The Ultimate Guide to Sales and Marketing for SME’s

Guide to Sales and Marketing for SME’s

Your Ultimate Sales & Marketing Guide for SME’s
– Best tips to watch for in 2021 and beyond…

A recent survey conducted by Capital One Business (for Nov-Dec 2020) revealed that about 53% of SMB owners report their business financial growth is stable or even better than the pre-Covid phase. 

67% of them are even confident that their business will return to the pre-pandemic phase in terms of ROI this 2021.

Although Covid-19 opened Pandora’s box for Small and Medium-sized Enterprises (SME’s) in 2020, businesses are now expected to actively embrace new realities in the upcoming year.

So what’s 2021 holding in store for the SMBs? 

Know the top 10 B2B Marketing and Sales strategies for SME’s that can help you ace the sales game in the upcoming year. 

Let’s get started.

Top 10 Marketing Strategies for SME’s to promote your business

Stop denying it. It’s certain that endless SME marketing demands have taken their toll on you by now.

But don’t worry we’ve come to your aid, here we introduce 10 B2B marketing strategies that won’t put a dent in your wallet.

1. Start calibrating your budget – You need money to make money

Yes, you heard it right. 

Begin calibrating a budget to do all you’ve set out to do. But how do you do it? It’s easy..allocate funds to each task. 

As recommended by the U.S SME Administration; spend 7-8% of your gross revenue for B2B marketing if you’re doing less than $5 million a year in sales for 2021.

Therefore, early on, gauge your budget and spend more on marketing and advertising.

RELATED POST: How to Plan Your Marketing Budget for 2021

2. Launch your own user-friendly website for your business

2021 is just around the corner and it’s very important (READ: indispensable) to have your own user-friendly website that is easy to surf for prospects and clients.

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Furthermore, keep in mind to design your website to be mobile-friendly. 

Your website should work seamlessly over multiple screen sizes of every kind of electronic gadget for effective results. 

Need a Website? Contact Us

3. Trace your prospects

Your mantra to succeed in business: “Know and understand your clients”.

Go beyond and ahead of artificial infographics. 

Comprehend what makes your clients tick and the product-related problems they are grappling with. 

Focus on your client’s demographics and draft a buyer persona accordingly.

RELATED POST: How To Change Your Prospecting Tactics During Covid-19

4. Improve your Social know-how

Take little steps to make your social media campaigns more intriguing and engaging. 

Create and use related hashtags. Tag others, and organize live streams to attract more leads. 

SME’s can run interesting social media contests to engage prospects. This can help increase your sales.

Small businesses must prioritize that the clients are never at the loss. Don’t forget: there is no shortcut to success.  

RELATED POST: How Social Media helps small business flourish: All you need to know

5. Create and publish interactive content

B2B content marketing, if done right, is a highly effective marketing tactic for SME’s. 

Uploading interactive content on your website helps to demonstrate your authority, expertise, and genuine desire to benefit your audience. 

Interactive and engaging content helps educate your audience through simple, easy-to-grasp, and not typical jargon. 

This further makes your website more visible on Google and brings in more free traffic to your site.

RELATED POST: 5 Reasons why B2B companies need to adopt content marketing

6. Optimize SEO to increase the standard of your website

You might have heard that optimizing your SEO is the key in 2020. 

For 2021, it is a must.

Search Engine Optimization will increase traffic to your website through organic search engine results. 

While blogging, the art of content and copywriting will engage your clients and increase ROI. 

In simple words, if your prospects are searching for tech products, and your website is optimized, then it will appear on the front page of the search engine. 91% of internet users focus on first page websites. 

RELATED POST: 10 Best Lead Generation Tactics To Boost Sales in 2021

7. Come up with an efficient email marketing plan

B2B email marketing is an efficient way to get new visitors engaged with your small business, as well as maintain relationships with your existing clients. 

And though email marketing isn’t new, it’s still one of the most reliable ways to achieve a strong ROI in 2021.

So what can you do?

Design subject lines with thought and creativity.

Make sure every email has something exciting that encourages your readers to take the next step.

Track your performance and multiply your sales.

8. Leverage Google My Business

To achieve great visibility on Google as a local business has never been more valuable.

This is thus one of the best marketing strategies for SME’s to work wonders for SMBs even in 2021. 

A sure shot point in the marketing guide for SME’s to gain credibility and success, Google My Business (GMB) helps your local clients to locate you easily in their nearby market.

GMB helps the right users find your business and gives insights into it. 

With the help of this tool and the reviews that you get for your B2B business here, your small business can gain the needed reliability. 

Slowly and gradually, your business earns popularity and trust from your clients.

9. Inbound marketing

Inbound Marketing is becoming more classic with every passing year. And it is true for 2021 as well.

It has expanded with a speed of thousand bullets that millions of B2B companies and Marketing teams around the world value as a fundamental practice. 

a. Artificial Intelligence

AI is an ally to optimize your content experience, as it is a source of automation and data collection of interest.

b. Influencers Marketing

B2B Influencer Marketing is far from out of style for SME’s. It was a trend yesterday, it is today and it will continue to be tomorrow (in 2021).

Through social networks, mainly, this practice is a fast and (almost) unhindered way to hook prospects and generate identity with brands or products and services.

10. Outbound marketing

B2B outbound marketing is an essential part of a successful and effective marketing strategy for SME’s. 

It avails small businesses the opportunity to generate more ROI and profits, execute more deals, and create more quality leads.

a. One-on-one messaging

Creating relevant and concise messaging is a vital part of creating efficient communication channels.

b. Social advertising

Social media has proven to be the perfect place to make prospective clients aware of your B2B business. You can outsource the responsibility of managing social media marketing for your company to professionals in that area. 

c. Develop a unique brand voice

Your clients and prospects should be able to recognize your brand voice. It has to be distinct. 

Branding gives your business an identity, a voice.

Your clients see you as your brand. If your clients have trust in your brand, your business is going to make it to good times.

Top 10 sales strategies for SME’s to magnify sales

So now when your marketing team has done their work, it is now the sales team’s turn to take over. 

It’s your responsibility to convert a lead generated from marketing to a client.

1. Your client’s feedback matters the most

Even if you don’t know your current buyers that well, ask them for feedback each time they make a purchase. 

Find out your areas of improvement and how you can get ahead of your competitors. 

It’s very important for you to know exactly what prospects feel about the support team. 

Use your client’s feedback to help your business grow.

2. It’s the right time for you to conduct a content audit

Your content plays a major role in promoting your business and elevating sales. 

Through B2B content audits, you can easily recognize the key areas that should be improved in 2021.

Take a look at everything, including marketing strategies and your website itself. 

Make sure that the content covers the USP of your product or services.

If you’re unhappy with the content, it’s time to reframe & rewrite it. 

From reading your content, clients should know the benefits they will get from choosing your products or services.

RELATED POST: 5 Sales Trends That Will Catch Fire in 2021

3. Always stay ahead of your competition

It’s comparatively easier to be competitive if you solve a lead’s problem better than the competitor. 

Focus on the benefits you provide, not the features. 

For like if you were selling electric drills, it’s not actually the drill you’re selling.. “it’s the hole”.

4. Embed agility as part of your SMB culture

If there’s anything 2020 has taught us, it’s to prepare for the worst. 

For SMB owners, this simply means to keep rolling with the punches. 

“Agility” means adopting practices that make your business more efficient. Advanced tools like Robotic Process Automation (RPA) can free up management from routine, time-consuming tasks. 

Evaluate processes where automation can save you time, invest in these as they will continue to serve you even in 2021.

5. Acknowledge the existing client’s behavior

It’s imperative that you comprehend how your clients use the products or services they acquire from your B2B company. 

It may be possible that your products are loaded with features, but your clients find only some of the features useful. 

In some cases, they might find it hard to use certain features or parts of the products you sell them.

Therefore, you should provide your clients with training on how to use certain features of your product. 

6. Utilize New Data Capabilities

Remember the old “spray and pray” ways of blasting campaigns to anyone and everyone?

It’s time to bring it back and stop cutting it. 

B2B buyers still want targeted messaging that speaks to their individual needs, and the same is true for SMBs in 2021. 

As B2B businesses are adjusting to new models and methods for daily work, they may look for solutions they haven’t previously needed. Intent monitoring captures and analyzes those online activities to reveal purchase intent signals and identify prospects that may be in-market. 

To drill down to specific decision-makers, B2B marketers should utilize tactics that combine intent data with accurate SMB contact data.

7. Focus on the direct value your solution offers

A post-COVID period is witnessing SMBs operating on tight margins and prioritizing efficiency in the decision-making process. 

While planning your B2B campaigns or target outreach, focus on the direct value your solution offers and be specific when it comes to what clients can expect. 

Showcase concrete ways so that your B2B solution turns out to be more efficient, can close more sales, save money & create sustainable practices in this evolving economy. 

If you can reach and target them with the correct strategy, SMBs may be the prospect group you need to generate new, reliable revenue in 2021.

RELATED POST: Importance of B2B Intent Marketing in the New Normal

8. Deploy CRM to manage your company’s sales pipeline

Most of the time, SME’s lack a well-built system to manage the sales pipeline. 

This might not affect you in a short while. 

However, if analyzed for a complete year, improper management costs your business a lot.

CRM or Customer Relationship Management application can help you here. 

It can help manage your company’s sales pipeline, email and messaging campaigns, and your relationships with existing and potential clients in 2021.

Implementation of CRM will help automate the sales process of your company and in turn, off-load the sales team from the redundant task of data management.

Even if you’re low on budget, there are numerous free CRM tools available in the market. Grab them today.

RELATED POST: How to Prepare your Sales Team for 2021

9. Trade Shows and Expos to return in 2021

Mark Schaefer, a motivational speaker, and marketing expert expects B2B trade shows and expos to return in the first half of 2021.

Around 60% of single company trade events are already being moved online.

An immersive virtual trade show can be your biggest & “SAFEST” bet in 2021 to build buzz and engage with clients.

All you gotta do is leverage a relevant online space for your biggest trade show yet with customizable on-demand content, chat forums, etc.

This investment in trade shows and expos can help you in generating leads equivalent to those generated by investing in the other efforts for almost a quarter or even half a year. 

Hence, this investment is totally worth the expenditure, time, and efforts in the upcoming year.

10. Cold Calling is still not dead

No matter what they say, cold calling is not dead &&…NO! warm calling has not taken over completely.  

Cold or hot, every SMB needs this approach to be in place. 

It is vital for your sales team to keep looking for new leads constantly. And cold calling (or warm calling) is the cheapest way to do so.

Nonetheless, what should be kept in mind is that your B2B sales team should now stop wasting their time calling people who are not interested in your products. 

Stop cold-calling random businesses just to multiply the number of calls. 

Instead, the sales team needs to focus on warm and qualified leads.

RELATED POST: Outsourcing Cold Calling: Is it worth it?

Don’t lower your guard

Adhering to this sales and marketing guide becomes essential for an SME because SME businesses have limited resources and huge ROI to achieve at least during the initial days. 

This is the right time when you can either invest in coming up with a system to implement these strategies with full force or hire a B2B sales consultant to help you with this.

Our B2B Sales & Marketing Consultancy firm can help SME’s to prepare a full-proof marketing and sales plan according to the industry of your sphere. 

Don’t keep waiting, Contact us today!