Keep your Business Local

Community Based Marketing and Loyalty Programs for Small Business


Measures of Success

Each of us measures success in a different way. The Hartford Small Business Success Study identified the most common measures used by small business owners. As might be expected most are financial. For many people, that is the bottom line.

24% – Earn enough to live comfortably
23% – Do something I enjoy
18% – Increase profitability from year to year
9% – Pay employees enough to live comfortably
9% – Other
7% – Have free time to do what I want
6% – Pass the business to a family member
4% – Sell the business for a big profit

Posted by:  Sarah Matista

Many small business owners also enjoy contributing to the local community and providing jobs. These tireless souls that work 60 to 90 hour weeks to make things happen are the reason there is vibrancy and diversity in these communities.

Regardless of your measure. May you continue to be successful and enjoy a prosperous 2014.

MP900440281

All the best at Christmas and in the New Year!

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Integrating Social Media into your Online Marketing Strategy

MP900382670

Every online strategy should include a social media component. Social Media is an effective and inexpensive way to expand your marketing reach. Use it to build credibility, promote products and services, and reward customers.

Your website is great for describing your business, your blog can provide background information on industry trends, products and services. Upload pictures of products and special events onto Pinterest, and distribute information, coupons and promotions on Facebook. There is also Twitter, Foursquare and Instagram, and there will probably be more in the future.

Developing an online strategy and managing the flow of information can be time consuming. There can be a down side to setting up too many accounts on social media platforms. If you have no idea what you are doing, you can actually damage your reputation and your brand. To be effective you need a clear communications strategy and a way to generate and distribute content to the various social media sites. Be sure that you have the time and resources to maintain them. Do not sign up for more than you can support, or get help.

One approach is to start with an editorial calendar. Use it to outline the topics, events and promotions you want to cover and the platforms that you want to distribute them on. Assign the writing duties to various members of your team and manage the distribution. Do not forget to integrate and monitor the data analytics for each platform. This is a great way to measure your audience’s level of interest in your posts.

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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.