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How To Create An Effective SMB Marketing Strategy

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How To Create An Effective SMB Marketing Strategy

Do you have a small- to medium-sized business (SMB)?

No matter what your business objectives are, you need an effective marketing strategy to achieve them.

81% of SMB owners credit the success of their business during the pandemic to their marketing strategy.

71% felt their marketing strategy was critical to the survival of their business.

In this article, we will look at how you can create an effective SMB marketing strategy and measure its results against your business objectives.

What Is A Marketing Strategy?

A marketing strategy encompasses what your SMB needs to achieve specific business objectives through marketing.

This includes:

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  • Goals that you want your business to hit.
  • Snapshots of your current business to compare KPIs to at a later date.
  • A clear definition of your target customers and where they’re located.
  • Explanations of the steps behind getting your brand in front of your target audience.
  • Plans to measure your marketing campaign performance against your snapshots.
  • Ways to adjust your tactics accordingly.

Why Is A Marketing Strategy So Important?

According to a survey conducted by CoSchedule, marketers that documented their strategy were 414% more likely to succeed in achieving their goals through marketing.

What Is The Difference Between A Marketing Strategy & A Marketing Plan?

Your marketing plan exists within your marketing strategy, outlining the tactics that will be used to achieve your business objectives.

Step 1: Set Goals For Your SMB

Before you can create a marketing strategy and begin outlining the tactics that your SMB will use, you have to set goals.

What do you want to accomplish as part of your overall growth through marketing?

Most businesses want to increase revenue, so we’ll use that as an example.

While increasing revenue is a great place to start for SMB goal-setting, you must keep the rule of SMART goal-setting in mind.

Your goals should be Specific, Measurable, Actionable, Relevant, and Timely.

A great example of a SMART goal for SMBs is “increasing revenue by 33% by the end of the fourth quarter”.

This SMART goal would allow you to break down specific needs to achieve this goal, such as the number of additional:

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  • Customers you would need to generate this revenue.
  • Leads you would need for your sales team to generate enough additional customers.
  • Website visitors you would need from marketing to generate enough leads.

Now, you have a specific objective for your marketing strategy – to increase the number of website visitors to your website that are most likely to convert from visitor to lead and, ultimately, convert from a lead to a sale.

Step 2: Create A Baseline

Before you begin running marketing campaigns, you need to document key metrics that will establish your baseline, or starting point.

A baseline will allow you to determine which marketing tactics generate specific numbers, such as an increase in website visitors, callers, and leads.

For example, if your current marketing objective is to increase website traffic and generate more leads and you plan to run campaigns on multiple marketing channels, you need to know how many website visitors and leads you currently receive from each of those channels.

This allows you to create SMART goals and compare your success to where you began.

Step 3: Determine The Best Tactics

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WordPress Gutenberg 13.8 Offers Greater Editing Flexibility

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WordPress Gutenberg 13.8 Offers Greater Editing Flexibility

WordPress Gutenberg 13.8 is here, unpacking further incremental improvements to the Gutenberg block editor.

Some of the improvements are relatively trivial additions, like adding a WhatsApp icon to the Social Icon Block.

But others are more important because they give template designers the ability to provide more design options for their users.

Chief among these is a new feature that makes it easier to see template parts and to insert them from the block inserter.

This option is aimed at template designers who can now make it easier for users to choose variations.

According to WordPress:

“Gutenberg 13.8 introduces improvements for those who leverage variations and patterns to provide flexibility for their users.

The specific template part variations are now available in the block inserter, making it easy to add “Header”, “Footer,” or “Newsletter Subscription” template parts to your site.”

New Template Search Component

Another useful update is the addition of search functionality that makes it easier to locate and use specific template parts.

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The functionality is described as:

“Adds a new search functionality to the template parts replacement modal.

…It makes it easier to find specific template parts.”

Border Block Support for Color, Width, and Style

The Image block now supports the full range of border controls, including Color, Style, and Width.

Testing of the new feature went well, with one contributor commenting:

“Great work getting this to the finish line @aaronrobertshaw! Tested with a few different block and classic themes, and all working nicely

Crop tools are working nicely in the editor with and without a custom border

Custom border color is working nicely in the editor and site editor

Image border in global styles works well”

Video of New Border Block Control

Improvements to Accessibility

Gutenberg 13.8 ships with cumulative improvements to accessibility.

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Fixes included adding tooltips and fixing a mismatch between the visible text and the aria-label of the Toggle block inserter button.

These are some of the improvements:

  • BorderControl: Update labelling, tooltips and wrap with fieldset and legend.
  • Add aria-hidden to query pagination arrows.
  • Fix labelling and semantics of the paragraph block Left to right control.
  • Fix mismatching label and visible text on the Toggle block inserter button.
  • Fix the description text of block movers for horizontal movement.
  • Replace clickable div elements with buttons in the Add template modal.

Improvements to the Code

One improvement that’ll be welcome to SEOs is the removal of React fragments from the Block Library.

It’s not a dramatic improvement. But changes in the right direction are always welcome when it comes to code size, even something as small as this.

Incremental Change Continues

WordPress Gutenberg 13.8 continues to evolve with incremental improvements, which is the hallmark of most updates to WordPress and the Gutenberg full site editor.

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Read the Official WordPress Announcement

What’s new in Gutenberg 13.8?

Screenshots and Featured Image Screenshot by Author

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