There is no universal digital strategy. What works for a 50-person software company is irrelevant for a one-person trade business. The first step is always the same question: Who are my customers, and where are they?
The Most Common Mistake: Wanting to Be Everywhere
Many SMEs try to be active on every channel — and fail on all of them. Better to do one channel really well than five channels poorly.
The Three Questions That Decide Everything
1. Where do my customers look for solutions like mine? Google? LinkedIn? Word of mouth? The answer determines the channel.
2. What can I realistically and consistently deliver? A weekly post you actually publish beats a daily content plan you abandon after three weeks.
3. What genuinely sets me apart? This answer is the core of your content strategy. When you know why clients choose you specifically, you know what to write, speak and film about.
Video as an Entry Point
For most SMEs, I recommend starting with video. The reason: a single video can be reused as a clip, a transcript (text), an audio track and a graphic quote. One piece of content, four formats.
The effort for 60 seconds of useful video is under an hour — if you know what you want to say. That’s exactly what I help with.