The primary reason most new small businesses fail in the first two years is generally attributed to a lack of marketing savvy. Companies that make it past that initial period must continue best-practice marketing to remain operational. But with bigger competitors using all sorts of sophisticated marketing technology to attract customers, it is time for many small business owners to up their game. Thanks to a plethora of cloud-based marketing applications, small business marketing costs are much more affordable.
Laurie McCabe says that choosing the right automated marketing tools may be one of the most important decisions a business makes.
“Many vendors offer a solid, valuable approach for small businesses, but because they’re designed for different types of SMB requirements; there is no one-size-fits-all solution,” says McCabe. “Thoroughly research different solutions to determine which best suit your business. Develop a short list that includes solutions that offer the capabilities and services you need, as well as integration with other solutions your business requires.”
McCabe cautions SMBs against blindly buying into the marketing hype that most vendors serve up. The best way to progress is to attend a webinar or an on-site event where you can ask questions, and take advantage of free trials. Ask for references from customers that are similar to your business, and talk to them to find out about their experiences in deploying, using and getting value from that product.
“Try to test-drive at least a couple of different solutions to get a better idea of the options, as well as which type will work well for your business,” said McCabe.
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