I have written before about how surprise and delight carry so much weight with customers.  Your customer and prospects love to get more that what they expect.  So why not wow them with your customer service? 

All they expect is courtesy and when you go beyond that you are on your way to building customers for life.  So why do so many companies continue to ignore it?

But how about some concrete examples that will make your customers not just like you, but love you.

Restaurant:   Empower your servers.  Let them solve problems as much as possible.  Don’t make them go to the manager when they know how to resolve a problem. 

Let them take care of their regulars by giving them something (small) for free.  Not every time they come in but sometimes.  I love being remembered.  Grocery stores reward loyalty, why can’t your restaurant?

The second part of this is to reward your staff when someone says something good about them.  It is simple reinforcement of good behavior. 

Retail establishment: Let me illustrate this one with an example.  One 4^th of July when I was younger we bought a bagful of fireworks paid and left.  But if you have ever bought fireworks you know that you usually get a little something as a premium.  Maybe some sparklers.

This time, nothing. 

When we ran out of those fireworks (we ran out of fireworks a lot) we went to a different fireworks stand.  There along with our purchase we got a handful of freebies.  We told the owner what had happened at the other store and she gave us extra just to "make up" for not getting extras at the original stand. 

Where do you think we bought our fireworks from then on?

Service industry:  This is where true customer appreciation is most important.  Show your customers some extra love by how you do your job.  Your competitors are probably trying to do the bare minimum to get paid.  So go above and beyond. 

For instance, if you have a landscaping business, , offer advice so their petunias grow better, or how they can keep deer out of their yard. 

If you own a professional business, be free with your advice.  Not only is it great customer service but you build trust, and as we all know people work with people they trust (read like).

So I hope I have given you a couple of examples that you can use in your day-to-day business in order to build customer loyalty and retention.  If you want additional free advice download 366’s free EBook “5 marketing Tips for Small Business”

 

 

According to a recent article, small businesses say they don’t consider social media an imperative to business.  However, they say word of mouth is very important.  That seems like a disconnect to me considering social media marketing is word of mouth!
 
In fact social media is the most powerful of word of mouth.  Here's why.

Unlimited:  Word of mouth happens online at the speed of the keyboard.  And the audience isn't limited to your best friend or buddy at work.  The potential audience is billions strong.  Word of mouth has always had weight.  Now combined with social media it has breadth as well.

Expanding:  Along the same vein is that now word of mouth can build.  If one person says something negative and another agrees, the audience has grown exponentially.  It can go from one network to another and to another.  Or conversely, if someone says something great and no one else agrees or pushes the conversation it can die.

Unending:  When someone posts something online there is a good chance it will be there a long time. What happens on the Internet stays on the Internet.  Forever, in many cases.   That means that mistake from years ago, can still sabotage a sale today.

So why is all this seemingly negative information great for business?  Because you can see these conversations and respond to them.  In a traditional word of mouth scenario, it people share something negative and you never hear about it.  All you hear is that new customer never calling.

But with conversations happening in  social media not only can you hear the conversation, you can shape it.  You can respond to complaints and turn a brand killer into a brand barbarian.

Social media has been described as a cocktail party where everyone is invited.  You should go.  Find out what people are talking about.  Be available and start a dialogue.

And check out our new E-book 5 Marketing Tactics for Small Business.

First of all, what is a QR code?  A QR code is simply a 2d barcode.  It looks like the picture right there.  You know, the one that looks like a QR code. 

You’ve probably seen them around, but might not have realized what they were.  Or more importantly, not realized what they can do for your business.

Ok great….so what does it do?  With a simple program you can embed information into the QR code so that it can be read by a Smartphone.  For instance, the contact information on the back of your business card. 

The great thing for a small business is that it solves one of the main problems between marketing in the real world and marketing online.  You can now lower the disconnect between the two.

Instead of hoping that your potential customer remembers your message and searches for it online (and your SEO is good enough that they find it), with a QR code one click can get them exactly where they want to go.

So as a small business owner how can you use it?

A QR code can help foster engagement.  Let’s say a potential customer sees your ad where you offer a 10% off coupon they can download.  They simply scan the QR code and get the coupon.  And of course you give them the opportunity to sign up for your newsletter, so they can get coupons in the future.  They get something they value and you get a way to connect to them again.  

In b2b marketing you can use the QR code in trade shows or on a piece of literature.  It allows your customer to connect with you quickly.  You can also send them to a targeted page. 

Let’s say you put a QR code in your brochure about SEO.  The QR code can direct your prospect to a page that specifically pertains to SEO vs. say your online relationship management.

A QR code gives shopping in a brick and mortar some of the benefiets of shopping online.  Not the shopping in your underwear advantage, but some of the other ones.

You can add a QR code beside a product so users can read reviews and even compare prices.  I buy more now in the stores vs. online because I get the advantage of seeing the product in real life combined with reading customers reviews..

Well I hope this gives you some ideas about how you can use QR codes.  There are numerous creative ways small business can use QR codes to increase sales and help their customers. 

Want to talk more about creative ways you can use QR codes to market your specific business?  Contact 366 for a FREE one hour marketing consultation.  We promise at least one actionable tactic you can put into use to increase your marketing efforts.

 

 

 

 

 

 

 

 

 

 

 

Secret marketing strategy weaponry  time, boys and girls.  That’s right, time to bring out The Velvet Rope.

Not the best secret weapon in a street fight, but it can be pretty effective as a marketing tool.  In a street fight you would want the velvet chain. 

Anyway, here is the top secret philosophy the secret marketing weapon is based on:

People want what they can’t have. 

 Pretty deep, huh?  I named the approach after the velvet rope at clubs.  You know the one has the long line coupled with a tiny list and big bouncer.  (I think, sometimes promoters pay those people to just stand there). 

You especially  want what you can’t have, when other people get it. Your new purpose is to get through the velvet rope, no matter how long you have to stand in this line, in the cold, dreary rain. 

So when you do get a chance to get in, you are super happy and impressed that you are one of the lucky few.  If you want to get all Maslow’s law-y it fulfills your need to have achievement and status. 

The game is to make what you can have seem like you can't have it.  Not unattainable (I think I will call that the Rolls Royce strategy).  Your customers just have to put a little effort in to get to the "vip" status.  That's the whole key to the marketing strategy.

Here are 3 tactics for using the V.R.S.

Event:  Prospect and customers get into a closed off area by meeting a prearranged criteria before the event.  Signing up for your email or being a loyal customer, whatever you decide.The closed off event has better food, drinks whatever will appeal to your targets. 

 The key is to recurring events is to give the "rabble" a chance for next time. 

 “Oh sorry you had to do ‘this’ to be involved today.  But if you want to do ‘this’ (whatever the next entry is), now, we can make sure that you will be included in our VIP club next month.

 Online:  Let’s use facebook as the example.  You can build a “like wall” so that only people who like your page can see your preferred customer perks.  That might be coupons, interesting video or premium content. 

It works for a b2b company too. Put a white paper behind the like wall.  

That’s the key.  Make what’s behind the wall have some value to people looking over the fence.  Make sure your language conveys the benefits of being a member, the advantage of being behind the velvet rope. 

Storefront:  Wine and cheese  might work especially in a high traffic area.  A closed off event for only the "best" customers.  Do a preview sale one day.  Be sure to advertise with a sign and on social media that for those certain hours you will be closed to the general public.. 

Want to see how The Velvet Rope strategy might work for your business?  Contact 366 marketing for a free marketing consultation.

I struggle with blogging for my business, too.   It's kind of a chore.  Sure you get to write your thoughts and be creative and junk, but man the golf course is calling.  Or twitter or TV or anything else.  It’s a lot easier to not do it, than do it.

 Here are the reasons that I force myself to keep it up.

 Search engines love blogs.  They are in love with new content which the blog supplies. 

 Google is like the cool kids in high school.  Stuff (i.e. content on your website) gets old quick.  They want to find the the new and cool thing. 

 Oh it's that, awesome, let's like that!

 Also when you do it right, you can have very targeted content, another thing that the search engines love.  When people type a key phrase into Google the search engines want to deliver results that the person wants, so they make sure that it is relevant content.

 It also gives you more places for people to find you on the web.  Search engines want as many options as possible to present to someone searching online. 

 So every blog article functions as another page that the search engines can index and leads back to your site.

 Your customers and clients love your blog as well.  Everyone wants to be more involved with the companies they work with.  Blogging is a way to cut past all the marketing and corporate speak and get to the actual relationship.

Also if you are doing in right (i.e. to educate your customers instead of just selling them something), everybody wins.  You are perceived as a thought leader and your customers become more knowledgeable.

 So whether you are considering starting a blog for your business or thinking about whether to write that new article or to go to the beach….well go to the beach.  But while you are sitting on the sand, watching the sunset, write down notes for your next great blog article.

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Shh, I am going to tell you a secret.  

You ready?  

Selling the steak makes a lot more sense than selling the sizzle.  This is doubly true in regards to online marketing.

I know it sounds weird.   Especially to those who aren’t used to someone in marketing telling them something that would have the boys at Sterling Cooper spinning.

But what is the sizzle with internet marketing?   It is the flashy website with a ton of production value.  And cool widgets that move and flash and dance (hopefully metaphorically). Video, flash, but not a lot of, well steak. 

And the steak is relevant content.

I want to be clear that this post is not  to beat up on my graphic and designer friends.  Design is very important.  And clearly very hard.  I know this since I can’t do it very well.

However it isn’t as important as people tend to think.  Functional trumps pretty every day of the week.

Here’s why.

Beauty is Less than skin deep:  You can have the most beautiful website in the world, but if people don't find it relevant it doesn't matter.  Google values links over everything else.  If you aren’t relevant you won't get links, hence you won't be valued by Google.  (Hint: value translates into a higher ranking). 

Search engines don't have eyes.  The way Google or Bing sees your site is not the same way a human sees it (at least not yet).   You have 2 markets to appeal to, humans and search engines.  Both value good content.  Only one values design, and even to them it is secondary.  So where do you think the most value should be placed?

Pretty doesn’t convert.  How a website functions and how easy it is for someone to use drives conversion on your site.   Conversion is when someone does something that you want to happen, i.e. buy something or signup for a newsletter.  Having the newest gizmos or a cool feature can distract from conversions instead of enhancing them.

If people can't figure out what to do on a site the website isn’t doing its job.  Build for function first and foremost.  Design is just the icing on the cake. 

Or steak. I think I confused my food analogies.

If you want to learn more about how 366 Marketing can help you with online marketing check us out here.  Please follow us on Facebook for more impromptu tips on online marketing, and occasional ones on cooking.

I like to cook, so I do a lot of the shopping.  As I walk down the aisle looking for the right ingredients for whatever marinade I have decided will save my often overcooked pork chops, I see toddlers grab their parent’s hand and drag them to what they want.  What they want is usually chocolate based and heavily fortified with sugar.   Occasionally this tacit will work, but most of the times it fails.

Why? Because the parent is not in the “buy my kid something to rot their teeth” mindset. 

And I got to thinking that is the way you market your business?  Are you walking up and pulling on your prospects hand and pointing to what you want them to buy? 

Of course not, you say.   Well ,i don't think I am.....Well maybe you aren’t literally grabbing them, but perhaps you are figuratively.

Answer these questions.

•   Are you sending unsolicited emails?  
•   Are you calling them again and again?  
•   Is your mailing list from the phonebook?

Why are you harassing people that won’t or can’t use your product or service instead of focusing on providing your service to people who can and will use?  It’s a waste of time, money and effort.

So what should you do?

Get a website:  It is 2011, people.  Some cats have websites.  And not like famous cats either, regular cats.  I understand if you don’t have the time or knowledge, there are lots of people around you that do (just saying…)
The main advantage of having an optimized website is that people who need your service can see what you do and see if they want to give you a call or contact you.  How great would if for your phone to ring instead of constantly dialing out. 

Use Social media:  People are out there talking, they need your help.  Why won’t you go help them?  And you don’t have to be on every site, pick one to start with like facebook, or LinkedIn and work on building your network. 

Help people and direct them to your site and your idea/product.  Post information that deals with your industry.  Be careful not to just use a bullhorn to announce your business.  You are here to help, after all, not just sell.

Get Involved:  Join the chamber of Commerce, get involved in your community, and volunteer to lend your services to an organization. 

People want to work with companies who care about the community and other things beside the bottom line.  

Reward your Current Customers: Give people the tools to share your ideas and business and give them the motivation to share you with the world.  Whether it is a loyalty card or just the fact that they “know a guy who can help”

Hope these suggestions help you get more inbound leads and help your marketing efforts.

If you would like personalized Internet Marketing consider contacting 366.  Also sign up for our Small Business Marketing Newsletter.

I recently saw an article about how small businesses should Get Your Employees on the Social Media Bandwagon .  There were some great suggestions about how to educate your employees and the payoffs your business can receive.  Since this is a great idea for both small and medium business marketing I thought I would chime in with my own thoughts.

The beauty of having a team instead of relying on your own effort means that overload can be staved off.  And since the search engines love fresh content the more people you have helping you the more content you have out there.

There are a variety of tools that you can use to manage the effort and to jumpstart your team.   For the purpose of this exercise I will assume you are already on the “Big 3” and want to better leverage your team (bear in mind these are my “big 3” Facebook, Twitter and Linkedin).

No. 1:  Create a company page for Linked In .  Large companies have one, why can’t you?  With the advent of “following on Linkedin” this can be a powerful resource for small to medium size businesses.  

The advantage is that once you create your businesses page, your team is joined together when they say they work at your company.  If your team is engaged on Linkedin it becomes a powerful recruiting and lead generation tool.

No. 2:  You really can’t write anything about social networking without mentioning Facebook , can you?  With the advent of “Groups” and the continuation of pages there are a lot of options for managing and coaching your team.  You can also use the new “groups” for a private network, as well.

And of course there is your company Facebook page.  This page can function as a mini site on Facebook.  A word of caution; be sure to create a page and not a profile.  Profiles are for people and pages have some cool analytics that profiles don’t.

No. 3: Simply put more faces your company has on Twitter the better.  Just make sure that you are all pulling in the same direction.

Using a product like hootsuite you can exponentially increase the power of the group.  Using the pro you can manage your team to make the sum more than the parts.  It can make all the team members into, well a team. 

The great thing about hootsuite is that you can control a variety of social networks from one dashboard.  (I use the pro, I think it is around $5 a month) .

A couple tips as you launch your new wave of awesome.

• There needs to be guidelines enacted, but don’t stifle your team members.  You want to use this to give them an outlet to be a person and carry on conversations. 
• If something backfires, admit the mistake and correct it.  It is a brave new world and your business should be a part of it.

If you need some help feel free to contact 366.  Oh, and you can follow us on facebook  ,twitter and Linked In too.

I wrote previously about how powerful a thank you card can be.  Everybody loves to be thanked and the personality of a properly executed thank you card can do wonders.

So we agree about the need, but when do you break out the quill and ink?

New Business:  You received new business from a customer.  This is the best and most exciting reason to send a thank you card.  You are excited and the client is energized about their new partner.

It can also help cement the relationship, while reassuring them that they chose the right partner.

Proposal:  They let you submit a proposal or a bid to them for new business.  You are thanking them for the opportunity to win their business.  You know they didn’t have to let you in the door, but they did and that deserves a thank you.

Referral: They referred you to someone else.  This clearly deserves a thank you because they went out of their way to mention you. 

People love to “have a guy” who they can refer, whatever industry it may be in.  A car guy, a pool guy, a money guy, a (plug here) marketing guy .  So when people refer to you as their “guy” (by the way I think guy is an appropriate moniker for both sexes in this instance) that is a strong endorsement that should be acknowledged.

Testimonial:  Whether it’s a quote, a video, anything that you can post online, they deserve a thank you card.  Actually these are so powerful that they probably deserve a steak along with that thank you card.

They attended an event:   They took time to attend an event you sponsored or in some way were affiliated with.  Not only did they take time out of their schedule, they show others (prospects and people in general) you are valuable enough for them to go out of their way.

There are other “smaller” things that someone can do for you.  For instance, a mention on a social network might not warrant a card but an acknowledgement on that same network might.

The above scenarios are a few reasons to write a Thank You card to your customers.  Remembering and thanking a client or prospect who has helped you and your business should never go without mention.

So let me know when do you write a Thank You card to your clients?  Follow us on Twitter @travisabaker or on facebook here or our RSS feed.