Why SMEs need to embrace marketing
MANY small business owners in South Africa often put off marketing their business. That s because they don t believe they have the budget or time for it.
Executive general manager of marketing at Business Partners Gugu Mjadu says this mind-set needs to change as competition for products and services increases year-on-year.
In a world where consumers first point of call to purchase products or service is the internet, it s surprising how little an online presence some small businesses have locally.
While there is an expense for developing a website, the rewards outweigh the initial cost. Apart from a website, businesses can also utilise social media platforms, free to signup for.”
Mjadu points to the Social Media Marketing Industry Report for 2015 by Social Media Examiner. It showed that by spending as little as six hours per week on social media, more than 66% of business owners saw lead generation benefits.
She adds that traditional marketing tactics also remain as important, such as local advertising spend or events and community networking opportunities.
This time of year offers the ideal period for business owners to reflect on the state of their marketing presence (online and traditional). Mjadu points to five marketing areas that business owners should be exploring in 2016:
Establish a website: It was reported by the Earnest Agency that 81% of business-to-business (B2B) purchase cycles start with a web search, and that 90% of buyers reported they would source their supplier when ready to buy via a web search.
This highlights the importance of a company website that profiles the business and its services so the audience is informed, engaged and converted into customers.
Maximise social media strategies: The majority of B2B buyers (85%) believe companies should present information via social networks, but only 20% of chief marketing officers leverage a brand s social networks to engage with its audience.
Through social media efforts, business can create a community for engagement, a platform to share company news and updates, and a channel to offer customer support.
But businesses need to evaluate which platforms are best suited to their audience.
Implement clever e-mail campaigns: Consumers (66%) have made a purchase online as a result of an e-mail marketing message.
Targeted e-mail marketing campaigns remain one the most effective marketing tools and can assist in converting leads into customers. Businesses should focus on building and keeping an up-todate mailing list.
Create local awareness: Public relations is a powerful tool for local businesses as it helps spread awareness of your business and its expertise, via content generation. Some small businesses may not have the budget to outsource this function to a PR agency, but it can be done on a smaller scale internally.
Networking: Building connections with substance through networking is part of the marketing process, and is vital to any businesses. Entrepreneurs should set time aside every week to network, as good relationships don t happen overnight.