How can small business owners make their companies stand out from the crowd? Finding effective, easy-to-execute marketing strategies can boost your business by helping you engage your customers while attracting new ones. Here are some proven ideas to help your business thrive!
(BPT) - With over 30 million small businesses in the U.S., it's tough to stand out from the crowd. Successful small businesses turn first-time customers into repeat business, building momentum and growing sales.
How can you achieve this? Marketing. Finding effective, easy-to-execute marketing strategies can boost your business by helping you engage your customers while attracting new ones. Here are some proven ideas to help your business thrive:
Engage first-time customers
Show new shoppers that they matter. Send welcome emails and recommend products to complement what they bought. Offer special deals to keep them coming back.
Utilize positive customer reviews
Did you know over 60% of consumers read reviews before buying? Reviews can include ratings, testimonials, photos, videos and more.
Treat reviews as marketing gold, sharing them with customers and prospects to build trust and increase sales. You can generate and integrate them into your website, on social media and other marketing efforts.
Turn shopping carts into opportunities
Let’s face it, plenty of potential customers add items to their online shopping carts and never check out. While these “abandoned carts” seem challenging, they're an opportunity.
An effective way to convert abandoned carts into sales is by drawing on the power of customer reviews. Adii Pienaar, vice president of commerce product strategy for the email marketing platform CM Commerce, says small businesses can change their fortunes with this approach.
“Our most successful small business customers don’t just send a reminder email to shoppers about items left in their carts,” said Pienaar. “They take it a step further and include positive reviews and ratings about that product with the follow-up, knowing how much importance buyers place on others’ experiences. By featuring personalized product reviews for abandoned cart items, there can be a recovery rate of 5-10%.”
Spark interest with special offers
Entice new and returning business by offering discounts, encouraging shoppers to give your business a try.
Also, if you don’t have one already, create a loyalty program for frequent shoppers, or a referral special for those inviting friends to your website or social media.
Shoppers don't want mass emails treating them like just another number. Small businesses that tailor emails based on each customer’s shopping experiences and interests are far more successful in driving sales.
Creating customized content may sound complex, but it all comes down to how you organize your customer list. For example, segment your customers by which products they’ve purchased, then use this information to inform them how to best use their products or remind them when it’s time to re-order.
Personalization really pays off when you incorporate dynamic content — information that changes based on a person’s interests — in promotional emails. Use a customer's previous purchases and shopping interests to generate ideas on products to complement items they already bought. For example, recommend a similar flavor of cupcakes to ones they ordered before.
These proven marketing approaches can springboard your business to success. But, how do you get started?
Marketing has greatly evolved, with many new, easy-to-use tools. You don’t need to be a marketing expert, technical whiz or creative designer to use them.
For example, CM Commerce is an email marketing platform designed for small ecommerce businesses. It can easily create professional email campaigns to enhance and grow your business.
To help small business owners, CM Commerce features pre-built email marketing recipes for everything from welcome emails and newsletters to abandoned cart reminders and more. Business owners can follow these guidelines and put their email marketing plans in place with a single click.
“I always recommend small business owners invest in email marketing,” said Pienaar. “It’s a cost-effective way to establish your brand and regularly reach your customers and prospects. Most importantly, email marketing has the potential for huge returns and can truly make your business stand out.”
For more tips and ideas to grow your business, visit The Marketing Resources Hub.
Sales positions have changed more in the past decade than any other time in history, becoming more complex, competitive, and tech dependent than ever before. This article explores three ways that sales positions have evolved and how you can adapt your business to account for these changes. This will help ensure that your business continues to be successful throughout the sales evolution.
Being a salesperson has always been a challenging yet rewarding job, but the position is a lot different than it was in the past. Sales positions used to be simple. You had a product, and you found a buyer. Just like that, the commission checks were rolling in. However, in these modern times, sales can be more complex. Here are three ways that sales positions have evolved and how you can adapt your business to account for these changes.
With the explosion of technology, there are so many programs and devices designed to enhance the sales experience. In fact, it's rare to find a salesperson that isn't using some sort of technology, such as handheld credit card readers, laptops, cellphones, and more. In order to keep your sales team up to speed, your company should provide access to all of this technology, rather than assuming they will invest in it by themselves.
Perceptions of Salespeople Have Changed
As with any industry, some bad apples in the sales industry caused many negative stereotypes about salespeople. It's like a stain that seems to linger no matter how hard you try to clean it. You must protect your business from these bad apples. There are some attitude and personality traits you can test for. It would be a good practice to test all of your salespeople, so you don't end up with bad apples staining your company's reputation.
More Competition Than Ever Before
Technology keeps consumers connected with each other, but it also keeps businesses connected with consumers. Now advertisements can be tailored to buyers without a salesperson needing to be present. Often, this means that by the time a salesperson gets around to pitching to a potential new customer, this person has been bombarded left and right with competitors. Now salespeople must work harder than ever to gain a customer's loyalty. You can't stop your competitors from advertising, but you can make sure to advertise just as much to bridge that gap between your salespeople and consumers.
It's true that sales positions have evolved over a short amount of time, but your salespeople don't have to be left behind. The three tips above are easy to implement within your business and your sales team. This will help ensure that your business continues to be successful throughout the sales evolution.
Not sure how to transform your business to be more tech-savvy? We recommend reading this article next.
Today, to stand-out and gain not just customers, but to gain loyal customers, you need to deliver superior value to them - and provide them with what they truly value in the service equation. It is no different in the hotel business. In fact, delivering outstanding service is absolutely crucial today, literally 100% of the time. Here's what business and leisure travelers are truly looking for today.
Whether someone is traveling for pleasure or work, they want to be comfortable in your hotel at the end of the day. Not all hotels are built similarly or function the same way. Some are better quality than others. The different features that a hotel provides are referred to as its amenities. These could encompass anything from free Wi-Fi to a hotel pool in which guests can swim whenever they want. Depending on what they’re looking for, amenities will often determine the hotel that people choose, so your hotel should at the very least provide the following basics:
Good WiFi and Cell Coverage
More and more hotels, cafes, and buildings are providing free Wi-Fi to their guests. Just because WiFi is available doesn’t mean it’s of good quality. There are a number of ways that you can improve the technology of your hotel. There are systems that reduce cellular dead zones so that customers can stay connected on your property. There’s nothing worse than a spotty connection that drops out all over the place.
Basic Kitchen Appliances
A small refrigerator can make a big difference in how comfortable a hotel room is. Guests aren’t going to be grocery shopping for the week, but it’s convenient to have somewhere they can store snacks or leftovers from dinner. A microwave allows guests to heat up their food. A lot of people don’t like to eat out the entire time that they are away from home. These small kitchen appliances can make a huge difference for guests.
A lot of people like to work out on a daily basis to keep up with their fitness level and mental health. When away from home for work or vacation, a gym facility on-site is very beneficial to guests. You don’t need to have a ton of expensive equipment available, but a few treadmills and cable machines can help people get their workout in for the day.
A lot of a hotel’s success relies on word of mouth from previous guests. It is also helpful if people want to return to your facility the next time that they are in town. Having as many amenities for your guests as possible, particularly the technology-related ones, will help increase your positive reputation and bring more guests to stay at your hotel. If people don’t feel like they were comfortable or had enough conveniences available to them during their stay, this is the reputation you will form in the hospitality industry. So to give your hotel the best chance of success, consider including amenities like the ones listed above.
An employer's top responsibility is to create a workplace that is as safe as possible. This article examines what companies should do to minimize the chances of a workplace accident.
Companies that don't make employee safety a top priority may have a hard time attracting or keeping quality employees. They may also struggle to find customers who are willing to put up with their inability to take safety seriously. Let's take a look at what companies should know about minimizing the chances of a workplace accident.
Create a Culture of Safety
It is critical that everyone within your organization understands the importance ofminimizing accidents in the workplace. Everyone from the owner to the person who takes out the trash should look for hazards and try to mitigate them. Ideally, management will make themselves available to employees who want to offer suggestions or report hazards. Managers and ownership should also make sure that they take accident reports seriously and that they don't retaliate against those who report an accident. While employers are not required to hold an injured worker's job while he or she recovers, it can be a good idea to do so as it shows loyalty to a quality employee.
Who Makes the Rules?
The Occupational Safety and Health Administration (OSHA) is one of the key federal workplace safety enforcement groups. Many businesses focus heavily on being OSHA compliant and failing to do so could result in heavy fines and other penalties. In some cases, companies could be forced to close until they have fixed any issues that OSHA inspectors find. States may have their own version of this agency, and these state agencies typically enforce rules that are similar to those set at the federal level.
Learn From Your Mistakes
Employers are encouraged tolearn from their mistakes as doing so can minimize the chances of an accident happening again in the future. For instance, if an employee slips on a wet floor, it may be a good idea to purchase shoes with specialized soles. It may also be a good idea to review policies related to machine guarding or any other relevant policy after an accident occurs. Ideally, your company will opt to improve those policies or offer employees more training to help them understand their responsibilities in a given situation.
An employer's top responsibility is to create a workplace that is as safe as possible. Even if OSHA or other regulatory agencies didn't exist, there are many benefits to creating a safe workplace. A key benefit is a happy workforce that is loyal to its employer and more productive overall.
Here is another article you might enjoy: Top Tips For Women Just Entering The Workforce
Expert Advice for Entrepreneurs from Google for the Christmas Season (and Really, for Anytime of Year!)!
(BPT) - Small businesses have a major impact on their communities: 67 cents of every dollar spent on small businesses stays in the local economy. But when it comes to growing their businesses, nearly one in four small business owners say marketing is one of their biggest challenges. As small businesses prepare for the holiday rush, they are investing in digital marketing to reach new customers and stand out online.
Below are a few easy, effective ways to grow your business during this busy time of year from Kim Spalding, global product director for small business ads, Google:
1. Be discovered and build a website
People are increasingly searching for small businesses. In 2019, search interest in “mom and pop shops” hit a three-year high.
To make sure holiday shoppers are finding your business, Google My Business is a free and easy way to help businesses show up in Search and Maps. Businesses can attract customers by creating a profile where they can update their store information (like their holiday hours), create free posts that promote a special holiday offer or event and reply to reviews. Platforms like Wix and WordPress also offer free accounts that help small business owners build mobile-optimized and budget-friendly websites.
Once you have a website, adding a basic map or store locator can help customers more easily find your store by showing them your store’s location on a map and giving directions.
2. Make it easier to sell online
Ensuring customers’ online holiday shopping experience is easy and seamless is critical. Shopify is a complete commerce platform that lets you start, grow and manage a business. Shopify enables you to sell in multiple places including web, mobile, social media, online, marketplaces, brick-and-mortar locations and pop-up shops.
3. Reach more customers
Small business owners have a lot on their plates — especially during the holiday months — and finding the time to create engaging content can feel impossible. Hiring a copywriter from services like Fiverr frees up time for small business owners to focus on running their businesses while expert freelancers draft copy to attract customers.
A simple way to reach customers quickly, Smart Campaigns, created specifically for small business owners, takes 15 minutes to set up, and can help small businesses create and optimize ads to attract customers to their website or Maps. Smart Campaigns saves small business owners time by optimizing their budget across Google Ads to deliver the results they crave.
Expanded Local Campaigns can help businesses increase foot traffic by surfacing Promoted Pins that appear on the map when users are getting directions and planning their route to a destination.
4. Get a customized online business plan
Even though most business owners know their customers are on the web, 80 percent still aren’t making the most of digital tools that can help them reach more customers and work more efficiently.
Google for Small Business is a free, one-stop shop to help small businesses simplify how they select and use the online tools that can help them reach more holiday customers and work more efficiently. First, business owners input their business name, answer a few questions about their business and select a goal. Then, they receive a step-by-step, personalized plan of recommended products to help them stand out online.
Growth for small businesses isn’t always about doing more, it’s about getting things done in less time, with less complication and less worry. This holiday season, these tools can help businesses thrive by providing the support needed to connect with more customers and meet goals.
Your new business is finally up and running and you feel like a kid in a candy store. You are happy, you have all your ducks in a row, and you feel ready for that first sale. Here are five things that you need to know in order to be successful in your business now and in the future.
It's About the Experience
Businesses thrive on customers having a great experience when buying a product or service, so it's up to you to make sure that this happens for the people that you serve. Make sure that your customer's journey is a pleasant one every single step of the way.
Providing a good experience for customers is important for future growth and success because these customers are going to be able to speak well of their experience with your business. They're also the customers most likely to come back repeatedly. The way you approach customers and communicate your brand can greatly impact your success. If you’re struggling with business growth, then you may want to examine your marketing strategy. Ultimately, customer experience is what will drive your business forward.
Reputation is Important
Being able to manage your online reputation is important if you want to have a successful business. Once you've established a solid customer base, ask these customers to review you on outlets like Google and Yelp. Also, you can politely invite them to send in video testimonials of their experiences with your business, which you can use for marketing on your website.
By utilizing customer testimonials to manage your reputation, you'll be able to gain new customers faster because you have built a trust factor with your audience. If you're concerned about asking your customers for testimonials, don't be. Your customers will love to be involved in the process of your success and offer you their perspective on their positive experience in working with you.
Your Mindset Holds the Key
Some people say that the key to success is knowing how to make a sale. The true key to success is in your mindset.
Your mindset holds the key to your ability to be able to market yourself well to your target audience. If you have limiting beliefs on how many sales per month you can make or how many clients you can work with in one year, then you'll see that come to fruition in your business. Train your mindset so that you're setting yourself up for success and eliminating limiting beliefs from the get-go.
Your Business Shouldn’t Be a Replica of Someone Else’s
It's very easy when you're starting out in business to play the comparison game. Especially if your business is a year old or younger.
There may be people who have been in business at the same time as you and you see them and feel like they're crushing it with their sales goals and client testimonials and pretty photo shoots.
The truth is, your business shouldn't be a replica of anybody else's business. Your business is a living, breathing entity of its own that is specific to you and how you operate and who you serve. Don’t try to copy someone else.
Be at Peace with Failure
While you may feel like failure is one of the worst things that can happen in your new business, that could not be further from the truth.
Use failure as a stepping stone to learn what you need to know to run your business successfully. Everything in your business that doesn't work out the way you expected it to has a solution on the other side of it.
By using these five things as guideposts in your business, you're setting yourself up for success and less frustration when failure hits.
Want more ideas to help you succeed in business? Read all about The Business IDEA today!
Successful business models tend to hinge on delivering what consumers need, when they need it – a moving target that can be difficult to attain. As your consumers’ wants and needs continue to evolve, consider these ways to refresh your business without overhauling core principles.
A Breath of Fresh Air: 7 ways to refresh your small business
7 ways to refresh your small business
(Family Features) Successful business models tend to hinge on delivering what consumers need, when they need it – a moving target that can be difficult to attain. As your consumers’ wants and needs continue to evolve, consider these ways to refresh your business without overhauling core principles.
Reset short-term goals. Get to the root of the reasons you’re looking to refresh in the first place. Focus on what you’d like to change in the not-so-distant future and how you can accomplish it. Also make sure your short-term goals keep you on track for the long-term goals already established for your business.
Refresh online materials. In today’s digital world, consumers have high expectations. Maybe your website is outdated, can’t keep up with traffic or, worse, is nonexistent. Freshen things up with a redesign or even just slight tweaks to make it easier for customers to navigate. For a simple solution, consider adding a blog section where new content can be posted weekly or monthly to give customers a reason to return and to help build your search engine ranking for specific keywords.
Rethink storefronts. To help consumers make the most of their time, small business owners are partnering with other businesses to include their services under the same roof. For example, The UPS Store has a re-engineered model that exists within other retailers, such as pharmacies, hardware stores or grocery stores, that still provides all the services consumers would find at a traditional store.
“Our store-in-store model offers a smaller footprint store that still provides all of the services people need,” said Chris Adkins, vice president of franchise and business development with The UPS Store. “This is an opportunity for an existing business to set itself apart from the competition and offer added value to customers as a one-stop shop, where customers can conveniently take care of multiple tasks at once.”
With customer convenience also in mind, the model also includes updates in traditional stores to incorporate technology and other contemporary elements, including features like smart lockers, digital signage, print consultation workstations and self-service options available 24 hours a day, seven days a week.
Replace outdated strategies. If your business has been in operation for a while, there’s a chance your previously successful marketing strategies may be a bit out of touch. Consider your target audience and the ways you’re most likely to reach those consumers. For example, social media is a must to keep up with competition and there are ways you can amp up your strategy in the ever-evolving social space. Whether it’s posting short factoids, long-form information, links to online content or simple images of your products, it can be a productive way to reach your audience.
Reconnect with consumers. If overhauling marketing strategies or diving headfirst into social media seems like a stretch for your small business, start small. Simply reconnecting with loyal customers may be just what’s needed to rejuvenate the buzz surrounding your company. Try holding a contest for the best customer-submitted content to use online, or create a giveaway for a randomly chosen commenter on your latest social posts. These types of online conversations can attract consumers who may have been previously unaware of your goods or services.
Revive printed materials. Business cards, flyers, banners, posters, newsletters and any other type of printed materials may be the first impression potential customers have of your company. Using professional, well-designed printed items to let customers know what you do, like those available through The UPS Store, can convey the correct message to consumers that your products or services can meet their needs. Whether you think slight tweaks to your current materials will suffice or a more drastic redesign is necessary, it can help to ask friends, neighbors and even current clients and customers how they feel about the materials you’re using. Pay attention to layout, headlines, colors, white space and even font choices.
Rebrand your business. It may sound like a lot of work, and it certainly can be, but rebranding your business doesn’t have to mean changing the company name or rethinking product lines. Simply updating logos to appear more modern or rethinking an overused slogan can give your business a fresh vibe. Remember that enhancing the look of something seemingly as small as your logo can make a big difference, especially considering that image is likely the first thing a consumer sees when visiting your social pages or website.
Even companies experiencing success should often weigh the pros and cons of refreshing certain business elements to keep things impactful for current and potential customers. Find more tips and ways to improve your small business at theupsstore.com.
How Retailers Can Put Convenience First
In the race to nab consumers’ attention (and dollars), retailers need to be increasingly creative. Some of the more successful efforts show that retailers must recognize the value shoppers place on convenience. Look for ways to boost convenience for your consumers, such as:
Photos courtesy of Getty ImagesSOURCE:
The UPS Store
One of the challenges facing small businesses today is trying to deliver the same customer experience as larger competitors. As technology advances and takes on an ever-growing role, small businesses can tap new innovations to better communicate with customers, save money and simplify operations. These tips can help you establish a strategy that can benefit both your business performance and customer experience.
Digitally Transforming Your Business
(Family Features) One of the challenges facing small businesses today is trying to deliver the same customer experience as larger competitors. As technology advances and takes on an ever-growing role, small businesses can tap new innovations to better communicate with customers, save money and simplify operations.
As small business owners look to transform digitally, they face a number of options, from upgrading their technology to optimize shipping operations and decrease costs to adopting digital marketing tactics to better understand and target their customers. While it can be difficult for a small business that is well-established using analog processes to switch to digital, the key is to start with the final objective in mind; in other words, begin by defining your end goal. Once you’ve determined the desired outcome of digitizing your business, these tips can help you establish a strategy that can benefit both your business performance and customer experience.
Reach customers through digital marketing
Beyond the content, an effective strategy establishes connective links between all your marketing touchpoints, from email to blog and even to your traditional tactics, such as direct mail and more, all with the goal of boosting credibility and visibility via search engine optimization and foot traffic.
Optimize operations through the cloud
“The SendPro C-Series is designed to take the guesswork out of shipping and mailing,” said Jason Dies, executive vice president and president, Pitney Bowes SMB Solutions. “These digitally connected sending devices allow users to better manage their sending operations on one platform, providing the confidence that they selected the right carrier and class of service for each expedited envelope and package, track all shipments from one dashboard and provide consolidated visibility and control of postal and carrier expenses. Plus, the open platform allows developers to create new applications specific for the needs of small business owners.”
Make decisions based on analytics
Use mobile to communicate with customers
Find more tips for transforming your business for the digital age at pitneybowes.com/us/digital.
Elements of a Digital Transformation
Before diving head-first into a digital transformation, consider what aspects are most important to your business.
Boost Business Digitally
Google G Suite is a cloud-based productivity suite that helps teams communicate, collaborate and get things done from anywhere, and on any device.
Yext puts businesses on the map by letting companies manage their digital knowledge in the cloud and sync it to over 100 maps, apps, search engines, GPS systems and social networks, as well as facilitating face-to-face and digital interactions that boost brand awareness, drive foot traffic and increase sales.
Promote by Acquisio is an advertising solution that helps businesses get new customers with zero expertise needed by creating tailored ads, providing optimization, on-the-go text notifications for incoming leads and tracking of all recorded incoming calls from ads.
Nimble is a simple social sales and marketing CRM that helps companies nurture relationships across email and social networks such as Twitter, Facebook and LinkedIn.
DocuSign lets people sign, send and manage documents anytime, anywhere, on any device, replacing traditional methods that require printing, faxing, scanning and overnighting documents.
Photo courtesy of Getty Images (two business owners)SOURCE:
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