Offline Marketing Still Gets Customers

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Shortest way to customers?  Face to face marketing.  Read how:

Shockingly,  the solution for finding new customers quickly these days ISN’T social media.   Customers for local businesses are staring them in the face…literally.  The people who’ll become your client are usually standing across from you at a networking event, are sitting next to you at a BNI meeting, are the customers of someone you know.

I know, I know.  I get plenty of  business owners asking me questions over social media.  Social media channels like Facebook, Twitter, Reddit, LinkedIn, Instagram and Pinterest are invaluable tools in getting your message out.  They’re white-hot in terms of publicity and attention.

But, white-hot media doesn’t make it a great choice I caution local business owners that it’s requires planning and investing time. While the Internet is an invaluable marketing tool, sometimes you need to get customers faster than waiting for someone to like your Facebook page and interact with you.  Gathering followers and likes on Twitter and Facebook can be done rapidly.  Turning them into paying customers is a different proposition.

The highlights the value of “old-fashioned marketing” in their article 13 Traditional Marketing Strategies You Can’t Afford To Ignore, and FIVE of 13 tips cited face to face events to meet potential customers.

Here’s a couple of tips:

On-Site Activities

“When it comes to traditional marketing, I still invest in on-site marketing activities such as events and sponsorships. On-site marketing is not only a great way to make a lasting connection with your target market, but also provides the opportunity to capture great content such as photos and videos which are perfect to release via your social media channels.”

Kevin Tighe II | Co-founder and CEO, WeBRAND

Local Events Pay Off

“Yes, events IRL (in real life) are beneficial for the customer to jumpstart a relationship with the company and to get hands on with the product. This will encourage the customer to spread word of mouth which is the most influential and valuable part of marketing because it is means more if someone else has something to say from their personal experience and familiarity with the product.”

Lane Sutton | Social Media Coach, Social Media from a Teen

Networking in Person

“I don’t budget much for most traditional marketing, but I’m always willing to pay to attend an event or a conference. In-person networking always pays out a major return on my investment.”

Thursday Bram | Consultant, Hyper Modern Consulting

I get it.  Spending a couple of hours working on social media seems more efficient than going out and talking to people.  It’s time consuming developing relationships.  You can’t easily measure the results like you can when you get a new like or follower.  I know.

Yet, all that body language, all those things we see and experience in the presence of others just can’t short cut the marketing process like a live person can.   You’re just going to have to suck it up and get out there, cupcake.

Over the last 2 years, I’ve knuckled down and gone to lots of networking, some times when I wanted to stay home and empty my DVR contents.  I’ve attended conference to better my skills and resources.  All this while I spend time writing this blog, developing my Twitter and Facebook accounts and postings.  Over and over, when I staked my claim in local marketing expertise and got clear about my market, it just got easier and easier to meet people.  My enthusiasm jumped.  It’s really, really starting to pay off in new business and referrals.  All of this coming from developing relationships in person.

Here’s a short list of face to face marketing activities:

  • Structured networking like BNI and Le Tip
  • Informal networking at Chamber of Commerce, Rotary, community events
  • Business showcase or local expo
  • Seminars and conferences you attend
  • Seminars and talks you give

9 Face to Face Marketing Tips

  1. Find the Time Vampires and stay away from them. You never know when you meet people where it will lead but, it’s okay to do a gut-check and not take a business card or make a commitment to follow up.
  2. If you attend an event you didn’t create, be respectful of the event producer by introducing yourself, not hogging the platform.
  3. Create a little goal for yourself at each event: Collect 3 great contacts, introduce 2 people to each other, find someone you can refer.
  4. Respect people in a trade show booth.  They paid to be there.  You don’t get to take advantage of their largesse by running around and advertising to them.  Look for strategic relationships at showcase events. Mnimize the time you spend in their booth. Commit to follow up.
  5. Don’t let others influence your opinion of an event or group.  What’s good for your friend, might not work for you and vice versa.  Look for groups that fit you.
  6. Structured networking can seem daunting but having goals and objectives help keep everyone accountable.
  7. Raising your profile by creating your own events takes work.  Consider partnering with someone or getting professional help.  Don’t let your fear stop you, though.
  8. If you don’t want to create your own events, find out where you be on a panel or speak at someone else’s events.
  9. Lastly, do your face to face with an open heart.  Give to get.  Remember that it’s an imperfect human you’re dealing with.  They may need a little gentleness from you.

Traditional marketing isn’t done.  And, face to face isn’t done either.  Reading body language, listening to tone, seeing what’s in front of you.  Humans will never be done with in-person contact.  We’re smart and smarter than a compute (except for calculating huge equations.)  In a technological world, I say it’s more crucial than ever to keep pursuing interpersonal relationships to push your sales higher.

 

 

Create Impactful Marketing With One Key Ingredient

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Action-Packed Marketing – How A Call To Action Is the Most Important Marketing Ingredient!

Every year, I spend the day before Thanksgiving preparing my world-famous mashed potatoes. Well, at least they’re famous in my family! The key ingredient in the potatoes is salt. In the cooking world, salt is the beginning and end of ingredients. Even dessert and pastry cooking requires salt to enhance the sweetness. Yes, I know that it seems that the potatoes can end up tasting just like salt and nothing else but trust me, that’s not the case. You get great potato flavor with the Yukon Golds I use.  Try leaving salt, even a pinch, out of your baking and see how it goes!

Key Ingredient

In local, small business marketing the key ingredient is a “call to action.” If you’re a big, national company like Coke or IBM or Target, you can do “image” or “brand” advertising. You can splash your logo on things and, then, you don’t even need words for people to recognize your company mark.

You, small business owner, don’t have the budget to get that recognition. That means that your advertising is doing double-duty. You are getting your brand out there AND using a call to action to generate response. You don’t get to cheap out on your brand identity. You just don’t use it all by itself.

The basic call to action is where you ask the reader/viewer/listener to DO something like “Call for a quote” or “Visit our website” or “Ask for a free consultation.”

Got An Action, Now What?

Okay, you have to have a call to action that is

a) suitable to the media – i.e. – click here for a website, visit our website in a print ad

b) suitable to the step in the sales cycle – i.e. – click here is low risk, call us is high risk

The more someone knows you and your business, the likelier they’ll take a bigger action. It’s progressive. Figure out the steps for your sales process and find marketing actions for your prospect to take each time.

Great List of Calls To Action

From the book, Words That Sell by Richard Bayan, here are some calls to action to insert in your marketing.

 

Part 1 – Prelude to the action

Do it today.

Decide for yourself.

Interested?

Act now!

Convinced?

Put our ideas to work.

Check it out.

Time’s running out.

You’ve waited long enough.

 

Part 2 – The Action Statement

Send for our free catalog.

For more details, call your…

In a hurry? Call….

May I hear from you soon?

Come in and introduce yourself.

Register for the event here.

Sign up and get your free____ today.

Just drop us a note.

Bring this coupon in.

 

You get the idea. Buy that book for even more great ones.  Now, let’s see how you use your call to action to improve your results.