How MSMEs can Grow Digitally | JSW One MSME Blog

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Digital strategies that growing businesses can employ, to widen reach and create access to customers across new markets.

Article at a glance

Strong customer understanding is key for business growth online
From effective digital marketing to establishing partnerships, there are several ways to widen your customer base.
Every method of online growth may not be applicable for your business. Choose wisely.

Businesses whether big or small, aim to grow and expand their reach. One of the ways in which many businesses, particularly MSMEs, can look to drive growth is through digital marketing. Whether your business is B2B (business conducted between one business and another, such as a wholesaler and retailer) or B2C (a direct-to-retail or customer facing business, such as a storefront), you can use digital to build your brand, reach new customers and generate more business. Here is a roadmap to getting your business to grow and generate leads via digital:

Is your customer online?

It might seem fairly obvious. However, there is a strong reason why you should think long and hard about the answer. The number of active internet users in 2020 was about 300 million plus. That means a large population isn’t active on the internet. If your potential customer is not among the 300 million active internet users, you may want to consider more traditional approaches. You must understand who your customer is, what she does online and what her interests are before formulating your digital strategy.

Push versus pull

If your customer is active online, there are two ways you can reach them: pushing your content to them (targeted advertising) or pulling them to your content (content and search marketing). Platforms such as Google and Facebook allow you to target specific sets of audiences and pull them to your content, website or online store. You can target audiences by interest, location, keywords and many other factors. A more organic way of reaching potential customers is through creating content that people can find search engines. Search engines like Google drive anywhere between 60-90% of a website’s traffic. Search engine optimization is the art and science of creating content that ranks on sites like Google. For example, if you are a manufacturer of surgical instruments, you would want to rank among the top three results when users search for surgical instrument manufacturers on Google.

Targeting the elusive one

How MSMEs can grow their customer base and generate leads digitally

Article at a glance

Is your customer online?

Push versus pull

Targeting the elusive one

CRM to the rescue

Rewarding loyalty and digital referrals