1) Refresh your go-to-market strategy
Get clear about your buyer personas and ideal client profile.
2) Create and distribute content that educates and builds trust
Even with a limited budget, SMBs can use their blog and social media channels to answer the most common questions they get from customers.
3) Improve your lead generation offers
Develop content offers that are valuable enough that you can inspire a highly-targeted visitor to trade their business card information for what's on the other side of your landing page.
4) Nurture your leads with contextually relevant messages
If you know who someone is (their buyer persona) and where they are in their buyer's journey, use email marketing, social nurturing, and remarketing to share the next logical step proactively. For most SMBs that sell B2B, a webinar program should be at the top of your list.
5) Create and promote customer case studies
Social proof almost always accelerates sales cycles. Prioritize building a library of case studies in both video and text formats.
6) Get CEO-level buy-in around your company being seen as the go-to experts in your space
Growth is a team sport. The more you can get stakeholders across multiple functions to collaborate on and share content, the faster you'll grow. Because this is a big culture change for most companies, start by getting your CEO on board.
7) Change the narrative about marketing and content
Between the Amazonification of the economy, globalization, and automation, SMBs are getting squeezed like never before. To truly differentiate, SMBs need to build a brand. In the digitally-transformed world that we now live in, building a brand that's top of mind for your target audience starts by consistently creating and publishing helpful, educational content.