Two Marketing Tools Every Small Business Needs to Master
Wouldn’t it be nice if you could master all the marketing tools available to you as a small business owner? In fact, there are so very many marketing tools and strategies that even the marketing pros are continually learning and growing alongside the technology that just keeps getting better and better by the day. With that said, and even in the presence of a marketing team taking on the bulk of your strategy, there are still things you can do, and these are the tools you should master as a small business.
The one word of caution here is that when you are working with a marketing team, you should leave the more involved strategies with them. Take on what you can expect to do reasonably well with results you can quantify.
The Problem with Expectations
When looking for a one-size-fits-all marketing software package, it is doubtful one exists today and doubtful that there will ever be such a creature. The reason for this is that marketing is as much an art as it is a science and although you can build a framework of strategies, it would need to be fluid.Also, when it comes to the expectations vs. reality of marketing technology you will never be 100% satisfied because of the human element. That, after all, is what marketing is all about and if you are expecting technology to replace that special connection with your audience, you are bound to be disappointed. So, what then are the marketing tools you should master as a small business owner? There really are just a few but they are the most important of all.
1. Social Media
Very few successful companies got there without social media in the 21st century. This is because today’s consumers want that special relationship with brands they deal with. Yes, a marketing team can manage a social platform for you, but your customers want to communicate with you, with your team - with the faces that are your business. If you master nothing else, take the time to learn how to manage one or two social sites so that you can connect with your audience.2. CRM – Customer Relationship Management
Yes, this is another bit of technology and data driven at that. However, remember that magic word, ‘relationship.’ For instance, if you are a Washington DC truck accident lawyer, your relationship with your clients will dictate if you get new ones referred from them. This applies to many businesses. While CRM is a piece of software that tracks all your customer relationships, it is based on numbers. That is to say that it is data driven. Is there any reason why you can’t pick up where the numbers leave off? Even AI will not be able to ‘feel’ a connection quite like you can, so that one-size-fits-all platform can be modified in expression. You can always take suggestions from your high-power CRM but when it comes to choosing a strategy or platform, leave that in your hands as the owner or director.After all, who knows your customers better than you do? If you’ve done your job well, you are the expert in CRM. Crunch the numbers with the technology but then step in with the art you have carefully developed over the years. In this way, you will never be disappointed.
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Posted - 02/07/2022
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