Keep your Business Local

Community Based Marketing and Loyalty Programs for Small Business


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How can You get What you Want?

3 Ways to Get what you Want

3 Ways to Get What You Want by Giving People What They Want | Copyblogger.

Can it be this simple? Sometimes it is. We all have the same basic needs.

  • Love
  • Financial, political, or psychological independence
  • Status
  • Recognition

Connecting with our audience is the goal of all Marketing. Creating content that meets the most important needs of your target market is the key. It must extol the benefits of the product or service, show how it solves a problem or need, while building trust and overcoming objections.

Providing the right information at the right time is always a challenge. Each part of the buying cycle is different. An overview works when customers want general information but when they are comparing your products and services with the competition, they want detailed specifications.

This is a great article that shows how to create content that relates our fundamental needs with the buying decision.


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Just in Case you were wondering if being online works

To summarize:
  • Email marketing is alive and well
  • Use of smartphones to access content is up
  • Customers use blogs to research products and then make buying decisions
  • Images in posts get more attention
  • Nurturing leads results in more customers……
The marketplace has changed. Customers want to access information when they have a requirement, make a decision and then purchase at the channel that suits them the best. The challenge is to get your message to them when they want it. An effective online strategy incorporates the platforms that are used most often by your target market and delivers the type of content that they find interesting.


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Customer Engagement Process

Customer Life Cycle Engagement @kyleplacy

ExactTarget

This slide from a presentation by ExactTarget.com showcasing the “5 Digital Trends Changing Business” is very interesting. It elegantly describes the Customer Engagement Process, and notice that I said process. Not many businesses understand that this is what it is, and that there are many steps involved. They get frustrated after they have implemented one or two promotions with no seeming success.

The Process starts with Building Awareness using online marketing, brochures, print advertising, television, radio, whatever works for your customer demographics. At this point, potential customers start making Comparisons between your products and services and other offerings using online searches, blogs, social media  and old fashion leg work. The next step should be the Purchase decision.

Hopefully, the experience with the business was a good one because consumers often use Social Media to endorse and comment on Products or Services and sign up for company newsletters and future promotions. This is the point where they are engaged, are predisposed to purchase from you again, join your loyalty programs and advocate for you to their network of friends.

As you can see, it is not one single promotion or piece of information. To be successful a Marketing Strategy should include the right kind of content and contact throughout the buying cycle. Once a business understands the steps involved in the transition from Business Getting to Business Keeping, it can better manage the key customer contact points and increase its sales.


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How to use Lessons from Archery to improve our Marketing Campaigns

MP900404836 In archery, mastering the technique gives the preferred result, hitting the target.

Is this what we are trying to do with our Marketing efforts, hit a target? Is the target a sale? If so, then does technique determine the outcome? Does this mean that continually improving our technique will yield better results. What does this look like?

As a business learns more and more about its target market, it improves the likelihood that it provides the products and services its customers want. This information can also be used to develop better ways to promote the business. It is also vital for developing marketing campaigns that get information to potential customers where and when there is the highest probability of making sales.

Fortunately today results of each campaign can be measured using analytics to track things such as coupon redemption rates, and “click-through” and conversion rates for each post, email campaign and call-to-action. This is way we understand what works and what does not. It is a continuous process, as we identify the type of content that gets the most results, we can then customize the message for the audience.

This type of systematic approach to Marketing gets Sales. Just like the arrow hitting the target, this is the improvement process that yields results.

Reaching your target market is often challenging. Get a copy of our free eBook, ” A Primer on Community Based Marketing”,  to get information about Community Based Marketing Programs. “Like us” on Facebook to access even more resources.


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You are Open for Business, now What?

You are “open” for business, the next step is to get customers through the door.  Where do you start? Many local businesses start advertising and hope for the best. This is one of the few cases where anyone spends moneyA neon OPEN sign glowing red in the window of a restaurant at the off chance that there will be a pay back.

The fact is, there is little evidence that any one  campaign or piece of marketing collateral is going to generate sales. Conventional wisdom states that it take three exposures to your target market for to a message to be received and even then customers may not have an immediate requirement for the product or service.

The goal of any Marketing Campaign is to create a positive impression and to put your business top of mind so that customers think of your business when they are ready to purchase. The challenge is therefore to develop a geotargeted community based marketing campaign that works for your business.

So how do you choose the right promotional mix and how do you know what works? One way to know is to measure the results. Sounds complicated, but this can be as simple as noting what was happening before and after a program is implemented. For example, the amount of traffic before and after a web site update, starting blogging activity or pre and post customer mailings. Coupon and loyalty programs where customers sign up for deals and points that can be used for future purchases are also ideally suited for tracking customer activity. They are great for showing customer appreciation and for Shop Local campaigns.

The way to calculate actual numbers is to capture spending on marketing and the incremental increase in sales for a set time period. Use this information to calculate your Return on Investment. This is one way to know if the promotion is reaching your target market and if it appeals to them. Remember there are many approaches and what works at one time may not work at another time. The key is to experiment and to be creative. Sometimes it is a good strategy to do more than one thing. Continue with the promotions that work and stop the others.

Here is a an opportunity to get an Assessment of your spending on Marketing. We review your website, brochures and any other types of promotions you are doing and see if they are meeting your requirements.LocalBizConnex Marketing Support Coupon001

We then prepare a proposal of what we think will be most effective. Call us to get a “Marketing Spending Check-Up”.


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Target Market, Marketing, Promotions, where do you Start?

How do you take that great idea and make a business out of it? This is a question I get asked a lot. I usually answer it, with another question. “Do you know who will buy your product or service?”

Simply put, this is your Target Market. To be successful, businesses need tA woman hand carrying a bunch of colorful shopping bagso know what they buy, when they buy and how often they buy. If there is enough demand for your products or services then you have a viable business. The next part of the process is to position the business so that customers know that you provide these products or services and you are “top of mind” when they are ready to buy.

This is where Marketing comes in. Does marketing mean spending lots of money? Not really. It means spending on programs that get your message to your potential customers. This could mean point of sale displays, websites, blogs, advertising, coupons, loyalty programs, direct mailings, email campaigns, the list goes on and on.

Where do you start? You start where your customers are. Do they read newspapers, are they online, do they collect coupons – you need to be wherever they are. The challenge is to create the right mix of programs that communicate your message and support your business objectives.

Contact us to discuss the type of programs that work best for you and your target market. Our Community Based Marketing approach helps small business access programs that are usually only available to large corporations. LocalBizConnex has  created Marketing tools that support small businesses and help them focus their promotional dollars on their Target Market.


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How do you know which Promotion is Working?

This is a question I get asked often. It is a constant concern of all businesses spending money on Marketing. This was high-lighted in a recent article called “The Recovery Plan from the Scary Experiment” about an attempt to determine if a web strategy worked. What they did was stop creating content and publishing articles. The result was a drop in traffic to the web site. Empirical proof that the web strategy was working.

xhdhspsqnuefcdshrndt-wNot many businesses want to take such a drastic step. A more measured approach is not to stop cold turkey but to introduce promotions that encourage customer participation and allow businesses to track customer uptake. The best way to do this is to implement programs that get customers to sign up for special deals, coupons and rewards.

These types of programs are great ways for businesses to learn about their customer base. The response to these types of promotions show which ones appeal to which part of the target market. This information can then be used to design future campaigns.

Contact us to discuss the type of Program that works best for you and your target market. LocalBizConnex has  created Marketing tools that support small businesses and help them focus their promotional dollars on their target market.