This also appeared in the April 2013 edition of the DuBois Chamber of Commerce newsletter’s column, The Marketing Edge.
Why have your sales declined or why do you have the hardest time gaining new customers?
Let’s look at the example of buying a new car (new, pre-owned, etc). What were the first things you might have done? Searched on Google for photos or ideas of the car brands and models you might like? Go to a manufacturer site like Chevy or Honda and review car specs or current loan offers and incentives? Go on Facebook and make a post asking for your friends’ input or suggestions?
This is exactly how most buyers – whether for a new car, TV, appliances, furniture, college, books, clothing, gift ideas and so on – are thinking, acting and doing for many purchase decisions. Does any of your current marketing or sales strategies reflect this???
The Internet, social media (mostly Facebook) and smartphones have fundamentally changed the way people find, discover, share, shop, & connect.
People want to share everything in their life – their events, thoughts, experiences and more. A lot of this occurs on Facebook. This includes what they buy and how they spend their time. This is the word of mouth and marketing value I bet that you’re missing out on. For better or for worse, they’re going to talk about you or not at all. If not, you’re completely out of the coversation and their awareness that your brick-and-mortar or online store is an option.
A close runner-up is Facebook, but the biggest catalyst to change this problem starts with your website. It’s not just for your logo, store hours, and one page about what you sell. You must tell your “story” in a creative way using photos, videos, links, creative, testimonials and text to let your customer in on what their total experience will be with you. You need to tell them WHY you are better than any competitor – how you are different, why your business is worth their considering, why you’re trustworthy, and why you’re unique.
This approach begins the process of creating new, interested people into engaged, loyal customers. This is how you will survive and grow. The idea is to get these potential customers to explore your website. The end of the equation is to get their information, an e-mail address at minimum, and start a database. You can then use e-mail marketing promoting new products, bundling specials and exclusive incentives, invite them to LIKE your Facebook page and drive them back to your website for further engagement.
Let’s pretend you don’t believe any of this. Read these stats:
• Over 80% of your sales comes from 20% of your customers
• Marketing constantly to new buyers can cost six times more than marketing towards repeat purchasers and creating loyalty with those current customers.
• 61% of internet users research products and businesses online before an online or in-person purchase is made
• 44% of online shoppers begin by using a search engine and 60% don’t go past the first search page results
• 57% of TV viewers use the web simultaneously
If you use this new approach, you’ll absolutely generate awareness to new customers, collect their info, target them, build engagement and credibility creating loyal repeat buyers, and lower your marketing costs. Then you’ll make more sales, keep costs in line, make more money, can hire staff to generate more business, spend some dollars on marketing, build and maintain your loyal customer base. Please reach out to me to talk about how you can immediately start using this approach!
Matt Checchio is a Partner of Magnus Marketing in DuBois, PA. Magnus Marketing is the fresh and innovative consulting group providing marketing, promotion, creative, website, social media, publicity and IT services. Please feel free to visit www.ineedmagnus.com or contact Matt at matt@ineedmagnus.com
