How to Build the Strongest Small Marketing Team

想想一个强大的营销团队。您是否想象预算庞大和充满合格营销人员的团队？好吧，对于许多企业来说，不一定是这种情况。

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It's about doing more with less.

用保罗·贾维斯（Paul Jarvis）的话Company of One: Why Staying Small is the Next Big Thing for Business:

"Smart small businesses question their systems, processes and structure to become more efficient and to achieve more with the same number of employees and fewer hours of work."

With a focused marketing strategy, it's never been easier for small businesses to access the best marketing results — no huge ad spend or manpower required.

建立一个强大的营销团队的8个步骤

From refining your focus to understanding your audience, here's how to build the strongest small marketing team without increasing your budget or workload.

1. Understand your customers and what matters to them.

Effective marketing starts with a 360-degree understanding of your leads and customers and how you can give them the most value.

Remember that the most important people to your business are those who are already giving you money — your current customers. When they are happy, you have a tribe of people who will promote your business for you at every opportunity.

一种5% increase in customer retention correlates with at least a 25% increase in profit, according toBain＆Cobob全站appmpany.

By understanding your current customers, you can also understand the types of people you want to attract. Use a tool likethe Value Proposition Canvasto define your core customer profiles and visualize the value you create. Then you can pivot your marketing and product to relieve pain and create gains for even more customers.

2.专注于带来结果80％的工作的20％。

您当前的营销线索从何而来？哪个营销线索转换为客户？哪些营销渠道是您最快乐，最高的客户使用的？

It's time to get crystal clear on where your marketing spend has the highest ROI. These are the channels, tactics, and strategies that are worth the most to your small marketing team.

By following帕累托原理，您的团队应专注于20％的营销工作，这些工作带来了80％的影响。

The marketing strategy with the highest ROI tends to be email, as explained in Campaign Monitor'sThe New Rules of Email Marketing:

但是，请记住，每个业务和客户群都不同。您可以证明哪些营销策略为您工作？回答以找到最有限的营销预算用途。

3.共享价值和提供解决方案。

在她的书中Chillpreneur，企业家Denise Duffield-Thomas用几句话总结了她对小型企业营销的智慧：“分享和提出要约”。

"Share your knowledge, expertise, advice, tips, experience, horror stories, mistakes, and successes with people. And then, offer a solution."

尽管你可以(也应该)提供了许多宽-reaching value with an inbound marketing approach — such as valuable blog posts and resources — the solution you offer to the right people can ultimately be your product or service.

一种fter a personalized and carefully curated lead nurturing process, your "buy now" button is the end destination at the bottom of your marketing funnel.

4. List and audit all of your marketing projects.

Strong small marketing teams know that they can't do everything. It's impossible to follow every trend and best practice, especially when you're marketing on a budget.

要了解您可以在哪里释放营销团队的时间来专注于最有价值的事情，请首先确定您的团队当前正在做的事情。

哪些项目正在运行？您和您的其他营销人员在您的待办事项列表中有哪些任务？

使用项目管理工具，您可以提高营销团队中发生的事情的可见性。这使得评估值得继续花费时间的内容变得更加容易，而现在您的团队不是优先事项。

举个例子，this Trello templateoffers a handy company overview that quickly shows everything going on from a high-level perspective:

5.通常质疑您如何做事。

保罗·贾维斯（Paul Jarvis）的书中的一条建议Company of Oneis to routinely check your small business processes and look for areas to optimize and ideally automate. He encourages business owners to ask:

“这个过程足够有效吗？可以删除哪些步骤，最终结果将是相同或更好的？该规则有助于或阻碍我们的业务？”

The end goal here is simplicity, Paul explains.“拥有太多的产品或服务，太多的管理层和/或太多完成任务的规则和流程会导致萎缩。简单性必须是一项任务。”

How can you simplify processes and introduce more automation? As an easy first step, look at marketing automation tools to streamline workflows andintegration toolsfor automatic data syncing between apps. These are two of the best ways to improve results in your small business with less effort.

6. Check your marketing tech stack.

您的小型企业现在正在使用哪些营销工具？为了建立最强大的小型营销团队，您需要一个强大的营销堆栈，或者您使用的一系列工具来为营销提供动力。

Most marketing teams see the best results when they put their CRM tool at the center of their operations. This centralizes data and gives an easy view of all of the contacts, leads, and customers in your sales and marketing pipelines.

With an all-in-one CRM and marketing tool likeHubSpot,您可以执行任务email sending, marketing automation, and content management in one place.

Otherwise, your small business can use standalone tools and sync them with your CRM for seamless data flows.

7. Integrate your business tools.

整合应用程序的最大优势之一是，它可以帮助您更少的时间（更少的时间，预算和更少的人）做更多的事情。一种双向数据同步解决方案can connect contact data between all of your business tools — in your marketing team and beyond.

不仅可以简化您的流程，而且还解决了数据筒仓和凌乱的CSV进口和出口的耗时问题。对于您的营销团队来说，这是一个简单的解决方案。

• 利用所有可用的客户数据进行营销活动；
• 自动数据管理
• 基于所有应用中的最新数据的细分电子邮件列表
• Immediately update opt-ins and opt-outs across all tools

8.遵循整个业务的理念，即少做更多的事情。

少做更多的事情，不仅适用于您的营销团队。您可以通过完善您对结果的来源并创建超级流程流程来建立一个小而强大的销售团队或客户支持团队。

What other processes can you streamline, automate and spend more or less time on across your small business?