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!