OUR COVID-19 RESPONSE: Free Consultations for local businesses
With the number of businesses increasing every day, it is getting harder and harder for most to stand above the noise. Everyone uses social media, everyone boosts their posts and everyone hosts giveaways. These have pretty much become the norm for any business online. But just paying attention to the below details, can help you stand out and attract more clients:
1. Websites are important
A website isn’t something that you create for the sake of it. It is an extension of your brand and the centre of all your digital marketing efforts. It doesn’t matter how much time you put into strategy development – if your website isn’t responsive, is difficult to navigate, glitchy and filled with grammatical errors, you are bound to lose eyeballs that could be potential customers. Investing in a good website developer who will make you a nice, clean site as well as constantly monitor it for any bugs or issues is key. If done right, your website can be a powerful acquisition tool.
2. Lead Magnets
If you’re a therapist, you probably just offer face-to-face services. But other ways you can generate revenue is by creating content offers on your website such as Whitepapers, E-books, Guides, etc. The content needs to be relevant and offering a valuable solution to your target audience. E.g. Top tips on how to deal with isolation during the quarantine, tutorials on exercises to calm a stressed mind, etc. Lead magnets offer free solutions or services in return for sales qualified leads. A high trust-factor will form between your business and the lead and when its time to make the buying decision, you’ll be on top of their consideration list.
3. Create an SEO strategy
Search engine optimization is what helps your business appear higher in search engine results. If someone is Googling the service you offer, you want to appear towards the top of the first page since people usually just contact the first few. With a strong SEO strategy, your website will become associated with the keywords used to find your services. This is also great when you don’t have a lot of money to spend on paid advertising/marketing strategies since here you just need to create a lot of good, relevant content and try to rank it in Google search results.
4. Offer pre-orders/discounts
A great strategy for businesses during downturns, as evident during the COVID-19 quarantine, is offering pre-orders and sales. Marking down the prices of your products/services is always a great way to motivate clients to spend. Pre-ordering, as well, ensures you have enough money to be stable while times are tough. A lot of beauty parlours, gyms and restaurants have used this tactic. They’ve offered customers discounted rates on memberships, bookings and gift cards that can be used any time in the future.
5. Host contests and giveaways
This one seems like a no-brainer, but you’d be surprised how many people do it wrong. You want what the participant is doing, to impact your brand positively. Just asking for a follow or comment under the giveaway post isn’t ideal, since they can easily unfollow your page once the contest is over. But asking them to share it on their Stories or asking them to tag friends in the comments, ensures that fresh pairs of eyes are viewing your business. Be clever while choosing the prize as well. A set product/service (if your company offers several kinds) might not be the smartest way to go, since not everyone may want it. Instead, offering a voucher worth a certain amount gives the winner the flexibility of choosing what they want. This, in turn, incentivizes participants more.
6. Don’t forget your old customers
It’s always easier to get your old customers to purchase from you, than convincing new customers who may be used to other brands. Not forgetting your old customers is important, as well as not letting them forget you. Stay on top of their minds and incentivize them to purchase again with strategies like email marketing, sending them newsletters on new products/services, offering them discounts/credit for every new customer that they refer your business to, offering promotions like buy 5 and get the 6th one free, etc.
These are just some of the popular tactics that work across most business types and industries. Typically we study businesses, their target markets, competitors and industry in detail to come up with a strategy geared towards growth. If you’re working with an agency or have an in-house marketing team, get them to study the market and come up with a strategy accordingly.
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