Posted by Laura Hills, VP Marketing, Dydacomp
SMB marketers share many of the same challenges as their larger counterparts and have the same desire to make their companies successful. What is interesting, according to a recent study conducted by BtoB Magazine is that SMB marketers are more active in social media marketing than marketers at larger companies and are also more likely to rely on content, email, search techniques and webinars than marketers overall.
This study found that email is the favored distribution channel for SMB marketers, with 71% citing this as their most important channel compared with 64% of marketers overall. Content marketing was identified as the number one role for all marketers coming in ahead of branding, managing the website, company events and search marketing. Seventy percent of SMB marketers see content marketing as their primary task compared with just 58% of marketers overall. Webinars and virtual events are used more often by SMBs at 35% versus 28% for marketers overall.
Another study that looked at marketing tactics used by SMBs found that 38% of small businesses offer customer loyalty programs. BIA/Kelsey’s ongoing study of advertising behaviors, “Local Commerce Monitor” shows that SMBs use of loyalty programs has remained steady from 2012 to 2013 with 21% likely to add loyalty programs within the next 12 months. Businesses are recognizing that these programs are important to customer retention and will help them to increase their sales. SMBs tailor their loyalty program offerings and rewards to fit their frequent customer profile and target specific customer segments. SMBs are taking advantage of transaction marketing tactics that include deals, coupons and loyalty programs to win and retain as many customers as possible.
For additional information on best practices for growing your business, we invite you to view our on demand webinar Tips, Tricks and Tools You Need to Drive Business Growth in 2013.
 “Defining the Modern Marketer: SMBs Driving Results.” Sponsored by Eloqua. Conducted by BtoB Magazine, May – June 2013.