Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.
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Three Focus Areas Guaranteed to Attract Local Customers to Your Small BusinessAs a small business owner, attracting local customers can be essential for your success. Marketing is a vast ocean of possibilities. How do you narrow things down to focus on neighborhood marketing for your area? Using the three focus areas of your current customers, reaching out to local customers, and using technology to your advantage creates a scaffolded marketing plan for success. 1. Use Current Customers as a Foundation Your current customers are a gateway to gaining new customers. Turning your customer base into brand ambassadors can offer word-of-mouth advertising and reach more local consumers. Your customers are walking advertisements for your business. SEO specialist Semrush notes that "64% of marketers agree word-of-mouth is the most effective marketing", surpassing paid advertising. Using Promotions and Communication to Build Brand Ambassadors Consider running promotions like a two-for-one special when a customer brings in a friend, group rate incentives, or referral rewards. A bonus promotion like a punch card can help create loyal, repeat customers. Continue to communicate regularly with established customers. Coupons, free gift-wrapping, delivery discounts, follow-up emails, and surveys all help to make your customers feel valued. Focus on establishing satisfied customers to deliver your communication with a call to action for referrals. Creating a communication strategy with your existing customers can include reconnecting with patrons you haven’t seen in a while to draw them back in. Noticing their absence and creating that feeling of value can also lead them to mention your business to others in the area. 2. Expand your Reach with Networking While your existing consumer base can help generate new customers, networking builds the next level. Discounts and promotions for new customers can help bring them into your business. Reaching potential patrons can be done in a variety of ways. Finding businesses with a similar customer base can help you reach potential shared customers more effectively. Networking at small businesses or chamber of commerce events will allow you to connect with compatible partner businesses. Consider the meetup gatherings in your area. Sporting events, shows, or even creating your own event can provide opportunities to reach potential customers. Corporate Social Responsibility Giving back and supporting the community will get your business positive attention. There are many ways to accomplish this: sponsor community or school teams, participate in fundraisers, toy drives, charity events, or community gardens. Taking out advertisements in local or school publications can be a low-cost way to reach the community. Anyone with a yearbook still on the shelf knows the longevity of those advertisements. Educating and informing people about your business can allow you to become a subject matter expert. Attending and speaking at PTA meetings, libraries, and industry events and working with volunteer organizations offers your business the opportunity to build brand recognition and positions you as a trusted expert. 3. Use Your Website HubSpot notes that 97% of customers searched for and found a local business online, with 88% of those searches resulting in a call the same day. Ensure your small business has an updated, mobile-friendly website and is easy to navigate. Consider offering an automated concierge or FAQ page on your website to help searching customers find the information they seek. Tap into your search engine rankings and strategize how you might drive organic traffic to your site. Don’t be afraid to reach out for help with design, blogs, or marketing. Since 63% of consumers purchase from apps rather than websites, consider creating an app for your business. Apps are a great way to simplify sales, keep ongoing interest and communication, and create a sales funnel for your customers. Online reviews boost trust and traffic Use social media to make the most of your advertising budget. Establishing a social media presence will help you connect with other local traffic sources. Social media will also create a place for you to advertise contests and for your brand ambassadors to shine. Use online rating sites to your advantage. Consumers will frequent a business with four stars or more and often search for business reviews before visiting an establishment. The most important thing with rating sites is communication. Responding to positive and negative reviews demonstrates valuing people and their opinions, which reflects positively on your business. You can bring this full circle by communicating a call to action for reviews. Posting signs in your business, using customer emails to encourage reviews, and posting positive reviews on your website are all ways to cultivate a strong relationship with your customers. Works Cited: https://blog.hubspot.com/marketing/local-marketing https://wedevs.com/blog/308897/proven-tips-to-attract-local-customers https://www.businessnewsdaily.com/15109-identify-your-customer-base.html https://www.semrush.com/blog/word-of-mouth-stats/ |
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