SME DIGITAL MARKETING Prediction 2017

SMEs goals for digital marketing in 2016

Over half of SMEs rated in this latest research from Infusionsoft driving sales is a key goal for their digital marketing in 2016. Surprisingly over 1 in 5 aren't going to be using digital marketing at all, which surely will leave them missing out on a huge number of potential customers in all but a select few industries. After all, even Luddites United have a Facebook page.
SME goals

Key areas of Digital Marketing for SMEs

When asked what marketing channels to you expect to allocate more budget for in 2016, most SMEs reported increased investments in their websites and social media. We can't fault this, as they are key areas which can help drive growth. However we repeatedly find email marketing driving the highest ROI of digital channels, so we think it might be wise for more of the three-quarters of SMEs that aren't planning on increasing their email marketing budgets to reconsider.
digital SME priorities

Major challenges for SMEs in 2016

When asked what their biggest digital marketing challenge is in 2016, SMEs gave a diverse set of answers, suggesting there are many areas presenting problems. Turning leads into customers was the most pressing issue, with generating web traffic in 2nd and turning web traffic into leads in 4th. This makes it clear that SMEs need a plan that takes in the whole marketing funnel, which helps fill the funnel with traffic, interact with that traffic and then convert it to sale. One in ten also mention they had a problem retaining customers. This is exactly what the Smart Insights RACE planning system does, helping your plan strategies to increase your ability to Reach (attract web traffic), interAct (turn traffic into leads), Convert and Engage (retain customers).
digital marketing challenges for SMEs

SMEs need to better utilise analytics

When asked if their marketing efforts are effective, a whopping 48% said they didn't know. That means small businesses need to get an awful lot better at utilising their analytics data to understand the value of different channels and model where they are receiving their revenue from. If you don't know what channels are performing the most effectively you will make sub-par decisions about where to invest your resources and won't be able to grow as fast as you otherwise would.
measuring SME marketing effectiveness

Preferred marketing channels for small businesses

Knowing what kind of marketing channels are effective for small businesses can help you target your resources and benchmark your efforts against the rest of the sector. Over 70% of SMEs had websites set up, whilst social media and digital advertising were the second most common form of digital marketing employed. Email marketing came in third, which is an area we suggest SMEs should look at if they aren't already using it, because of its track record of delivering ROI.
channels use for marketing by SMEs

Conclusion

We've seen that small businesses all too frequently are missing out on some big opportunities. Most don't use email marketing, which could be a great way for them to overcome their biggest challenge: turning leads into customers. Too many aren't measuring the effectiveness of their marketing effectively and some aren't event using digital. This will leave them missing out on some huge opportunities. Digital marketing levels the playing field and means for the first time SMEs can compete with the bigger players. SMEs need to seize the moment and plan to make the most of it.
If you want more insights about SME/SMB marketing, you can download the full Small Business Marketing Trends report from Infusionsoft. For in-depth, practical guidance, see our Complete guide to Digital Marketing for startups and small businesses.

Digital Marketing VS Traditional Marketing



1. Level playing field:  Any business can compete with any competitor regardless of size with a solid digital marketing strategy.  Traditionally a smaller retailer would struggle to match the finesse of the fixtures and fittings of its larger competitors.  Online, a crisp well thought out site with a smooth customer journey and fantastic service is king – not size.
2. Reduced cost: Your business can develop its online marketing strategy for very little cost and can potentially replace costly advertising channels such as Yellow Pages, television, radio and magazine.
3. Simple to measure: Unlike traditional methods you can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results.  For measuring traffic to your site you can use Google Analytics to measure specific goals you want to achieve for your website or blog and most packaged email marketing solutions provide good insight into how many people are opening, reading and converting from your emails.
4. Real time results: you don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned.  You can see the numbers of visitors to your site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button.
5. Refinement of your strategy:   Basically anything that you capture in your customer journey can be reported on and honed for greater success at the fraction of the cost of traditional marketing.  After all, how annoying is it to get a couple of forms returned from a mailshot.  Marketing online enables you to refine your strategy at any point in time and see any improvements or opportunities for further refinement almost instantaneously.
6. Brand Development: A well maintained website with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities.  The same can be said for utilising social media channels and personalised email marketing.
7. Far greater exposure: your business can be seen anywhere in the world from one marketing campaign, the cost to do this using traditional methods would be considerable.  Plus once you have optimised the key word search content in your website you should see a long-term return on your investment and will be fairly low cost to maintain your ranking.
8. Viral: how often do your sales flyers get passed around instantly by your customers and prospects?  Online, using social media share buttons on your website, email and social media channels enables your message to be shared incredibly quickly, just look how effective it is for sharing breaking news.  If you consider the average facebook user has 190 friends of which an average of 12% see their liked posts – your one message has actually been seen by 15 new prospects, now imagine a number of them also like and share your message and their friends do the same?  Mind blowing isn’t it.  However a word of caution, bad news can travel much quicker so make sure you have a risk management strategy to tackle negative press as soon as it is circulated.
9. Not Intrusive: I know most people hate receiving sales mailshots or phone calls at inconvenient times on stuff that they have little interest in.  Online people get the choice to opt in or out of communications and often it is relevant because they were the ones searching for it in the first place.  Also, have you ever got frustrated receiving a regular email on a topic that interests and adds value to you?  Nor me so don’t underestimate the power of market segmentation and tailored marketing.
10. Greater engagement: With digital marketing you can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them, buy them and provide feedback which is visible to your market.   So it doesn’t take long for good publicity to enhance the prospects of your business.
I would be keen to hear your views and online marketing challenges, perhaps I can provide some ideas in my next blog post.
Happy Digital Marketing!
#BeingDigital

#50 Digital Marketing Tools to Grow Your #STARTUP

1. Green Lotus

If you’re getting involved with SEO or digital marketing for the first time, you may become extremely overwhelmed. Not only are there an abundance of tools and resources available, SEO can get tricky enough at times that even seasoned veterans can run into problems. Toronto’s Green Lotus, however, is looking to change all that.
DIGITAL MARKETING


The company recently launched a set of SEO and social media tools that are specifically meant to help entrepreneurs and small business owners with their SEO activities and improve their search engine rankings. Green Lotus is offering a 30-day free trial, but packages start as low as $8 per month.

2. Grexit

If you’re using Google Apps, which is a no-brainer, then you may want to supercharge your account with Grexit. This tool converts your regular Gmail into a powerful collaboration tool to help easily manage your project management workflow. There is a free option and pricing plans start at $5 per month.

3. Boomerang

Speaking of Gmail, Boomerang is a nifty tool that automates important email follow-ups, such as sales leads or reminders when bills are due. There is a free basic version and plans starting at $4.99 per month.

4. Klaviyo

Email marketing is still important and should be a part of your marketing strategy, which is why you should make the best out of Klaviyo. This tool helps you send out personalized and targeted emails, but it also has features like analytics, autoresponders, subscription management, and real-time segments. It also integrates with the CRM, shopping cart, help desk, and marketing software of your choice. If the free plan isn’t enough, pricing starts at $25.

5. MailChimp

Since we’re on the topic of email marketing, MailChimp is one of the most popular email marketing tools available. MailChimp allows you to send out targeted emails, subscriber profiles, and automated emails. You can send 12,000 emails to 2,000 subscribers for free.

6. Sniply

With Sniply you can post an ad for your business on relevant news stories that you share with a link driving visitors back to your content. If you use under 1,000 clicks per month Sniply is free. Anything more will begin at $29 per month.

7. Fanplayr

Fanplayr uses big data so that you can analyze, segment, and target your audience. With this real-time information you’ll be able to create customized content and offers which will help you increase conversations.

9. Intercom

Intercom offers four customer communication packages to help you observe, learn, engage, and provide support. Overall, this is an incredible tool if you want to reach and retain customers. There’s a 30-day free trial, with plans starting at $49 a month.

10. Hostt

Hostt is a free w=Web hosting solution that allows you to easily and cheaply host your website for the cost of a domain each year. Total investment = $14 per year. You have the ability to automatically install Wordpress, Joomla, and many other CMS solutions. This is an incredible gem that I found a couple months ago and host several sites on.

11. SimilarWeb

SimilarWeb provides competitive insights about a website, as well as the overall digital presence of a company. This includes everything from monthly visits to referring sites to visitor interest. If you purchase one of the Pro versions, which start at $199, you will discover even more.

12. RankWatch

This SEO management platform used to assist you with your digital marketing campaigns, see which keywords are ranking the highest for you, suggestions for improving your site, and keeping an eye on what your competitors are doing. Packages start at $29 per month.

13. IDoneThis

Keeping your team on the same page is crucial. That’s why tools like TrelloBasecampDo, andProducteev are so popular. While these tools are amazing and beneficial, sometimes you just need a simple communication tool to reflect on what you and your team did for the day and to celebrate accomplishments. IDoneThis accomplishes just that – with plans maxing out at $5 per month.

14. Rignite

Another collaboration tool is Rignite, which is ideal for social media campaigns. With Rignite you can monitor multiple social media platforms, schedule posts and have access to campaign reports. While Hootsuite and Buffer have been used in the past for monitoring and scheduling, they both don’t include the collaborative features of Rignite. After a 14-day free trial, plans begin at $28 per month.

15. Stripe

If you’re looking for a tool to collect and process payments from your customers, then you have to consider Stripe. However, what makes Stripe stand apart from a service like PayPal is that it can handle coupon codes, invoicing, prorating, and refunds. Stripe charges 2.9 percent plus $0.30 per successful charge, or less – based on volume. You should also check out Recurly if you need a solution for recurring subscription payments.

16. SumoMe

SumoMe is a powerful tool that will give your site, and business, a major boost. SumoMe has a number of features that include a scroll box for email signups, contact forms, heat maps to see where your visitors are coming from, and a tool that auto-optimizes your share buttons.

17. WooRank

Whenever there’s a free tool available to help increase your business, it’s definitely a win-win scenario. WooRank is one of these tools since it performs a free and in-depth SEO audit of your site.

18. QuillEngage

Don’t worry if you don’t understand the data in your Google Analytics reports. Not everyone has the time or technical knowledge to decipher an analytics report. With QuillEngage, however, you are given an easy-digest report with actionable advice to improve your site’s performance.

19. StreamScience

StreamScience is a great online marketing tool that assists you with creating, curating, and distributing content that will reach the right audience at the right time, which means that you don’t have to do content marketing all on your own. There’s a free personal plan and a professional plan for $9.99.

20. Crazy Egg

There are several tools, such as Mixpanel, that can help you understand the behavior of your audience – which can be used to improve engagement. However, a cheaper and equally effective is Crazy Egg. This tool provides a heatmap so that you can see where your customers are coming from and what they’re doing on your site. Starter plans begin at $9 per month.

21. Optimizely

Optimizely can be used to test pages, segment visitors, and track everything from engagement to clicks, conversions, and sign-ups so that you can make actionable decisions. There’s a free Starter Plan if you’re not ready for Enterprise.

22. Ampervize

In case you didn’t notice, there are a lot of online resources for growing your start-up. The thing is, not all businesses are the same. That’s why a free tool like Ampervize comes in handy. Just answer a couple of questions and you’ll be directed to the online marketing sources suited best for your start-up.

23. PunchTab

Looking to boost loyalty and user engagement? Then you have to give PunchTab a try. This software-as-a-service platform gives you the power to reward users for sharing or commenting about your products through customized gifts, gamification, and other socially driven activities.

24. Nimble

Nimble has many amazingly useful features that include: contact management, insights, social listening, activity management, and a unified inbox. Overall, Nimble could very well be the most complete CRM available. Pricing is $15 per month per user.

25. LaunchRock

While Squarespace is an outstanding place to showcase your products, LaunchRock is a simpler site builder option that was designed specifically for acquiring customers early on. Use LaunchRock to also validate an idea and generate some interest in your start-up.

26. Guides.co

One of the best ways to help your start-up grow is by demonstrating your authority. This can be accomplished by creating useful information for your audience. With Guides.co you can create and publish helpful guides to help you and your business get discovered by influencers and your target audience.

27. UserTesting

Want to know what people think of your website, video, or product? Look no further than UserTesting. This powerful tool is a great way to gain priceless feedback from real people. The Basic plan starts at $49 per month.

28. Colibri

Colibri is a great tool to discover influencers in your industry, monitor what people are saying about your brand, and keep track of your competitors. By using this tool you can jump into the right conversations online. The Standard Plan begins at $95 per month. If that’s too much, you may want to look into a company like Positionly.

29. Cyfe All-in-One Dashboard

Let’s keep this short and sweet. Cyfe has an effective all-in-one dashboard that keeps track all of your businesses activity. You can also customize Cyfe to help your start-up grow the way you see fit. You can sign up for free, but the Premium plan only costs $19 per month ($14 per month if paid annually.)

30. HiQ

HiQ Labs makes it easy to predict human behavior online. Using HiQ you can help improve retention rates at your company as well as place people in the best jobs possible. This helps with workplace planning.

31. Wistia

Video marketing is a big deal. And it’s only going to get bigger. If you don’t want to come off as an amateur, then you may want to use Wistia to create videos and keep track of who’s been watching them, and for how long they watch. If the Free Plan isn’t enough, there is a Small Business for $25 per month.

32. Searchmetrics

With Searchmetrics you can now many data-driven decisions with your content. Because content is the backbone of many companies and being found online, Searchmetrics helps you figure out what keywords and content you should be writing about for top results. Easily compare your content with your competitors’ content.

33. BuzzSumo

BuzzSumo can connect you with industry influencers, content discovery, and backlinks. In short, it’s a pretty spectacular tool. If you have the extra funds, BuzzSumo has Pro plans starting at $99 per month.

34. Oktopost

Oktopost is a social media management tool designed just for B2B marketing. Not only can you schedule posts to Facebook, Twitter, and LinkedIn, you can also measure the results of campaigns by tracking each lead you generate. After a 30-day free trial, plans start at $55.

35. Raven Tools

As mentioned earlier, there are a lot of available SEO tools. Raven Tools comes equipped with a set of tools for all of your SEO, PPC, content marketing, and social media needs. What makes Raven stand out, though, is that it cuts out time-consuming tasks by generating in-depth, easy-to-understand reports. Packages start at $99 per month, which isn’t bad if you want to add this with something like Google Analytics.

36. Yoast WordPress SEO

WordPress is a great tool for start-ups. It’s free, easy-to-use, and can be customized to fit your needs. However, to get the most out of WordPress you’ll need to get the Yoast WordPress SEO plugin. This plugin optimizes your WordPress site by providing you with features like a content analysis function and automatically generated XML Sitemap.

37. Connect Up

An interesting contact manager. Write one note, have it personalized and sent to hundreds of people in seconds. It will sort through contacts and choose to send the note via email vs. Facebook vs LinkedIn vs. text.

38. ShipStation

If you have to ship physical products via UPS, FedEx, USPS, DHL, OnTrac, and others, they integrate with tons of platforms and make the whole process seamless.

39. AngelSpan

Investor relations for start-ups to help manage, curate, and report on communications to save the entrepreneur time and energy.

40. Radius

For cleaning sales/contact data and prospecting based on vertical/size/geo.

41. Hipchat

Makes it easy for your team to communicate and engage with one another. Other favorites includeSlack and Asana.

42. Shareist or IFTTT

Social sharing is vital to getting your story out. Shareist lets you capture content URLs, feeds, and ideas, share them immediately on social media, and save them for building and publishing pages to your blog. Or you can find great content using ZiteFlipBoardBuffer’s Daily AppTriberr and then use a combination of PocketBuffer, and IFTTT to enable your social sharing.

43. Triberr

When you create your own content, Triberr helps content creators get more shares through superfan activation, employee advocacy, and tribe marketing. Use it to build a tribe to share your content.

44. Mozu.com

Gives you the power of a platform like Magento without all the server and software maintenance. They have really advanced developer tools to help deliver experiences that are pretty much impossible on ecommerce platforms like WooCommerce, BigCommerce, or Volusion (sister company of Mozu). The price point isn’t low, but if your start-up is making money from e-commerce, stability, support, and speed are totally worth the investment.

45. CommerceSciences

Sure, A/B testing is great but after a few experiments you end up serving the exact same experience for all visitors, which is really false by nature. This is where website personalization platforms such as the popular Commerce Sciences kicks in – it enables marketers to significantly drive SaaS or e-commerce sales by serving the right content to the right visitor at the right time. For instance, an e-commerce marketer may target shoppers which added $50 to $90 worth of goods to their cart, with an upsell coupon which could be claimed if they are to add more items and reach $109.

46. GoAnimate

GoAnimate is a simple tool to create your own custom videos that you can share using Wistia for analytics and lead generation.

47. Camtasia

While we are talking about video. Capture screen recording and edit your videos. This is important for product demos and walkthroughs. Video is so important to marketing today.

48. Conspire

If you are raising funds, reaching out to potential clients or trying to do business development, you will want introductions to people. Conspire tells you exactly how to get the best introduction to whoever you want to meet — a customer, employer, or investor.

49. HoneyBadger

Want to keep an eye on potential competitors? Here is a Chrome extension that shows you how much traffic a site gets, how much money they raised, what powers their stack, and much more.

50. BlitzMetrics

One of the most effective digital marketing tactics we have found is remarketing with Google and Facebook. While it seems easy, you want to make sure you set it up properly to maximize your growth potential. Here is a step-by-step guide for start-ups to generate killer lead generation and sales using Facebook and Google in tandem, or they have a service to set it up for you or to train you to do it.

#5 Digital Marketing Tools

1. Content marketing techniques

One of the most frequently dropped buzzwords in digital marketing, content marketing is essentially storytelling for your brand. “Content” can be virtually anything with a clear message: a series of attention-grabbing images, videos, blog posts, or news items. Content marketing differs from traditional marketing tools in its resistance to overt calls-to-action or purely product- or service-based ads, and smart consumers have developed a nose for sussing out quality content from gussied-up advertising. Like a good story, good content is original, dynamic, and shareable. Truly effective content marketing uses an accessible voice to tell genuine stories that gain the trust of the consumer and build a positive reputation for the brand.
Content marketing is also inherently flexible. Consider ways to reframe your story or message to target different consumer groups with whom you may not have an instinctive one-to-one relationship. Once your content is in play, tools like Outbrain Amplify can help you distribute that content to a larger audience. Regardless of how wonderful your content is, it simply won’t be truly effective if it isn’t being widely seen.

2. Tools for social networking

You’re likely already using at least one form of social media as a way to connect with your customers - and if not, what are you waiting for? Social media is one of the best marketing tools for humanizing your brand and connecting with your customers in real time. A strong digital marketing strategy incorporates all social media forums appropriate to your organization, including Facebook, Twitter, LinkedIn, Google+, Pinterest, and Instagram. These tools have different purposes: Twitter has become a virtual telephone, a way for customers to lodge complaints or ask questions, whereas image-driven social media - such as Instagram and Pinterest - are a great way to get viral with visual storytelling. It’s also vital to stay connected to new trends, such as LinkedIn’s recent Influencers program, which promotes industry insiders as thought leaders and offers them a forum to share wisdom.

3. Go mobile

More and more of us are accessing information on-the-go. Having a website that uses responsive design for various mobile formats - smartphones, tablets, etc - gives your company a competitive edge. Many marketers are now taking mobility a step further by using location data garnered by customer check-in tools like Foursquare or Facebook, or data provided by Adwords and GPS, to target marketing campaigns and build an ever more complete picture of who your customer is, where she goes, what she wants, and when she wants it. Understanding the context of your customer’s desires and behavior is key to targeting your offerings to maximize what is actually needed. These mobility marketing techniques allow you to work outside of the in-office “vacuum.”

4. Retargeting

One of the most interesting new marketing techniques, retargetting (or remarketing) tracks customers through cookie placement and continues to show them ads for products they’ve viewed in the past across a network of websites. Since only 2% of traffic converts on a first visit, retargetting is a simple, powerful way to keep your brand and product in the minds of potential customers and requires little effort on the part of the company. As the technology for retargetting improves, flexible brands will stay on top of the trend to find ever more organic ways to raise brand profile.

5. Community building

The common thread in these best new digital marketing techniques is the need for brands to cater to the desire of consumers to be seen as individuals, and not just as a number. Consider the recent viral WestJet campaign that secretly fulfilled fliers Christmas wishes. With this campaign, WestJet managed to give an airline a warm & fuzzy personality (no easy feat) and to demonstrate responsiveness. Brands need to prove a genuine interest in the personalities of their dynamic customer base and to treat communication as a way to build an authentic, like-minded community.
As we grow more digitally-driven, the physical community of neighbourhood commerce is giving way to more fluid and larger communities online. Even brick and mortar companies are now global participants. Digital marketing offers a way to move beyond your field and into the world at large.