Business

Small and Medium Enterprises Do Better When They’re Virtual: Research

Published

6 years ago

June 24, 2019

Thinking of starting a Small or Medium start up? The best way to go about it is to go remote, that is, to start up your business from home. As eCommerce is virtual it is not necessary to prove where your headquarters are. You can provide your product or service to anyone in the world with the power of the internet. Research finds that this kind of virtual arrangement has proven beneficial to the small and medium scale businesses.

A recent and inspiring example is of Sven Hecker and Katharina Marbach, who were selling their German products in Germany, but wanted to expand their market across the United Kingdom. The UK market was reluctant to buy products from Germany. That is because consumers over the internet think twice before consuming products because they can often be counterfeit, low quality or even scams.

Sven was certain that his products would meet UK standards but the UK market thought otherwise. Sven thought out of the box and in order to have something in common with the buyer and assure them high quality standards, he set up a UK address for his virtual office and a UK phone number. The customers were convinced that they were buying from a local shop and his company quickly conquered the UK market. He was so pleased with his response in the UK that Sven then set up addresses and numbers throughout Europe. Eventually Sven had set up Six offices in Europe. Getting a virtual office in Holland and several such European countries proved beneficial for his company. And that even provoked other such businesses to go for company formation in Holland and other neighboring countries and capture the local market.

Setting up an office in more than one country requires market validation, and creating multiple physical offices can be highly costly and unrealistic. But creating virtual offices is possible. Just like Sven did. Local addresses are preferred because the customer believes that quality will be up to the standard of the country they live in and returns will be easier and faster. Even websites such as Amazon and eBay prefer local addresses.

Business

The Key Components of a Successful Digital Marketing Strategy

Published

3 days ago

November 16, 2025

Matthew Wiles

In today’s hyper-connected world, a well-defined digital marketing strategy is essential for any business that wants to grow, build brand trust, and stay competitive. Whether you’re a local retailer, an eCommerce business, or a professional service provider, your online presence plays a major role in shaping how your audience perceives you. For example, industries like legal services are increasingly recognising the benefits of specialised digital marketing for law firms to attract and engage clients in an increasingly digital marketplace.

Below, we explore the key components that make up a successful digital marketing strategy—and how to align them with your business goals.

Clear Objectives and Measurable Goals

Every effective strategy begins with a clear understanding of what success looks like. Your goals might include increasing website traffic, generating leads, improving search engine visibility, or enhancing customer retention. Setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives helps ensure that each marketing activity contributes to tangible outcomes.

A Strong Brand Identity

Your digital marketing efforts should reflect a cohesive brand identity that resonates across every channel—your website, social media, email campaigns, and online ads. Consistent visual design, tone of voice, and messaging establish credibility and make your business instantly recognisable.

Search Engine Optimisation (SEO)

SEO remains the backbone of digital visibility. From on-page content optimisation and keyword targeting to technical site health and link-building, SEO ensures your business appears where customers are actively searching. Local SEO, in particular, helps businesses connect with audiences in specific geographic areas—an essential tactic for professionals and service-based businesses.

Engaging Content Marketing

High-quality, relevant content builds authority and nurtures relationships. Blogs, videos, infographics, podcasts, and whitepapers provide opportunities to educate, entertain, and inspire your audience. Great content not only boosts SEO performance but also establishes your brand as a trusted industry leader.

Social Media Engagement

Social platforms allow you to interact directly with your audience, showcase brand personality, and promote your services. The key is to use the right platform for your audience—LinkedIn for B2B engagement, Instagram for visual storytelling, or Facebook for community connection. Regular posting, active engagement, and data analysis are crucial for success.

Paid Advertising (PPC and Social Ads)

Paid campaigns can provide immediate visibility and lead generation, especially when combined with strong targeting and data insights. Tools like Google Ads and Meta Ads Manager allow you to reach specific demographics, remarket to previous visitors, and maximise ROI through ongoing optimisation.

Email Marketing and Automation

Email remains one of the most effective tools for nurturing relationships. Automated workflows can deliver personalised experiences, keeping leads engaged throughout the buyer journey. From newsletters to drip campaigns, consistent and value-driven communication is key.

Data Analytics and Continuous Optimisation

No digital marketing strategy is complete without performance tracking. Tools like Google Analytics, social insights, and CRM data reveal what’s working—and what’s not. Regularly reviewing metrics enables businesses to refine their strategy and continually improve results.

Final Thoughts

A successful digital marketing strategy is more than a checklist—it’s an evolving framework built on research, creativity, and constant learning. When each component works together seamlessly, your business can attract, engage, and convert customers more effectively, while maintaining a powerful and professional online presence.