Reflection on Small Business Pain

  A recent survey of SMBs show that over 70% are “kept awake at night” over attracting new customers and they feel email marketing, websites and in-person interactions are most effective for their business. 

For these businesses using social media, Facebook is the most effective according to this survey…and social media is the type of marketing that 53% feel they need the most help with!

There are a lot of things specialists in entrepreneurship will be able to help with that I, as a digital marketing professional, cannot influence, though I strive to understand them. For example, I work with a few retail locations that could use the help of a professional merchandiser. Hiring one doesn't make financial sense for these small businesses, though it really could help them move more product and better the lifetime of their business' existence. Marketing will provide the same: growth in business for the lifetime of the business. 

When a business is branded and familiar, there isn't as much of a need for discounts and volume. People may be driven to choose your store because you're the first one they think of rather than because you have the coupon price or are closest to their house. Health professionals are in the same boat. If you're the first dentist that people think of when they're in pain, they'll call your office to check on if you take insurance before they check with their insurance. So, branding and advertising are necessary unless your office has a blinking sign the size of the Eiffel Tower and you're the only one within 100 miles of someone's home, you must tell people about your business. 

What I strive to understand and want to help businesses get a better picture of is diving into their business processes. How do you follow up with customers? How do your employees answer the phone? Do the signs outside reflect what's inside? Can people refer people to your business? Discover challenges that are easily overcome, then add advertising to show the public it's time to rediscover this amazing business - your business.

You have something unique to offer and people just need to be told what that is. I'd like to work towards Mom and Pops seeing themselves in the same light as the big brands, after all, those big brands are working to gain consumer trust and on much bigger budgets. 

Inspired Questioning

As a consultant for digital marketing strategies, the epitome of establishing a strong relationship and deep understanding of a client's business is asking great questions. I was reading an article, 100 Great Questions Every Entrepreneur Should Ask, and discovered so many I had never thought to ask of myself, prospects, or clients. 

Because it is so defining and brings us to the core of what we want our business to mean, this question was the one that spoke loudest: "What one word do we want to own in the minds of our customers, employees, and partners?"  The question's author, Matthew May, explains, "This deceptively simple question creates utter clarity inside and outside a company. It is incredibly difficult for most people to answer and difficult to get consensus on--even at the highest levels. Apple = different. Toyota = quality. Google = search. It’s taken me three years to get one of my clients, Edmunds.com, to find and agree on their word: trust." 

I want my customers to define my business with one word: partner. I want them to trust me to ask questions in and outside of my wheelhouse. I want to be the person they send random emails to and ask, "What's your take on this?" Because that's my goal, I'm thrilled when I actually get those kinds of moments. Whether it's brainstorming on an initiative they're taking with their employees or sending me the most recent proposal from another media company, it's what sets me apart from the others, right? How exciting.

My methods, which are continuously being improved, start with removing ulterior motives (get money out of my head) so that I can open myself enough to see customers' real issues, and their truest strengths, without making assumptions. It is a difficult line to take because we want to be selfish. We're culturally nurtured to look out for number one and find angles to take so we win. By setting our motives aside and asking these types of questions of ourselves, we can liberate our minds and processes enough to come up with something really special that stands for more than what we thought it ever could.

A Moment to Capture Their Attention

In advertising, and all things media, we have mere seconds to capture the attention of our desired audience. But, what is the secret to capturing that attention? I've learned that it changes so dynamically, there are no rules. What I think is a tacky and strange message from a caveman ends up being a brilliant tactic to build brand awareness and create viral discussion.

Some tips on getting their attention? Create a call to action...

1) Offer things a percentage off vs. fixed dollar amount discounts

            It creates a sense of "a deal" where a dollar reduction can sometimes devalue your service or product.

2) Make it super easy

            Having to come by the store and maybe get a deal is not nearly as intriguing as, "bring this card, get one item free," a clear message shows that the customer isn't getting bait and switched. 

3) Make it believable

              Inundated by advertising, our consumer is now hyper vigilant about who to trust in their purchases. Offering them something that raises their suspicions actually reduces trust before they even know who you are. To build trust, create a culture of customer feedback and testimonials that potential customers can feel good about. "Thinking about buying here? Your neighbors did and they loved it!"

Time Information and Money: the only marketing we need?

With the businesses and professionals I meet every day, 3 things are of the highest valued commodities: time, information, and money. I hear "duh" coming from my audience. As obvious as these 3 things are as values, I think we lose sight of them in our 9-5 (or 24/7) grinds. Let's look at where we can help each other create casual sales from people seeking more time, money and information and who have a need for our services!

But first, I want you to really ponder the chicken and the egg. You know the standard question is, which came first? But, have you asked yourself which is more important? How valuable is a chicken to an egg, or an egg to a chicken. Money, Time and Information create a perfect love triangle this way. Casual but essential relations between them are key to our growth as professionals and business owners.

Now, with time, our customers, no matter the industry we are in, need to know we respect their time and that our time is valuable. Anecdotal evidence suffices when we look at how a doctor can either keep us tied up in his waiting room then only see us for five minutes. You know what happened with the last doctor that did that to me? He's not my doctor anymore.

Information provides the basis for which we make decisions every moment of our lives. It provides us direction. If you give your customer the information they need to be informed, you're going to be the better choice than the next guy who offers the same service. Think Google. They didn't start a website for people to post a bunch of ads. They started a revolution in organizing, managing, and optimizing information. That explains why 90% of searches are done on Google and not Yahoo, Bing, or ASK.com. It also explains why a search engine like ASK has to advertise on another search engine. Think of ways you could be leveraging your competitors information to help your potential customers too.

What makes the world go 'round? Money. What can we put where our mouth is? Money. It's the answer to life's many questions but it is only the means to the end. Money is very few people's actual goal. Most of your potential clients need to spend money to achieve the goal your product will help them reach. Maybe your client wants to be in less pain and you're a dentist, do you help them spend their money efficiently and give the best quality dental care? Tell them. It will make you a better choice than the other 20 dentists in your 10-mile radius.

The CTA - or why they aren't contacting you just because they visited your website

A common need in every business is getting the person who shows interest to choose you, reach out to you, buy from YOU. That's one of the things I love about online marketing. There is always lots of data from branding ads, keyword ads, Facebook posts, all of it! But, how do you tweak it to make it all generate leads or purchases or build your email newsletter database? I have a few things that have worked in a variety of industries and wanted to pass them on...your suggestions are greatly appreciated also! 

You need a call to action. What does this mean to a consumer? You don't have to give them a reason to reach you, they probably got to your site because of a need. Now, they ask themselves...

"Hey, I like this site, I'm not ready to buy. I wonder if...?" Give users a variety of ways to contact you and make it easy. Let them click to email and call you. Right now, do users have to complete a form to reach you?  Other users may prefer you contact them when you can. Others might want to Facebook message you. Make it all work to put them in your hands and fulfill their needs and answer questions.

"This site is cool, I would like their coupons sent to me. I have to fill out this really long form so they know all my personal details?" Maybe just let a Facebook or Google Plus Log in make it an easy way for them to complete your form!

"I love free stuff that resonates with my needs, how can I get something free from you?" Incentivize it – tell visitors, give me your email and phone number and I’ll send you an XYZ (What is a strong CTA depends on your business). The XYZ might be downloading a form they can use elsewhere. See white papers, easy forms or free apps related to your customer's needs. 

"I went to this website and couldn't find what I wanted!!! Should I go to another business' site?" Test different landing pages with different CTA’s and track results the best way you can. A landing page differentiation helps you guide visitors around your site, show them how much you are an expert, and highlight your services in a dynamic way. 

THEN the fun part! 

Remarket them if they don’t become your customer with email blasts, linking to your various landing pages – great way to test and garner new interest in you for previous customers also!

Have your Adwords ads/blog posts/social media include different messaging and link to different landing pages to test where you get interest through phone calls, contact submissions and more. 

Have fun with this part! A simple change could make big results happen. 

Next Article Must Read!

How to Step Up Your Social Media Game For Your Business or Group



Life Hacker articles, whether useful or not, are always interesting. I just dove into this one to look for some social media tips that would be easy to share with a couple of the small businesses I work with - admitting that it is easier to Google social media tips than write my own tutorials is shameful, but hey, it's the truth. While I love social media and would happily manage Facebook profiles and post YouTube videos for all my clients, I don't have enough keyboards or time. So, I must share the ways of sharing with you, and my local business clients.



 Happy 4th of July! Share On.

Sharing Critical Numbers for Biz Success

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Great article since, no, most of us don't have a financial background but still plunge forward in our financial futures. Please add another critical number to your business endeavor's budget sheet: MARKETING BUDGET!



Thanks!