It´s time for SMBs to rethink Marketing and Digital Experience Management

Why is the use of outsourced marketing teams and fractional CMOs outpacing general employment growth?   It comes down to a straightforward business edict, productivity per dollar spent.

In a recent Harvard Business Review, leaders of midsize companies cited the most challenging aspects of running their business in the current environment: 51% said they are challenged by employee communications, engagement, and productivity, and 45% reported issues with customer engagement. The severity of these challenges, however, varies by industry.  For example, 60% of healthcare companies say they struggle with employee engagement, and 55% of construction companies find it difficult to engage customers in new and beneficial ways.   Unfortunately, with remote working the new norm, don't look for these percentages to change in the near future.   And if you are a small business, these challenges can be exacerbated because fewer people are wearing more hats.

With competition, globalization, and commoditization squeezing margins, any success-minded business must focus resources on a continuous drumbeat of efficient and effective communication of their brand, value proposition, and differentiators while at the same time figuring out how to staff field sales and product development.  Having the right marketing strategy is invaluable in getting your product or service seen and appreciated by your target prospects and installed base.  Nonetheless, many businesses find themselves torn on how to prioritize spending and allocate resources.

However, allocating six figures to the marketing problem is no longer the answer, especially for a start-up.   In fact, when you look at the steps of marketing development for any SMB of 1) hiring a marketing leader, 2) hiring marketing execution teams, 3) outsourcing work to disparate 3rd party agents, 4)  taking on the HR burden, 5) freeing up execution dollars, 6) industry training delays, 7) providing business equipment, software and tools, and 8) office space, fringe benefits, insurance coverage, etc., etc…… it's a wonder anyone ever makes the leap.

The right marketing partner helps develop a holistic look at the organization's branding, vision, strategy, and culture, leading true digital transformation and opening new monetization opportunities. In addition, building the foundation with open-source platform expertise eases the burden of overpriced enterprise offerings many companies feel compelled to use.   

It's a proven fact that investing with the right partner and in the right digital marketing tools can profoundly impact an organization's top and bottom line.   Examples such as a revamped website, SEO, photography, marketing automation, gamification, decision calculators, and eCommerce will all lead to increased traffic, longer site visit times, and a growth in brand equity and funnel conversions.