By Rieva Lesonsky
Most small business owners aren’t confident their marketing strategies are helping them grow.
Several months ago, we discussed a report from Constant Contact, Small Business Now: The Current State of SMB Marketing, showing that small business owners were struggling to market their products and services and how 73% of them weren’t confident their current marketing strategies were helping them grow their companies.
While that initial article highlighted the marketing challenges business owners were facing, it didn’t offer many solutions. So, I reached out to Dave Charest, director of small business success at Constant Contact, to get his insight and some answers.
How to market your small business
Rieva Lesonsky: If small business owners need help setting and meeting their marketing goals, where can they find it?
Dave Charest: Small business owners are often surprised by how many resources are available to them. First, look to your community. Local chapters of SCORE offer free business resources, including mentors, workshops, and templates. Join your local chamber of commerce for networking, community events, assistance, and referral services. And, of course, check out online resources.
Lesonsky: The report shows that 73% of small business owners don’t have enough time to devote to marketing. How can technology give them more time?
Charest: More than half of SMBs have less than an hour to spend on marketing each day. Technology removes the burden from digital marketing and makes it easier to create, design, and deliver campaigns. Connecting their company’s marketing platform with other tools they already use, like Canva or Shopify, saves time by allowing businesses to access their creative assets and other data without interrupting workflow. Spending less time on marketing minutiae helps business owners get back to running other aspects of their businesses.
Technology can also automate the campaign development process for SMBs, which is often the most time-intensive component of marketing their companies. In seconds, you can have a complete marketing plan that includes everything from message copy to visual design and recommendations for when and where to publish those messages. This is game-changing if you feel iffy about your marketing strategy (and, as you said, 73% of SMBs do).
Lesonsky: The report shows that small business owners are overwhelmed by the number of available marketing channels. Realistically, how many channels can small businesses effectively handle?
Charest: Many small businesses experience channel overload at some point in their journeys. With regard to digital marketing, I recommend focusing on the channels where they own the direct customer relationship—channels like email and SMS marketing. Those channels put businesses in control of when and how to communicate with customers, and they allow you to control how those customers experience your brand.
As for social media channels, since they’re each a bit different, most marketers recommend that small businesses start with one channel. Learn the ins and outs of that channel and test to understand what works best for your business. Once you’ve gotten into a rhythm, introduce new channels one at a time to experiment. Often, businesses feel that they need to be everywhere at once, but that only makes marketing feel more overwhelming. When that happens, many companies either further procrastinate their marketing or end up spinning their wheels in areas that don’t impact business results.
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Email marketing and small business
Lesonsky: Is email still the most effective marketing channel for small businesses?
Charest: The simple answer is yes. Email marketing is the foundation of any online marketing strategy. Why? Because you own the relationship with your customers. Growing your email list should be a priority for every small business because it’s a gold mine of customers and prospects who have given you permission to contact them. They want to hear more from you. That’s why it works so well to help build important business relationships.
Lesonsky: What’s the current ROI on email marketing?
Charest: Most recent studies have shown that for every $1 marketers spend on email marketing, they receive $36 in return. Beyond dollars and cents, email marketing can help increase brand awareness, boost loyalty, encourage engagement, and make customers feel valued and informed.
Lesonsky: What are some proven and affordable ways to attract new customers?
Charest: It’s all about keeping your business top of mind. To do that, consider having a consistent plan in place to communicate with them.
A good first step might be to use a social media network to engage and reach new potential customers. Then, once they follow you, invite those connections to take the next step and join your email or SMS marketing list. If you offer them something of value they can’t get just from following you on social media, that can be a great way to grow your list. It could be some exclusive content, like a checklist or guide, or a discount.
Then, once they’ve signed up, be consistent in how and when you contact them. Send them helpful content, like news and updates and special offers about sales or events. This consistent communication will keep you in consumers’ minds when they want something you offer, or when their friends and family ask for a recommendation.
About the Author
Rieva Lesonsky creates content focusing on small business and entrepreneurship. Email Rieva at [email protected], follow her on Twitter @Rieva, and visit her website SmallBusinessCurrents.com to get the scoop on business trends and sign up for Rieva’s free Currents newsletter.
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