Most businesses rely on referrals and word of mouth advertising. But when it comes to getting new prospects–it’s not always easy to find them.
In Podcast #33, John Verlin discusses 6 Ways To Market Your Business Outside The Box that will build customer engagement and provide an on-going online presence for good or bad times!
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Marketing Your Business; 6 Ways To Market Your Business Outside Of The Box, Podcast #33!
Host: John D. Verlin
Good afternoon. John Verlin once again with On Demand Advertising Solutions, podcast #33.
I wanted today to talk about a good article I saw last week in Entrepreneur magazineonline by a guest writer named Dan Stalco about 6 Ways To Think Outside The Box in marketing your small business.
And what I’ve been saying over the last six or seven months in these podcasts is similar to what he’s talking about.
He has a couple of other ideas I’d like to share with you.
Before we get started, I wanted to bring up a quick question to you. How do you use the media today?
How do you use social media? Well, the reason I’m asking is I want you to think about this, because today my girlfriend and I are going to a Ciderfest.
And we knew about it, found out about it on our smartphones.
It had a map of how to get there. It dawned on me how often we’re using this. She saw it advertised on social media from a post.
Had that not happened, I never would have known about it. It was on Facebook in her city.
So, had we not been following or liking social media, we would not have known about this event. So we’re looking forward to go to it.
And I’ve also started, well I’ve “liked” my sister in law’s daughter. It sounds kind of funny—but she has been posting on Facebook almost everyday. And this isn’t just, “oh, here’s a picture of my daughter and I”.
It’s “oh, how do I get over this headache?” What do I do about this? She lives her life through it. Now I don’t do that.
I will post every now and then on Facebook or something personally. Photo’s of my cats, some place I’ve been, whatever.
But there are—and I don’t know how many under forty year olds, post regularly. And they live their life through it. I know that sounds crazy but that is the reality. And if you’re younger—it’s just he way it is.
I actually came back from a walk out in a park today. Two girls were sitting on a rocky trail I was walking on, in the shade, looking at their smart phones. Checking stuff. I didn’t say this but I’m thinking, shouldn’t you guys be out walking getting some exercise instead of sitting under a shade tree on a walking trail on a park looking at your smartphone?
That shows you how engaged people are with these things.
So, six ways to think outside the box in marketing your business. First one Dan says is to get personal.
Everyone loves to hear there name. We all know this. Sometimes we forget about it. Let me give some examples—like personalized M&M’s. Like, John—here’s your M&M’s.
Or Coke will have “America” or the name of a sports team or something to get personal to target who they’re trying to reach? And that is always there.
You know, high school football teams, basketball teams. They associate with the name of the team. Because it’s the name of their team.
Well you can do the same kind of thing with your products or services for your customers.
You know, to the Kansas City Missouri Chamber folks—welcome!
Get a 10% discount. Whatever that is, the more personal you get the better? And I think this has gone back for years. Everyone wants to see their name.
If you can do that. Maybe get a birthday cake—Mary, happy25th birthday! She’s thrilled because her name is on it. So that’s the concept.
The second one is to promote customer engagement.
Now this is what we’ve talked about with social media. He talks about having a “selfie” campaign and you can encourage people who are following you or liking you to tag your business.
Or post it or re-post it. You can add a prize component. Do this, enter a hashtag and you’ll be entered in our drawing, raffle or a hundred dollar gift certificate. Whatever you want it to be.
Promote that type of engagement so that they will want to forward it or share it with fifteen of their friends.
To get more mileage out of your social media. And it ‘s great for marketing. It doesn’t cost anything and it makes them feel instant worthy.
Photo ops—I think of the CEO, John Legere I believe his name is with Verizon (oops, T-Mobile!)
He’s got a picture of him in all of his social media posts travelling around the world from meetings and different things. He’s with mascots or whatever.
He’s always wearing that magnata—or pink I guess. But that’s an example.
He’s using social media to promote a selfie in all of these things so you remember.
The third thing he talks about is saying thanks.
We forget about this sometimes but thanking your customers. TD Bank found that 17% of consumers like when brands demonstrate their appreciation.
Well, it’s not real hard to figure that out. We sometimes forget them.
And if you’re a small business your customer base is huge—meaning it’s very important. They need to be thanked.
You can do that in a variety of ways obviously. Send them a gift card. A discount on their birthday. I think about Baskin-Robbins.
I’d get a free ice cream cone on my birthday. As a kid I’d go there everyday (year) and I was looking forward to that.
What a great opportunity maybe to do that.
We’re going to give you a free something. Buy one get one, whatever on your birthday. Personalize it like that to thank them for being a good customer.
And guess what? Is the competition doing any of this? That’s something to keep in mind.
The fourth thing he talks about is to develop a loyalty program.
And particularly if you’re losing customers, you’ve got to establish a way to cultivate repeat business.
He says that 80% of Gen Z consumers are willing to sign up for a loyalty card in exchange for deals and discounts. It could be anything like a punch card, an app—I happened this past week to download a McDonalds app. I felt kind of silly but I did it to get a free sandwich.
I’ve yet to see the free sandwich on the app (I eventually found it). I fell for it. That’s an example. Download your app, give them a punch card. It could be a membership in a reward program to keep them coming back.
McDonalds is actually a great example. Buy five frosty’s get one free.
Utilize Linkedin—that’s the next one.
Linkedin is probably not used as much as other social media but it is for small business. I use it everyday along with Facebook and Twitter. Occassionally Instagram for posting my business.
I post everyday on Linkedin. Because again, it’s going to be small business owners who might need my services that will see what I’m posting.
And you don’t need a who lot of return on that.
I had a lady earlier sent me a message wanting to be in my network, my group.
And that’s another thing he talks about on Linkedin is creating groups where you can reach out to other small business owners and prospective customers in your area to get involved in your group.
And you’re posting things of interest. Maybe its an art group or a marketing group.
And finally, the last thing he says is—and this should go without mentioning…but survey your current customers.
Ask them, what do they like? This again, it all comes down to the customer experience. Enhancing that.
What is it they like. What is it they want more of? This is all critical. To be able to get in front of them with your marketing to make an impact.
So just survey them. Again you can include like a raffle type component in your survey.
You’re going to give away a $100 gift certificate or whatever and they’ll be entered in that. But that’s really critical.
We’ve talked about this in the past but it’s all about getting to know the customer, staying in front of them, communicating with them.
I sent a post out scheduled for a couple of days. And this really is true. You think about your business.
How good are you in your business or products in compared to your competition, in your mind, number one. Number two, how good are you?
Well, you may be great. You may be number 1. But guess what? It doesn’t matter if nobody knows about it.
And that’s why all of this is so important. They have to know.
They have to know what you’re offering.
They have to know why you’r so good.
That’s why you have to build a marketing platform. To establish your credibility. To establish your trust. They feel better about you.
Then all of your marketing and advertising zero’s in on that to build that experience with them so they’ll want to do business with you and come to you not the competition.
We’ll talk to you next week!
All podcasts are recorded by Verlin Studios / Gardner, Kansas
Copyright, John D. Verlin 2017