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The marketing of digital marketing services was once built on guarantees of leads, new customers, clicks, and the like. But when it comes to promoting small and medium-sized business (SMB) marketing products and solutions, the rhetoric and tactics have shifted. The new direction is more personalized and driven by content. The forces behind this shift are two-fold.
According to the US Department of Commerce, ecommerce sales in the first quarter of 2015 accounted for just 7% of total retail sales. So, despite strong expected growth, ecommerce isn’t yet the saving grace for small and medium-sized businesses struggling to compete with big box prices and inventory. But that doesn’t mean SMBs should ignore ecommerce.
Almost every week a new study comes out gauging the perceptions and sentiments of small and medium-sized businesses (SMBs). Individually these studies provide insight into a particular issue, channel or SMB challenge, but when viewed in a broader context a narrative starts to unfold. There is compelling evidence that SMBs’ understanding and aptitude for social media is growing.
Local search sites have traditionally been a tremendous lead generation tool. Strategies around SEO, listings management and SEM have long helped businesses generate clicks, calls and store visits. And while this remains true, search sites have recently begun putting more emphasis on adding tools and services that look to accelerate the purchase process.
Limited ad budgets, lack of familiarity with digital ad techniques, and hardly any time to spare. These are just a few of the struggles SMBs face with planning and executing their advertising and marketing efforts. But there are still clear opportunities for SMBs to overcome these obstacles and make an impact — especially when it comes to customer retention.