November 30, 2021

Volume XI, Number 334

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November 30, 2021

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November 29, 2021

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Top 7 Marketing Habits of Highly Successful Small Businesses: Which Ones Are You Doing?

Forrester Research recently conducted a study on behalf of Act-On, a cloud-based marketing software firm, to examine the habits of successful small business marketers in a tough economy. 

Researchers found there were 7 key factors that differentiated small businesses that outperformed others in a tough economic environment; those include:

1. An emphasis on online over offline marketing strategies;

2. A focus on new business leads and customer lifetime value over customer acquisition cost savings;

3. The execution of highly-optimized, multi-channel campaigns leveraging email, web and social media;

4. Nurturing leads carefully until the time is right rather than trying to sell from the get-go;

5. Collecting the metrics that matter and measuring results in order to iterate and improve;

6. Increasing collaboration between sales and marketing, made easier through quantifiable measures of success;

7. Maintaining -- or even increasing -- marketing budgets during a difficult economy in order to increase business momentum, seize new opportunities, and gain the competitive advantage.

The Act-On white paper based on this research can be found at www.act-on.com/drive.

© The Rainmaker Institute, All Rights Reserved National Law Review, Volume II, Number 324
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About this Author

Stephen Fairley legal marketing expert, law office management
CEO

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.

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