Use The Ripple Effect to Make Waves

Ripple-EffectBusiness owners often complain that their marketing efforts are not working when the real issue is not that their efforts are not effective, it is that their attention span is too short. They approach marketing with a “one and done” mentality expecting the first marketing stone they cast into the middle of the marketplace pond to reach and convert every possible target. The stone is cast and the business owner waits for every ripple to fade away before casting another.

If your desired goal is action, a more effective marketing approach is to skip a stone into that same pond; the ripples created at each touch point will collide with one another to create waves (action) within the pond.

How to Create Ripples

For starters, let your marketing efforts be the Spinal Tap of your industry…turn the dial up to 11! Invest in the eyeballs of your potential customers by hitting your target audience with a great message issued from several platforms. Each release creates another ripple that cascades throughout your audience, creating a long-lasting message that continues to have returns long after the campaign ends.

Depending on your industry it might require 30 to 45 days for your customers to make a buying decision. (I’ve seen industries that take 90 days and even a few that take 6 months to a full year.) By broadcasting your message from several platforms you are keeping your business and product at the forefront of their mind and providing them with opportunities to interact as they work through your funnel(s).

How to Optimize Ripples

Remarketing efforts optimize the messages that you have already thrown into the pond. It is cheaper than initial marketing and delivers excellent returns. In addition to having a great ROI, remarketing prevents other businesses from benefiting from your ripples. Potential buyers in the market are getting hit with ripples from a variety of sources; each ripple is bringing them slightly closer to making a decision. Conversion rates on first contacts are very low. Remarketing creates momentum.

Are the Ripples Working?

To understand how your marketing efforts are impacting your bottom line, track potential buyers as they move through your funnel and chart their path. They may have been introduced to your company via a Facebook ad and then landed on your website through a Google search (SEO) which led them to sign-up for a newsletter that contained the CTA (call-to-action) that finally produced the sale. However, without the initial Facebook ad “ripple” the potential buyer would never have found your product.

Marketing efforts resonate throughout the marketplace long after their initial release. Potential customers arrive at your site and in your store as the result of multiple interactions with your brand. Rarely can sales be traced back to a single point of contact. Instead, the potential buyer is hit with a series of marketing ripples, each one nudging them gently down the funnel.

Are You Giving Back to Your Community?

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In the daily hustle of running a business, it is easy to let handling customers, managing employees, overseeing suppliers and completing the mountains of administrative tasks overshadow the real reason you started this business in the first place…to serve the community by meeting a specific need.

How to Give Back

Too many businesses make the mistake of considering self-serving content or incentives to be “giving back.” An e-book extolling the virtues of your product offerings is not giving back; neither is an event where the goal is to show customers exactly which of your products will best suite them.

However, if an athletic shoe store holds a workshop on knee pain they are serving their community and doing so in a way that does not require the attendees to give something in return. Another great example of giving back is Home Depot’s classes for DIY-ers. Once a week, the home improvement giant holds free classes on everything from building a bird house to laying tile. The attendees learn from the event and build relationships with other class members in the process.

Benefits of Giving Back

The most obvious reason for giving back is that it helps the community your business serves; your success and livelihood are dependent on the support of this group…giving back acknowledges how much you appreciate their support.

In addition to that warm and fuzzy feeling, giving back creates a buzz through word-of-mouth and may even land you some local press coverage. Truly giving back is so rare that it often generates publicity, creates evangelists and increases the perceived value of your business as a community asset.

Finally, giving back builds relationships between your business and the community. Individual customers will be more comfortable turning to you when they have a need because your value and expertise is established. Have a new product that you are not sure about? Give it away for free and listen to the feedback. Positive feedback can give you the confidence you need to launch a new offering.

Reciprocity

Last, but not least, there is that whole karma thing…if you want to be served, serve first. Providing value to the community often results in others wanting to do the same thing for you. Robert Cialdini discusses this phenomenon in his book Influence.

Giving back to your community is a great way to recharge your entrepreneurial batteries and remind yourself of why you started this endeavor in the first place. Surrounding yourself with positive community members in the atmosphere and environment of your business does amazing things for your outlook and brand.

Are You Asking the Right Questions?

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As a business owner, it is easy to get frustrated when your marketing efforts appear to be to unsuccessful. Maybe you got your nephew to start a Facebook page or are paying to have scheduled Tweets released throughout the day. Yet it feels like little has changed; is seems that you are getting any traction. The problem is lack of clear definition. Operating without a defined strategy and goals makes it impossible to gauge the impact of your efforts.

To really move the needle, start by asking the right questions.

  1. What is the goal and how do I define it?

Your goals cannot be something soft; a vague feeling that you are seeing more traffic or that interest in a promoted service has increased is not enough. To use the old adage, your goals must be SMART (Specific, Measurable, Attainable, Relevant and Timely).

Specific: What are you are trying to accomplish and why?

Measurable: Include numbers that easily incorporate into metrics

Attainable: Setting attainable goals not only boosts confidence but it allows you to understand what works for your business and what does not.

Relevant: Select a goal that makes sense for your business and your current needs

Timely: Put an expiration date on your goal. Do not let your efforts go on endlessly; think in terms of weeks and months, not years.

  1. How Can I Make it Work?

Tie your business goals to your marketing efforts. Each set of goals help you define the strategic steps needed to accomplish your goal. Create a strategy that is based on the established goals and measurements.

Business Goal Marketing Goal
Build Brand Awareness Increase site traffic. Gain more social media followers/friends
Increase Sales Bring in qualified leads. Move more prospects through the sales funnel
Increase Repeat Customers Improve business/client relationship

 

  1. How Do I Know When It Is Working?

Now that you have created a stellar plan with complete goal alignment, it is time to look carefully at how you measure success. Develop data tracking that clearly measures the aspects of the goals that are most important to goal attainment. Use KPIs to identify successes and weaknesses and to understand the cost of implementation versus the potential cost benefit (HINT: this will help you determine how much each client is worth in dollars).

Before you give up on your current marketing efforts, consider giving them a makeover using these strategies. Make adjustment where needed and implement adequate tracking. The clear takeaway is to create alignment between you efforts and your goals and then add in the analytics to measure your success.

Create a Steady Stream of New Clients By Targeting New Movers

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Have you ever moved to a new neighborhood and wondered how advertisers knew that you were “new to the area”? Have you ever wanted to run campaigns like that to new customers in your area?

Well today is your lucky day. Thanks to the power of Facebook(TM) targeting now you can.

There are a couple reasons targeting new movers can be so beneficial:

1. Most of the time when people move (even just across town) they have to find replacements for all their old favorite/regular places. Like: convenience/grocery stores, the gym, yoga studios, the post office, restaurants, etc.

2. As I cover in the video below, there is always a stream of new people/families moving to your area. And you can always make them special offers to capture their business.

What types of businesses can use a campaign like this? Well for starters:

– Gyms
– Yoga Studio
– Pilates Studios
– Auto Repair Shops
– Dentists
– Local Restaurants (Pizza, sushi, etc.)
– Plumbers
– Other Home Repair
– Locksmiths (often they need copies of their new keys made)
– Yard Maintenance
– Day Spas
– Dry Cleaners (on average if you can get them to come back to you 3 times and they are yours. So give them an offer they can’t refuse.)
– Jewelry Stores (you can give them a special deal to clean any 3 pieces of jewelry then you market to them re: anniversaries, birthdays, etc.)

Campaign Example:

If they are more apt to use you right away because they need a replacement service or business, give them a discount as a “Welcome to the neighborhood”

If they aren’t likely to need your service or product right away give them some low-cost freebie to get them in the door. Like the Jewelry Store or the Dry Cleaner to get them to come in and you get to build your list to market to them later.

Leave any questions or comments that you have in the comment section below.

Watch the video below to learn how you can start targeting these “Movers and Shakers” for your business today:

Should You Really Hire That Digital Agency?

Gary and Guy
In the following video Guy Kawasaki asks Gary Vaynerchuk why a company should hire a digital agency.

The part that I thought was so great was when Gary goes on to explain when a business should NOT hire a digital agency. Too many businesses think that they need the best or biggest digital agency out there and that’s just not the case for everyone.

On the flip side I’ve come across a few companies that think they need to hire in-house and run their own full-on department. Gary goes into great detail on why this is a bad idea.

Click “play” on the video below to see what Guy and Gary have to say on the subject.

As always I’d love to know your thoughts on the subject. Leave a comment in the section below.

#AskGaryVee – Guy Kawasaki wants to know why people should use a digital agency?

Posted by Gary Vaynerchuk on Sunday, June 14, 2015

[Video] 6 Websites to Help You Deep Dive Into Your Target Market

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In this video we go over the 6 websites you can use to deep dive into any market you want to go after.

You’ll be able to learn all about your audience from their: gender, education level, annual income, and even what websites, magazines, tv shows, and facebook pages they like.

Imagine what you can do with your marketing if you actually know what’s going through your target market’s mind while they are going through their daily routine.

The Websites that we are going to cover are:

FaceBook.com
Compete.com
Alexa.com
Quantcast.com
SpyFu.com
FaceBook Audience Insights

If you have any questions or other sites that you use to dig into your target market feel free to leave them in the comments section below.

[Video] How To Set Up a Birthday Campaign on Facebook

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If you’re like most business owners, trying to run an ad campaign on Facebook can be confusing, involved, and easier to just put off until later.

– What type of ad should you run?
– How should you target the audience?
– What if it doesn’t work?

These are just a few of the questions my clients come to me with when they are looking to start out using Facebook ads.

In today’s video we’re going to go over one of the easiest, highly targeted, ad campaigns you can run. It’s called a birthday campaign.

The reason most ad campaigns on facebook don’t work is because they don’t really stand out or the targeting was way off (most business owners go way too broad.) Now you won’t have to worry about that.

Because it’s a birthday campaign the ad will stand out like a shining diamond among a field of coal. The campaign is highly targeted because you’re only focusing on those that have a birthday in the coming week.

Click play on the video below and get ready to start running your first Birthday Campaign in a matter of minutes.

If you have any questions leave them below.