How SME Businesses Can Plan for More Effective Marketing?

By
Irene J. Corum
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How SME Businesses Can Plan for More Effective Marketing?

Marketing is a key part of business success, but when you are running a smaller company, it’s not always easy to manage these mammoth tasks in-house.

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Carrying out thorough research, creative brainstorming for campaigns, and developing all the necessary materials to use, can quickly become overwhelming for a small business’s marketing team. This can quickly lead to lost opportunities when it comes to your marketing strategies, when you must be making the most out of it if you want to encourage business growth and attract more customers.

If you are an SME business owner who is concerned about the productivity and success of your marketing strategies, below are some ideas on how you can make changes for more effective marketing.

Hold Regular Meetings with Your Marketing Team

It’s important not to fall into the micro-manager territory and to trust your in-house marketing team, but meeting with them more regularly to check in on progress can be beneficial. Not only will this keep you updated on what they are doing, but it will also allow them to voice any concerns if they are struggling in any way. Their workload might require hiring a new member of staff, or even using an external marketing agency to assist with some of the necessary but time-consuming tasks. This will help to give your in-house team more time to focus on other projects to keep your marketing campaigns fresh and frequent.

Make the Most of Digital Marketing Strategies

In the modern era, all businesses need to have smart digital marketing strategies if they want to be successful. This is because consumers research companies and shop for products and services online frequently. Social media is a great tool for this and a very cost-effective one, but this shouldn’t be your only focus. Creating quality web content on your company site and any other digital material you’re using is key – and SEO is an important factor in this.

You may want to think about reaching out to digital marketing experts like clickintelligence.co.uk, as agencies like this will have the knowledge and resources to help you with your digital marketing strategies. The more traffic that you get to your company’s website, the higher it will rank in search engine results, and this is ideal for discoverability and increasing brand awareness.

It isn’t just about written content, either. Make sure that any imagery or video footage that you use as part of your promotion is top-quality and relevant to your brand, as well as the target audience you are trying to engage. You might also want to consider having a regular on-site blog that has articles based on topics which fit in with your brand and the services/products you sell, as well as any interesting industry news and insights. You could even invite other industry professionals to write guest blogs or consider starting a podcast for similar purposes if you wanted to try a different medium.

Stay Informed

Marketing focuses a lot on trends and consumer activity, so if you want to make sure you are optimizing your marketing efforts, staying informed about current affairs and industry-specific news is essential. Your marketing team should be carrying out research regularly to keep on top of this, but as a business owner, you should be taking the time to do this, too.

Understanding the latest trends can help your brand to stay relevant, and has the potential to give you the edge over your competitors, as you can use this information to make predictions about your customer’s needs and how the market might change in the coming years. It can also help you to create engaging content with your target demographic that will speak to them and encourage them to trust and try your brand.

Keeping up with the daily news cycle is one way to do this, but you should also take the time to read publications that cover topics in your industry, and even attending conferences and trade fairs can be a useful tool in marketing research.

Use CRM Tools

Another great way to make sure you are getting the most out of your marketing is by using CRM tools for your business. Not only will this allow you to gain better insight into customer activity, but it can enable you to create a more tailored experience for each customer, increasing their overall satisfaction and relationship with your brand. These platforms have become integral for marketing teams not only in improving campaigns but customer service in general. You can learn more about CRM here.

Assess Your Campaign Performances

Experimenting with different approaches to your marketing campaigns can be a great thing, and it will certainly help to keep things fresh for your marketing team. However, it is also important to understand what works and what doesn’t, so that you’re not wasting your time and resources on strategies that don’t have much of an impact. This is why assessing how each campaign performs is a must, as this will give you more information on what is working for your brand and what isn’t. Make sure that your teams are keeping records of these statistics and using them as a tool to create stronger strategies for future projects.

Consider Collaborations

Another option you might want to consider when planning for your marketing strategies is collaborating with similar brands. Customers can respond well to projects like this, and it can benefit all businesses involved by increasing awareness. These collaborations could be something like a podcast as mentioned previously or developing new products together.

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It could even be hosting a competition for customers to get involved in, and this type of direct engagement can be very successful.

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You may even find that getting involved in a project with your local community, like supporting a charity fundraiser or similar event, can help to create a positive image of your business and encourage trust with customers in your area.

Be Smart with Your Marketing Budget

While there are free or low-cost options that are worth exploring when it comes to marketing, you do need to be prepared to make some investment in your strategies if you want to get the most out of them. When you are a business working with a smaller budget, it can be difficult to know how much of your marketing budget should be spent on things like paid advertisements, hiring external agencies, and so on. The best way to determine how to spend your money is to keep track of campaign successes and review your marketing budget at least twice a year. You might be surprised that some areas are worth investing in more than others and can yield fantastic results.

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Marketing is integral for any business, no matter what the size, but when you are working with a smaller team and fewer resources than a large corporation, this process can become more challenging. If you are an SME business owner who wants to improve your company’s marketing efforts, consider the suggestions above and see how these ideas can drive more traffic to your website and create better engagement opportunities between your brand and customers.
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Speak to your current marketing team to see what they think would work well for the brand and see if you can come up with some fresh, exciting campaigns that will help your business move forward.