Did you know growing small- or medium-sized businesses (SMBs) — those with a 1% increase in revenue or more in the past six months — are 59% more likely to use marketing automation compared to SMBs that have a declining or stagnant revenue? They’re also 23% more likely to use email marketing software. The data makes it clear: the right tools and technology for small business online marketing — especially in our all-digital, work-from-anywhere world — can help your company move forward and grow.
If you’re part of a small business marketing team and want the right tools to help generate more leads, this list can help you connect with customers more effectively and score big results:
1.Take advantage of Google Analytics
Use it to optimize your website
Website optimization is a priority for every marketer — and the key to online marketing for small businesses who may solely sell, advertise, and target people online. That’s why it’s important to start with Google Analytics. When using Google Analytics, these few, free reports top the list for fixing traffic problems:
- Identify tests with a path report. A path report shows you the route your visitors take on your website before they convert, including the path that yields the highest conversion rate. Is it “Homepage>product page>trial?” or “Homepage>pricing>trial?” Pay attention to the path and use this insight to design tests and experiments to boost conversion rates.
- Conversion tracking with a basic channel report details how each marketing channel is driving conversions. Are your social ads driving any revenue? How is SEM performing against SEO? You can adjust your investments/budgets based on the returns you are getting from best performing channels.
- Identify bottlenecks with the funnel report. A funnel report can show you where conversions drop off. Is most of your traffic going from the homepage to your lead form but then exiting? Maybe your lead form has too many fields or the content doesn’t resonate. If so, you can change up your form to make it more customer friendly.
See how segments perform overtime with the cohort report. This report looks at how segments behave over time and which segment converts at the highest rate. In a cohort report you might find out things like: if you retarget a user within 15 minutes of them leaving your site, they’d be more likely to convert.
Use it to set up your event tracking
By using Google Analytics or other analytics tools, you can also add tracking to each key event you want to measure.
Start simple. Think about actions that lead to a conversion such as video views, 800-number calls, or a trial button. Most people don’t know this, but if you use Google Analytics for your small business’s online marketing, you can call for a free consultation with a Google specialist who can help you set it all up. This step can get a little technical but it’s absolutely a step you cannot skip. Why? It’s a proven, incredibly effective way for you to use data driven decisions to make any optimizations down the road and prove your website’s value in driving leads and revenue. Don’t skip the call!
2. Sync sales and marketing data using marketing automation
According to our latest Small and Medium Business Trends report, 41% of SMBs currently use marketing automation, and 25% of SMBs plan to use it in the next 12 months. When thinking of ways to maximize your marketing, it’s vital all of that information and tracking gets to sales — and that’s why marketing automation is such a necessary small business online marketing tool. What does it look like in real life? By automating data and sharing it, sales reps are able to have relevant and engaging conversations about where leads originated. (How many times have you received a sales call for a product you have zero interest in?) Problem solved.
What’s the goal for marketing? Simply put, as a marketer, you need to know your customer. All that data is in your customer relationship management (CRM) system. Having access to it gives you and the marketing team the information you need to create relevant and engaging campaigns. With the systems tied together, you can put the customer’s needs first and provide marketing messages that are relevant to help nurture your leads.
3. Nurture customers and drive conversions with email marketing software
Our latest State of Marketing report shared that 82% of marketers currently use email to communicate with their customers. That’s up 11% from 2018. And as many of us use email to communicate with customers in an all-digital world, we’ve likely experienced this: we write the perfect email and think it’s great, and then, crickets — the customer has deleted it.
How do you avoid that in the future? Use a combination of technology and technique:
- Build campaigns triggered off of behavioral and intent actions. Are most people dropping off from a page on your website? Did someone get stuck in a trial? What triggered their first time purchase?
- Talk to the Sales and Product teams about identifying high-converting actions
- Finally, build your nurture email to drive the conversions you want
Here’s a great example of a personalized email from 1Password. They knew the user hadn’t logged in based on app usage data. In order to entice the user to log back in they offered a special unique promo.
As you can see, the anatomy of a good email is not just good copy. You need to couple that with data — someone’s search history, what they’ve done during the trial experience, their titles, what size company they work for — to make your emails personalized. Would you rather get an abandoned cart email offering you a discount or a generic email promoting a product you don’t care about? Relevance will improve your open rates, click rate, and ultimately, conversions.
4. Step up organic traffic with SEO tools
Using the right words is the key difference between gaining and losing organic daily traffic. And website traffic can make or break your small business online marketing efforts.
The internal way you might speak about a product is most likely not the same as the words and phrases millions of people use to search for business topics every day. Prospects might search for “customer service tools” versus the industry term “help desk solutions.” When you use keyword research, you’ll be able to understand all the various ways prospects search to get to your (or your competitor’s) website.
The best part? Determining the right search engine optimization (SEO) terms doesn’t have to be costly. Diagnostic tools like Moz and SEMrush are free. Use these tips see big changes in your traffic:
- Increase your domain authority (Google’s grading system on how well your site ranks). Jot down what your domain authority is before SEO-ing, use that as your baseline, and check your domain authority again in three to six months. The score should go up and you should see your optimizations come to fruition. Benchmark this score against your competitors too.
- Boost your domain authority with on-page optimization. This includes a number of housekeeping things like adding keywords in title tags and meta description, creating an intuitive site structure, having an easy navigation bar, and asking other sites to link back to yours whenever and wherever it might be relevant.
- Test your site. Google honors sites that are mobile optimized and load quickly. You can test your site for this diagnostic.
- Lastly, make your content readable. That means using “intuitive navigation,” such as a footer that categorizes your content.
Make sure your small business online marketing is up to par with these tools to find new business and connect with customers in a much more effective way. Learn how Salesforce can help you increase leads, email engagement, and your marketing team’s productivity. Plus, read more SMB insights in our latest Small and Medium Business Report.
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