Use Broccoli Stalks When Marketing!
Charles Robins | April 11, 2019
Yes, it may sound ludicrious, but using broccoli stalks when marketing your business can be important.
You are probably thinking, “That makes absolutely no sense. What on earth does broccoli–the useless stalk–have to do with marketing a business successfully?”
Hang in there. Let’s nibble on this metaphor a bit.
The beleaguered broccoli stalk gets little respect. In fact, the closer the stem is cut to the head, the higher the price of the vegetable. Even if consumers buy the longer-stalk option, they tend to cut off the two- four-inch stalks in preparation and toss them into the trash or compost pile. But the stalk, surprisingly, is sweet and offers a nice crunch; and it has enough stand-alone flavor to rival any salad fixing, even the preferred floret.
But what does a culinary tip have to do with marketing?
Simply, when new-fangled marketing ideas come around, unrecognized gems can easily get overlooked. For example, when initiating a Facebook campaign, running a PPC campaign or doing website SEO, adding a “stalk,” a more traditional approach, can sometimes add tremendous value. Still, these well-tested approaches are frequently overlooked as viable marketing options. But when used in the right way, they can bring a taste of sweet satisfaction:
- Industry-wide Networking Events. Wonder why there are so many industry-related events or conferences? Because it gives people a chance to get to know each other and develop relationships. Events are a way to leverage a product or service, but more importantly, a chance to get to know your customers; people do business with people not algorithms.
- Referral Marketing. Becoming a member of a referral-based marketing organization can get you in front of your customer base as well as generate a steady source of hot leads.
- Benefit-Driven Marketing. This is a way to think, write and act. Got a big-ticket item that someone has contacted you about through the internet? That’s just the beginning. Now you’ve got to sell it. But how? A benefit-driven approach, quite simply, works the best.
- Your Past Clients. Too many businesses owners fail to maintain relationships with past clients, when in fact, former clients can be one of the best sources of new business. The revenue that’s generated from a past client can account for 10x the value of their original purchase.
Oh, one more thing. The next time you buy broccoli, I suggest peeling off the bumpy outer layer of the stock and saving the inner core. Then use it as you would the floret: as a healthy chip for party dips, steamed or broiled for a side dish, or simmered in a tasty primavera sauce!
Curious how we do it? Learn More.
Almost Everyone Shops Online
Charles Robins | March 26, 2019
Even when shoppers buy in person, a remarkable 80% of them will search the Internet first to learn about a product or service before making a purchase.
But what percentage of those searchers are ready to buy today?
Not so many if it involves a significant monetary investment.
Typically, before a big project can start, a homeowner needs time to secure an equity line of credit, get funds through a cash-out refi or tap money from an inheritance.Therefore, if your website has solid information that can increase the understanding of a particular product or service, but not neccessarily sell it outright, strike that up as a win.This is exactly what you want: An individual to be well informed before they reach out to you directly.
Why? There is rarely a way to shorten a sales process if someone is going to spend tens, if not hundreds, of thousands of dollars for a service on a once-in-a-lifetime investment they know very little about in advance. But a person who is information-rich about your service has done their homework, and they are more likely to buy.By contrast, the “information-poor” homeowner may be lost in uncertainty, positing this fundamental question aloud: “Is now the right time for this?” For many people who have not done their homework, it may very well not be.
No one is a mind reader, so be prepared for most people to hit the pause button rather than buy straight away. And because your bottom line matters, understanding and implementing a smart online strategy is essential for promoting your business. It just makes sense: Service-related businesses should be using the same tools their customers are using to find them. Digital (or online) marketing is also quick to implement. And flexible. And trackable. And very much affordable. And you’ll get more leads at a lower cost. But it must be integrated with other strategies.
Curious how we do it? Learn More.
How to Increase Sales When You Own a Local Service Business
Charles Robins | February 27, 2019
For local businesses that offer high-cost products or services, such as new home additions, outdoor patios, or electrical service upgrades, making a sale can be a gradual, lengthy and challenging process. It can take weeks, months or often longer; sometimes that “sure thing” just doesn’t come through.
During the sales process, a potential customer is certainly going to want to meet with the service provider at least once, if not several times. When you count all the calls, texts and emails that come later, it may feel as though there have been a zillion follow-ups.Typically, high-end services are not bought and sold like most consumer goods.
This sales process is far different than the one used for buying a product online with the simple click of a mouse. For the customer, choosing a company has got to feel right on many levels. The implicit trust that is required between the buyer and the seller can take time to develop. It can be complicated and nuanced. Making sales offline often requires a more traditional sales and marketing process wedded to new technologies. It takes a smart plan and a clear path for executing it.
For service businesses, internet marketing is never as simple as paying for leads and waiting for new jobs to roll in. You won’t get much business from blank stares at a computer screen. Skilled marketing practices for service providers involve creating a healthy balance of unique yet complementary strategies. It’s a coordinated effort, which, if done well, can bring about lasting success.So what’s the process?