Laying the Groundwork for the Right Website

Concept of construction cranes building a website isolated on white background

Professionals in the construction industry are experts at turning ideas into plans and plans into buildings—as well as other projects that are beautiful, useful, and durable. But the old rules about marketing your skills and services have been upended, and it is no longer optional to recognize the role that websites, social media, and smart technology now play in finding your next customers—or in helping your next customers find you.

Does your company have a website?

Continue reading “Laying the Groundwork for the Right Website”

Hyperlocal Marketing – Just Hype?

When trying to determine the best marketing strategy for the growth of a company, it’s easy for a business owner to become disillusioned by the “mythology” of corporate marketing. You tentatively adopt a strategy, “do it,” and are not sure if it works, and, if it does, you have no idea why. There are so many jargon-heavy terms floating around, it can be hard to parse through what works, and what is just a red herring.

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Larger, online-based companies have adopted the term “hyper-local” to refer to the complicated algorithms and expensive analytics that help them target the customers they want with mobile and online ads. It’s important to remember that for You, the small business owner, “hyper-local” marketing is just plain…Marketing! You are already targeting the right customers at the right time by being in touch with your audience through customer service and sales.

But First, Take a Step Back

How do you communicate your brand to your audience-It’s still necessary, however, to develop a solid understanding of the relationship between your brick-and-mortar or e-commerce space and its online footprint. It’s always important to ask yourself the big questions before deciding where to dedicate your time when building your strategy:

  • What is your brand?
  • What is your brand’s voice?
  • Who is your audience?
  • How do you communicate your brand to your audience?
  • How does this communication turn your audience into customers?

And, in the internet age, importantly:

Where are your customers searching for your product or service online?

(Of course, if you have troubles answering these questions, don’t hesitate to reach out!)

Never Ignore Your Website

It’s easy to misunderstand the importance of a business website when online review sites such as Yelp or Google Business seem to build customers for you. Your website should not be just a sales channel for your product or service, but should work alongside your existing online presence (read: your Yelp reviews!) to be an extension of your company’s brand into the virtual space. Once you’ve created a strong business website, consider the way people are entering it.

  • If people are being funneled through backdoor channels (such as the aforementioned Yelp reviews) are they staying?
  • How well is your website doing in Google search rankings?
  • If you are spending money for online ads, are people clicking on them?
  • Are you using mechanisms like special offers for conversions?

Your Website- Not just a place to put your logo online.

The goal is to be specific with your audience. If you are not sending the right person to the right page, be ready to deal with a high bounce rate. Try utilizing unique landing pages with customized copy when doing local campaigns, so you can geo-target potential customer bases for events or conferences. Once they’re on your site, get them to stay with the key to all successful online marketing strategies: content!

Share what you do with your customers, and your website will become a dynamic part of your marketing strategy, not just a place to put your logo online.

The Right Focus on the Right Channel

Once you’ve built a strong website and begun to establish your online presence, it’s time to start experimenting. Set up Google analytics and test different channels until you start to understand the DNA of your local customers. When you figure out which channel your audience is using to communicate, you can know better where to allocate your resources. Take advantage of all social media outlets, but, depending on your industry, be sure to find the right blend.

Understand the DNA of your local customers

  • Don’t waste money on Facebook ads being seen by random audiences.
  • Don’t direct people to a webpage that’s not targeted to them.
  • Don’t spend hours on your Twitter account if your customers are talking about you on Yelp.
  • Don’t have an Instagram account just…because you feel like you have to have one.
  • Don’t spend money (& time!) to find customers instead of spending money for customers to find you!

The beauty of online is that you can switch things quickly if you see it’s not working.

Join the Conversation & Develop Your Voice  

If you are doing a good job, allow your audience to speak for your business. Your continued great online reviews give strength to your online presence.

Allow your audience to speak for your business

If you don’t like what your customers have to say, however, join the conversation! If you engage your “haters,” you still have an opportunity to turn a negative experience into a positive one. When you delight your customers, word of mouth will spread quickly. When it does, be ready with a solid website and brand presence! The combination of your active efforts as well as the inactive work done by your adoring audience will build the best representation of your business online.

Let your “hyper-local” marketing efforts go global and turn curious converts into lifetime customers.

 

A Happy Customer is Yours for Life

How to get new traffic to your store (or site) and grow your loyal customers.

Today’s customers want it all – competitive pricing, value, and high quality service. What’s more, loyalty levels are declining leading to higher turnover rates. A customer is four times more likely to buy from a competitor because of service quality as opposed to price (Bain& Co). Thanks to social media – the ultimate in word-of-mouth communication- individuals decisions to switch can have rapid and widespread consequences (Accenture).

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Providing your customers with useful information will build loyalty.

Content marketing is all about creating and distributing relevant articles, information, videos, etc. – to attract and engage a clearly defined target audience. The end goal is to drive profitable customer action.The idea is to create interesting content that speaks to clients and prospects without selling them anything overtly. Packaging and disseminating useful content in a thoughtful way also positions your store as a thought leader and showcases your expertise. Modern consumers are more shopping savvy than ever as the internet provides easy accessible information about your product and those your competitors are selling. While determining what customers are looking for is crucial, meeting their needs is not enough to keep them coming back.

It is important to build loyalty through time and build trust.
Learn more about your most loyal customers and enthusiastic promoters, those who love doing business with you and sing your praise to others. Invite your top clients back to your store using feedback surveys and conversations. Highlight your unique strengths that attracted them in the first place.

Ensure the support of senior leaders and managers to help ensure that all team members recognizes the importance of your customer service philosophy. Empower your staff to make decisions in-line with your customer service culture. “Our standard return policy was 30 days but the owner always told us we can break the rule when we felt it would make customer service sense,” Tina, a sales associate at Moss and Me, told us. “I knew giving back a customers money would have her spend more in the store, and she did that day!” Success requires cultural change and commitment to permanent customer service values first.

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Recognize that not all customers are the same. While customer value and profitability are key elements of the company’s retention tactics, set rules around customer service means you are more than likely not adapting to the needs of each customer. Listen to a individual needs and provide a solution tailored specifically to the situation.

Always stay on your toes. Older businesses are in danger of becoming complacent, allowing their innovative capacity to die off. When long-time consumers are only contacted for business they are likely to see your relationship as a formality and take their business elsewhere. Remember, competitors are courting new customers just as often as you are, if not more. Bringing new benefits to your customers and making the business relationship about more than a discount will keep your old buyers coming back. A good way of doing this would be to:

  •  Work with agencies like the Karlyn Group to create a newsletter for your clients which highlights the differences between products or services.
  •  Have a productive website which encourages repeat business.
  • Offer informal classes, book signings, and demonstrations by vendors.

No matter what stage your business is in, there are simple ways for you to build your relationship with your consumers and continue to thrive.