“Available for a limited time only! Hurry in before it’s gone!” Hard-sell hucksters have always used time limitations to their advantage when hawking products. Sure, your business is more sophisticated in your marketing. Still, emphasizing seasonal specials and time-limited offers is a key part of retailing. Knowing that pumpkin-spice products are available only in autumn intensifies customer cravings. A limited offer provides a built-in customer motivator. So it is with time-limited retail locations like food trucks and pop-up shops. Customers know a truck will soon drive off. Pop-up shops will disappear before long. That limited availability builds anticipation. It draws workers, tourists or festival-goers hoping for something different. They offer something special and rare, even if it’s just a well-made Cubano or a perfect bowl of pho. That special quality makes customers feel like they’re special, too.
“It’s the most wonderful time of the year!” That bouncy song plays in holiday ads all season long. It can be a wonderful time for your business, if you make enough sales. But to do that, your brick-and-mortar business must compete with the seasonal marketing power of e-commerce and big brands. How can your business handle that daunting task? By getting your products in front of your ideal customers’ eyes when they’re most interested in what you sell. The best way to do that is with targeted online advertising.
Advertising to the right audience is key. Paying to serve mobile ads to people who don’t want or care about your product is a waste of your money. The timeliness of your mobile advertising is also important. You want to catch customers in micro-moments when they’re most eager to buy what you have to sell. When you have a local business, the final piece of the advertising puzzle is location. You need to find customers who spend time in your business area, and you want to reach out to them at times when they’re near you and ready to buy. And that’s where location-based advertising comes in.
Spatially Founder Hillit Meidar-Alfi Speaks with
Building the Future’s Kevin Horek
Last week, Spatially’s founder and CEO Hillit Meidar-Alfi spoke with Kevin Horek, host of the Building the Future radio show. They discussed ways that small and medium businesses (SMBs) can use location intelligence insights to grow companies and understand customers. Hillit spoke about how this technology helps owners of brick-and-mortar businesses to:
Franchises Have Unique Marketing Concerns and Opportunities
As of 2017, 2.9% of U.S. firms are franchises. That doesn’t sound like much at first. But that means almost 740,000 franchise establishments employ 7.9 million people. Franchises include popular business types from restaurants to car dealerships, grocery stores to gas stations. Franchise businesses have a huge impact on consumers' everyday life. Not surprisingly, franchise marketing has its own special challenges and advantages.
For most consumers, the pursuit of pleasure isn’t as important as avoiding pain. The constant nagging knowledge that you need to take care of something is like a pebble in your shoe. You can’t enjoy anything else until that pebble is gone. Even shopping for pleasure is a way to avoid the troubles of daily life. It’s often at least as much about making the cares of the day disappear as it is about buying merchandise.
Avoid Slow-Downs—Market Year-Round
Why Promote When Business Is Already Booming?
Congratulations! Your business has taken off. You can hardly keep up with the work. In fact, you’ve let your marketing efforts slip. Sure, you promised you’d spend time updating the company website and posting to social media. You’ll get to that competitive analysis soon. And you’ve got terrific ideas about working with complementary businesses. This week you were going to follow up on leads, develop your ad campaign and answer that invitation to speak. But you’ve just been so busy. Besides, who needs to market when things are going so well?
Click here to read Part One, which includes advice on engaging customers, effective social media marketing topics and proven ways to make posts attract likes and shares.
Which Social Platforms Should Your Small Business Use?
Once you identify your target customers, you can determine which social media platforms are most likely to attract them. Facebook is used by 68% of Americans (and 79% of online Americans). Three out of four users check Facebook daily, making it the country’s most popular social networking platform. It’s used by more female Internet users (83%) than males (75%), but gets strong engagement from both.
Looking to boost your small business' digital presence? We've compiled our favorite social media marketing tips in the first part of our two-part guide.
Update: We just published Part 2 of this guide! Give it a read here.
Engage Customers Online for Bigger Profits & Consistent Income
A strong web presence and positive social media marketing can make a big impact on business profits for very little cost. How big an impact? Check these social marketing stats from HubSpot:
What You Don’t Know Can Hurt You
Most business owners agree that competition is a good thing. Sure, it’s tough when the competition underprices your products or outperforms you during your leaner quarters. But people start businesses because they feel they have what it takes to compete and win. Clever small and medium business owners know that if they do their jobs right, they can leverage the research, development, marketing and advertising discoveries of others. They can learn from them, then change course, ride the crest of trends and avoid the rocky waters of bad business decisions.