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For Raja Saggi, head of SME marketing at Google , the best approach for keeping costs low is to keep things simple dont try to be the biggest, flashiest or best. Use drag-and-drop template tools such as Wix or Moonfruit for your website, which start at just a few pounds a month, he said. Also on the panel was Kelvin Golding, small business ambassador for the Chartered Institute of Marketing , who outlined a low-cost approach known as referral marketing and advised SME owners to encourage their customers to shout about how great their shop or service is. Encourage them to do reviews on websites such as Google Reviews and Tripadvisor , he said. If you want to appear professional, you can easily end up explaining it with jargon Raja Saggi, Google He also advised SMEs to think about the search terms people use online to find products and services similar to what they offer. Use an online keyword analyser, such as Google Trends , to find the relevant words and phrases, which you can use on your website pages and blog posts to improve SEO (search engine optimisation). Alice Mayor, founder of souvenir store, We Built This City ,said that Instagram was a particularly useful and free tool for marketing her business. Customers getting in touch after seeing products featured on the company's Instagram page helped drive sales by as much as 20,000 early on. We didnt have any money for a proper shoot, so we tried to take the best shots we could in store, she said.
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