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8 Strategic Steps to Propel Your Small Business into Success in 2024

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As we bid farewell to another year, businesses reflect on the challenges faced and lessons learned. Economic uncertainties, changing market dynamics, and the ongoing evolution of consumer behavior continue to shape the business landscape. As we step into the New Year, it’s an opportune moment to regroup, refine strategies, and gear up for what lies ahead.

Drawing insights from past experiences can guide your way forward, and with the aid of Customer Relationship Management (CRM) software, you can seamlessly implement the proactive measures outlined below.


1. Enhance your online presence

Your business’s online presence holds a pivotal position in drawing in qualified traffic, transforming leads, and amplifying conversions throughout your sales journey. It’s imperative that the relevant people within your team allocate dedicated time to review pending website updates, scrutinise traffic patterns, and conduct security maintenance. Once you pinpoint areas for improvement on your website, you can channel your efforts into valuable enhancements, including refining site navigation, elevating user experience, optimising for SEO, prioritising mobile responsiveness, and incorporating more video content. Let’s delve into the intricacies of these elements.

a) Evaluate web traffic for improved customer experience

Through the seamless integration of a comprehensive CRM system, you gain the capability to monitor various actions taken by website visitors, including clicked links, time spent on each page, and instances of drop-off or bounce – all consolidated in one central location. This wealth of data, captured by your CRM, becomes a valuable resource for crafting more pertinent and personalised customer experiences.

Essential to automating marketing processes, tracking visitor interactions and improving communications with prospects, integrating your website with your CRM system will help you increase lead conversions, automate admin tasks and boost sales performance.

b) Mobile optimisation is a must

In the mobile-centric era, ensure your website provides a seamless experience for users on various devices.

HubSpot has some great tips on this topic:

  • Map your customer journey: It’s not enough to have your website simply look good on mobile – it needs to work well, too. Your audience expects to be able to achieve whatever they want, whenever, on whichever device they have to hand.
  • Seize intent-rich micro-moments: These occur when people reflexively turn to a device – increasingly a smartphone – to act on a need to learn, do, discover, watch or buy. They’re moments when decisions are made and preferences shaped.
  • Reconsider your metrics: If prospects find their mobile visit too distracting, frustrating or time-consuming, you’ll damage their perception of your brand.

HubSpot’s free website grader makes understanding your website’s performance easy – simply input your email and site URL and receive a rating on key metrics like performance, mobile readiness, SEO, and security, along with tips for improvement. Try it below!


c) Embrace video content

The dynamic nature of internet content consumption highlights the importance of adapting your website content. Video content not only engages viewers but also contributes to improved SEO and increased time spent on your site. Craft videos that resonate with your audience’s interests, as it can significantly impact engagement and brand loyalty.

Notably, 96% of marketers report that video is an “important part” of their marketing strategy, and 92% said that video provides a positive ROI, driving sales, understanding of products or services, and brand awareness.


2. Analyse your financial landscape

Review your financial performance over the past year to identify trends and patterns. To easily keep tabs on everything from budgets and salaries to sales revenue and customer gains, software that helps you track and monitor performance is a must-have. 

An effective CRM solution provides comprehensive insights into all facets of your business, encompassing profits, losses, and everything in between. This invaluable knowledge equips your business leaders with a holistic perspective on outcomes and anticipated revenue targets for the upcoming year. The captured data is instrumental in illuminating the connections between internally deployed strategies and tangible real-world results. This, in turn, empowers you to refine and build upon successful approaches that have fostered new and fortified existing customer relationships, while strategically moving away from any initiatives that yielded underwhelming or unforeseen adverse effects.


3. Set SMART sales goals

Establish measurable and realistic sales goals for the upcoming year. CRM software proves instrumental in tracking and measuring progress toward these objectives, while also elevating sales productivity, fostering team communication, and enhancing progress tracking. Leverage these CRM insights to increase customer satisfaction and propel business growth throughout the year.

And it doesn’t stop there! Your CRM system can help you stay on top of your metrics and OKRs throughout the year, also supporting you to increase customer satisfaction and, ultimately, to accelerate business growth.




4. Craft a dynamic content marketing plan

Develop a content marketing plan that aligns with evolving audience expectations. You can utilise CRM data to understand customer trends, allocate resources effectively, and deliver targeted content. Your sales team can then better understand what type of materials they can share with prospects, ensuring relevance to their needs and requirements. 

You can also segment your audience based on CRM insights, ensuring that your content aligns with their needs and preferences, ultimately driving successful content marketing performance. By understanding your audience’s trends and preferences, you’ll be set to plan content for the year ahead so that it’s organised per buyer journey, instead of spending hours guessing about your content marketing performance.


5. Foster a culture of feedback

In a hybrid work environment, encouraging feedback from your teams is crucial. Cross-departmental access to data in your CRM supports you to better allocate resources, streamline processes, up productivity and plan strategically. 

It’s key for higher-ups to provide regular feedback, too. Through constructive feedback, team members gain insights into the impact of their ideas and initiatives, identifying areas of success and areas for improvement. This approach demonstrates that management is actively investing time and energy in the personal development of team members, aligning with the broader company goals. Achieving a harmonious exchange of feedback fosters a culture of continuous improvement, enabling your business to evolve steadily and shape a future that garners understanding, support, and commitment from everyone involved.


6. Embrace automation for efficiency

Forward-thinking companies are leveraging automation to redirect the time, energy, and cognitive resources that employees traditionally invested in unavoidable manual processes. This embraces the digital transformation necessary to support hybrid and remote working environments.

For instance, cutting-edge CRM software facilitates seamless integration of applications, allowing for the optimisation of workflows tailored to specific teams and requirements. Automation serves as a critical time-saving tool by minimising administrative tasks that often inundate day-to-day operations with non-essential work. Consider the sales department, where an average sales rep spends less than 30% of their time actually selling. This inefficiency is effectively addressed by the right CRM, bringing a remedy to the chaos and enabling a more focused and streamlined approach.




7. Monitor industry trends

Monitoring the strategic moves of your competitors is essential for staying abreast of industry and sector trends. Are they refining, adjusting, or radically transforming their approaches or offerings? Analysing these changes provides valuable insights. The simplest method to stay updated on their offerings, messaging, and overall brand identity is by following competitors on social media or subscribing to their newsletters.

However, it’s not solely about competition; collaboration can also yield fruitful results. Industry experts suggest reaching out to businesses that have implemented strategies piquing your interest to gain insights into both their successes and challenges. While direct engagement with competitors might not be feasible, consider establishing connections with companies that are either adjacent or complementary to your own business. This approach encourages a mutually beneficial exchange of ideas and experiences within the broader business landscape.


8. Reexamine your customer experience

Customer experience has become a cornerstone of business strategy, garnering increased prioritisation. While astute businesses have always valued customer opinions, the past year emphasised the heightened importance of customer experience, particularly as the average consumer grappled with the impact of inflation and the escalating costs of goods and services.

In 2024, CX will continue to take on new meaning as it becomes a strategic priority for all businesses. So, as we shape ambitions for the New Year, how might CRM help you streamline and elevate your customer experience (CX)? 

A well-designed CRM system is a key counterpart to your CX strategy. Capturing and documenting your customer interactions, your CRM system consolidates information about your accounts. However, it falls short of unveiling the ‘why’ behind the data. To address this gap, a robust CX approach is essential – one that propels you toward a profound comprehension of your customers’ needs, desires, and objectives. This understanding informs the creation of strategies and initiatives not only to meet but to surpass these expectations. Nevertheless, while your CX strategy enriches your understanding of clients, it remains incomplete without the sturdy data-driven foundations that a CRM system offers.


Make 2024 the year the year for CRM.

As we embark on the New Year, the focus on building meaningful customer relationships takes centre stage. A centralised CRM solution eliminates disconnected communications, empowers teams to track interactions, and automates manual tasks. The result is enhanced customer experiences that set your business on a trajectory for success in the coming year.

Wishing you a happy and prosperous new year, from the team at Provident CRM!




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