Small Business Marketing: How To Safely Try New Strategies

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“Do one thing that scares you every day.”
Eleanor Roosevelt
Safely trying new strategies
2

Whatʼs the last thing you did that felt scary?
(professional or personal life)
Safely trying new strategies
3

Whatʼs one thing youʼre thinking about
doing for your business that feels scary?
Safely trying new strategies
4

Letʼs put experimentation in context.
Safely trying new strategies
5

We asked!
Safely trying new strategies
6
601
Respondents by job title:
Account Manager: 19%
Marketing Account Analyst: 15%...

Marketing Risk
vs. Reward
How small- to medium-sized
businesses calculate marketing
risks and where to take them
Download ...

Agenda
Agenda
1. Businesses like yours are experimenting
2. Risks are worth the reward
3. The risk of not experimenting
4....

1
Marketing can be risky business
but small- to medium-sized
businesses are taking a gamble

91% of marketers have tested a new marketing
channel or emerging trend in the last 12 months
80% of marketers have tested ...

The top social media
channels marketers
are expanding into
Businesses like yours are experimenting
11

Social media
channels
opportunity to gain new business for
small- to medium-sized businesses
Businesses like yours are exp...

Which of these are you considering doing
by the end of 2022? (select all that apply)
❏ trying a new channel
❏ using a new ...

Top types of
experimental
campaigns
Businesses like yours are experimenting
14

2
Worth it?
The risks are proving to be worth the reward

Source: Marketing Risk vs. Reward, CallRail
Marketing risk = worth the reward

Itʼs working… right?
96% of marketers say their eﬀorts have resulted
in an increase in customers
Marketing risk = worth th...

Marketing risk = worth the reward
Source: Marketing Risk vs. Reward, CallRail

Marketing risk = worth the reward
19

Marketing risk = worth the reward
20

3
The risk of not experimenting
Some small- to medium-sized businesses
are holding back on risk-taking

What if things go wrong?
The risk of not experimenting
22

What if things go wrong?
What if things go right?
The risk of not experimenting
23

Just 9% of marketers say they didn't test a new channel
or campaign in the past year
Only 12 marketers out of 601 believe ...

What's holding back would-be risk-takers?

The risk of not experimenting
For businesses that arenʼt
taking risks, there is a real risk their
competitors will take th...

4
New vs. proven
Small-to medium-sized businesses are
spending more on new channels, but proven
tactics still hold sway

New vs. proven
Approximately what percentage of your annual marketing budget
is allocated to the following categories?
Sou...

New vs. proven
Source: Marketing Risk vs. Reward, CallRail

Biggest barrier to risk-taking?
83% of marketers say leadership at their company is
hesitant to invest more money into mar...

85% of marketers say that testing new
media channels is a worthwhile
ﬁnancial investment for their company
New vs. proven
...

Why risk it?
We asked the 15%.
New vs. proven
33
Of the 15% of marketers who don't believe
risk-taking is worth it ﬁnancia...

Case study:
3 men movers
Itʼs working…right?
New vs. proven
34

Case study:
3 men movers
Calls from Yelp ads were being
attributed to organic traﬀic.
True conversion rate: 25% (top perfo...

5
Itʼs working… right?
Better tracking capabilities
would lead to more experimentation

Itʼs working… right?
Better tracking=more experimentation
37

Better tracking=more experimentation
Source: Marketing Risk vs. Reward, CallRail

64% of marketers say they don't
have an easy/trusted way to prove
if something is working
Better tracking=more experimenta...

59% say an inability to gauge which marketing
channels are producing results is a barrier to
pursuing experimental campaig...

Top tools marketers are using to track ROI:
● 58% analytics tools
● 47% call tracking
● 43% form tracking
Better tracking=...

Better tracking=more experimentation
42
“Have a goal”

Better tracking=more experimentation
43
“Have a goal”
… and have a tracking plan.

Example:
“We want 3,000 views on our campaign-related
TikTok reels from September 1-30.”
Better tracking=more experimentat...

Example:
We want 3,000 views on our campaign-related
TikTok reels from September 1-30.
We expect momentum to build during ...

Example: We need 70 qualiﬁed leads from our Q4
campaign.
How do we know where leads are coming from?
How will we track qua...

Example: We need 70 qualiﬁed leads from our Q4
campaign.
➔ How do we know where leads are coming from?
➔ How will we track...

Attribution:
evaluating the marketing touchpoints a consumer
encounters on their path to purchase
Better tracking=more exp...

What is lead intelligence?
Better tracking=more experimentation
49
➔ understand how leads interact with your marketing
➔ e...

Follow every interaction with Call Tracking
CallRail
When a prospect searches for your business and clicks
on your Google ...

Improve your marketing ROI with Conversation
Intelligence, which you can use to transcribe
calls, tag and qualify leads, a...

Example: We need 70 qualiﬁed leads from our Q4
campaign.
We expect steady growth through end of November, with 25% fewer
l...

Success Story: OEO
53
“CallRail told us which sources were working and
which were not. Since then, weʼve literally saved
m...

What did we learn?
Safely trying new strategies
54

The risks are proving to be worth the reward.
Not taking risks is actually risky business.

What are you going to do
this quarter that scares you?
Safely trying new strategies
58

Marketing Risk
vs. Reward
How small- to medium-sized
businesses calculate marketing
risks and where to take them
Download ...

Small Business Marketing: How To Safely Try New Strategies

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