Marketing – Why Bother?

How can marketing add tangible value to your business?

In our experience, many SMEs view marketing as a woolly, weak ‘nice to have’, suffering in the shadow of the strong, direct sales approach. It is viewed as the domain of the corporate, suited to those with big budgets and matching egos, and not for the honest, hard-working small company or entrepreneur who grows their business quietly and surely, through referrals and repeat business.

Here at Smart, we strongly believe that there is room for both approaches, with targeted, defined and measured marketing helping to maximise referrals and repeat business, as well as introducing new customers. That is why we offer our 100% Return on Investment guarantee.

Not convinced? Maybe these statistics will help*.

Why bother... having a customer referral programme? 91% of customers say they would happily give referrals. Only 11% of sales people ask for them. Be among the 89%.

Why bother... with press releases? The impact of press releases is very difficult to measure. However, they have been proven to help with SEO (driving traffic to your website), and it is generally accepted that a prospect needs to see or hear your name/message an average of 7 times before getting in touch.

Why bother... with cross-selling? The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20%.

Why bother... with a customer loyalty programme? A 2% increase in customer retention has the same effect as decreasing costs by 10%. It costs 6–7 times more to acquire a new customer than retain an existing one.

Why bother... to optimise your website for search engines? 75% of internet users do not scroll past the first page of Google search results. 53% click on the #1 ranked search result. Your website is your shop-front – it needs to have visitors!

Why bother... with social media (Twitter, Facebook, Linked In etc)? Social media produces 2x the marketing leads of tradeshows, telemarketing, direct mail or pay per click campaigns. Social media lead conversion rates are 13% higher than average conversion rates. 43% of marketing companies found a customer through LinkedIn in 2013; 36% found a customer through Twitter; and 52% through Facebook. 77% of B2C businesses and 43% of B2B businesses have acquired business through Facebook.

Why bother... to blog? The average company that blogs generates 55% more website visitors. 82% of companies that blog have acquired a customer through this means.

Why bother... with email marketing? 66% of consumers have made purchases as a result of email marketing. Emails that are personalised get 10% more conversions.

* Sources: HubSpot, Marketing Metrics, Bain & Company

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