The Small Business Marketing Framework
Are you looking to grow your small business? Are you confused about the best way to achieve this beyond just running some ads on Facebook or Google? Generating leads through various marketing channels, (think SEO, Google Ads, Social Media etc) is only part of the overall picture. If you want a complete small business marketing strategy, you need to look beyond these. The Smartyr Marketing Framework has been designed to firstly look at who your ideal client is, the best message to reach them, your goals and which channels you should use. Then we look at how you deal with your leads to ensure you maximise your sales, and lastly, how you deliver your service to ensure you get reviews, repeat business and referrals.
The Smartyr way to Grow Sales
Marketing is more than just generating leads by running advertising campaigns on Google Ads or Facebook/Meta Ads; or maybe search engine optimisation or social media management. If you really want to maximise your sales and grow your business, you need to look at the complete picture. The Smartyr Marketing Framework does exactly that and breaks small business marketing down into 3 key areas:
- Before the Sale: Getting the Leads
- Getting the Sale: Maximising your Sales
- Service Delivery: Retention, Referrals and Reputation
1. GET LEADS
In this stage, we look at 4 key areas:
1.1 Who is your Ideal Client? What is your Target Market?
Start by clearly defining who your target market is. This is broken down into the following 3 levels:
- Ideal Client Profile (ICP)
- Cohorts
- Buyer Personas
1.2 What is your Marketing Message for your Ideal Client?
Now you know who you are marketing to, decide on what your message will be to best reach them. Consider:
- Primary Pain Points
- Desired Outcomes
- Value Proposition
- Key Messaging Points
- Purchase Triggers
- Proof Points
- Possible Objections
- Tone and Style
- Call to Action
1.3 What is your SMARTYR Goal?
Set broad Smartyr goals that we will work with the client to achieve. These should be around growth (eg. Sales etc) and will be the result of implementing a great marketing strategy.
S - Specific
M - Measurable
A - Achievable
R - Relevant
T - Time-Bound
Y - Yield Achieved
R - Review, Refine & Re-Adjust
1.4 What Marketing Channels should you use?
Now we have our target markets and messaging, we can decide which marketing channels will work best. Furthermore, the SMARTYR Goal will guide us on how many channels will be needed.
- Search Engine (Everywhere) Optimisation
- Social Media Management
- Paid Ads (Search and Social)
- Email Marketing
- Content Marketing
2. MAXIMISE YOUR SALES
2.1 Capture Leads
How are you capturing the leads and managing them through the sales process so they don’t get lost.
- Communication Inbox
- Customer Relationship Management
- Quoting Platform
2.2 Nurture Prospects
Capturing the lead isn’t enough, you now need to nurture the qualified leads (Prospects) to encourage them to convert into a sale.
- Pipeline for each key product/service category
- Nurture Messages
- Change of Status Messages
2.3 Convert the Sale
Now we’re ready to convert the lead into a sale. Things to consider:
- Ease of becoming a customer
- Maximise average sale size
- Next Steps
3. RETENTION, REFERRALS AND REPUTATION
3.1 Service Delivery
How do you add WOW to your product or service? What are the customer's expectations, and how can you exceed it?
- Onboarding and Touchpoints
- Personalisation
- The Unexpected
- Sensory or Emotional Impact
- Storytelling or Brand Personality
- Going Beyond
3.2 Reviews
Ask your customers for a review. Social proof is critical for sales conversions. How are you maximising your reviews?
- Automatic Review Requests
- Review Replies
- Share/Publish Reviews
3.3 Repeat
The easiest lead to convert is one that has used your products or services before and had a great experience. How do you get your existing customers to use your products or services more often?
- Regular Newsletters
- Special Offers
- Loyalty Programs
- After-Sales Follow-Ups
- New Product Offerings
3.4 Referral
If a repeat customer is the easiest lead to convert, then a referred lead is the second easiest. How do you encourage your customers to refer you?
- Ask for Referrals
- Offer an Incentive
- Make it easy to Refer
- Thank Referrers
Your Partner to help Grow your Business
So if you're serious about growing your business, and you want a partner to help you grow it holistically and not just run a few ads, look no further. At Smartyr Marketing, our mission is to help small business owners grow their business consistently, with the minimum amount of stress. We won't just get you some leads, we'll partner with you in building a marketing strategy for your business that will consistently maximise your sales. Book a FREE Strategy Session to find out how we can help you.