SBM Articles


Unlocking Measurable Marketing Results

by Steve Slais

We’re almost at the halfway point of the year and it’s a great time to review your marketing program. As a small business ourselves, we at Spoke like to take a step back (for our clients and for our firm) to see what’s working, what’s not, then adjust accordingly.

Whether you need to pick up the pace or continue the positive momentum, here are a few tools and resources that can help to give your marketing efforts an added boost. Take a closer look and see what you think.

Explore AI-driven marketing tools.
I know, I know, everyone is being bombarded with AI – but with good reason. It’s no secret that AI has revolutionized the way businesses approach marketing. These tools can analyze vast amounts of data to predict customer behavior, optimize ad campaigns, and personalize content. For small businesses, this means a higher return on investment (ROI) through targeted marketing efforts. Tools like ChatGPT and Jasper can assist in helping you strategize on campaigns. In my opinion, AI still is not there when it comes to crafting content and developing creative. But it can still give you ideas that can help you gain a competitive edge in the market.

Leverage the power of video content.
Video content continues to dominate the digital space and we’ve seen it generate positive results for our clients. Platforms like TikTok, Instagram Reels, and YouTube Shorts offer you an opportunity to reach a broader audience through short, engaging videos. Creating how-to guides, behind-the-scenes looks, or customer testimonials in video format can capture attention and drive engagement. Additionally, live streaming on social media platforms allows for real-time interaction with customers, fostering a sense of community and trust.

Optimize for voice search.
Here’s an idea that may not be top-of-mind. With the increasing use of smart speakers and voice assistants, optimizing your website for voice search is becoming crucial. This involves using natural language keywords and answering common customer questions directly on your site. By doing so, your business can improve its chances of appearing in voice search results, thereby driving more organic traffic. This one rings true to me. I can’t count the number of times in a day when I ask Siri to help me with something, like finding a store.

Invest in data analytics.
Why bother creating marketing materials and campaigns if you can’t measure their effectiveness? To create trackable marketing results, it’s essential to invest in data analytics tools. At Spoke, we’ve found that platforms like Google Analytics, HubSpot, and SEMrush provide insights into customer behavior, campaign performance, and website traffic. By regularly analyzing this data, you can make informed decisions, refine your strategies, and allocate your marketing budget more effectively.

Engage in community building.
Now more than ever, I believe it’s imperative to stay in touch with your customers. Building a loyal community around your brand can help you accomplish this. Utilize social media groups, online forums, and email newsletters to create a space where customers can interact, share feedback, and feel valued. This not only enhances customer loyalty but also provides invaluable insights into customer preferences and pain points.

By staying agile and innovative, your business can effectively reach your target audience and drive growth in an increasingly competitive market. I hope these ideas prove helpful.

Steve Slais is Partner and Chief Creative Officer at Spoke Marketing. Spoke Marketing ( provides fully-integrated marketing and sales programs that define and activate the customer buyer journey.

Submitted 28 days ago
Categories: categoryMarketing Works
Views: 243