How Can Small Businesses Use Conversion Marketing to Succeed?
Today's small business owners accomplish remarkable things—especially when you consider all the hats they wear and the responsibilities they juggle in the course of a given workweek.
They face significant challenges in sustaining a growth trajectory that matches their ambitions. But the good news is most small businesses have a deep toolbox of proven marketing tactics available to them—if they'll just reach into it.
Rather than continue to pour money into questionably effective marketing channels, we suggest small businesses invest their limited resources in platforms that offer clear results and minimal hands-on maintenance. Doing so will immediately put them into the top quartile of small business owners and very likely propel them past their competition.
Here are four quick marketing wins we see for small businesses right now:
Meaningfully interactive websites: Fewer than half of U.S. small businesses allow customers to take any conversion action on their websites. While not all small businesses might be equipped to process online purchases, most could benefit from at least building an email list. Developing compelling ways for site visitors to connect will support marketers' lead generation, revenue, and retention goals.
Conversion and revenue tracking: It's hard for your marketing to succeed when you don't know what success looks like. Small businesses may not have an analyst to crunch marketing metrics for them, but as long as they choose the right tools, they shouldn't need any special expertise. This should be a key consideration for small business marketers deciding among software or channels: does it offer clear conversion and revenue reporting? If not, it's likely to just add to the confusion.
Intuitive contact management: When it's a major effort just to track down a contact's information, you're not going to spend your time reaching out to promising prospective customers. Instead, you'll probably continue to devote your marketing resources to driving cold traffic—spending more money while losing visitors who could have easily become customers with the right follow-up.
At minimum, small businesses need a way to capture leads or subscribers and a dedicated, easy-to-manage destination for those contacts. For some businesses, the best contact-management solution might indeed be a CRM. But for many others, a lightweight email automation tool will do the trick (and provide a better value).
Automation-powered lead nurturing: We've seen that businesses that succeed with lead generation succeed with marketing in general. We've also seen that the most effective marketers tend to spend more time on marketing. But it doesn't necessarily follow that small business owners must hire more marketing staff to achieve better results from their lead-generation efforts. If they can automate their lead-nurturing efforts, they may achieve ROI to rival businesses with larger teams.
We hope you've been just as fascinated as we are by the details of how small businesses grow—and just as awed by how they get things done. As marketers, marketing software creators, and cosponsors of National Small Business Week 2017, we hope this report helps America's small businesses excel in the year to come.
Want a handy cheat sheet for these survey results and insights?
Click to download your free PDF copy of the 2017 Small Business Conversion Marketing Data Chart: