Keep your Business Local

Community Based Marketing and Loyalty Programs for Small Business


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Customer Engagement – How does it work?

Picture4How does it work, or better yet, how can you make it work for you? The first thing to understand is that this is a Multi-Step Process. A Process that uses different marketing components to interact with your Target Market at each step in the buying cycle.

Step One is to tell potential customers about your Products and Services. Traditional (print, TV) and online channels (website, social media) are great for doing this. The next step is to invite potential customers to learn more about the Products and Services by visiting a website, signing up for a webinar, reading a blog, on social media, or requesting a brochure by mail. Let them get to know your products and brand by posting content that interests them. Show then what you can do for them, give away free trials and samples.

Next, is the Purchase. Make it easy for your Target Market to buy. Find out what is comfortable for them. This could be a Subscription Page on your website, a store-front or a sales representative. Encourage current and potential customers to sign up for your newsletter, follow you on Facebook and other social media sites. This is a great way to confirm the buying decision. Ask them to share their experience with their friends.

Now that you have a customer base. Send them promotions by direct mail, via your website, Facebook or using sales representatives. The greatest compliment is a repeat sale. It is the least expensive and shows that customers like your offering. A trilled customer is the most effective marketing asset a business can have. Word of mouth and organic sharing is the most persuasive form of communication. Keep in touch with customers via eNewsletters, blogs, posting offers on social media and invitations to special events.

Potential customers are in different places in the buying cycle. Repeat the Steps in the Process to give the stimulus and information they need while making the buying decision.

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Modern Marketing, an Art and a Science

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Is it alchemy or just hard work? Good Marketing Strategies get Sales, grow Businesses, build Market Share and develop your Brand. The “Art and Science” used to get there is the Magic.

If you want to increase visits to a “bricks and mortar” store or views on a website, the process is the same. By understanding the Target Market and creating strategies they respond to, you can get them to choose products and services offered by your Business. 

The “Art ” is in the Packaging and Promotion of the Product or Service. To effectively create or package products or services for a Market, you need to understand the Problems your customers have and offer a Solution. Successfully promoting the Solution, the Business and the Brand means creating and delivering content they want, including the “offer” to the target audience, where and when they want it.

The “Science” is using facts to understand the Target Market. The best way to do this is to create a customer database. One that includes customer demographics, or at the very least email addresses. Collect this information from contests, promotions or loyalty programs. Use customer data to understand how customers think, including their buying habits. Design the company website, develop newsletters and email promotions, online content and Facebook page, around their interests. 

The “Art and Science” go hand in hand. The “Science” provides the information to create the “Art”. Messages created and delivered using channels selected based on information from data analysis have more impact. They are tailored for the specific consumer. This approach works for online marketing, print advertising and brochures, television, radio, blogs, social media and even figuring out what to display in the “brick and mortar” storefront.


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5 social media marketing trends for 2014 | Frederic Gonzalo

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5 social media marketing trends for 2014 | Frederic Gonzalo.

It is that time again. Along with the holiday plans, parties and presents, we need to do a “check-up” on what is working in our online strategies and what is not. The statistics in this article show that there are subtle shifts in how different age groups use social media.

Facebook is still going strong. The average time spent on the site is about 20 minutes per day per user. The interesting thing is that there is a decline in the amount of time 13-17 year olds spend on the platform but 23% of the other age groups still use it.

On the other hand, Twitter usage by the 13-17 year old group has increased by 26%. This number is expected to continue to increase. Twitter devotees like the real-time communication they have with their followers.

The Snapchat platform is another one to watch. This mobile application lets users send out messages that disappear after a defined time. This approach is potentially a response to privacy concerns about content on the internet. The question remains, how does it fit into an online strategy?

Google+ is now the second largest social network behind Facebook. Its search capabilities and ability to evolve make it an important player. The down side is that not many marketers have embraced the platform.

Video continues to grow. Showing, not telling is still the best way to present information. Using Podcasts, YouTube and Vine make it easy to create and distribute video content.

Change is the norm and so as we review what we did last year and prepare for 2014, the important thing is to find the channels that work for your business.

Happy Planning!


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The “New and Improved” Buggy Whip?

Buggy WhipEver feel as if you are designing and promoting the “new and improved” buggy whip? A product or service that seems obsolete. Or is it? Many companies are using online strategies to re-invent themselves.

For example, the used car magazine that offers its inventory online. Customers can browse and get consumer feed-back on each product. What about the online coupon market and the fact that we can now buy almost everything online?

Take another look at your processes and procedures and how you interact with your customers. There might be a more effective way using online strategies. Today’s customers go to the internet first, do their research and then decide when and where to buy.

Business renewal is the key to maintaining your place in the market. How do your customers like to interact with you? When you can answer that question, you can design a process that works for your business.

It can be as simple as displaying your products on Pinterest, facilitating online ordering or providing customer service on an interactive website. Always remember, make it easy for customers to contact you online and directly. Make the buying process easy. Reinvent the “buggy whip”.


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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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The Marketing “Easy Button”

The Marketing "Easy Button"Everyone in the know, says that you need an online strategy. But, how do you develop and sustain one? Sometimes it is impossible to effectively support all the Marketing initiatives required to implement and even more importantly maintain one . You know what you think when you go to a site that has not been updated since…2000. We have all seen them.

There are many estimates as to how often you should post. Once a day, once an hour, once a month – the frequency usually depends on how much time a business can spend on Marketing. The best approach might be to post when there is a new promotion or something interesting is happening in the business.

If this is still not often enough then providing information on customer and industry trends is a good way to keep the dialog going. A good place to start is to develop a publication schedule. Next, recruit writers. If there are enough resources available some should be from within the business. If not, there are many consultants that can help you.

The same approach can be used in other areas.  Newsletters are a great way to contact your customer base. A great newsletter sent to an up to date distribution list is worth its weight in gold. Remember that your Facebook page can be used as a website, you can update it as often as you want to. Add promotions, coupons and anything else that appeals to your Target Market.

Remember that sometimes we all need to use the “Easy Button” and call someone.