It can be difficult for SMEs to remain competitive today, but AdRoll’s new report ‘The Ultimate Guide to Growth’ provides a detailed step-by-step guide to help small to mid-sized businesses, solopreneurs and entrepreneurs to accelerate their growth. The robust report is split into seven categories with each providing case studies and takeaway lessons.
The report stresses the importance of marketers to first determine their ideal customer, knowing this then allows them to accurately target them. It cites various characteristics to look out for when compiling customer profiles and suggests that marketers should also tap into customer geographics and work on understanding their online behavioural habits. Empathising with their customers’ needs will help marketers to capitalise on their audience’s activity.
While getting to know your customers is important, the report also urges marketers to understand how their competitors operate, so that they can have a strong understanding of their positioning in the market. Marketers should conduct research and analysis on their competitors to work out where marketplace opportunities and threats lie, as well as keep a close eye on their opponent’s messaging.
Know your USP
Key differentiators set companies apart, so identifying these – no matter how big or small they are – is vital. The guide advises marketers to focus on your key attributes but encourages them to avoid concentrating on replicable differentiators such as new technologies or competitive prices as these can easily be beaten by competitors.
Marketing strategy creation
Marketing strategies should act as a roadmap for growing businesses with clear steps as to how to reach and engage new and existing customers. Working out the company’s value proposition will help. Marketers should consider where their customers are struggling and how they can help relieve their pain through the services they offer. They should then develop messaging to reflect this strategy, set attainable goals and create a realistic marketing budget to ensure that progress can be tracked.
Using marketing tactics
The marketing strategy set out earlier in the guide will provide marketers with clear business goals and budgets. Working out actionable tactics and which marketing channels to push marketing messages out on is essential. The report suggests looking at AdRoll’s digital advertising tactics and offers marketers the opportunity to sync up their e-commerce website with their growth platform to attract new visitors and convert existing prospects.
Creating content assets
Marketers should work out which type of content asset will suit their strategy best; the report provides pros and cons of using visual, written and ad content formats, with advice on how best to combine content assets to save on time and avoid duplication. The guide reminds marketers that ad sizes and formats also vary according to each platform, so messages need to be punchy and to the point for them to be effective.
Implementing and testing
Testing is one of the most important steps in the digital marketing growth journey. The report suggests that ads don’t need to be perfect before going live and encourages marketers to experiment with different renditions of ads to see how audiences respond. Various techniques for testing are listed, ensuring that marketers can get the most out of the experiments they do on ads, so that they know what to look out for.
The guide advises marketers to build quantifiable KPIs and metrics that correspond to the business strategy and goals outlined earlier. Marketers should look at various analytics tools and work out which would best suit their business, but the report urges them to continue testing tactics to ensure that processes and information are consistently refined throughout the journey. Attribution models can also help marketers to gain better insight into consumer purchase habits.