// EXPERT PROFILE // part of your marketing strategy is essential . Marcom specialists who craft communication strategies with elements of digital marketing will be ahead of their competition , ensuring their business gains more visibility and leads .

In this context , content marketing and public relations are disciplines brands actively use to facilitate the creation of blog posts , articles , interviews or press announcements that seamlessly integrate trending keywords .

Backlink generation should also be integrated into this strategy , as materials given to the media and published with backlinks can significantly enhance the brand ’ s website ranking from Google ’ s perspective .

Leveraging social media

Many often underestimate the power of social media . Did you know that corporate social media profiles often appear in Google search results right after a company ’ s website ? Regular updates to these channels can offer potential customers more insights into brand ’ s expertise and pain points it can help address . According to a study by Demand Metric , 60 % of customers consider enquiring about and purchasing a product after reading content about it , underscoring the significant impact of well-crafted content in driving consumer decisions .

In the B2B environment , converting a prospect on the first interaction is highly unlikely , as a sales process typically requires between five to seven contacts with a brand . The complexity of B2B purchases , involving a slower buying process and multiple decision-makers , intensifies this challenge . For effective conversion , it is crucial for businesses to consistently maintain visibility . This ensures that when prospects are ready to address their significant pain points , the brand remains top of mind .

Harnessing data

The evolution of Artificial Intelligence ( AI ) is transforming how companies monitor competitors and adapt to market changes , among other things . AI tools enable marketers to analyse huge datasets , identify key trends and predict customer behaviour . This technological edge can help brands

tailor their marketing strategies , offering precisely crafted messages that not only capture attention but also meet the specific needs of their target audiences .

SMEs looking to leverage AI can gain substantial benefits by integrating this technology into their operations . AI can tailor product suggestions by analysing customer behaviours , mimicking the successful strategies of larger brands . It can also enhance operational efficiency by automating routine tasks such as accounting , some HR functions and industry monitoring , freeing up time for strategic growth initiatives . For those who are worried about the complexity of integrating AI , the key is to start small . Identifying one or two critical areas where AI can have an immediate impact allows SMEs to manage the adoption process gradually , expanding as their familiarity and confidence grow . This approach ensures that brands can improve customer engagement and operational efficiency while making informed strategic decisions , thereby achieving sustainable growth .

The importance of executive profiling for scaling start-ups

In the competitive start-up landscape , executive profiling offers a unique advantage

Anastasiya Golovatenko , PR Director , Sherpa Communications

IF YOUR BUSINESS CAN ’ T BE EASILY DISCOVERED ONLINE , CONSIDER THAT IT DOESN ’ T EXIST .

Intelligent SME . tech

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