In an increasingly competitive market, small and medium-sized enterprises need a solid marketing strategy to stand out and grow. In this article, we will explore the key steps to developing an effective strategy by combining the best of offline and online marketing.

Key steps for your strategy

1.- Market and competitor analysis

Before starting, it is essential to have an in-depth understanding of your sector and competitors. Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) to identify your market position. In addition, listen actively to your target audience to understand their needs and preferences.

2.- Defining the target audience

Clearly identify your target audience. For B2C companies, it is crucial to segment your potential customers based on demographic, psychographic and behavioural criteria. This will allow you to personalise your messages and communication channels.

3.- Integrating online and offline strategies

The effective combination of both types of marketing can give you a significant competitive advantage by helping you gain greater visibility:

• Events and trade fairs: take part in local events and industry fairs to increase your brand’s visibility and establish direct contact with potential clients or collaborators.

• Content marketing: create content aligned with your audience in which they identify and feel involved, and share it across both digital and traditional media.

• Local advertising: for certain campaigns, use local media such as radio or print press to reach the wider community.

4.- Making the most of available support

Find out about the aid and subsidies offered by the Xunta de Galicia for business development and innovation. These can help you finance your marketing initiatives and improve your company’s competitiveness. Remember that the Economic Office of Galicia provides the aid simulator, through which you can obtain a personalised report tailored to your sector, investment and specific needs.

5.- Trends in offline marketing

Although digital marketing has gained significant ground, offline marketing remains relevant, especially for certain sectors. Some important trends include:

• Experiential marketing: create experiences that make an impact on your clients at the point of sale or at events, where they not only buy your product but also remember and associate it with the shopping experience.

• Personalisation: tailor your messages and offers to each client’s specific needs to create a sense of belonging.

• Social responsibility: get involved in local causes and communicate your corporate social responsibility actions.

• Local collaborations: form alliances with other Galician companies to extend your reach and offer added value to your customers.

• Creative packaging: use innovative packaging and wrapping that reflect your brand’s identity, attract consumers’ attention, and enhance the overall shopping experience.

• Measurement and optimisation: to ensure your strategy’s success, it is essential to set clear metrics and constantly monitor results to adjust and continuously improve performance. Some key metrics to consider include:

  • Return on investment (ROI)

  • Increase in sales

  • Customer loyalty

  • Brand awareness

In conclusion, a good marketing strategy should combine the best of the online and offline worlds, adapting to your audience’s specific needs and capitalising on opportunities and insights gained from analysing your actions. Remember that flexibility and innovation are key to standing out in an increasingly competitive market, requiring constant change and progress.

With a strategic approach and careful execution, your SME can achieve a strong market position, grow, and thrive within the dynamic business landscape of Galicia. Remember to make use of the tools and support our community offers and take the first step towards your entrepreneurial dream. The Economic Office of Galicia is by your side.

If you are an SME, self-employed or an entrepreneur and have doubts or need help in the field of marketing, you can request free advice through the online form on our website. Just one click—no paperwork, no waiting, no cost. By your side for whatever you need.