However, with online ad capabilities nowadays, it’s easier than ever to target customers in your local area and help them learn about your business. That said, there are specific realms of digital marketing that it’s important to include in a local business marketing strategy, and others to avoid. Nailing down strategies that can target those in your city should be a top priority for your local business. Here are six ways to grow your local business through digital marketing.
Okay, so let’s start with a small exercise. What is the first name that pops in your head when you hear the following? Search engine! Watch! Sports shoes! Tires!
As an entrepreneur, failure is inevitable. You will fail, repeatedly, every single day. That certainly doesn’t mean that all failures are of equal significance. Many people don’t even notice the little everyday failures that come with being a leader, let alone dedicate energy to analyzing them.
For example, when a sales call ends in denial, most business owners simply proceed to the next call. After all, the only thing one stands to lose from such a seemingly inconsequential failure is time.
Unfortunately, those who don’t analyze these little failures have forgotten the old adage, “time is money.” These small, common, failures combine into devastating costs.
When you begin to recognize how valuable your time is and the importance of combatting seemingly minor failures, you can find the path to success more quickly.
The Value of Time
We often like to pretend we have an unlimited supply of time, but unfortunately, that isn’t the case. You only have so much time to spend pursuing success. Every minute spent failing is a minute not spent succeeding.
The key to finding the value of your time lies in finding the difference between what you gained from failure and what you would have gained had you succeeded. For example, suppose a thirty-minute sales pitch wins over potential clients and your business earns $1,000. Whenever your sales pitch is rejected, you have lost more than just thirty minutes of your time. You’ve also lost the opportunity to earn that extra $1,000.
By viewing time as an opportunity and examining what you could have gained if your time had been better spent, you can appreciate the true gravity of seemingly little failures. I find that that’s the key to becoming motivated to chase success in every entrepreneurial endeavor.
Why It Matters
When a huge failure directly costs you thousands of dollars, it’s hard not to think about it and do everything possible to avoid it in the future. For example, cyber breaches can cost companies thousands or even hundreds of thousands of dollars, and more and more business leaders are recognizing the importance of prioritizing cybersecurity.
Of course, avoiding unusually devastating losses is a good thing. However, being successful requires minimizing even the most minor failures. It’s difficult to find the motivation to do that if you don’t recognize how damaging they are.
That’s why it’s so important to see time as money. When you fail to secure a sale, you may decide to tell yourself that you only lost thirty minutes of your time. That doesn’t sound too bad, so you may not feel any pressing need to stop such an inconvenience from happening again.
When you recognize that you sacrificed not only thirty minutes, but also all the money that you could’ve made had you won, you begin to see the damage of each loss.
What to Do About It
When you recognize the value of time, you are able to see just how damaging these tiny inefficiencies can be. You won’t be able to simply brush them off anymore. Instead, accurately assess the damage they cause and devote the proper resources to stopping them.
In the case of the sales call example, you may realize that the lead you were selling wasn’t qualified, so you’ll devote more resources to qualifying leads in the future to increase the chances of successfully closing the deal with every person you get on the phone.
Knowing the value of your time naturally leads to the desire to protect it. That doesn’t mean that you’ll never fail again. Failure is a necessary part of success, but it’s only useful if you analyze it and learn from it.
Wasting time is never harmless. A successful entrepreneur needs to recognize the value of their time and always spend it on the opportunities that offer the best returns. When you repeatedly waste your time on avoidable failures, you throw away your most important resource.
Failure is inevitable. It’s impossible to completely dedicate one’s time to ideas that lead to success. However, knowing that time is money, you can ensure that you never make the same mistake twice. As a result, you’ll have more time, and money, to spend achieving success.
By Eugene Gold, relentlesspreneur, mentor and speaker
Businesses and brands are constantly competing for attention on social media, and with all the noise and incessant messaging, how can you make your voice heard?
You have to find ways to cut through the noise and stand out like a unicorn in a sea of donkeys.
1. Plan a content strategy and create an editorial calendar for your social channels.
Marketers are sometimes at a loss at what to post on social media.
Successful social media marketing doesn’t happen on accident — there’s a strategy in place, just as there is with a blog.
Look at the big picture and come up with social content that will resonate with your audience.
Map out seasonal content, as well as content related to events or launches your company is planning.
Work closely with your editorial and marketing teams to know what’s coming down the pipeline and strategize the best ways to promote it.
2. Invest in the right social channels.
It’s not just about what social content you share — it’s also about where you share it.
Not all social platforms are created equally, and where one business gets amazing engagement, another might fall flat.
B2Bs, for example, might do very well on LinkedIn, but not so hot on Instagram.
Meanwhile, B2Cs usually thrive on Instagram.
Find the platform that aligns with your audience.
3. Dive into new social platforms headfirst.
Another unicorn social tactic?
Find the latest and greatest platform, and dive in — before your competition.
One prime example?
The open rates on this thing are sky high (80% on average).
There are 300 million active monthly Messenger users, and you can communicate with them straight through Messenger in an engaging format that they prefer!
Whether you want to create customer service bots, bots that can schedule appointments, or bots to deliver key content, you can do it all on Facebook Messenger.
Since it’s relatively new, however, there’s little competition — which gives you a prime opportunity to get in and get ahead.
4. Always add visuals.
Whether it’s video or static images, visuals always up the engagement on your social content.
Hire a photographer to create a library of images for your brand to use, and/or invest in a high quality stock photography site — the kind that has images that don’t actually look like a stock image.
On a budget?
Comb through a license-free site like Pixabay or Stocksnap.io for unicorn visual content that won’t cost you a dime.
5. Create a consistent aesthetic for your social content.
Creating a consistent theme with your accounts helps you establish and grow brand awareness, especially on Instagram.
Practically, this means using a consistent color palette and the same filters to come up with a distinct feel and look.
This makes your posts look visually appealing to your followers and customers, and more — it reflects your brand’s image.
6. Know your audience and anticipate their needs.
Knowing your audience means you’ll know what kind of content they’ll find useful and want to engage with.
To that end, do as much persona research as you can so that you can thoroughly understand your customers and audience.
This will help every aspect of your marketing, including your social media marketing.
7. Pay attention to your social media analytics.
In addition to doing persona research, always look to your analytics to find out what’s working and resonating with your audience, and what isn’t.
Based on that data, you can move forward and create more content that’s in line with what your what’s already working and move away from the social content that isn’t cutting it.
8. Create a place where your visitors and customers can add their feedback.
Customers often rely on reviews and they appreciate businesses where they can leave their feedback.
According to Huffington Post, 70% of businesses that give the best customer experience use customer feedback?
Encourage feedback on your own social channels, and use it to inform your own service and practices.