The Right Content Marketing Strategy for Developing MSME Businesses in the Digital Age

Digitizing MSMEs is not limited to the introduction and use of digital technology, MSMEs also need to be equipped with knowledge of appropriate technology utilization strategies so they can optimize their business development.

The Importance of Digital Marketing for MSME Business Development

The use of digital platforms, among MSME businesses is no longer new. In fact, the number is increasing from time to time. In Kominfo Digital Economy Forum IV It is stated that there are already at least 17,59 million MSMEs present on the digital marketplace or e-commerce platform. The government is even targeting 30 million MSMEs to go digital in 2023.

Digital platforms allow MSMEs to reach a wider market with more customers, therefore digital platforms are an option that can help develop MSME businesses in the digital era.

According to Ester Jeanette, Chief Marketing Officer Indonesian Social Bread, digital marketing strategy very important for MSME business development efforts in the digital era.

"(digital marketing strategy) Very important, because now digital is no longer something that is wants but already needs. Where the digital era requires MSMEs to introduce and convince their products to audiences through online or digital. The deployment is faster and it's so reachable by the matrix that it can tell market from brand that's anyone." Esther said.

Society's need for information is increasing and complex. Therefore digital platforms, especially social media, can be used to encourage business activities as a marketing medium. Through digital marketing, sellers can connect with customers online through shared content. Digital marketing enabling businesses to target the right consumers cost-effectively while still driving sales.

However, digital marketing cannot be done haphazardly. The differences in the characteristics of each platform require MSME actors to pay attention to various factors in producing content on each platform.

Factors to Pay Attention to in Creating Marketing Content on Social Media

According to Esther, several factors need to be considered in creating content on social media, including:

• Content or content strategy

To produce interesting and effective content, the right strategy is needed. One strategy that can be applied is strategy help, hubs and hero. Content that includes what's trending that week, regular content to focus on product knowledge and also content to raise engagement with storytelling.

• Device

In content creation, there are minimum standards handphone or the camera that will be used to produce output more interesting videos with high quality.

• What to communicate

It is important to determine what you want in highlight in the content so that the core message can be conveyed to consumers. One content cannot contain too much information at once.

Therefore, it must focus on at least one to three messages to be sent highlight. Also, it will provide more optimal results if the content communication is carried out repeatedly, that way the message will stick in the consumer's memory.

Apart from the three factors mentioned above, it is also important to know the rising trend. Trends can be exploited and adapted for content creation in order to attract the attention of many consumers. For this reason, it is necessary to carry out an analysis to determine a strategy for utilizing trends to produce interesting content.

"We (Social Bread Indonesia) have crawl data so that MSMEs can find out what is trending and relevant platforms for them to use to grow on social media.” Esther said.

Tips for Creating Interesting Content

The number of digital platforms that are developing makes MSMEs have more and more opportunities to improve their business. On the other hand, the different characteristics of each platform make MSMEs need to think about the right digital marketing strategy for each platform.

As Chief Marketing Officer at Social Bread Indonesia, which is a platform that helps MSMEs to manage content on social media, Ester shares tips for MSMEs so they can create interesting content.

• Right strategy. One strategy that can be implemented is heroes, hubs, and help.
• Uploading content on social media must be done consistently and choose the time prime time. Consistency and massiveness in uploading content can make consumers remember brand You.
• Always go with the trend. Trends that are always changing make business people have to keep abreast of developments so they can adapt trends into effective content to grow their business.
• Cari Social Media partners that affordable who can help create MSME content according to the budget they have. Apart from that, you can also collaborate with investors to support the MSME business, and take advantage of it organic content for free with the right strategy.
• Use sounds, hashtags and services an influencer will also be very useful. With that, MSMEs have a greater chance to be in the public eye. Service an influencer on Social Bread can help boost SMEs in promoting their products in social media.
• Because each social media has different characteristics, it is important to pay attention to the compatibility of the content with the platform used. Customize content with brand identity or Voice each of each brand. It's important to know the conditions target market and character audience to find a suitable way of delivering content. For example promotional content fun, professional informative content, etc.