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Author Archive for Steve Querio
Many businesses are not certain which path to take in our new digital world. They have grown their business in a traditional world of newspaper ads, radio spots and yellow pages and new online marketing has thrown them off course.
Worse yet, some businesses are mentally unaffected by the changes. They either believe this new "online world" won't have any impact on their business or they don't have a clue that it even exists. Either way…they're in big trouble.
Consumers are making a massive shift, whether you like it or not. This isn't some small change…it's larger than anything we have seen in business before. So large, that many will be put out of business, if they don't keep up.
You see, the consumer now has the ability to pick and choose products and services.
- Information: They can search for information about a product or service with a clink of the mouse, whether you're open or not
- Reviews: The consumer can learn about the experiences of others who have used you before. They can compare you to your competition
- Relationships: Consumers can learn about you and develop relationships with your business in different ways now.
I believe that these changes benefit both consumers and the business. It makes the business say to themselves, "Am I giving my customers everything that they want?" It makes the business owner take another look at what's good and what's bad about his business.
Those business owners that understand their customer, and make the changes that the customers want will have a growing and successful business. But, those that fail to understand the importance of it will watch their business die a death by one thousand cuts. Failure won't happen over night, but it will happen.
So, what should you do now?
Well, here are a few suggestions for you that can help your business to turn itself around.
1. Listen to your customers. If you continue to hear chatter about something, make the change. If they are unhappy about wait times…fix it. If they want more information about products…make it more available. Whatever they are asking for, give it to them. Provide them with value.
2. Move your business into the digital world. Even if you don't know a thing about online marketing, mobile websites or "the Google", it doesn't matter. Hire someone that does. This can make a huge difference in your sales.
3. Don't be afraid to learn and change. The world is changing quickly (like it or not). You can bury your head in the sand and wish it would all go away, but good luck on that. Instead, accept that your customers want to watch videos, that they want to stay connected to you in different ways and that they are eager to tell their friends about you…when you do good.
It's time that you, as a business, step up to the plate and swing the bat. You need to move forward with a strategic marketing plan, including those scary things like mobile marketing, video testimonials and automated lead generation and follow up. Do it and you give yourself a shot to hit a home run.
With over 800 million users, Facebook is already a giant among giants. Many of its users use their Facebook account on a daily basis and many use their mobile devices to interact with it.
Businesses have had the opportunity to reach out to consumers on Facebook via Facebook ads. The ads can be targeted using the demographic features and can be cost effective if done correctly.
One of the areas that Facebook has not capitalized on as of yet is mobile advertising. However, this is rumored to be right around the corner and could be a game changer.
With mobile users growing by the minute- many of them as Facebook users, imagine the ability for a business to pop an ad into a users Facebook experience. It is likely that Facebook will soon allow businesses to insert "featured stories" into the mobile option.
So, prepare your business for yet another option to connect with your customers.
Categories : Facebook, Mobile Marketing
When it comes to today's crystal clear thinkers, I am a big fan of Seth Godin. He's written numerous books on business building and the entrepreneur.
He recently was interviewed on his thoughts about the changes in business in 2012.
I believe he is right on the mark! (again…)
If your business doesn't have a strategy in place for marketing to the mobile customer, I have to ask, Why?
Mobile usage is soaring worldwide and the United States is pushing numbers never seen before. This rapid shift to the mobile community by consumers is creating a huge opportunity for those businesses with a plan in place.
Mobile websites and mobile apps are the perfect example of how your business can connect with the customer and generate increased sales.
ComScore reported some of the US mobile trends in mobile phone usage, for the three quarter period ending in November 2011.
A whopping 234 million people in the US, aged 13 and older, used mobile devices. Also over 91million people in the US owned a smartphone. That's up 8% from the prior period.
So, what does this all mean for the small business on main street?
It means that you need to roll your sleeves up and get to work. There has never been a better time to capitalize on new marketing technology. You're customers are there…why aren't you?
Categories : Mobile Marketing
The new year is right around the corner and businesses want to improve their customer volume in 2012. With changes in customer social interactions, technology and marketing, I want to provide you with 5 steps that your business can take, right now, to drive more clients (and revenue) through your doors.
1. Capture More Information
Businesses make a large mistake in not collecting information from their prospects or customers. Many people raise their hand to say 'I want what you've got'. But, unfortunately, most businesses miss their cue and have no easy way to capture information for later follow up with them.
As Julie Roberts said in Pretty Woman, "BIG Mistake".
Those who have an easy way to capture information can follow up and sell again and again. Instead of only selling to your customers one or two times, why not create a system of follow up for future purchases from you.
2. You Need To Use More Than eMail
Business owners incorrectly think that because they send out an email newsletter to a list that they have built, they are good to go.
Not true.
Depending upon your audience, this could be completely unopened email that doesn't sell your stuff at all. In fact, the standard open rate for email is approximately 15-20%. You can do much better than this.
Most business owners use email because they understand it and it is pretty affordable. However, there are many other ways to communicate with your customers in addition to email.
So, refine your email process and add other channels of communication. It's not about you, it's about them.
3. Engage them with a promotion
Everyone loves something for free (or with a good discount). Use this to your advantage in 2012 and develop several campaigns that offer a special promotion for your products or services.
As an example, a spa might offer a free manicure with the purchase of a larger spa package. But, make sure that in order to receive the special offer, the customer has to give you something in return. That something may be their information to connect with them.
By creating these campaigns, it gets your customers involved and enables you to grow your list for follow up. But, remember, it must be easy (see #1). 
4. Create a VIP club
Not only do your customers want a great deal, but they want to be recognized. So, why don't you create a VIP club?
Your VIP club may be an additional fee or a monthly charge, but you'll reward them with increased value. You may give your VIP members additional savings, create special events for them or provide them with more one on one contact with you.
For example, a restaurant may offer a special night where their VIP members gain access to the chef and some helpful cooking tips.
Membership has its privileges.
5. Deliver Value
More than anything, 2012 has to be your year to provide unbelievable value to your customers.
Customers have come to expect great service and products and you need to deliver. By providing unmatched value, you can become the leader in your niche or industry. Train your staff, handle issue and thank your customers. It goes a long way and your customers will develop loyalty towards you.
Businesses can look at the new year as a time of troubling times with a sputtering economy. I would suggest that instead, you look at it as a time of great opportunity to grow your business like never before.
Make 2012 your best year ever!
Categories : Business Building
As a business, you want your website to be easily found by being at the top of the search rankings. It's no secret that those who show up in the first several positions on page one of Google get most of the clicks leading to more business for them. But, to get there it is now extremely important to continue to create website content for your site that is fresh.
Fresh Website Content Rules
One of the more recent changes by Google is to put more priority to sites with 'fresh' website content. When I say fresh content, I mean content that continues to change. This may include updates to pages, the addition of new pages and new posts to your blog. This makes complete sense. Google wants to rank those websites with more 'value' higher in their rankings. They want to provide those using their search engines to receive the content that most closely matches their search queries. By placing greater priority to those sites that have fresher content, it provides a better result for the searchers.
Stale Website Content Sucks
On the other side of the coin, those websites that remain unchanged will receive lower ranking by Google. Stale website content (site content that never updates or changes) is not held in high regard by Google. If your site is unchanging, it tells the search engines that your website is possibly abandoned or dead. Many businesses feel that once their website is created, they can then just let it sit and it will do its job. WRONG! If you are interested in acquiring new customers from your online presence, you need to rank well. If your website is unchanging and stale, you won't have a chance.
What Your Business Should Do Now
So, what should you do now? Maybe you haven't produced new website content and your business website isn't ranking like you would like it to. You're just not showing up at the top of the search. Maybe you have been producing some content, but it has been really limited and hasn't been helping your website at all. Here's what to do:
1. Begin to produce website content in blog posts
Create blog posts (ideally 2-3 per week) that hit on subjects that your customers are interested in. Simply think about the questions that your customers or clients always seem to ask you. There are the subjects of your blog posts. Blog posts should be at least 300 words in length and you should incorporate keywords and phrases into the text of the blog. For example, if you are a pet store and are writing a blog post on how to teach your dog to fetch, than you'll want to use terms in the title and in the body of the post related to this. In this case, it may include "fetch", "training a dog", "teaching a dog to fetch", etc.
2. Update your website pages
Make certain that you are updating your website pages from time to time. Don't let them become obsolete. For example, make sure that you change dates of events, make changes if there is new information about a topic, or add to your page content to provide greater detail.
3. Add pages to your website
Of course, you'll want to continue to grow your website. Larger websites tend to always trump smaller websites in the rankings. That does not mean that you need a massive site to rank. It just means that as time goes along, make sure that your site continues to grow. The way to grow your site is to add new pages to it. As you can see website content is king. By adding new content in the form of blog posts, updated page content and adding new pages to your website, you have the greatest chance of improving your website ranking and growing your business.
I've received enough questions about QR codes to warrant an article about how to use QR codes to generate more customers, ultimately leading to more revenue. Since there continues to be a wide range of questions, I am going to start right with the basics and expand from there.
To start this off, I'll need to explain what QR codes are. Basically, QR codes are 2 dimentional codes (like a barcode) that can be scanned using a mobile device to direct someone to anything with a web address (url). For example, a spa may want to create a video about a new service. The spa could use a QR code in a print ad to allow those with interest about the new service to watch the video using their mobile device. They would simply use a QR reader on their mobile device to take a picture of the QR code, which then takes them to the video (in this case).
Creating QR Codes
There are numerous places to create QR codes, which are typically free. My favorite is www.qrstuff.com. This site will allow you to create QR codes in different sizes and shapes to place on numerous places in the physical world. Common places that businesses use QR codes include brochures, flyers, ads, business cards, and more. Basically, your options are limitless.
QR Readers
In order to use a mobile device to take a picture of a QR code, you'll need a QR reader. Again, there are many readers that you can download as an app and most are free. I use QuickMark, but that is not the only QR reader available to you. To acquire a QR reader, simply go to your mobile marketplace to download an application and search for a 'QR reader'.
Uses of QR Codes
There are MANY uses of QR codes. Here are some of the uses that I've seen and used:
- Videos of services or products
- Your contact information
- Linking to a coupon
- An article or important paper
- Connection to your social media sites
- and more
As I said, the uses are left up to you imagination
The Future of QR Codes
It's my opinion that the future of QR codes is very big. Although they have been around for some time (starting in Japan), the explosion of mobile devices is pushing marketing into a completely new direction. As I've said before, those businesses that don't engage in the new face of marketing, such as mobile websites, social media and internet marketing will absolutely end up losing to their competition that does embrace these changes. QR codes is a basic step in that process.
It's absolutely amazing how fast the internet has changed. This has created significant changes in how local businesses run; how they gather customers, how they communicate and how they manage their daily operations.
It also provides significant opportunities for those businesses that stay current with their marketing practices. Remember, you must stay in front of your customers..wherever they are. Now and into the future, your customers are mobile and a mobile website is necessary.
Your Customers Are Rapidly Moving to Mobile Devices
The days of reaching your customers with newspaper ads and flyers is over. Sure, there will always be a place for 'older' forms of marketing, but your customers dictate where you need to reach them. Those businesses that don't throw their bait into a new lake will certainly have trouble keeping up. Many will fold up their cards and go home.
Just look at the numbers:
- According to Google, 40% of mobile search now has a local intent
- Between 2009-2010, mobile advertising spending has increased 75% while newspaper advertising spending has decreased 7%
- 83% of adults are mobile phone users
Mobile Websites Are Needed
Have you ever used a mobile device and reached a non-mobile website. It's like a maze in the palm of your hand. You have to scroll back and forth, up and down…and frankly, I just close down the site. Regular websites are not designed to be viewed on these small devices.
Those who uses mobile devices expect a different experience than those using a desktop computer. Many mobile device users are on the go and want the vital information for your business.
- An easy way to call you
- Your location
- A map
- What you do
- Coupons or deals
- Possibly a way to buy from you
So give them what they want and don't make it hard for them.
Mobile Optimized Website vs. Mobile Website
There are two ways that you can move forward to create a mobile website. You can create a mobile site off of your existing regular website or you can have a complete mobile website developed in addition to your regular website.
Mobile optimization will work in certain circumstances. If you have a site that is mostly article or blog driven then it may be more easily converted to an optimized site. These are typically cheaper and work well in certain situations.
A fully developed mobile site is usually a sure bet if you have a more developed regular website. Since websites are not meant to be viewed on smaller screens, developing a mobile site is often good for many businesses. It is more expensive to develop a mobile site than to optimize an existing website, but in my opinion, well worth it.
Those involved in business should not be hiding their head in the sand. Instead, use this opportunity to reach more customers…on their turf. Mobile is here to stay and you'll need to either catch the wave or be swept under it.
Categories : Business Building, Mobile Marketing
Positive business reviews have become more important that ever. Think about if you've personally searched online for a service or product. Doesn't it make you feel a lot better when you see that the business has positive reviews? It gives you the warm fuzzy feeling that the business is legit. Well, that exactly how the search engines view them as well. Search engines like Google, Yahoo or Bing have greatly increased the value that they have placed on these consumer reviews.
Review sites have popped up all over the online world. Some are deemed to be 'more valuable' than others by the search engines. Several of the major review sites that you should consider are Google Places, Insider Pages, Yelp, and Merchant Circle. Also, their are industry specific websites for certain niches, like restaurants.
So, to improve you business site rankings, you'll need to put your game face on when it comes to reviews.
1. Give a hand out
Your entire staff should understand and be on board when it comes to acquiring reviews from happy customers. Create small handouts (the size of business cards) that can be given out by your staff. These handouts should inform the customer exactly how to give your business an online review.
2. Offer your staff a Ph.D in your customer review program
Make sure that your staff has a complete understanding of your customer review process. Show them which review sites that you want your customers to leave their remarks on. Get your staff involved in the process. Remember, it all starts from the top.
3. Create a video
You can create a quick video that you can attach to your e-newletter. In this video, you can ask for positive reviews. Make it simple and sincere. They'll be happy to do it if you've been providing great service.
4. Internally market for customer reviews
Create flyers, table top displays, or QR codes that you can display around your business. To get more positive online reviews, you'll need to make it known that you are actually looking for them.
5. Don't quit
This is an ongoing process. You can't expect to get a few reviews and then forget about the entire process. To help your business, you'll need to make this an ongoing part of your marketing efforts.
Categories : Branding, Review Sites
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