Guest Post: 5 Ways Small Businesses Can Get Big Marketing Results
As a small business, you’re strapped for resources and can't always afford the time and talent it takes to execute blockbuster marketing campaigns. However, you do have valuable tools at your disposal to address common shortcomings and make a greater impact with your marketing efforts. With the right approach, you can help your business to stand out and better connect with prospects and customers.
Make Marketing Work For You
Here are five tips for small businesses to get great marketing success without spending big:
1. Digitize Processes
Hand building customer profiles and manually tracking points of contact is slow and not scalable. Today, small businesses have access to affordable technology that can help automate activities that would otherwise be done manually. A small business CRM can help take those pesky administrative tasks off your plate. CRM eliminates busy work like managing call logs, organizing spreadsheets and folders, tracking down customer files, and managing follow-up. With customer notes, activity and contact info at your fingertips, more of your time can be funneled into impactful activities - like building important relationships - that ultimately win more deals and increase sales.
2. Don't Work for Your Email, Let Your Email Work for You
Slaving away over sending individual emails to prospects is time consuming and ineffective. However, creating custom email nurturing campaigns will help you better engage your prospects by sending them valuable content over time. With the right tracking, prospects can raise their hands when they are ready to buy. In turn, your sales team’s time can be spent connecting with hot prospects rather than constantly cold calling and spamming cold leads.
3. Put Yourself in Your Prospects' Shoes
OK, so this isn't anything new, but some brands seem to forget to empathize with their prospects when they are marketing. Ask yourself what types of emails you would respond to, how often you would like to be contacted, and what would get you to make a purchasing decision. These answers are different for every product and industry and the trends you read about may not apply to your company. Better yet, survey your customers so you understand what their pain-points are and why they chose you as the solution.
4. Don't Always Sell
Sending people communications that constantly say "Buy Me" doesn't work well. In the age of social media, people like to engage with brands and are more likely to purchase from a company they feel like they have a relationship with than from a company that continually self-promotes. Focus on earning trust by sharing informative, educational and entertaining content first, and your prospects will come to you when they are ready to buy.
5. Put The Customer First
Some businesses will treat a prospect like royalty only to leave them feeling neglected after the sale. Don’t let this happen to your customers. Check in with them every now and then, offer customer perks and express your appreciation. Customers are a valuable source of new business, whether they are referring their network, talking about your brand, or making another purchase. Treat your customers well after the sale, and you will be rewarded with referral business.
Use Tools To Your Advantage
Digitizing your processes, leveraging email nurturing, empathizing with your customers, building trust and keeping your customers top of mind are key tools small businesses can use build better relationships and increase awareness for their brand.
Your business may be small, but with a few adjustments, your marketing can make a big impact, increasing sales without an increased budget.
Guest Blogger: Jonathan Herrick, CSO/CMO of Hatchbuck
Jonathan Herrick is CSO & CMO at Hatchbuck, an easy-to-use sales and marketing tool for small businesses.