Keep your Business Local

Community Based Marketing and Loyalty Programs for Small Business


4 Comments

The Challenges of Marketing in Rural Areas

Close up of a small Christmas tree inside a spherical glass

My clients in rural communities use many ways to reach out to their customers. Traditional things like billboards and signage are not very effective when you can count on your fingers the number of cars that pass by. Another client just realized that being ranked Number 1 on a Google Search in her category does not help in her remote area.

So how do you get your message to this target market? Simple, deliver it directly using focused Marketing Programs. Community based marketing programs such as Loyalty Programs that focus on local businesses and customers in the surrounding geographic areas. Use a geo-targeted approach that encourages residents to frequent local businesses. For example, add location information to your posts so they are listed in searches for businesses in your area.

A great way to leverage exposure is to connect and team up with other local businesses. Do this using joint promotions, geographically targeted advertising, Multi-Merchant Loyalty Programs and sponsored events. “Like” other local businesses on Facebook and use Pinterest to promote your business, and local activities and attractions.

The Holiday Season is perfect for getting organized. Increased traffic into the area benefits everyone. Make the shopping experience special to entice shoppers to frequent local businesses. Time limited promotions, hot chocolate stations and gift wrapping tables make the process more enjoyable.

Small businesses need a different approach to successfully market their products and services in rural areas. They need focused programs that appeal to their target market and encourage them to “Shop Local”.

Advertisements


Leave a comment

A Smart Phone that is a Reward Card!

WomanWhile doing research for a client, I found a whole new way to communicate directly with customers. A software approach that lets businesses send information about the “hot deal” of the day to their customers’ smart phones.

Merchants sign up and set up the system, then input their deals, rewards and coupons. Customers down-load the app and sign up. When they are near the business, the system does the rest. It transmits the deals to their phones.

This new approach does away with Coupon Cutting and Sorting. Change promotions daily, even hourly. There is no points liability to manage and no risk for the merchant.

I immediately signed up and soon my client joined. It is an easy, effective way to communicate directly with current customers and to attract new ones. Just about everyone is interested in trying out a new app, are you?

LoyalBlocks from LocalBizconnex


2 Comments

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.

Sign up for our Newsletter to get more tips and techniques on Marketing for Small Business.


1 Comment

A Question of Loyalty

How do weOpen the Door to Loyalty develop loyalty? This question is asked over and over again in businesses around the world. The answer is different in almost all cases. What works for one business does not necessarily work for another business.

One thing is certain, customers want value for money. Value in some cases is the lowest price, in others it is selection and in others it is service. The answer for your business depends on what your target market is looking for. The key to designing a great program is knowing what you want to accomplish and what appeals to your customer base.

There are different approaches to building loyalty. Loyalty Programs range  from simple punch cards to loyalty cards, coupon clubs and gift programs. If you want information about your customers, then you need a Loyalty Program that collects customer demographics and has the required tools to do the analysis. Coupon Clubs are flexible and some allow you to collect data. Punch cards (paper or digital) encourage repeat business. Gift Programs work best in rural communities where businesses want to reach out to a widely distributed customer base.

Loyalty is hard to measure. Customers change their purchasing habits to fit their economic conditions and what they perceive as the best value. So whatever type of Program you choose, it should be flexible enough to meet your customers changing needs.

Let us know about your plans, please join our Poll.

 


Leave a comment

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.


3 Comments

The New Normal combining Sales Collateral with Social Media

WWW on GlobeI just went through a pile of post cards and flyers I picked up from the mail. Most were from small local businesses. The interesting thing was, they all included their website or invited recipients to “like” them on Facebook. This seems to be the new normal.

To quote, Josh Mendelson, Vice President, CHADWICK MARTIN BAILEY, “While social media is not the silver bullet that some pundits claim it to be, it is an extremely important & relatively low-cost touch point that has a direct impact on sales & positive word of mouth”.

Social Media is one of the most effective means of communicating with customers, offering promotions, brand building and collecting customer feed back. It is an excellent way to get more out of your marketing dollars. Most of them are free to join. The most important thing is to use them effectively.

There has been a shift in the way we consume information. A website is just the beginning, an effective online strategy should include Facebook, Business Blogging and Twitter. Most of us, when we have a requirement use Google or Facebook to find out about it. Information about the product or service, the company that supplies it, what our friends think about it, and how to purchase it.

The key to success in this digital world is to be where your customers are and to provide information where and when they want it. This is the new normal in Marketing for Small Business.


Leave a comment

Your Website, your Storefront

MP900433125

Remember that “Your Website is your Storefront Display”.

This is often forgotten during the design process. A company’s website is usually the first impression potential customers have of a business. It should communicate a clear message that supports the brand, in simple terms, what your business is about.

There are several things that you need to know as part of the design process. To start with, determine who is the target market, how you will reach them, then develop the message to be communicated.This message should be the basis for all other online posts.

Many small bricks and mortar businesses struggle with this. They do not understand how to translate their vision of the business into an online presence. The important thing to do is to distill the essence of why you are in business, how you solve your customers’ problems and how you are different from the competition.