You, as an SMB owner, have a bunch of daily sales and marketing tasks you are probably facing every day, right? With these tips we will help you save some time.
You have several approaches on how to create content. You can hire a content specialist, but it is probably very expensive for you. Another option is to outsource creating content to a digital agency, but it would probably be time-consuming and a little pricey for SMB needs. The most cost-effective option is to go with some tools like Canva and use ready-made templates that align with your branding. Creating content this way will save you hours of time.
Finding out which kind of content is high-performing can be difficult. It usually means you have to analyze data from different sources, spend time doing research, A/B test your channels… or just use BuzzSumo. With this tool, you can easily discover well performing content that's ready to share with your target audience.
Do you ever do media research to see who has mentioned you? How much time does this take from your day? No matter if it is minutes or hours, you should set up an automatic keyword tracking. With Alerts, a free tool from Google, you will be notified when a certain keyword is mentioned.
A lot can be said about analytics and reporting, and at the end of the day, they can't be avoided. One could easily get lost in all those numbers and charts. Those numbers probably don't make sense, because they're missing context and are divided among many tools. You can grab Supermetrics and connect all data sources to one place and build complex reporting. But, for many small businesses it is not necessary. You have to focus on just a few basic metrics that are based on your goals. The best way to do that is to pick the right tools which have easy-to-read analytics. You can use Mailchimp for emails, groost for social media ads, HubSpot for sales, and Buffer for scheduling content. It is that easy.
Handling all your social media profiles usually takes a lot of time. But it shouldn't. There are more important tasks within your business. Learn about tools for scheduling and publishing content on social media profiles automatically. With these plugins for Wordpress you can also set up automated promoting for your new blog posts on social media. It will save you hours of time.
There are many reasons to connect with people on Linkedin. You can stay in touch with people, even if you finish your business. Any time you post a status or update your profile, your actions are displayed on a newsfeed for people in your network to view. It could bring you recommendations and new clients. Of course, it is a waste of time to do it manually. Install the Linkedin Sales Navigator extension for Chrome and connect with people with a single click.
Stop wasting your time playing email tag just to find time for a meeting. Connect Calendly or a similar software to your calendar and just share a simple link with your availability. Other people can just choose a time that works best for them. And you can leave your email inbox alone to get real work done. Ready to upgrade your communication system?
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Have you ever wondered about how it is possible that you actually like the products you see in your feed? That is because of the targeting. You should always know who you are talking to. Who is your buyer persona? If you know it, you can tell Facebook what your potential customers look like and Facebook will target them.
Facebook allows you to target custom audiences, lookalike audiences and saved audiences. The saved audiences are our topic in this article. Those are the audiences that you can define by choosing people’s interests or location, demographics, used devices, income level, etc. You can create Saved Audiences both in the campaign setup phase or in the Audience Manager. To narrow or broaden your audience, you can combine those as much as you like!
Regarding demographics-based targeting, you’ll get plenty of topics to refine your audience based on many options. The basic 3 are: Age, Gender and Language. That’s easy.
Location targeting allows you to pick the whole country, a city, or a specific radius around a pin you drop on the map. Imagine you are a realtor and you have a perfect house to sell in California! As an example, you can target people currently traveling or planning their next trip right there… To read more about the location targeting, read this article.
What is interesting here is the interest-based targeting! Interests are one of the best (and easiest) targeting options. They allow you to target people interested in a specific subject related to your product. Does it sound like a good option to target people interested in your competitors or the market segment you are in? To target people based on interests, you can either browse the menu with hundreds of interests or simply type some of them in and see what Facebook can suggest and offer you.
Everytime you edit your audience, you can check your potential reach and estimated daily results based on your campaign objective.
How does Facebook know? The interests are based on its users’ likes, apps they use, Pages they’ve followed, and more. Adding more than one interest will target people with at least one of them so you’ll broaden your reach.
Behaviour-based targeting allows you to target Facebook users by their purchase history, events they were interested in, personal anniversaries, etc. This data is gathered by Facebook analyzing many factors and also using external data sets.
You can include or exclude people based on another kind of information or connections e.g. ads they click, pages they engage with, the mobile device they use or the speed of their network connection. Interesting, huh? You can read more in Facebook article about best practices for detailed targeting.
Pretty much everything is summed up in the picture above. To save your time, save your audiences, so you can always use them again, copy them to make small changes and have a brand new one.
To read more about this topic, you can download our e-book below!
Today's online services have one major advantage. They track users and collect information about them and segment it accurately. This is a huge advantage for advertisers because they can specify their target audience precisely, so that an ad is shown only to a relevant people.
Surely, you come across such ads daily. On Facebook, Google Search… lots of you have probably tried to publish similar types of ads on these platforms.
Facebook and Google are obviously dominants of the PPC ads market. But did you know that there are a number of other platforms where you can advertise in a similar way?
You may think that this is unnecessary, when most internet users are using Facebook or Google and their services. Yes, it is true, but it doesn't mean your ad will be effective on these platforms.
Each user behaves differently on different platforms, which means that he can be immune to your Facebook advertising, for example, because he only goes there in the evenings to watch some funny videos, so advertising for selling real estate is not relevant to him. Maybe, in the morning, when he opens Linkedin, he is in a completely different state of mind and is ready to see the ad and take action.
The goal of this article is to list relevant platforms where you can advertise your services. To find out which platform is most effective for you, read this article.
All small businesses need a good marketing plan to help it reach its targets and aspirations. With every marketing plan comes a marketing budget. You can say they go hand in hand. Creating the optimal marketing budget will ensure you spend the right amount of money in the right places to achieve your marketing goals. Creating a marketing budget used to involve a lot of trial and error which can lead to unnecessary expenses and ineffectiveness. But nowadays with everything becoming easier thanks to the amount of information available on the internet, so is creating the optimal marketing budget, everyone can do it.
Small business owners are finding new ways and techniques to plan out their strategies and design successful marketing budgets. It all comes down to how much are you willing to spend to acquire new customers and increase your brand awareness.
You are probably on a path to choose the best marketing automation software for your business. In our latest post, we've covered all you need to know about marketing automation when you are a small business owner. Automation is a trend. And every small business can embrace this – it's not just a game for the big players. In order to choose the right tool, there are some things to keep in mind. There is not just one category of automation tools. Some help enterprises with their robust database and multi-channel campaign orchestration, others help small businesses get rid of the daily marketing routine. Let's dig into the 5 features you'd expect to find in your perfect marketing automation software solution.
Let’s be honest — some online ads simply don’t work. At least we think that they don’t. Or better put, we judge them before knowing the real reason they don’t… Now, there are almost unlimited ways to reach your target audience on the internet: targeting people who search on Google with your search ad, capturing people’s attention with your promoted social media post, direct messaging on LinkedIn or creating a short video on Youtube. There are many channels and many types of ads that can use to target your potential customers.
But why the heck don’t they work for you? Many businesses have rapidly grown thanks to online advertising and yours hasn’t. What is it that makes your campaign inefficient?
First of all, be clear on the problem you are facing. What metrics say that your campaign is not working? Is it the ROI (return on investment — easily put, how many dollars are you making out of 1 dollar you invest in the ad), cost per lead (in case of lead generation campaigns) or number of people your campaign reached? When reporting on your marketing efforts, make sure to be as precise on the desired metrics as possible. “Thoughts” are the worst reporting tool.
Secondly, who is running your ads? Is it you who has access to all the important metrics and reporting or do you outsource ad management to someone else? If so, are they fully transparent on the process of a campaign setting? Do they let you “watch the chef while cooking”?
Let us be clear: this point is crucial. Online advertising is not a black box. It truly works and increases the ROI if done well. But if not, there is no positive ROI, just money thrown out of the window… What I am trying to say is, that there will be plenty of companies charging you for the ad management who are not truly willing to help you. As a result, your campaign ends up being inefficient.
Let’s say you are running the ads on your own and still suffering from lack of efficiency. We won’t let you down. We’ve prepared a few points which — when done well — will increase your ad efficiency.
Have you ever wondered if the journey of your customer is trackable or even viewable? I have good news for you – it is. You can – in many cases – track how many people know about your business, how many of them consider purchasing your goods and, of course, how many already bought and referred your product to a friend. Being able to view the customer journey, optimise its steps and analyze your efforts is crucial for any kind of business. Trust me, the size does not matter (in this case). Every business should do it.
Marketing funnel is a term that resonates with the majority of marketers. They tend to use this model to illustrate the customer journey – from brand discovery to purchase. As stated, measuring every step of the funnel brings you a much better overview of your efforts and, thus, a higher return on investment, which is your goal, isn't it? The more you can get out of every stage of your customer's journey, the better the results are in terms of number count or revenue.
Let's say your customer journey has three main phases:
Please note that in this case we don't cover the scenarios that happen after the purchase is made (retention funnel).
Each stage represents a different behaviour stage of your potential customer. Say she has a problem which she is able to name. She begins to search for a solution – which you offer with your product or service. As soon as she discovers your business – among others – offers the solution she is already in the awareness stage.
Your presentation, product, its price and other factors determine whether she will move further on the journey. The consideration stage, needless to say, is a phase in which a potential customer already considers your product, is comparing it to your competitors and is aware of its pros and cons.
Decision. That's the phase we aim for. We want her to buy our product, right? That's when a decision is made. In this stage, your potential customer has already conducted the research, has chosen you over your competitors and is happy to buy what you have to offer.
We just described (in a very simple way) what a customer journey can look like. Sometimes it takes weeks to guide her through all stages of the journey, sometimes it is a matter of minutes. Imagine yourself buying a coffee in the city center. You probably don't do any thorough research, but you certainly look for coffee quality and price. You don't spend days comparing the product to other cafés or bars. You make the decision according to a few key factors. Your journey is fast and your decision is made pretty quickly. But it does not mean the café owner should not pay attention to the key factors, like what the café window looks like, or if their prices are reasonable, as it influences the customer's journey.
The customer journey can easily be viewed as a funnel. Therefore, marketers use it to analyze their efforts. To explain the basic idea behind the marketing funnel, let's use the widely-known model AIDA which stands for attention, interest, desire and action. Each of these phases represent a stage in which you might find your customers.
Obviously, your ultimate goal is to guide them through the stages without friction and in the shortest time possible.
Let us look at an example of a basic marketing funnel:
People obviously start at the top – marketers call it the top funnel. This represents the awareness stage. As customers move further in the funnel, they know more about you and your offer and start, as well as continue to consider it more and more.
Here is what a perfect marketing funnel would look like:
This would mean that everyone who discovers your product will decide to purchase. Going back to our example, 100% of the people who enter your café will buy a coffee. Of course, that's a seller's utopia. In an ideal world, this would work, not in the real one.
Your task is to carefully measure your funnel and optimize its steps.
Let's finally give a more concrete example of what a marketing funnel can look like in your case. Say you run a real estate business, and aim to attract potential house buyers with your website. That's also where you generate leads that you can then convert. Your main channels would be:
You would try to attract as many people as possible with your marketing budget and lead them to your website to show all the products or services you have. After they land on the website, ideally you want them to fill out a form, in case, they are interested in a particular offer. As soon as they do so, you connect with them via phone or email and find out whether their interest can lead to a conversion.
This is what your funnel would look like:
Let's do some math now. Say your marketing efforts help you reach 10,000 people with your ad. 3% of them interact with your ad and visit your website. That would mean you have 300 people on your website, right?
How many of these people are you able to convert into leads? That depends on how your website attracts its users and how juicy your offer is, doesn't it? Let's say you have a 10% conversion rate (10% of website visitors convert into leads). In this case, you would have 30 leads waiting to be contacted.
How many of them can you convert into sales? Again, factors like your response time, will play their role now. If you made it to 50%, you just made 15 sales. Now go back and think about what can be improved...
You can see that there are more factors that influence the efficiency of your funnel (and your efforts). One bit of advice would be: measure each step of the funnel, focus on the customer and do your best to improve the areas where it falters!
Going back to our example, simply by making your ad more appealing, you can increase your outcome from 3% to 6% which (if other metrics don't change) make 30 sales at the end of the day! Improve your website from 10% conversion rate to 15% and you almost hit the sky… You know where I am heading, right?
You may be wondering where you can get all of this data? Tools like Google Analytics, Google Ads, Facebook Business Manager or our own app that simplifies the process of ad management, can give you great insights into how many people you reached, how many of them interacted with your content, how many made it to the website and finally, how many were converted into leads. There is a plethora of ways to measure your marketing funnel – the customer journey. Even a piece of paper and good data sources can create miracles…
One thing is for sure: if you don't measure your efforts carefully, you may be investing money and energy into something which does not bring you results at all.