{"id":49025,"date":"2023-03-30T15:23:39","date_gmt":"2023-03-30T04:23:39","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49025"},"modified":"2023-11-16T19:01:24","modified_gmt":"2023-11-16T08:01:24","slug":"the-ultimate-small-business-marketing-toolkit","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/the-ultimate-small-business-marketing-toolkit\/","title":{"rendered":"The Ultimate Small Business Marketing Toolkit"},"content":{"rendered":"\n<p>Most small businesses are proudly customer-centric from a values and strategic point of view. But as a small business grows, it also needs to be customer-centric from a capabilities point of view. If you don\u2019t have the business tools and systems to really know and connect with your customers, you\u2019re not going to be customer centric, no matter how much you want to be.<\/p>\n\n\n\n<p>The good news is that small and medium sized businesses now have more options than ever before when it comes to marketing technology. Sophisticated analysis, automation, and personalisation are all now within the grasp of even the smallest business. Of course, this comes with a flip side \u2014 how do you make sure that the solutions you choose fit with your existing tech stack? And how do you choose the right solution in the first place?<\/p>\n\n\n\n<p>Our <a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/smb-marketing-toolkit\/?d=7013y000002EeAMAA0&amp;nc=7013y000002EeARAA0\" target=\"_blank\" rel=\" noopener\">Small Business Marketing Toolkit<\/a> has the answers. It looks at some of the common traps that small businesses fall into when it comes to marketing tech, and shows how you can avoid them.<\/p>\n\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Jump to a section:<\/h2><ul><li><a href=\"#how-do-you-use-a-tool-to-know-your-customers-better\" data-level=\"2\">What&#8217;s your marketing return on investment?<\/a><\/li><li><a href=\"#how-do-you-make-smart-data-driven-decisions-with-a-crm\" data-level=\"2\">How do you make smart, data-driven marketing decisions?<\/a><\/li><li><a href=\"#how-do-you-make-smart-data-driven-decisions-with-a-crm\" data-level=\"2\">How can you use personalisation to wow your customers?<\/a><\/li><\/ul><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-do-you-use-a-tool-to-know-your-customers-better\">What&#8217;s your marketing return on investment?<\/h2>\n\n\n\n<p>You\u2019ve created some great marketing content, but what is its purpose? How do you know whether it is doing its desired job? You might get the click, but how\u2019s the conversion? What is the return on investment (ROI) of those clicks? What\u2019s the value to the audience, and how do you measure success?<\/p>\n\n\n\n<p>It\u2019s easy to track clicks on a website, just as it\u2019s easy to track attendance at a conference booth. What businesses must move towards, however, is creating a single view of the customer and measuring in real time how potential <a href=\"https:\/\/www.salesforce.com\/au\/blog\/2019\/11\/-a-sales-funnel-is-good-for-smbs--but-a-defined-sales-funnel-is-.html\" target=\"_blank\" rel=\"noopener\">customers travel through the funnel<\/a>.<\/p>\n\n\n\n<p>Celebrity Ink \u2013 a group of Australian tattoo studios \u2013 integrates all customer data into a single source of truth, allowing it to track marketing spend through the whole funnel and accurately attribute revenue results to marketing investment.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Want to know more about calculating marketing ROI?<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">The Small Business Marketing Toolkit has all the insights from businesses like yours.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/smb-marketing-toolkit\/?d=7013y000002EeAMAA0&#038;nc=7013y000002EeARAA0\">Download the Toolkit<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>It&#8217;s equally important to track your customers throughout their journey with you. Of all your closed leads, what was the cross-sell or upsell revenue over the following year? What is the total lifetime value of those customers, relative to the total cost to serve?<\/p>\n\n\n\n<p>In other words, are they good business?<\/p>\n\n\n\n<p>If the answer is yes, double down on that lead source. If the answer is no, you should shift the spend somewhere else.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Once you\u2019ve got everything aggregated and connected between your CRM and Marketing Cloud, the ease of understanding who you\u2019re delivering the message to really helps the team<\/p>\n<cite>Nick Bird<\/cite><\/blockquote>\n<span class=\"citation-role\">CTO, Celebrity Ink<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fau%2Fblog%2Fthe-ultimate-small-business-marketing-toolkit%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=The%20Ultimate%20Small%20Business%20Marketing%20Toolkit\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=The%20Ultimate%20Small%20Business%20Marketing%20Toolkit&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fau%2Fblog%2Fthe-ultimate-small-business-marketing-toolkit%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fau%2Fblog%2Fthe-ultimate-small-business-marketing-toolkit%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"The Ultimate Small Business Marketing Toolkit\" https:\/\/www.salesforce.com\/au\/blog\/the-ultimate-small-business-marketing-toolkit\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>The success of this and so many other <a href=\"https:\/\/www.salesforce.com\/au\/products\/marketing-cloud\/overview\/\" target=\"_blank\" rel=\" noopener\">marketing processes<\/a> is about measuring all of these variables in real time, so you can optimise spend based on revenue. And automation means it can all be done in the background, with very little extra effort from staff. In fact, with <a href=\"https:\/\/www.salesforce.com\/au\/products\/\">Customer 360<\/a>, Salesforce customers have experienced an average 27% faster automation of business processes, leading to a 26% increase in employee productivity*.<\/p>\n\n\n\n<p>Once you have this real-time data, you\u2019re able to make smart, customer centric, data-driven decisions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-do-you-make-smart-data-driven-decisions-with-a-crm\">How do you make smart, data-driven marketing decisions?<\/h2>\n\n\n\n<p>Businesses today are facing a challenge. How do you achieve operational efficiency without compromising customer satisfaction? The answer lies in the efficient collection and use of data, and the power of automation.<\/p>\n\n\n\n<p>When you capture the right data about the right customers, using a CRM, you\u2019re able to make smart decisions. This is extremely important.<\/p>\n\n\n\n<p>As you grow, if you don\u2019t have data to make smart, data-driven decisions, you introduce a great deal of risk into your business.&nbsp;<a href=\"https:\/\/www.salesforce.com\/au\/blog\/2020\/02\/martech-is-great--but-being-customer-focused-is-better.html\" target=\"_blank\" rel=\"noopener\">Technology is a key to being customer centric<\/a>&nbsp;and making smart business decisions.<\/p>\n\n\n\n<p>There are three steps you can follow to help increase the effectiveness of your data:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Automate what you can<\/li>\n\n\n\n<li>Consolidate your data sources<\/li>\n\n\n\n<li>Ensure your systems can scale as you grow<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">How can automation help you scale your business?<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">The Small Business Marketing Toolkit supports business owners to lower costs, boost productivity, and wow their customers<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/smb-marketing-toolkit\/?d=7013y000002EeAMAA0&#038;nc=7013y000002EeARAA0\">Download the Toolkit<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-do-you-make-smart-data-driven-decisions-with-a-crm\">How can you use personalisation to wow your customers?<\/h2>\n\n\n\n<p>While cutting costs and automating processes is important for the health of any small business, it shouldn\u2019t happen at the expense of a great customer experience.&nbsp;<\/p>\n\n\n\n<p>Integrated data, as part of a single source of truth, allows you to understand your customer and their needs, while simultaneously highlighting opportunities for up-selling and cross-selling.&nbsp;<\/p>\n\n\n\n<p>According to the latest <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/state-of-the-connected-customer\/\">State of the Connected Customer report<\/a>, the majority of customers expect every offer to be personalised. That level of messaging customisation is only possible at scale with automated systems.&nbsp;<\/p>\n\n\n\n<p>This functionality helps more than just the marketing team, too. Sales teams can deploy <a href=\"https:\/\/www.salesforce.com\/au\/solutions\/small-business-solutions\/win-customers\/\">small business software<\/a> that empowers them to focus on nurtured leads who are showing buying signals. So, rather than spending time calling blindly down a lead list, they\u2019re focusing on the leads that are showing buying behaviour. This means they\u2019re having the right conversation at the right time and are not slowed down, for example, by manual logging activities. These activities are automated.<\/p>\n\n\n\n<p>One example of this in practice is happening at <a href=\"https:\/\/www.salesforce.com\/au\/customer-success-stories\/paysauce\/\">PaySauce<\/a>. It is using automated journeys to free sales reps from manually following up with prospects after events. This saves time and gives sales reps the chance to prioritise hunting new leads.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>The great thing is, no one\u2019s noticed it. Using Pardot to automate our lead management, customers are still offered an experience that\u2019s beautifully personalised, while we continue to meet their every need. 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You\u2019ll find advice on the long-term strategy that will set you up for success, alongside quick wins to reimagine your marketing right now.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/smb-marketing-toolkit\/?d=7013y000002EeAMAA0&#038;nc=7013y000002EeARAA0\">Download the Toolkit<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h6 class=\"wp-block-heading\" id=\"h-sources\">Sources<\/h6>\n\n\n\n<p>*<em>2022 Salesforce Success Metrics Global Highlights study.<\/em><\/p>\n\n\n\n<p><em>Data is from a survey of 3,706 Salesforce customers across the US, Canada, the UK, Germany, France, Australia, India, Singapore, Japan and Brazil conducted between June 8 and June 21, 2022. Results were aggregated to determine average perceived customer value from the use of Salesforce. Respondents were sourced and verified through a third-party B2B panel. Sample sizes may vary across metrics.<\/em><\/p>\n\n\n\n<h6 class=\"wp-block-heading\" id=\"h-read-more\">Read more<\/h6>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/crm-roi-salesforce-investment\/\">Spending Smartly on Tech Is Key in a Downturn \u2013 Here\u2019s How You Can Do It<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/small-business-efficiency-toolkit\/\">Introducing the Small to Medium Business Efficiency Toolkit<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/world-tour-sydney-2023\/\">World Tour Sydney 2023: A Celebration of Customer Companies<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The Small Business Marketing Toolkit offers small businesses a powerful roadmap to deliver an efficient, customer-centric marketing plan to grow their 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