8. Signage. RANDYE: A while ago I saw a very expensive four-color standalone sign for a Mexican restaurant at a bus stop. The sign said how great their burritos were and posted a phone number, but there was no location mentioned. Now, if you're hungry and you drive by the sign, or you're on the bus, are you going to call them and order a burrito? No! You want to know where the wonderful burritos are!
9. Your Website. RANDYE: Success in Internet advertising depends entirely on how the search engines see you. You want your Web copy to be easily readable by humans, of course, but if you want to be found online you have to write for the search engines. A good search engine optimization (SEO) professional will charge around $500 - $750 for strategy and specific recommendations on how to do that. CLIFF: Also, you should look at your website statistics now and again to see where visitors are coming from, how they're searching for you, and how many page views are translating into actual sales (what Web professionals refer to as your "analytics"). Three excellent (and free) resources I use frequently are:
• Google Analytics (www.google.com/analytics);
• www.moz.com (which tells you if your website is showing up on the top search engines, not just Google); and
• www.whois.sc (which "scores" your website's visibility -if your score is below 90 you're likely not using the correct key words/phrases for the search engines to pick up).
10. Social Media Postings. RANDYE: The jury is out on how effective social media advertising is for small businesses, but if you're going to do it, then DO it. Update your postings every day. Set aside 10 minutes first thing in the morning or before you go to bed at night. You don't have to use all the available social media platforms. Choose venues that are appropriate for your business. For example, an accountant has no business wasting time with Instagram® or Pinterest®; he or she should be on LinkedIn®. Just the opposite, however, would be true for an interior designer or hair salon whose work needs to be seen visually.Once you have established a social media presence for your business, you need to link your website to your postings and tell people to "follow you" (on Twitter®) or "like you" (on Facebook®).Finally, you need to reach out to your clients to tell them you're on social media and make it easy for them to find you. If you have a retail outlet, put up a sign by the cash register, or have front line employees talk about it during the checkout process. CLIFF: One of the dirtiest secrets of Internet marketing is that most people learn about new Websites from offline sources such as newspaper articles and recommendations from fellow humans.
11. E-Mail Newsletters. RANDYE: Don't try to do this yourself. Use an e-mail marketing service, such as ConstantContact®, that looks professional and guarantees that your newsletters comply with federal and state anti-spam laws.If you do use your own e-mail account to send "blanket" e-mail messages, make sure that:
• you use ONLY the "bcc" function when you send your newsletter, so that individual recipients do not see other recipients' e-mail addresses; and
• you include opt-out instructions at the bottom of each transmission (with a link that works!).
12. Web Video. RANDYE: Video on your website should be on the home page. Why? Because Google® indexes home pages with video higher in its search engine rankings than it does sites that have no video, or where the video is buried on an interior page. A home page with video has a 54% higher chance of landing on "page one" of customer searches. CLIFF: A link to a YouTube® page is great, but won't have the same clout with search engines.
13. Live Appearances. CLIFF: When people are looking for contractors or professional help, they don't buy your services. They buy you. Getting yourself in front of prospective customers and letting them know you are easy to deal with and affordable can be a great way to build brand recognition and "buzz" in your community. But your personal appearances won't generate results if your audience comes away thinking they are glorified sales pitches. I personally find that talking as little about myself and my law practice works wonders when I give a talk to a local business group. I focus on the information my audience came to hear. RANDYE: Remember to make your talks both entertaining and informative: you can't teach anyone anything if you can't keep them awake. Be sure to give your audience lots of takeaway handouts with your contact information on them. And always - always - close your talk by offering a free consultation or other benefit to your attendees.
14. Advertising Specialty Items. RANDYE: Better known as tchotchkes these are a great way to stay in a prospect's memory long after an event such as a trade show or a speaking engagement. But, they're easy to get wrong. I recently worked with a client who had spent several hundred dollars on give aways that had only their company name. No URL, no phone number - no way to get in touch with them after, and to make matters worse, these were expensive items (calculators). So, for their upcoming trade show, I ordered labels with the logo, URL and phone number and we stuck them on the back of the item. And, we also inserted business cards in the box along with the item. Now, you're talkin'! CLIFF: Your promotional item should be cute, clever and eye catching -- think "conversation piece" -- so the customer or prospect has an incentive to put it in a highly visible place. I agree that contact info should appear on the item somewhere, but don't include any information -- such as a street address -- that is likely to change down the road. Remember these objects will be around for a long time. And don't forget to put a couple of items up for sale on eBay as 'collectibles.' eBay's search engine processes 250 million searches a day, and lots of people collect promotional items.
Now that you know these tips, go get 'em!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
This blog uses copyscape.com to protect against plagiarism.
Copyright 2014 Affordable Marketing Solutions LLC
Friday, September 5, 2014
Friday, August 29, 2014
14 Marketing Tools Small Business Owners Get Wrong - part one
1. Business Cards. RANDYE: This is the most frequently used of all small business marketing tools. First, print on the back of the card. You get 100% more space for just 25% more print cost. Also, use the same font and colors on all your marketing materials. This will give you a consistent business identity and help with brand recognition. CLIFF: "Bullets" describing the goods or services you provide, or five key marketing messages you want your customers to remember, make excellent content for the back of the card.
2. Display Advertising. RANDYE: Frequency is everything. Too many times I hear clients complain that "my ad didn't bring in one new customer." Well, one ad won't do anything. A small ad run six times at two-month intervals is far more effective than a large ad run once or twice.CLIFF: Print publications are losing readership, and even those readers are "skimming" rather than reading, but if you're targeting older people then print will still work. Online display ads are less expensive, but there's tons of competition, so be sure they are graphically eye-catching. Try using dotted lines like a coupon to get more attention.
3. Direct Mail. RANDYE: I live on the sixth floor of a high-rise condo, yet I can't tell you how many direct mail pieces I get for swimming pools, gutter cleaning and other goods and services that I can never use. When buying address lists from commercial brokers you should make sure the list is purged to remove any "unit" indicators so you mail only to single family homes. CLIFF: Also, watch your timing. Soon after I had my house power-washed last year, I got a blizzard of post cards from power-wash companies. Too late! The time to advertise for snow removal services is in September or October, not January.
4. Trade Shows. RANDYE: Trade shows are all about eye appeal. Use professionally designed booth materials and do proper pre-show marketing so your market will know you're there. You should also have some means of collecting attendees' business cards so you can send them a follow-up promotion within two weeks. For example, give someone a free iPod® if you pick their business card from a goldfish bowl. CLIFF: You should try to spend as little time at your booth as possible. Get a couple of extremely attractive young people to manage your booth, hand out giveaway items, and answer basic customer questions (just be sure they can track you down fast on your mobile phone if a journalist or other important person shows up at your booth). You should be walking the floor yourself, looking for potential new business partners and customers, sizing up competitors, schmoozing with industry "players," and learning about some of the new developments that may make your business obsolete. That's what trade shows are all about. The less your "booth people" know about your business, the less likely they will give away sensitive information to someone who seems to be a highly motivated customer but is really a competitor in disguise.
5. Stenciling Your Car or Truck. RANDYE: You would be amazed how many people hire plumbers and other contractors after seeing the stenciling on their trucks in the neighborhood. (I did this not too long ago!) Remember that the stenciling needs to be large enough to see, and graphically interesting so it creates a visual impression. Your company name and telephone number should also be easy to remember: people with both hands on the steering wheel will not be able to write them down for later reference. CLIFF: You should stencil the hood, trunk and both sides of your vehicle. The hood stenciling should be "reverse image" so people ahead of you can read your message in their rear-view mirrors.
6. Brochures. RANDYE: It's best if you create these as "self-mailers" - with space for the recipient's address and postage so you don't have to use a separate envelope. Professionals, especially, should have a brochure describing their services, credentials, testimonials from clients and others, and fee schedule. CLIFF: Brochures are expensive to write, design and print so you will need to spent lots of time getting the details right. Also, proofread them carefully: once you print thousands of brochures, it's embarrassing (and credibility killing) to correct typographical errors and make changes by hand.
7. Stage of Business. RANDYE: It is critical to be aware of what you are trying to accomplish with your marketing, because certain tools work better at different stages. There are three stages in the marketing process. The first stage is Acquisition - done when you are just starting out; the second stage is Retention - done once you've got a list of clients who have already done business with you; and finally is Reactivation - done when you haven't heard from past clients in a while. Each stage has it's own set of best-performing tools. You don't want to use signage for retention, nor would you want to purchase email lists for acquisition. Why? They simply won't work. Signage is better for acquisition, while e-mail lists are better for retention or reactivation. CLIFF: Absolutely. Throughout this process you should also consider "branding" -- marketing that is designed to create "name recognition" so that when you reach out to a prospective new customer or an existing customer, they say to themselves "Oh, yeah, Cliff Ennico, he could help me with this issue I have right now."
Stay tuned for part two next week!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
This blog post uses www.copyscape.com
Copyright 2014 Affordable Marketing Solutions LLC
2. Display Advertising. RANDYE: Frequency is everything. Too many times I hear clients complain that "my ad didn't bring in one new customer." Well, one ad won't do anything. A small ad run six times at two-month intervals is far more effective than a large ad run once or twice.CLIFF: Print publications are losing readership, and even those readers are "skimming" rather than reading, but if you're targeting older people then print will still work. Online display ads are less expensive, but there's tons of competition, so be sure they are graphically eye-catching. Try using dotted lines like a coupon to get more attention.
3. Direct Mail. RANDYE: I live on the sixth floor of a high-rise condo, yet I can't tell you how many direct mail pieces I get for swimming pools, gutter cleaning and other goods and services that I can never use. When buying address lists from commercial brokers you should make sure the list is purged to remove any "unit" indicators so you mail only to single family homes. CLIFF: Also, watch your timing. Soon after I had my house power-washed last year, I got a blizzard of post cards from power-wash companies. Too late! The time to advertise for snow removal services is in September or October, not January.
4. Trade Shows. RANDYE: Trade shows are all about eye appeal. Use professionally designed booth materials and do proper pre-show marketing so your market will know you're there. You should also have some means of collecting attendees' business cards so you can send them a follow-up promotion within two weeks. For example, give someone a free iPod® if you pick their business card from a goldfish bowl. CLIFF: You should try to spend as little time at your booth as possible. Get a couple of extremely attractive young people to manage your booth, hand out giveaway items, and answer basic customer questions (just be sure they can track you down fast on your mobile phone if a journalist or other important person shows up at your booth). You should be walking the floor yourself, looking for potential new business partners and customers, sizing up competitors, schmoozing with industry "players," and learning about some of the new developments that may make your business obsolete. That's what trade shows are all about. The less your "booth people" know about your business, the less likely they will give away sensitive information to someone who seems to be a highly motivated customer but is really a competitor in disguise.
5. Stenciling Your Car or Truck. RANDYE: You would be amazed how many people hire plumbers and other contractors after seeing the stenciling on their trucks in the neighborhood. (I did this not too long ago!) Remember that the stenciling needs to be large enough to see, and graphically interesting so it creates a visual impression. Your company name and telephone number should also be easy to remember: people with both hands on the steering wheel will not be able to write them down for later reference. CLIFF: You should stencil the hood, trunk and both sides of your vehicle. The hood stenciling should be "reverse image" so people ahead of you can read your message in their rear-view mirrors.
6. Brochures. RANDYE: It's best if you create these as "self-mailers" - with space for the recipient's address and postage so you don't have to use a separate envelope. Professionals, especially, should have a brochure describing their services, credentials, testimonials from clients and others, and fee schedule. CLIFF: Brochures are expensive to write, design and print so you will need to spent lots of time getting the details right. Also, proofread them carefully: once you print thousands of brochures, it's embarrassing (and credibility killing) to correct typographical errors and make changes by hand.
7. Stage of Business. RANDYE: It is critical to be aware of what you are trying to accomplish with your marketing, because certain tools work better at different stages. There are three stages in the marketing process. The first stage is Acquisition - done when you are just starting out; the second stage is Retention - done once you've got a list of clients who have already done business with you; and finally is Reactivation - done when you haven't heard from past clients in a while. Each stage has it's own set of best-performing tools. You don't want to use signage for retention, nor would you want to purchase email lists for acquisition. Why? They simply won't work. Signage is better for acquisition, while e-mail lists are better for retention or reactivation. CLIFF: Absolutely. Throughout this process you should also consider "branding" -- marketing that is designed to create "name recognition" so that when you reach out to a prospective new customer or an existing customer, they say to themselves "Oh, yeah, Cliff Ennico, he could help me with this issue I have right now."
Stay tuned for part two next week!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
This blog post uses www.copyscape.com
Copyright 2014 Affordable Marketing Solutions LLC
Friday, August 22, 2014
Public Speaking is a very Affordable Marketing Solution for your Small Business
Recently, I was invited to be part of SCORE's small business panel so I thought I'd address how to use Public Speaking - an easy, affordable marketing technique anyone can do - to grow your small business.
Jerry Seinfeld's joke said it best "According to most studies, people's number one fear is public speaking. Number two is death. Death is number two. Does that sound right? This means to the average person, if you go to a funeral, you're better off in the casket than doing the eulogy."
Huh?!?!?
So, why is that the case in our outspoken, everyone-has-something-to-say society? It seems people are afraid to be judged. But we're all judged all the time in business, so why not use the power of Public Speaking to proactively grow your business?
I interrupt this blog post to announce that I use www.copyscape.com to protect my writing - and you should too!
Speak and Ye Shall Get Clients
Early on when I started this business, I saw that business owners who were on the speaking circuit had a number of things going for them:
• Exposure
• Credibility
• Ongoing Pipeline
I realized that this was a route I had to take and I'm very glad I did. Every time I do a seminar or workshop, I get at least one new client.
Here's how I did it and you can too:
Seek out potential opportunities - reach out to organizations in your local area such as: Chambers of Commerce, Rotary Clubs, leads groups, & any other local business club whose membership fits your target audience. You'll find they're surprisingly open-minded and are always seeking guest speakers.
Be sure to bring some handouts which can include business cards, brochures, a summary or tip sheet of what you discussed, even a promotional give-away.
And, always collect business cards or lead names/emails from the audience so you can follow up.
Build on the opportunities - once you get a few under your belt, the rest just flows.
You might want to create a downloadable Speaker's Press Kit for your website with a call to action so folks can easily access it. Mine is downloadable from my website at http://myaffordablemarketing.com/speaker.html
Hire a videographer to capture one or two of your early talks - this will help you evaluate your speaking style & make it better over time. Also, you can upload the video on your website's home page - choose one of your favorite snippets. This is helpful because home pages with video are up to 54% more likely to appear on page one in searches.
To charge or not to charge? - that's a good question. I know someone who has earned $5 million in speaking fees over his career. He charges a very reasonable fee & has gotten thousands of speaking engagements over the years.
When you get or make a call you should ask if they pay an honorarium. If they do, great. If not, you can look at it as an opportunity to get paying clients & so long as it's not out of town, will likely be worth your time.
For those speakers like myself who are authors, oftentimes a group or association will purchase a block of books from you & have you sign them at the event. Not a direct pay, but still revenue. I recently did a gig at the Mayor's office in my city where a small business group was meeting and this is what they did for me instead of a direct pay.
Get the word out - then watch what happens. Speakers are often responsible for doing their fair share of promoting the event. To do this you can use all of your social media outlets, put a footnote on your email signature block, even (like I did above) putting upcoming events in an email newsletter or on your website. Whatever outlets you have available for your use is appropriate.
Take it to next level - public speakers can branch out in several ways. You can get a booking agent, join a speaker's bureau, even create your own event at a local establishment or library (note: library events must be free to the public). Once you try it & see that it works, the sky is the limit.
Public Speaking for your business is a powerful, affordable technique that any business owner can do. With just a little effort you'll get immediate results that will help you grow your small business.
Now that you know these tips, go get 'em!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
©2014 Affordable Marketing Solutions LLC
Jerry Seinfeld's joke said it best "According to most studies, people's number one fear is public speaking. Number two is death. Death is number two. Does that sound right? This means to the average person, if you go to a funeral, you're better off in the casket than doing the eulogy."
Huh?!?!?
So, why is that the case in our outspoken, everyone-has-something-to-say society? It seems people are afraid to be judged. But we're all judged all the time in business, so why not use the power of Public Speaking to proactively grow your business?
I interrupt this blog post to announce that I use www.copyscape.com to protect my writing - and you should too!
Speak and Ye Shall Get Clients
Early on when I started this business, I saw that business owners who were on the speaking circuit had a number of things going for them:
• Exposure
• Credibility
• Ongoing Pipeline
I realized that this was a route I had to take and I'm very glad I did. Every time I do a seminar or workshop, I get at least one new client.
Here's how I did it and you can too:
Seek out potential opportunities - reach out to organizations in your local area such as: Chambers of Commerce, Rotary Clubs, leads groups, & any other local business club whose membership fits your target audience. You'll find they're surprisingly open-minded and are always seeking guest speakers.
Be sure to bring some handouts which can include business cards, brochures, a summary or tip sheet of what you discussed, even a promotional give-away.
And, always collect business cards or lead names/emails from the audience so you can follow up.
Build on the opportunities - once you get a few under your belt, the rest just flows.
You might want to create a downloadable Speaker's Press Kit for your website with a call to action so folks can easily access it. Mine is downloadable from my website at http://myaffordablemarketing.com/speaker.html
Hire a videographer to capture one or two of your early talks - this will help you evaluate your speaking style & make it better over time. Also, you can upload the video on your website's home page - choose one of your favorite snippets. This is helpful because home pages with video are up to 54% more likely to appear on page one in searches.
To charge or not to charge? - that's a good question. I know someone who has earned $5 million in speaking fees over his career. He charges a very reasonable fee & has gotten thousands of speaking engagements over the years.
When you get or make a call you should ask if they pay an honorarium. If they do, great. If not, you can look at it as an opportunity to get paying clients & so long as it's not out of town, will likely be worth your time.
For those speakers like myself who are authors, oftentimes a group or association will purchase a block of books from you & have you sign them at the event. Not a direct pay, but still revenue. I recently did a gig at the Mayor's office in my city where a small business group was meeting and this is what they did for me instead of a direct pay.
Get the word out - then watch what happens. Speakers are often responsible for doing their fair share of promoting the event. To do this you can use all of your social media outlets, put a footnote on your email signature block, even (like I did above) putting upcoming events in an email newsletter or on your website. Whatever outlets you have available for your use is appropriate.
Take it to next level - public speakers can branch out in several ways. You can get a booking agent, join a speaker's bureau, even create your own event at a local establishment or library (note: library events must be free to the public). Once you try it & see that it works, the sky is the limit.
Public Speaking for your business is a powerful, affordable technique that any business owner can do. With just a little effort you'll get immediate results that will help you grow your small business.
Now that you know these tips, go get 'em!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
©2014 Affordable Marketing Solutions LLC
Friday, August 15, 2014
Cool down your marketing expenses this summer - try these no- and low-cost tools
Take the heat off your summer budget & check out some of these great no- and low-cost marketing tools:
1. Aptimize - Did you know that slow-loading sites are penalized by search engines? To test your site's speed, go to www.aptimize.com/website-speed-test.
2. BroadTexter - This is a no cost text messaging service that allows users to create lists to send text messages. Try it at www.broadtexter.com.
3. CamStudio - Helps you create free videos directly from your computer. See for yourself at www.camstudio.org.
4. DomainTools - Great way to find out your site's SEO score. Visit www.whois.sc.
5. EventBrite - If you're holding a no fee event, sign up for their service that lets you plan & market it. Go to www.eventbrite.com.
6. HyperAlerts - Sends you a report each time someone makes a comment on your Facebook page. Sign up at www.hyperalerts.no.
7. Hyperspin - A tool that let's you check that your website is up. They have free and paid plans. See for yourself at www.hyperspin.com.
8. IceRocket - Amazing tool lets you type in a search term & in seconds, find out what the public thinks of your product or service. Search at www.IceRocket.com.
9. Inspectlet - See how people use your website, including video recordings. They do have a limited free plan. Go to www.inspectlet.com.
10. Klout - See if you have any. Find out at www.klout.com.
11. Pic Monkey - A free tool to edit photos online without using an expensive tool like Photoshop. Make it pretty at www.picmonkey.com.
8. Ping-o-Matic - Let search engines know you've updated your blog. Sign up at www.pingomatic.com.
9. RankChecker - How does your site rank? See for yourself at www.rankchecker.com.
10. SlideShare - Great tool that allows you to share presentations online. It's built into LinkedIn too. Easy to use. Try it at www.slideshare.net.
11. SpringTrax - Monitors websites for 404 errors and helps fix those errors. Not free, but the entry level is $19.99/month. Find out more at www.springtrax.com.
12. Tiny URL maker - If you're active on twitter you know how hard it can be to stay within 140 characters, so here's a nifty tool I use all the time to shorten URL links. Go get small at www.tinyurl.com.
13. vFlyer - Create up to 2 flyers or virtual ads at a time & share them in online marketplaces. Go to www.vflyer.com.
14. woorank.com - Get a free review of your site's backend analytics, complete with suggestions for fixes. Get ranked at www.woorank.com
15. Yext - Online directory service that lets you see how your business appears online & you can add/fix listings to help you get found. go to www.yext.com.
16. ZaBox - Get free advice & online tutorials for all things digital at www.zabox.net.
Use these tools to keep your marketing going even during the summer!
Happy Marketing!
Randye Spina
1. Aptimize - Did you know that slow-loading sites are penalized by search engines? To test your site's speed, go to www.aptimize.com/website-speed-test.
2. BroadTexter - This is a no cost text messaging service that allows users to create lists to send text messages. Try it at www.broadtexter.com.
3. CamStudio - Helps you create free videos directly from your computer. See for yourself at www.camstudio.org.
4. DomainTools - Great way to find out your site's SEO score. Visit www.whois.sc.
5. EventBrite - If you're holding a no fee event, sign up for their service that lets you plan & market it. Go to www.eventbrite.com.
6. HyperAlerts - Sends you a report each time someone makes a comment on your Facebook page. Sign up at www.hyperalerts.no.
7. Hyperspin - A tool that let's you check that your website is up. They have free and paid plans. See for yourself at www.hyperspin.com.
8. IceRocket - Amazing tool lets you type in a search term & in seconds, find out what the public thinks of your product or service. Search at www.IceRocket.com.
9. Inspectlet - See how people use your website, including video recordings. They do have a limited free plan. Go to www.inspectlet.com.
10. Klout - See if you have any. Find out at www.klout.com.
11. Pic Monkey - A free tool to edit photos online without using an expensive tool like Photoshop. Make it pretty at www.picmonkey.com.
8. Ping-o-Matic - Let search engines know you've updated your blog. Sign up at www.pingomatic.com.
9. RankChecker - How does your site rank? See for yourself at www.rankchecker.com.
10. SlideShare - Great tool that allows you to share presentations online. It's built into LinkedIn too. Easy to use. Try it at www.slideshare.net.
11. SpringTrax - Monitors websites for 404 errors and helps fix those errors. Not free, but the entry level is $19.99/month. Find out more at www.springtrax.com.
12. Tiny URL maker - If you're active on twitter you know how hard it can be to stay within 140 characters, so here's a nifty tool I use all the time to shorten URL links. Go get small at www.tinyurl.com.
13. vFlyer - Create up to 2 flyers or virtual ads at a time & share them in online marketplaces. Go to www.vflyer.com.
14. woorank.com - Get a free review of your site's backend analytics, complete with suggestions for fixes. Get ranked at www.woorank.com
15. Yext - Online directory service that lets you see how your business appears online & you can add/fix listings to help you get found. go to www.yext.com.
16. ZaBox - Get free advice & online tutorials for all things digital at www.zabox.net.
Use these tools to keep your marketing going even during the summer!
Happy Marketing!
Randye Spina
Saturday, August 9, 2014
Summer Marketing
With little exception, the fall and winter are high revenue-producing months for most businesses. In order to make the most of the time you should have a solid plan for how you will approach this important season.
Some key questions to begin with are:
1. What did I do this year that worked?
2. What didn't work?
3. Are there any new media I should try?
4. Did I make good use of my customer data?
5. What is my competition doing?
6. What is my marketing budget?
Even creating a rough marketing budget is a good start. Some companies use a percent of sales; others use a hard dollar amount knowing what they can afford. Unsure what's right for you? Consult guidelines for your particular industry. These can usually be found in an industry trade journal and in industry association publications. However you put yours together just be sure you have some budget set aside for the purpose of marketing.
So, now what?
Once you establish a rough budget, you'll have to narrow down precisely how you will market your business. With more options than ever, this can be a difficult task. So, here are some guidelines by type of business:
Service Businesses:
If you have face to face contact with your clients, you have a much easier route to establishing a relationship with them - such as a service person that goes to someone's home or business, or a consultant meeting with a client. You can:
• Use the person's contact information to stay in touch with them via email and direct mail
• Always follow up a meeting with a handwritten thank you to stand away from your competitors
• When a job is finished don't forget to ask for a testimonial and a referral
Retail Businesses:
Take advantage of the fact that you actually get to meet your customers and engage them when appropriate. Ways to do this are:
• If you have employees, make sure they are well trained in customer service (including knowing by name your best customers and greeting them that way when they come to your store)
• Create a "member" club for those best customers and offer them special sales or shopping hours just for them
• Collect their emails to keep in touch via email newsletters
• If you carry a manufacturer's product line, ask your rep if they offer any co-op marketing support as this can substantially increase your budget without using your own money
Online Businesses:
Establishing a relationship here is a bit more difficult and will heavily depend on having a website programmed with customer service in mind; then creating a plan to use it in a timely manner without being annoying. Some things you can do are:
• At the checkout offer upsells and add-ons (but NOT by a third party as some do with magazines and the like)
• Offer free shipping for orders above a certain dollar amount
• Email a thank you once the order has been placed
• Notify the buyer once the item has been shipped (this is SUCH a great service), and I just had the experience of returning an item and I was emailed when it was received by them and approximately how long it would take to process my refund, then they confirmed when the credit was applied - this is GREAT
• Deliver coupons online
• Consider having a one day sale
Pulling it all together
This entire process becomes easier as you begin to translate business goals into marketing goals in small, and then larger, bites. Having a plan (even if it's rough) is a way to see what's ahead. This is especially true if you are thinking of using print advertising since deadlines for ad submissions are often two months ahead of the actual issue date for monthly publications. And, this is also helpful for laying out an annual email marketing and messaging strategy plan.
So...while you're relaxing in the sun, have a pad and pen at the ready to jot down any creative ideas that inspire you so that you're ready to hit the ground running when you return to work.
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Some key questions to begin with are:
1. What did I do this year that worked?
2. What didn't work?
3. Are there any new media I should try?
4. Did I make good use of my customer data?
5. What is my competition doing?
6. What is my marketing budget?
Even creating a rough marketing budget is a good start. Some companies use a percent of sales; others use a hard dollar amount knowing what they can afford. Unsure what's right for you? Consult guidelines for your particular industry. These can usually be found in an industry trade journal and in industry association publications. However you put yours together just be sure you have some budget set aside for the purpose of marketing.
So, now what?
Once you establish a rough budget, you'll have to narrow down precisely how you will market your business. With more options than ever, this can be a difficult task. So, here are some guidelines by type of business:
Service Businesses:
If you have face to face contact with your clients, you have a much easier route to establishing a relationship with them - such as a service person that goes to someone's home or business, or a consultant meeting with a client. You can:
• Use the person's contact information to stay in touch with them via email and direct mail
• Always follow up a meeting with a handwritten thank you to stand away from your competitors
• When a job is finished don't forget to ask for a testimonial and a referral
Retail Businesses:
Take advantage of the fact that you actually get to meet your customers and engage them when appropriate. Ways to do this are:
• If you have employees, make sure they are well trained in customer service (including knowing by name your best customers and greeting them that way when they come to your store)
• Create a "member" club for those best customers and offer them special sales or shopping hours just for them
• Collect their emails to keep in touch via email newsletters
• If you carry a manufacturer's product line, ask your rep if they offer any co-op marketing support as this can substantially increase your budget without using your own money
Online Businesses:
Establishing a relationship here is a bit more difficult and will heavily depend on having a website programmed with customer service in mind; then creating a plan to use it in a timely manner without being annoying. Some things you can do are:
• At the checkout offer upsells and add-ons (but NOT by a third party as some do with magazines and the like)
• Offer free shipping for orders above a certain dollar amount
• Email a thank you once the order has been placed
• Notify the buyer once the item has been shipped (this is SUCH a great service), and I just had the experience of returning an item and I was emailed when it was received by them and approximately how long it would take to process my refund, then they confirmed when the credit was applied - this is GREAT
• Deliver coupons online
• Consider having a one day sale
Pulling it all together
This entire process becomes easier as you begin to translate business goals into marketing goals in small, and then larger, bites. Having a plan (even if it's rough) is a way to see what's ahead. This is especially true if you are thinking of using print advertising since deadlines for ad submissions are often two months ahead of the actual issue date for monthly publications. And, this is also helpful for laying out an annual email marketing and messaging strategy plan.
So...while you're relaxing in the sun, have a pad and pen at the ready to jot down any creative ideas that inspire you so that you're ready to hit the ground running when you return to work.
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Tuesday, June 19, 2012
Clients are like spouses, only different
I had an experience the other day which made me realize (out loud) that long term client relationships are a lot like spousal relationships. After a while it seems they take each other for granted & the relationship needs a little jazzing up to re-ignite the flames.
I was hired to create & manage a very large-scale, complicated project & spearhead efforts ranging from Marketing to Operations. This means coordinating with many people to get this done. Most of the current vendors are professional, responsive & do the right thing. But (well, you knew that was coming) there's always one that spoils the bunch. This particular vendor doesn't return phone calls or emails either to me or from the client directly & seems completely resistant to the overall effort (which means more money for her, so I REALLY don't understand).
My revelation? This person has lots of competition & because of the long-term relationship she has with the client, is taking them for granted. The courtship is over. No more hand holding, no more long chats, no time for the old when you're chasing the new I suppose. What if a new, sexy vendor comes along & they hit it off? What if the client gets cold-called from a competitor & decides to try them out? What if client gets tired of waiting for the phone to ring?
The outcome will reveal itself soon but in the meantime, a word of advice from marriage counselors - communicate, treat each other well & always be willing to listen. It saves marriages & will save client relationships too.
I was hired to create & manage a very large-scale, complicated project & spearhead efforts ranging from Marketing to Operations. This means coordinating with many people to get this done. Most of the current vendors are professional, responsive & do the right thing. But (well, you knew that was coming) there's always one that spoils the bunch. This particular vendor doesn't return phone calls or emails either to me or from the client directly & seems completely resistant to the overall effort (which means more money for her, so I REALLY don't understand).
My revelation? This person has lots of competition & because of the long-term relationship she has with the client, is taking them for granted. The courtship is over. No more hand holding, no more long chats, no time for the old when you're chasing the new I suppose. What if a new, sexy vendor comes along & they hit it off? What if the client gets cold-called from a competitor & decides to try them out? What if client gets tired of waiting for the phone to ring?
The outcome will reveal itself soon but in the meantime, a word of advice from marriage counselors - communicate, treat each other well & always be willing to listen. It saves marriages & will save client relationships too.
Saturday, March 17, 2012
A little birdie told me that you've tweeted
OK, I get it. Small business owners are told to tweet, facebook & link in until they're blue in the face. However, in no way does any of this take the place of actual customer interaction - especially for a small business owner who runs a personal service business. Here's what I mean:
I contacted a company with whom I've done business before. I waited a week for a reply. I emailed them again. I waited a couple more days for a reply. While I'm waiting I see the business owner has been tweeting daily about all their great services which he's trying so hard to sell to his "followers." Hmmm...so, what gives?
Knowing that just 90% of emails get thru to the intended party (yes, that's a fact across all ISPs) I call & leave a message. I waited some more.
Done waiting, I called one of his competitors who has their priorities in the right order so they can actually make money vs. make profound statements online for the world to see. Within 48 hours my needs were taken care of.
Guess which company's bottom line benefitted? Guess who I'll give my hard-earned money to again?
Yes, social media is the new "sexy" marketing & yes for some companies it takes the place of personal contact (you don't really expect a personal call from, say, GM or Clorox do you?) but when you're running a small service business the ONLY priority you should have is prompt, courteous service. It's just basic marketing (but then, hey, why do basic when sexy is so enticing?) When you lose a customer you lose the long term LTV downstream revenue as well as a shot at referrals. And, you risk getting skewered on sites such as Yelp & yes, even twitter (ouch THAT hurts)! Luckily, I don't name names but many people do.
Bottom line? Prioritize your marketing efforts so that you take care of business before the birdie. He can wait, but your bank account can't.
I contacted a company with whom I've done business before. I waited a week for a reply. I emailed them again. I waited a couple more days for a reply. While I'm waiting I see the business owner has been tweeting daily about all their great services which he's trying so hard to sell to his "followers." Hmmm...so, what gives?
Knowing that just 90% of emails get thru to the intended party (yes, that's a fact across all ISPs) I call & leave a message. I waited some more.
Done waiting, I called one of his competitors who has their priorities in the right order so they can actually make money vs. make profound statements online for the world to see. Within 48 hours my needs were taken care of.
Guess which company's bottom line benefitted? Guess who I'll give my hard-earned money to again?
Yes, social media is the new "sexy" marketing & yes for some companies it takes the place of personal contact (you don't really expect a personal call from, say, GM or Clorox do you?) but when you're running a small service business the ONLY priority you should have is prompt, courteous service. It's just basic marketing (but then, hey, why do basic when sexy is so enticing?) When you lose a customer you lose the long term LTV downstream revenue as well as a shot at referrals. And, you risk getting skewered on sites such as Yelp & yes, even twitter (ouch THAT hurts)! Luckily, I don't name names but many people do.
Bottom line? Prioritize your marketing efforts so that you take care of business before the birdie. He can wait, but your bank account can't.
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