Why marketing has got so complex for SMEs
“The B2B Marketing paradox – it has never been easier to find and reach your audience, yet it has never been harder to get that audience to engage and stay loyal.”
In this fast-paced digital world, the process of trying to reach out to prospective customers has become much more complex for SMEs. Sure, audiences are easier to find – social media has helped a lot – but managing to engage with them meaningfully is a whole lot trickier.
It can be expensive too. The advent of marketing technology – aka martech – has seen SME marketing budgets increase with investment in technology and software. Yet there are no guarantee businesses will reap back the value advertised on this latest tech. On top of this, you need to factor in strategy, creative, content and the cost of human resource to implement and manage the process.
In a nutshell, here’s why SME marketing has become so complex…
- Audiences and customers are no longer found in some convenient silos
- To reach the customer you need to consider multiple channels (print, digital, TV, social media, etc.), an ever-growing number of engagement platforms (Facebook, YouTube, etc.) and ensure your message is consistent across them all
- Martech that claims to unlock and automate those channels has become a price, quality and implementation minefield
- The human skills required to create, implement and manage marketing have evolved and are becoming more niche and expensive to keep in-house
- The digital world is fast-paced; every marketing plan now has to factor in pre-planned campaigns, content and events, as well as being agile enough to react and take advantage of trends and opportunities
It’s no wonder SMEs are now less likely to invest in the content and engagement that’s required to get marketing paying its way.
Is there a way to simplify SME marketing?
Yes! Firstly, despite the proliferation of expensive martech tools, remember that the theory of B2B marketing is the same and its five core principles remain unchanged:
Get these right and you’ll be in a position of strength
Secondly, think agile. Consider working with agile marketers that can provide you with the plug-n-play skills sets as-and-when your business requires. That way you don’t have to heavily invest in technology and skills that you’re not going see an ROI on, and you’ll stay flexible enough to meet the changing demands of your industry’s audience.
Look out for our next blog “Making marketing simple for SMEs… and adding value along the way”, for more insight on how SME marketing can pay its way.
Want to find out more about why Agile Marketing works for SMEs? Come and discuss it with the Brewd team and hear Steev Glover speak at SME Live 2018 on the 16th and 17th October 2018 the NEC.