One of my readers has been disappointed in Internet marketing and asked me to write about it. Below are some feelings he has on the subject; (I am sharing this with his permission).
“The past eight plus years has been one big internet marketing experiment for me. One internet concept after another promised great things and I feel none of it actually delivered. I paid money for a new website and was told this would generate a lot of leads for me. There have been the rare occasion when the website has been beneficial but basically for a service industry like mine, the cost of the website has not generated enough customers to make it worth the price tag. I feel people use it mostly to look up my phone number and hours of operation. It is more or less the “yellow pages” now. Of course, The Yellow Pages was pricy too and didn’t really bring me new customers either.
I post something to Facebook at least once a week and get a few likes but that is from current customers or family and friends. I tried email marketing but the report shows that my regular customers may look at it but then again, they may not. I am starting to realize that certain times of the year I get deletes more than I get viewed. Help me, Rhonda! What can I do?”
I spent time with this reader and gave him some ideas and I thought my other readers might also feel the same frustration he is. I decided to take the next few “Help Me Rhonda” articles to answer this in depth. I discussed this with my staff as well and I will share some helpful tips. If you have been a reader of mine for a long time…you know I always recommend that you “mix it up” as different people want different contact points.
I thought about my most successful customers… those who never suffer from slow times and in fact are booking out weeks in advance. They certainly do have a vast marketing mix and have some other unique concepts they do on a CONSISTENT basis. Here is the first common thread these shops do to stay at the top of their game!
These shop owners participate actively and personally in what we at News Works call, “Community Marketing”. The one common factor with all very successful shops is they are the backbone of their community by sponsoring events. If they sponsor, for example, a sports team. They don’t stop there… they are active with that team. They celebrate their successes by personally attending a few games and treating the team to ice cream or pizza or have a BBQ for them.
- They are active in their local schools. They hold art contests and give it a theme and pass out trophies.
- They have car care clinics.
- They donate a car to a needy family.
- They are involved in Toys for Tots.
You get the idea. They are well known in their community by sharing themselves. They prove they really care… not by just saying it (though they do that too and put the information in their newsletter… not in a bragging way but thanking others for their participation) but by doing. This creates a family friendly environment with free flowing information that can’t be deleted or scrolled past. It builds a business that will bring in the income you’ve been wanting. People like to do business with a business that cares!
News Works Marketing