Have you just started your business and are looking for a way to bring in new customers effectively? It’s clear to us that business owners are really good at what they do – running their business within their chosen industry. They are usually not experts in marketing, so investing in a team that has the skillset to create engaging marketing content that appeals to your audience is a no brainer!
Many of the marketing agencies out there will be experts in creating messages for large companies because this is often what key marketing theory is based on – case studies on Coca-Cola, McDonalds or Nestle. What these theories do not consider is how to appeal to audiences on a much smaller scale. Often for our clients, one or two new projects per month can make the world of difference to their turnover, rather than requiring hundreds of thousands of sales per year to grow. However, for these companies, a different approach is required.
Through working with many owners of SMEs, we have come to understand how to make a tangible difference to the businesses that we work with. Read below the 5 ways we produce effective marketing for SME’s.
No. 1 Immediate ROI & trackable results
Business owners of SMEs need to prove that the investment they have made on the front end is generating a return, and quickly. There is often limited budget available so anything that is ‘eating into’ the business funds will be withdrawn. Our approach (using the Common 10 model) looks specifically at each individual stage of your customer’s buying process, and enables us to create content to help facilitate that particular stage. You’ll be left with both ‘tangible assets’ that you can use as part of your sales process, as well as monthly analytics and reports that you may be familiar with. All in all, our aim is to make it simple to see what you’re getting for your investment each month!
No. 2 Don’t just focus on brand development actions
This is where the Coca-Cola ad theory comes in. Yes, making highly creative, original and memorable campaigns that create a positive ‘brand image’ is great if your company is a household name nationally or internationally. In reality, this is not usually the most lucrative approach for SMEs.
It’s a better use of your investment to predominantly focus on creating the tangible assets you can use to aid your business processes, with the addition of some regular brand content each month to give you a professional image and show you are current. Getting this balance right is key to a successful SME marketing campaign!
No. 3 Create content that can be used to get a direct result (thinking about every stage of the buying process)
Planning your marketing strategy in advance that focuses on each stage of your customer’s journey means that you will be far more likely to get a direct result from the marketing collateral you are producing.
For example, think about when a prospect finds you online through a search engine. If you can offer them a downloadable resource (e.g. 5 Top Tips to Ace Your Marketing Strategy), which they have to enter their email address to access, you are left with real data to follow up on directly. A direct result from your marketing!
No. 4 Our relationship with you thrives on communication.
We’re in the communication business. Yes, we are communicating with your customers, but to do this effectively we also need to communicate with you, the business owner. Without a doubt, the most successful accounts we work on benefit from a two-way conversation from someone who is passionate about helping us produce great content for them.
We know business owners are busy people, so if you can’t commit an hour per week to manage and liaise with your agency, appoint a dedicated marketing manager who can.
No. 5 Making a difference with the limited budget you have
Owners of SMEs often need to make significant changes with a limited budget. There simply is not the scope of resources available in the same way as a larger company. We understand this and have developed a range of flexible packages to make real impact in a cost-effective way.
We have also recently expanded our package line to make them even more accessible! Contact us for more information.