How small business marketers can optimize marketing budgets and generate leads (VB Live)

Presented by CallRail

Businesses today have to do more with limited budgets, while keeping the customer experience central. In this VB Live event, you’ll learn how to make the most marketing impact, use data to generate hot leads, leverage personalization, and more.

Register here for free.

Today, small business marketers face some very specific challenges, from shrinking marketing budgets and a growing number of marketing channels, to the waves of data it all generates, to the growing emphasis on personalized marketing. And the tides are constantly shifting in an ever-changing pandemic.

Here’s how small business marketers can do more with less in an increasingly complex landscape.

Prioritize quality over quantity

The first step in optimizing your marketing budget is to make sure your efforts are all focused on the time and investment that will move the needle the most. To do that, you first need to know what quality looks like.

“Be sure to clearly define for yourself and your company what qualified or good leads look like to you,” said Laura Lawrie, lead product manager at CallRail. ‘Is that someone submitting an appointment request form? Call to discuss your services? Understand who your prospects and leads are, who are most likely to convert, then track the effort most likely to lead to those quality leads.”

Prioritize the right channels

The explosion of channels means there are so many more ways to reach potential leads, but how do you limit the ones that give you the most bang for your buck. Focusing on understanding that customer journey and investing in tools that can give you insight into it is essential.

“Understanding the key resources that take you to the top of the funnel versus the bottom of the funnel can help you understand where to focus your budget and how to plan your campaigns accordingly,” says Lawrie.

But if you’re well versed in data collection and reporting, and feel like you already understand that lead journey very well, then maybe it’s time to move on to trying to link ROI to your marketing efforts, which a very challenging prospect, but worth it, says Lawrie.

“You may find that the juice may not be worth some of your offerings,” she says. “You spend so much on your cost per click to get those customers that the margin you get from that particular service or product isn’t worth it. That gives you the power to not only enter the market with confidence, but also to do business with confidence because you understand and invest in the things that will give you the best return.”

Prioritize your budget allocations

On a budget, you need to know how much to put in search results, how much to post on social media, how much to put on display, and so on.

To do that, you need to get an understanding of your baseline, or as the saying goes, know what makes your phone ring. But from there you have to test.

“Even if you only have a starting point, a budget you’ve invested in that makes sense to you, use that as a test,” she says. “Leave that for a month and see what leads to your qualified leads again. That can tell you where to redirect that spending to the right areas. Test, test and test some more.”

Prioritize key customer touchpoint information

Whatever you spend your marketing dollars on, you get a huge amount of data in return. Managing that amount of data can be a time-consuming task if you don’t know where to focus your attention.

Lawrie highly recommends a marketing attribution tool that links all the reporting data from the various sources you use, and provides identity resolution, or consolidation of leads based on their phone number, email, tracked web session data, and so on. This gives you insight into multi-touch customer journeys.

“If you just do something like bring in Google Ads reporting, Facebook reporting, or organic search results reporting through something like Rank Ranger and just try to throw that onto a dashboard, you’re just going to get multiple reports from different biased points of view,” she notes. on.

But for example, a marketing attribution platform might tell you that someone found you organically through the organic search results, but because of your Facebook Pixel remarketing strategy, they saw and clicked on a Facebook ad, but they still haven’t bought anything. Then their last touch was a click on a Google ad because it was at the top of a search query.

“If you just look at those separate reporting sources, even if they’re consolidated into one dashboard, you’re missing, hey, those three clicks, actions, they were really one person with one intent to buy,” she says. “Something that can consolidate and reconcile that will allow you to enter the market with confidence.”

If you want to learn more about how small business marketers can do more on a budget, leverage data, and leverage marketing attribution like a boss, don’t miss this VB Live event!

Register here for free.

Participants learn:

How to do more with the marketing budget you have in 2022How to prioritize lead management and reduce friction throughout the customer journeyHow to search marketing and sales data to optimize your campaigns and ultimately drive more leads and improve your ROI


Laura Lawrie, Principal Product Manager, CallRailSeth Colaner, Moderator, VentureBeat More industry thought leaders to come!

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