Presented by Colrail
Businesses today have more to do with a limited budget, with the customer experience at the forefront. In this VB Live event, learn how to create the most marketing influence, leverage data to generate hot leads, use personalization and more.
Register for free here.
Today, small business marketers are facing some very specific challenges, including the reduction of the marketing budget and the growing number of marketing channels, as well as increasing data loads on individual marketing. And the tides are constantly changing in an ever-changing epidemic.
Here’s a look at how small business marketers can do more with less in an increasingly complex landscape.
Prioritize quality over quantity
The first step in optimizing your marketing budget is to ensure that your efforts are focused on the time and investment that will move the needle the most. To do that, first you need to know what the quality looks like.
“Make sure you clearly define for yourself and your business what the right or good leads look like for you,” says Laura Lowry, Calerel’s chief product manager. “Is he submitting an appointment request form?” Calling to discuss your services? Understand who your prospects and leads are, who is most likely to convert, and then focus on the effort behind those quality leads. “
Prefer appropriate channels
The explosion of channels means there are many ways to reach potential leads, but how do you narrow it down which will make you the most bang for your buck. Focusing on understanding the customer’s journey and investing in tools that can give you insight is key.
“Understanding the main sources that lead you to the bottom of the funnel, as opposed to the top of the funnel, will help you understand where to focus your budget and how to plan your campaign accordingly,” says Lori.
But if you are well versed in data collection and reporting, and you think you already understand that lead journey really well, then maybe it’s time to move on to trying to combine ROI with your marketing efforts, which is very challenging. . Says Lori.
“You may find that interest may not be worth squeezing for some of your offerings,” she says. “You’re spending so much on your cost per click to get those customers that the margins you actually get from that particular service or product are not worth it. It gives you the power to market not only with confidence, but with confidence. Because you understand and invest in things that will give you the best return. “
Prioritize your budget Allotment
With a limited budget, you need to know how much to put in search, how much to put in social, how much to put in display, etc.
To do that, you need to better understand your baseline, or as the saying goes, know what your phone’s ring does. But from there, you need to test.
“Even if you only have one starting point, the budget you have invested in makes sense to you, use it as a test,” she says. “Let it run for a month, and again, take a look at what leads to your worthy leads. It can tell you where to turn those costs into the right areas. Test, test, and test again. “
Prefer key customer touchpoint data
It doesn’t matter if you are allocating your marketing dollars, you will get back a huge amount of data in return. Managing that amount of data can sink time, if you don’t know where to turn your attention.
Larry strongly recommends a marketing attribution tool that combines all reporting data from the various sources you’re tapping into, and takes care of the resolution of identities, or giving potential customers their phone number, their email, their tracked web session data, and Integrates accordingly. So this will give you a sense of multi-touch customer travel.
“If you’re trying to pull something like Rank Ranger into Google Advertising Reporting, Facebook Reporting or Organic Search Results Reporting and you’re trying to throw it on the dashboard, you end up with multiple reports. Different biased views, ”she points out.
But a marketing attribution platform might tell you, for example, someone found you organically through organic search results, but then because of your Facebook Pixel remarketing strategy, they saw a Facebook ad and clicked it, but they still bought Not done. . Then their last touch was a click on the Google ad as it was at the top of the search.
“If you’re looking at those personal sources of reporting, even if they’re all integrated into one dashboard, you’ll miss out. “Something that can unify it and compromise will allow you to market with confidence,” she said.
To learn more about how small business marketers can take advantage of limited budgets, harness data and marketing attributes like Boss, don’t miss this VB Live event!
Register for free here,
Participants will learn:
- How To Do More With The Marketing Budget You Have In 2022
- How to prioritize lead management and minimize friction throughout the customer journey
- How to test marketing and sales data to optimize your campaign, and ultimately drive more leads and improve your ROI
- Laura LoriPrincipal Product Manager, Colrell
- Seth KolnerModerator, venturebeat
- More industry thinkers are coming!