3 TIPS TO LOCALISE MARKETING & ATTRACT SALES (OFFLINE)

I was recently contacted by a distressed business owner. In her words, she was trying everything to increase sales and nothing was working. Her approach included increased online presence, flyer distribution and video marketing but none of it was translating into sales.

After calming her down, my recommendations were simple but not foolproof.  Marketing is consistent: you cannot approach the market when you need a response. 

The marketing interventions at the very least must be at comfortable intervals.

The recommendations were as follows:

• Take a comprehensive marketing approach – Yes it may be a hefty investment but adding new products without sensitizing the customer group is pointless. Invest in a targeted, strategic and comprehensive marketing campaign that reaches the customer group where they are.

• Capitalize on local sale events – Take advantage of national sale events with a local emphasis e.g. Black Friday sales. This is possibly the biggest sale event internationally but is easy to localize. Sign up, get involved and benefit from listings and placements and capture client information for future business.

• Get involved in the local community – This is a year-round approach but it works. Community involvement is not just handouts but involvement with the Chamber of Commerce and local business community. It’s essentially becoming a household name such that referrals from one customer to the next becomes easy.

 

3 TIPS TO BUILD A PROFITABLE CUSTOMER DATABASE IN THE POST-PANDEMIC ERA

As important as it is for businesses to show up for their customers during the pandemic, it is equally important to do so, profitably. 

After all, businesses are in business to make a profit.

But again, strategy is important to achieving profit goals.

 

Here are 3 tips to build that profit-driven customer base in the post-pandemic era:

1.    Humanize the business – Show your customers that you understand the current situation and that you care about their needs in this time.  Use your social media platforms, website and email marketing campaigns to share how you are willing to help your customers.

2.    Build trust – Businesses must stand by their word. Do what you promise. Every. Single. Time.  And, protect your customer’s privacy … use their information for only its originally intended purpose.

3.       Adapt to the changing environment – Customers are no longer waiting for businesses to reach out to them, they are reaching out to you.  Provide as many channels as possible for them to do so efficiently.  Usually when they do, the decision has already been made to buy from you … ensure you are ready!

5 MARKETING TIPS TO SURVIVE THE NEXT SOCIAL MEDIA BLACKOUT

So, if you’ve ever wondered why your social media presence is not enough … the black out of Facebook, Instragram and WhatsApp in early October is why!

Let’s not dwell on it but take some steps to prepare for the next blackout… here are my 5 top tips:

• Up your customer data collection – This must include telephone numbers and email addresses as these are primary points of contact.

• Use email marketing – Social media blackouts are unpredictable. Last week was 6 hours, next time it could be 6 days! Email marketing gives you direct contact with your customer groups and, they know with certainty that you are still there for them.

• Get that website up and running – I am sure no business exists in post-pandemic 2021 without a website, but just in case, get it up and running. That’s your piece of online real estate. Keep it updated, relevant and consistent.

• Engage with mobile marketing – According to 2021 statistics, more than 60% of the world’s population use a mobile device and more than 75% of consumers made a purchase online with a mobile device in the last six months.  Statistics also indicates that the average mobile user uses his phone 5.4 hours per day … imagine that!

•  Collaborate, collaborate, collaborate – Online marketing doesn’t have to be a solo effort.  If you can identify a business partner with a complementary product or service to your offering, collaborate.  Utilize their online marketing platforms and offer use of yours.  Both businesses benefit and the customers also benefit from multiple sources of information.

ALTERNATIVES TO ONLINE ADVERTISING

As the world’s economies slowly reopen and countries begin to treat COVID-19 as endemic versus pandemic, businesses and marketers must now begin to identify new advertising strategies to re-engage audiences who will begin to spend more and more time outdoors.

The traditional and proven methods of advertising will still work but marketing innovation will take centre stage as many businesses seek to re-engage their audiences on a more personal level.

-          Use of mobile advertising will increase as up to 89% of the world’s population own a smart phone.

-          Static billboards and other physical display advertisements must come alive to meet the expectations of the customer group.

-          Advertising and promotional strategies that engage with the customer through empathy, personalization and conversation will take the lead ‘as the world turns’.

What steps are you taking to get ready for the post-pandemic normal?