Micro-, small- and medium-sized enterprises (MSMEs) often jump on ‘trending’ marketing tactics that promise quick wins online. 

But as Christopher Derrell, head of web development at Adtelligent, explained during the Jamaica Business Development Corporation (JBDC) Virtual Biz Zone webinar on July 22, not all trends are created equal and knowing which ones to follow could be the difference between wasted effort and real profit.

The focus comes amid the agency’s transformation of three of its locations to ‘digital transitioning centres’.

Christopher Derrell emphasised the distinction between short-lived viral trends and enduring online marketing strategies that produce tangible results.

“Those trends are fleeting,” he explained, referring to some popular social media trends.

The JBDC is urging MSMEs to leverage practical tools that help to boost online visibility and drive business growth.

Acting chief executive officer Harold Davis says the agency’s new ‘digital transitioning centres’ will provide ongoing consultation and training in areas designed to improve business performance through the use of technology. 

“Most persons have a presence on social media, and not a lot of them are using the digital solutions to really transform the belly of the organisation in terms of their processes. Our ambition is to move that to a point where a significantly higher level of our MSMEs are aware and cognisant and utilising the digital tools and economy to their benefit,” he explained.

Google Search Console

Derrell encouraged entrepreneurs to focus on data-driven strategies that track what customers are actually searching for online.

Google Search Console, the free tool he highlighted, allows business owners to see how their website performs in Google searches and which specific queries lead users to their site.

Derrell introduced Google Search Console as a vital resource for business owners who want to understand exactly how their website appears in Google search results.

By connecting their website to Google Search Console, MSMEs gain access to detailed data on search queries that drive visitors to their site.

“What’s exciting about Search Console,” said Derrell, “is that you can see search terms that bring visitors to your site and those that don’t, giving you clear directions on where to optimise your content.”

“If you don’t have a website, unfortunately, you will not be able to get access to Search Console because it’s directly tied to a website URL.”

Derrell recommended alternative tools such as Ubersuggest, which provides keyword insights based on competitor data and market trends,

“So you can put in a keyword for one of your competitors, or your own brand, and see what it gives you,” he argued.