medium-sized companies in developing a uniform approach. From posts on social networks to press releases to extensive media training, there are measures for companies to be sensitized and professionalized for public relations. Especially the specialists of medium-sized companies, which focus on markets that are otherwise not in the public consciousness, should use professional support to appear as reputable companies. After all, it is not only consumers who use the multitude of information channels, but also business customers who want to be sure that they are choosing reliable partners.
Overall, it can be said: A balanced mix of offline and online marketing is important, but it is even more important to have a clear and well-structured line and organization in the various marketing measures. If this is in place, it is also possible to improve the visibility and recognition value of the company and to build long-term customer relationships.