6 free Small Business Marketing strategies

free small business marketing tips

As a business owner, we get calls and emails nearly daily from salespeople trying to convince us to part ways with our limited marketing budgets. Marketing your small business or home-based business doesn’t have to be costly. With some hands-on work and DIY, you can pull off some impressive marketing results on your own and on your shoestring budget. Here are six free small business marketing strategies you can use in your small business.

Use Email for Nearly Free Small Business Marketing

You can’t see them, but my fingers are crossed here that you have developed an email list of potential, current and/or past customers. Using this list to promote your business is the best way to market your business for free. Take an afternoon to segment out your list into potential customers, current customers and former customers. A great tool I’ve used for nearly 20 years is MailChimp, and it’s completely free. Mailchimp will safely store your email database, allow you to section it out and offers a plethora of templates all for free.

6 Free Small Business Marketing Strategies

With your updated and segmented list ready, you’ll want to email your prospect list an offer to get them to try your product or service. For your current customer segment, you should email them a higher-ticket offer, because they already know your business. And, for your former customers (or those you haven’t seen in a long time) you’ll want to send them a similar offer to remind them you are still here and excited to see them again. Email your lists once a week.

Try to gear your email content to being helpful, not salesy. Share tips, recipes, articles, news, photos, etc on topics you know your audience is interested in. Think of your audience as a group of new friends you’re meeting every week for coffee on a social level. If one of them talked non stop about their business and trying to sell you something, you’d quickly get annoyed. But, if the same person talked about topics the group was interested in, you’d look forward to your coffee meetings. It’s the same for your email list. Done right, your email list plays a key role in free small business marketing tactics.

Maximize your Social media efforts

Do you throw all kinds of posts at your social media accounts, and it feels like nothing is working? You need a deeper strategy. First, determine which of the social media channels you really want to focus on. Pick one to three channels. The channels you choose should be a combination of the channels the majority of your target audience uses (look at the channel demographics to match to your audience), as well as the channels you personally like or understand the most.

Your strategy for each social media channel will differ depending on which platform you choose, but on all of them, you want to limit self-promoting posts to avoid looking too “spammy.” Focus on trying to get engagement — this means you’re trying to get likes, follows, comments, shares, etc. You accomplish this by behaving in a similar way as I recommended above with your email list. Be conversational, not salesy. Post daily to each social media channel, preferably at a rate of three non-sales posts for every one promotional post. If the channel you chose is hashtag friendly (Instagram and LinkedIn), maximize your hashtag use. Hashtags allow your posts to be found by people who don’t know you exist. While paid advertising will get you better results, social media posting done right can be a great free small business marketing tactic.

Make sure your posts are also visually appealing. A great site that practically anyone at any skill level can use is Canva. In fact, I use it all the time because it’s quicker to use than firing up my Photoshop, Illustrator or InDesign.

Giving away a freebie as a free small business marketing tactic

A great way to attract new sales is to create a free trial or product. Promote this in your emails and on your social media channels. A free trial is a great way to attract your prospects and re-engage your former customers. It’s also a great way to grow your email list, because you’ll be collecting emails, mailing addresses, phone numbers, etc when you give the freebie away.

You can also give a freebie away on your website in the form of free information. Called “lead magnets,” take the knowledge you have and create a document (a checklist, a cheatsheet, a workbook, an ebook, etc) your website visitors can download for free (and check out my lead magnet here). Again, the goal is to collect contact information from your visitors so you can incorporate them into your email lists.

Offer free seminars or classes

A great way to convert a prospect into a customer is to educate them. Offer a free class on something closely related to your business. If you are an online business, make sure you have a blog — and you are posting new articles at least weekly. Physical, brick and mortar businesses could hold a class.

If space is available, you could even offer your space as class space to unrelated businesses. Restaurants do this all the time for paint night parties. It costs the restaurant nothing, and they’re guaranteed 20-30 new patrons for an evening, who will be there for two to three hours, ordering appetizers, meals and drinks.

You’ll want to use your email list and social media channels to also promote these free classes and events. Are you starting to see now why your email list is so important? Create flyers to display, if appropriate. Promote these classes on your website as well.

Upsell to your customers

Using your email list segment of existing customers, offer them an upsell. Your customers may be coming in for one product, but should be offered a second product at checkout, either at a reduced price or regular price. If you have employees, train them on upselling (i.e. “Would you like a cookie with your coffee?”). When two products make sense together, create flyers to display around your business where customers will see them. Make sure you’re also suggesting an upsell on your website.

Craft a killer referral program

A great referral program will cost just your time investment, and should be a win-win-win. Clearly, the win for you is a new customer. Now, think about possible wins for both the new customer, and the customer who referred them. If you’re a personal trainer, you could offer the first training session for free to the new customer, and as a thank you, offer the referring customer a session credit.

Promote this referral program to your email list of current customers, as well as on social media. Create and print flyers to display around your shop, if it’s appropriate. Also, promote the referral program on your website.

There you have it! These six free marketing tactics, when executed correctly, will attract new customers, returning customers and more sales. Take the time to plan and implement each one, or choose just one or a few to incorporate into your marketing plan. And, let me know how they worked for you.

Digital Marketing Beyond Social Media

digital marketing beyond social media
BeyondtheLogo.net's Guide to Digital Marketing Beyond Social Media

The recent crash of Facebook and Instagram left many social media marketers and influencers stranded for a day, wondering what to do with themselves and how to promote their businesses that day. Let this be a lesson to everyone! You simply cannot rely on other business platforms for your only marketing strategy. What would happen to your business if the entire social media universe imploded for a day or (gasp!) more? Here are some suggestions to successfully promote your business using digital marketing beyond social media.

website & blog – A Digital marketing Must

First up for digital marketing beyond social media is your business website and blog. Your website, with your own domain name, should be your hub for all things digital. All of the business information you care to divulge should be on your website in a clean, user-friendly way. Keep the information up-to-date, and if possible, use a blog. A blog is really important to your online presence for many reasons:

  • Search engines love them and love the frequent updates;
  • It gives you content for social media posts, Google Business posts and Pinterest pins;
  • It sets you up in your readers’ minds as an authority figure in your industry; and
  • It keeps readers coming back

Please do not put all your eggs in one basket and rely solely on your Facebook Business page, your Etsy shop or your Instagram account. They could easily be here today and gone tomorrow, or completely revoke access to your page on a whim. If you do not have a website or blog yet, make this your main priority. This week. Now. Go. Now. Seriously. Need a web designer, WordPress manager or blogging help? Contact us!

Set up a Google Business Page (if you qualify) – Another Digital Marketing Must

Google Business pages are free and are really, really great customer feeders and should be a mainstay in your digital marketing efforts — if your business qualifies for one. The key with Google Business pages is you have to have a physical business address or service area. Google will not accept PO Boxes. This means if you’re a brick and mortar florist shop, you’re in. If you are an online-only florist, you’re not. If you are an online life coach, you’re out of luck. But, if you’re a life coach with a physical address — that customers can visit you at — and service a general area, it’s your lucky day. If you don’t want customers knocking on your home door at all hours of the day or night, you do not qualify.

So, let’s look at how a Google Business page benefits you, if you qualify:

  • Your business location will show up in Maps, and customers can easily get directions to your location;
  • Your Google Business listing will show up in search results, allowing customers to visit your website, get directions or even call you directly from Google;
  • You can create posts to your Google Business page! Post about specials, sales, your latest blog post, anything you want!
  • You can also upload photos of your business and products;
  • Customers can leave you reviews and read reviews;
  • and customers can even ask you questions directly on the Google Business page.

Definitely, if you qualify, get your Google Business page up and running and use it to its full potential immediately. You’ll be amazed at the uptick in traffic coming from it.

Try digital marketing via Pinterest

Pinterest may seem like social media, but if you use it often, you’ll realize it’s more like a search engine and a great option for digital marketing of your business. The cool thing is you submit the links — called pins — either from your website or from other websites. Pinterest is extremely visual, much like instagram is, but the difference is the content on Pinterest is a lot more evergreen than on Instagram.

Pinterest tends to gravitate heavily toward the female audience, so if that is your target gender, the platform should work for you. Here is some great demographic information about Pinterest. Pinterest is also rolling out a new audience analytics feature that shows you what the most searched categories are and more. If you’re not familiar with Pinterest, spend some time exploring in there; you’ll quickly get sucked in and repinning in no time!

Video friendly (or want to be)? Focus on YouTube

Much like Pinterest, Youtube is really a search engine, but for videos. Videos can be extremely viral and a great addition to your digital marketing arsenal. Videos are a great way to get your message out there, show the day in the life at your business, offer consumer tips and advice, reiterate your blog posts, etc. If you can get your message on video in a fun, friendly way, your videos could potentially take off. Also, a lot of searched content on Youtube consists of how to videos. If you can explain a process or educate your audience, you’ll be at an advantage over your competition who may not be on Youtube.

Also, don’t be afraid to get creative! What if you could create a weekly video series that isn’t long, but scripted in a way that feels like The Office? What if you could put together a weekly comedy series that pokes fun at yourself, your business, the world, whatever, and causes viewers to come back each week to see more? Your options are pretty limitless (as long as you keep it clean and legal!). If this type of video campaign fits your brand strategy, go for it!

Do some reputation management on Yelp

Another search engine, Yelp can make or break a business. If you have a physical presence, make sure you’ve claimed your Yelp page. Upload photos and please by all means, respond to any negative reviews you (hopefully do not) have. You don’t want to be accusatory or unapologetic. Quite the opposite. Be professional, responsive and offer a solution. A polite, professional response that attempts to rectify a negative review goes a long way in the minds of yelpers who come across your business page and are trying to decide if they want to use you or go to your business or not. Yelpers know you’re not going to please everybody, but they want to know how you respond to those that aren’t pleased with you.

Hey Alexa, Help Me Market My Business

Voice controlled apps and appliances are gaining in popularity. My hunch is they’re more than a trend. I personally use Amazon’s Alexa to remind me of tasks, give me the latest news, read my audible book to me, convert recipe measurements, etc. With Alexa Skills, you can even set up your own business Skill. If your business is the type that can offer a tip of the day, you can create a Skill that Alexa users would subscribe to in order to listen to it daily. Or, you can now set up your blog to be read by Alexa as well. Here’s how to do it.

Educate the masses

Have you thought about education sites like SkillShare (please note, that’s a referral link!) and Udemy as an avenue to digitally market your business? On these sites, you can sign up to teach classes on subjects you are an expert in all while promoting your business at the same time. For example, a florist can offer classes on how to make an arrangement, corsage or boutonniere, while pointing students to their website for examples, and using their branding on class handouts.

By implementing some or all of these digital marketing strategies and using them to compliment your social media marketing strategy, you’ll see a difference in attracting customers to your business. For more marketing help, be sure to check out our other blog posts or contact us.

What is Branding & how to create a Brand Strategy

branding strategy for small business

A ton has been written about business branding and brand strategy. It seems like everywhere you look, someone is offering to create a brand for your business. What is branding? And, how do you create a solid brand strategy? I’m going to ruffle some feathers here, but you need to hear this: no one can brand your business but you.

First, let’s look at what branding is and how marketing relates to branding.

What is marketing?

Let’s look at a car. Any model and make; your choice. The engine is your marketing. It’s what makes the car move. All of the other parts that makes the car move — tires, battery, ignition, alternator, transmission — are all marketing strategies (and here are some real life examples of inexpensive marketing strategies for your business). Together, when they work with the engine, the car moves smoothly, efficiently and safely.

What is Branding?

business branding

But the paint, body style, smell, upholstery, stereo system, options, feel of the drive… that’s your brand. Everything that creates an experience while you drive that car is your brand. What can be confusing is all of the marketing parts above also contribute to the way you experience your car. Your brand is how your customers and prospects experience your business. Your marketing is the motor that attempts to create that experience for your customer.

Notice the word “attempt.” The reality is, experiences can be subjective and can be perceived differently. And a car that feels like a smooth, comfortable ride to one person may feel stiff and sluggish to another. For this reason, a large part of your brand will be defined by your customers, not your graphic designer.

Who Creates your brand?

“Branding is what people say about you when you’re not in the room.”

Jeff Bezos

The best way to control your business’ brand is to take complete control and responsibility for it. This means not hiring someone to create a brand for you. Rather, you want to get very clear on what you want your customers to feel, sense, see, smell and say about you, and work with a designer to make that a reality. You set the tone and direction for your designer. Not the other way around.

What a Brand Strategy Can Do For your Business

create a brand strategy

A strong company brand incorporates a well-thought-out branding strategy that is applied to all relevant marketing channels, and will achieve the following results:

  • Improve Recognition — Customers and prospects will start identifying your business with your brand.
  • Create Trust & Credibility — A consistent message, backed up with consistent execution and testimonials, will build trust in your customers and credibility in your community.
  • Guarantee Future Business — Recognition and trust together create confidence in your business, resulting in greater chances new customers will visit you or use your service.
  • Delight Current Customers — If your brand strategy is laser focused on the consumer experience every step of the way, you are practically guaranteeing happy, positive customer feedback.

Considerations when building a brand strategy

A brand strategy basically takes your research into your customers, products and services, and applies it to many different aspects of your business. Here are the main points you should take the time to consider when developing your brand strategy:

  • Who are we? What is the business all about? What is your mission statement, purpose statement and vision statement?
  • Who do we serve? Who is your target audience? What is your customer avatar?
  • How are we different? What’s your unique selling proposition? How are you different from your competition?
  • What are our core strengths? Think about all the things your business does really well.
  • What is our personality? Are you formal? Casual? Comedic? Fun?
  • What is our promise to our customers? Do you have a promise? A money back guarantee?

Putting your Brand Strategy into action

After you’ve worked through the above questions, you’ll get a clear sense of the brand you want your business to project. You can either take this information to your designer to start developing collateral, develop them yourself, or do a combination of both. One good way to help you focus on action is with our Small Business Marketing Action Plan, which is totally free. Keep in mind, your brand goes way beyond your logo and color scheme. It also touches your:

  • Website design & usability
  • Social media activity & presence (and what channels you choose)
  • Printed collateral, such as brochures, posters, presentations, packages & business cards
  • Press releases & media relations
  • Advertising (internal & external)
  • Office decore
  • Email signatures
  • Voicemail greetings
  • Customer relations
  • Employee relations
  • Company mojo

Your brand will, in essence, touch everything in your business. For more ideas on how to implement great marketing tactics see this post. Sure, a designer can create your logo, website, color scheme and business cards, but can she create your company mojo? Can she create excellent employee morale? Will she decorate your offices as well? And what about your voicemail greetings?

You see, much of your brand falls in your lap. Once you have a clear understanding of this, your brand will become clear to you, and ultimately to your customers. Want more help creating a brand strategy? Contact us!

8 Inexpensive Small Business Marketing Ideas

8 Inexpensive Small Business Marketing Ideas

Small business owners have a plethora of tasks, duties and processes to manage within their business. Oftentimes, marketing falls to the wayside, usually due to a lack of time, a lack of understanding or a lack of funding. Marketing your small business doesn’t have to be time consuming, complicated or expensive! Here are eight great small business marketing ideas to activate for not a lot of time and money:

#1 – Make a plan (and stick to it)

Many times, small business owners who are unsure of how to market their business will begin implementing any and all strategies they come across. This is expensive in both time and money! Take the time to devise a thorough marketing plan for the year. A good small business marketing plan should include:

  • Business Goals
  • Marketing Goals
  • Competitive Analysis
  • Target Audience
  • Unique Selling Proposition
  • Marketing Strategy
  • Marketing Tactics
  • Key Performance Indicators

Once you have a plan in place, follow it. Let your plan be a guide to all of your small business marketing decisions for the year. Just like your grocery list, if it’s not on the plan, you don’t buy it. You can always make a note to investigate a marketing strategy that’s not in your current plan for future plan updates. If the thought of making a marketing plan leaves you overwhelmed, no worries! Contact Beyond the Logo and we can help! We also have a great, simple (and free) worksheet that walks you through the steps to making a good Marketing Action Plan.

#2 – Make/update/ramp up a blog

Blogs are a great way to improve your search engine rankings and are also great ways to create content for social media postings. Blogs should be a staple in small business marketing. Search engines (like Google) love websites that are constantly being updated. The more content you produce on your website blog section, the more Google loves you. And, the more Google loves you, the higher likelihood of your target customer finding you in searches.

Blogs are a great way to build readership and customer leads as well. Your aim is consistency. Try to update your blog with a great article at least once a week. Then, use that week’s blog post to create your social media content for the entire week. With some discipline, regular, consistent blog postings are a great way to improve your search engine rankings, readership, prospect list and social media engagement. And it doesn’t cost a dime!

#3 – Focus on Social Media

Small business marketing plans should not go without social media practices. Again, you want to practice consistency. Here’s the great news: You don’t have to be on every social media channel at once! Remember the marketing plan you made in step 1? Take your target audience section of the plan to determine which social media channels you should focus on. If you are targeting teens and 20-year-olds, you’ll want to investigate Snapchat and Instagram. If you are targeting women, you’ll want to focus on Pinterest. Older generations? Target Facebook. The point is, find where your ideal customer is hanging out, and get seriously involved there. It will most likely be a combination of two to three different social media channels. Don’t waste your time on a social media channel your target audience doesn’t typically use. Here’s a great article on different social media platform demographics to get you started.

Once you’ve determined which platforms to focus one (hopefully no more than three), start posting — daily! This is, again, where those blog posts above will be so helpful to you. Use social media posts to drive eyes back to your blog, and to your services. Here are some more great social media post ideas:

  • “behind the scenes” or a “day in the life” type of post
  • event promotion
  • sales promotions
  • featured staffers
  • reposting client success stories
  • great testimonials of your service or product
  • new service or product polls
  • the daily National ___ Day (i.e. donut day, golf day, sister day, etc)

#4 – Build an email list

A great way to build a constant funnel of leads, prospects and clients is through an email list. Make sure you are promoting your email list on your website, blog and in social media. A really popular way to encourage leads to subscribe to your email list is to offer a free “lead magnet.” Lead magnets can include worksheets, checklists, mini-webinar, ebook, consultation, etc. It’s something that you can create relatively easily (and usually free) that you can give away.

Once you have your email list set up and your lead magnet loaded, you’ll want to start using your email list as a special audience you communicate with on a regular basis. Use the list to update your readership on new blog posts, new services or products, etc. The point is to keep you in their minds, so the next time they need your product or service, they’ll think of you first over your competition.

#5 – Build Partnerships

A great marketing strategy is to combine forces with similar-but-different businesses in your local community. Business Coach John Pyron has a great blog post on this — a tactic he calls Power Networking. You want to target businesses who’s target audience is the same as yours. A great example is the wedding industry. A florist can work with venues, photographers, bakers, DJs, etc to combine marketing power and exchange leads and referrals.

This is NOT the same ho hum networking group we’ve all seen and been encouraged to join. The key difference is ALL of the businesses you want to partner with also have the SAME customer type you do.

#6 – Press Releases

If you have created or accomplished something unique and newsworthy, by all means, write up a press release and get it to your local media. Press release writing is an art. You want to write your press release the same way a newspaper article is written — in an “inverted triangle” way. This means the top — or first paragraph — is your meat. It’s called the lead, and it leads the reader from the main point of the article (think who, what, when, where, why and how) and shimmies the information down from there. The details of your press release should go from most important information at and near the top, and work you way down to information that’s useful but could also be potentially cut to save space.

A well-written press release will get the editor’s attention. A really well-written press release will get published in the newspaper as is. If you have photos that can accompany your press release, even better. And, the other local media outlets are reading their competition for stories. So, chances are, if your story is a good one, other media outlets like the news station will pick up the story as well. Wala! Instant local celebrity!

#7 – Create an event or class

There’s a lot of talk these days that social media is actually making us all a lot lonelier because our brains don’t associate those screens with actual human interaction. This means, more than ever, adding events and classes to your marketing program is important — not just for your business but for the mental health and well being of your customers!

Get creative in coming up with events. Use your partnerships above to combine forces and create events. Hold a class your target audience would be interested in attending (i.e. a houseplant care class, hosted by a nursery or florist; a yoga and beer class hosted by a brewery or yoga studio; etc). These events can be free or you can charge a fee to recoup your costs. Make sure your marketing materials are front and center at the events, and also distribute an email list sign up sheet so attendees will be notified of future events (and your business specials). Post pictures of the events on social media and also make sure to grab a few testimonials on the events to use for future marketing as well.

#8 – Promote to your current customers

The least expensive ROI in marketing is to market to your existing customers. These are already your fans! They know you, your service and product and, if they enjoyed their experience, will have no problem telling their friends about you. Set up a referral program immediately if you don’t have one already. A referral program is usually a win-win offer both for the current customer and the referral, but it doesn’t have to be. For example, a dentist could offer a teeth whitening kit to patients who refer a new patient (who might get a free initial consultation). Your biggest fans are happy to help you grow your business by referring their friends.

There you have it! All of these tips are DIY friendly and can be launched with little or no money. BUT, if there’s a tip you really want to incorporate and don’t know how, please contact us! All of these tips we have implemented over and over and can help you implement as well.

The Top 10 Marketing Strategies for a Successful 2019

small business marketing strategy at BeyondtheLogo.net

The must-have techniques you need to have in your small business’ 2019 Marketing Plan

Marketing your business is often a daunting task for a small business owner or entrepreneur — but it doesn’t have to be. With small and consistent steps, you can get your 2019 marketing plan humming while keeping your budget happy in no time. Here are my top 10 marketing strategies, that won’t break the bank:

  1. Make it Personal

Today’s consumer is getting more and more tired of impersonal touches and cold calls. Think about it: When was the last time you received a telemarketing call or email from a company you’ve never heard of, and made a purchase? My guess is never. Your potential clients will never make that purchase either, no matter how great your script is. Personalized marketing takes a lot more time and effort than spam and impersonal marketing, but it is completely worth it. Take the time to get to know your leads and prospects. Find and follow them on social media. Read their tweets to learn what they care about.

When you take the time to learn about someone, you’ll be better equipped to help them with a problem in only the unique way you can. You don’t want to get creepy here. You just want to build a level of interest, trust and openness to what you are offering your prospect. And, if it turns out your product or service can’t help that prospect, they’ll remember your personalized service when a friend of theirs is in need of your help.

  1. Spend Your Marketing Budget Online…

It’s a Digital World. The days of effective television, newspaper, magazine and radio advertising are gone, in my opinion. You just can’t argue with the stats: more than 75 percent of Millennials rely on social media to make purchasing decisions. The big players are Facebook, Instagram, Snapchat, Twitter and Pinterest (for some niche businesses). I know it’s tempting to bite when a newspaper advertising rep gives you a call and offers you a great deal on some advertising space. They’ll insist your target market reads the section they are selling you. But think about it. If they don’t sell, they don’t make money.

I once had a newspaper ad rep pay me a visit, offering me an outstanding deal — in the newspaper’s TV guide. She insisted my prospects — local golfers who can afford to spend $1,000+ a month on golf — read that section. She based her argument on the fact that local residents age 80 and older were reading that section, and was not taking a good look at who my prospects actually were. Newspapers are dying for a reason — no one is reading them. Don’t place an ad in a publication no one reads.

And television? Completely overpriced for the average small business. Pay attention to the commercials you see; they are almost all national brands, not local, small businesses. Trust me, you’ll get a far bigger bang for your buck on social media. Put your ad dollars there first.

  1. … and Also Try Direct Mail

Direct mail marketing fell out of favor with the advent of email marketing. As a result, our snail mailboxes are ad-free, with the exception of election season. Take advantage of that. You have a captive audience when you are the only electrician in the area postcarding the specific neighborhoods, specific annual incomes and specific household types you want to target. Services like InfoUSA and ExactData both offer mailing lists at very reasonable prices. As a matter of fact, you can tell them exactly how much you want to spend.

Another route (no pun intended) is the Postal Service’s Every Door Direct Mail. With this, you can choose which neighborhoods and zip codes you’d like to target, and hit as many neighborhoods as you can afford. I’d recommend using an EDDM service that will print and mail your postcards for you, because the Postal Services rules and quirks on this program can get hairy. Still, it’s a fairly cost effective way to get your marketing message out to a good deal of people you have identified as possibly needing your product or service.

  1. Vary Your Marketing

Don’t rely on just Facebook, or just postcarding, or just referrals. Just like an effective diet, an effective marketing program is well rounded and everything is served in moderation. You want your marketing program to include as much of the following as is practical: daily social media posting; consistent social media advertising; consistent blogging; regular email touches to your leads; regular phone calls to your leads; postcarding; personal notes sent via mail; free, helpful content on your website; updated printed collateral; a customer retention program; a customer referral program; productive networking practices; trade shows; and texting. Your aim is to do as many of these marketing tasks as possible and on a consistent basis. Keep rinsing and repeating, and you’ll begin to see good results.

  1. Appeal to Emotions

I have found that the most effective marketing campaigns elicit emotion. Your customer has a problem, and you are the solution. So, think about the emotions surrounding the problem and solution. For example, a leaky sink could create feelings of stress and helplessness in some people. Now, think about how a plumbing business would meet that solution. If the service is speedy, friendly and professional, the homeowner will likely feel like you’re their hero, and will feel a great sense of relief. Your marketing message should revolve around those emotions.

What is important for most business owners to understand is most purchasing decisions are made based on emotions, and not on logic. Purchasing a piece of jewelry is not a logical decision (in most cases). No one NEEDS another piece of jewelry; we WANT it. The decision to purchase that 54th pair of earrings is an emotional decision, not a logical one. This is another reason to base your marketing campaigns on emotions, not logic.

  1. Implement a Habit Forming Program

The building blocks to all goals lies in habits. If your product or service can help a customer meet a goal, if you’d like repeat business, or if you want your customers to refer new business to you, you should be implementing habit forming. The best example of this is the dental industry, in my opinion. My goal is to keep a healthy mouth, free of pain. In order to meet that goal, I need to form a daily habit of brushing and flossing, and a bi-annual habit of seeing my dentist for a cleaning and to take care of any issues immediately. Goal, meet habits. My dentist could take this idea a step further by offering a discounted or free service or product if I refer a new patient to her.

If your customer’s goal is to improve their golf game, you’ll want to offer them personal, one-on-one lessons and clinics regularly to help them. If you’re a coffee shop, simply offering your customers a loyalty card or app that gives them a free drink after a set number of purchases is a great way to build loyalty and return business.

  1. The FOMO is Real

FOMO (fear of missing out) is defined as anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on a social media website. We’ve all experienced this. Use it to your advantage by posting testimonials, pictures of events you’ve thrown, customers enjoying your product or service or pictures or testimonials of problems solved by you. Your message with FOMO-type marketing should be something like, “don’t miss out!” or “limited space available!”

  1. Try Making it an Experience

78 percent of Millennials are spending their disposable money on experiences — spas, fitness, dining, events, sports, etc. Why not create some fun and unique events around your product and service, and get a little piece of that pie? We are seeing a lot of this with wineries, breweries and yoga instructors. Now more than ever, we like social activities with our friends while doing something fun. Why not invite your previous plumbing customers to an aqua aerobics class? Or invite your electrical customers to a night of DIY fun making their own lamps? Charge nothing, or just enough to cover your costs. Either way, your customers will remember you for sure the next time they need your help — or the next time someone they know is asking for help.

  1. Show Them What Counts to You

Are you a chiropractor with a special love for homeless kittens? Are you a nail salon that donates your services to homeless women on their way to a job interview? Talk about it on social media, and mention it in your collateral. Make sure to not do this in an exploitive way — keep it casual. 40 percent of online users are sharing and reposting things that are close to their hearts, and if you support a cause or work on causes in your community, chances are there are prospects out there who think that’s great and will think of you the next time they need your help.

  1. Finally, Keep it BRIEF

I find the most popular Instagram posts only show pictures, not a lot of words. This goes back to the Emotional Marketing in this aspect. A picture really can say a million words. So let them. Even your postcards should be short on verbage, focusing instead on the emotional message you are trying to convey and the call to action you want them to make. The average person has an attention span about a second shorter than a goldfish — 8 seconds. You have about 7 words to get your message across in a headline. That’s it! Keep the details on your website or blog, and drive traffic to those details with your advertising.

BONUS TIP: Get a Consultation

Are you completely overwhelmed after getting through my Top 10? No worries! I love to help, and I am offering readers who got to this bonus tip a FREE 10-minute consultation with me to determine what your next marketing step should be in your business. No strings, no gotchas. Complete the form below and I will personally be contacting you to set up a time to chat. You have no further obligations, I promise.

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