Lucky for you, most local businesses don’t harness the power of marketing and they don’t understand that the better you market your goods and services, the less selling you have to do.
Some local businesses are from the old school and have always relied on old fashioned word of mouth. There is no problem with that but if you’re relying on word of mouth alone that to get new customers then you’re probably missing out on easy money.
I know for a fact that there are businesses out there that want to market their products and services but just don’t know how so they waste loads of money marketing the wrong way and not testing what they do. This can ruin a business very quickly.
There are also businesses that do just one or two things to market their business and have no idea how to expand their reach or don’t have the time or cash to. This is probably most small businesses. What this means for you is that if you can just do one or two additional things to get more people in touch with your business then you will be doing more than most of your competitors and have an advantage over them.
Here are some things as a local business that you can look into to market your business and help make more sales and more profit.
Internet marketing is great when you know what to do and how to do it. When done well over time it can establish you as a dominant authority in your local community. Any savvy business owner will be using the internet to get in front of potential customers that are searching for their products and services online.
Pay per click, Search engine optimisation, email marketing, video marketing and social media all fall under internet marketing.
Search engine optimisation or SEO is all about driving free traffic to your website based on the key words people are using to search for businesses online. SEO is a great way to get new customers however the challenge here is knowing how to do it and the time it takes to get it done. In the past it was all about links to your site from other authority sites but google are constantly changing the way your website gets ranked. It’s a good idea to hire an expert to keep on top of your seo to assure you are doing the right things to get found. Right now it’s all about good fresh content on your site and the power of social signals.
Pay Per Click
If you want to send a heap of targeted traffic to your business’ website the quickest and most efficient way to do it is to buy it. Now you can put your business’ ads online on sites like Google, Facebook and other websites where your customers are hanging out and only pay when they click on your ad and get sent to your site. This is fast, effective and reliable. Your ads can be text, pictures or videos and the results can be outstanding. Be very careful with PPC because without proper guidance you will blow huge amounts of money on things like the wrong adds, the wrong keywords, irrelevant landing pages, huge competition driving the price of clicks up, and a list of other potential hazards.
If you aren’t building a list of your potential and existing customers and emailing them your offers and specials then you are missing out on a free and fantastic way to get more business.
There are great ways to build your list that are focused on giving your customers a great experience with your business whilst building loyalty and trust.
People are talking about their experiences with business’ everyday online on sites like Facebook, twitter, google+, linked in, pintrest and more. Social media is all about word of mouth on the internet. If you’d like to get people talking about your business then get social and be seen in these websites.
People love watching videos. If you don’t have at least one short video outlining what your businesses does and why people should buy from you then you are missing out on one of the coolest ways to connect with your potential customers and get your message across.
You can have your video play on your website, on other peoples websites, on social media sites and on video streaming sites like you tube where people can learn about your business in a cool way.
Word Of Mouth and referral
Word of mouth has always been and still is a powerful ways to attract new business. A good experience at your business can lead to the message being spread and new customers can just show up out of the blue.
Beware because word of mouth can work against your business if your customers have a bad experience.
Passing Traffic With Great Signage
If your business is in a location where your potential customers are walking past every day then you should be taking advantage of your shop front with effective signage to imprint your brand and entice customers into your business.
Local Flyer Distribution
Ok people this is probably the most under utilised yet super powerful techniques to get new local customers to come in and buy from you. The trick here is to have a great offer for your business. An irresistible offer that creates value and earns your flyer a place on the fridge. With the opportunity of a few people per household in your area seeing your flyer, it’s well worth the expense in return for the lifetime value of that new customer. Once you have them, serve them well and keep them forever.
The thing you have to watch out for with this method is who you use to distribute. Remember the less you pay, the more likely the people distributing your flyers will be paid less and there fore there’s a risk of your flyers ending up getting dumped. Do a bit of research and see if you can use a system that tracks the distribution by GPS and has a delivery guarantee. If you’re in Australia feel free to contact us for the best value distribution service that we use and recommend.
There are loads of free and paid directories where people will go to find a product or service locally. These directories come in the form of print in newspapers and phone books and also online. If your business is not listed in directories then you could be missing out on getting found. Be careful because some directories are super expensive and you might not make back what you spend to be in them.
Track and Measure
The biggest tip I can give you is to track and measure the effectiveness of your marketing. Use google analytics to see where your traffic is coming from. Use unique tracking phone numbers in each of your different marketing campaigns. This allows you to see which number is being called the most so that you know what is working and what is not.
When you know what is working you can do more of that and cut out the stuff that doesn’t work. This can save you loads of money and heaps of time doing the wrong things for your business.