5 Mindsets that Are Ruining Your Marketing March 21st, 2014 Published on: | 411 Locals Author: | Category:Marketing
1. The mindset that customers are not smart. They may well not be. 50% of all humans on earth have average or below average intelligence, statistically. If you sell a Mensa study guide then your target customer is probably smarter than you. If you sell helmets for daily wear, well you might be smarter than your target customer. That’s irrelevant. Whether you customer is buying a helmet to safely walk to the grocery store or if they are trying to figure out cold fusion, they don’t think they are dumb. You hear it in offices everywhere all the time, sometimes it’s just letting off steam, and maybe that’s okay, but if the general idea of “our customers are idiots” begins seeping into how you market, how you talk on the phone, or anything else you do, you are in trouble as a business. Here’s the thing, even if they are dumb they are not so dumb that they don’t know when someone else is treating them like an idiot, and it is just as often the case that the business is missing the point as it is the customer missing it. Assume your customer is smart. Sell to the smart customer. Even if the dumb customers don’t get it, they’ll have a good impression on some undefined level. Meanwhile treating them all like idiots will just piss off the idiots without knowing why and piss off the smart customers, and they’ll know exactly why.
2. The customer is always right. The customer is right about half the time, like everyone else. While “the customer is always right” is a wonderfully clever slogan, it can be detrimental to your staff, to your brand image, and to the bottom line. Here’s when the customer is wrong almost all of the time: 1. When they are being asses to your employees. One customer’s satisfaction is not worth all the good a good employee can do over years of employment. Don’t worry too much about that customer if everyone else is happy and they are just being difficult. On the other hand though, objectively look at the merits of a complaint, just don’t go in with the assumption that this random person happens to be right because they happen to be a customer. 2. When they are giving you marketing or product advice. One of the most helpful tools for marketing or branding, or even deciding on a new service or product, can be focus groups, where you take the opinions of random customers. But only when the results are being evaluated by a professional. Because when customers are in a focus group they are not in the customer mindset, now they are in a business mindset or an advertising mindset which is not who you are probably trying to sell to and it is not a roll they have experience with. If you do not know how to interpret the results of a survey or a focus group, these tools will almost always do more harm than good.
Content is King March 18th, 2014 Published on: | 411 Locals Author: | Category:Marketing
Even though our content editors are a fairly new team, they are full of unique ideas. This is proven by their video that presents the act of content writing throughout the years. If you watch it, you will understand the true meaning of the phrase “Content is King.”
4 Reasons Every Business Needs to Think More about Mobile March 17th, 2014 Published on: | 411 Locals Author: | Category:Marketing, SEO
1. Mobile browsers buy something within 1 hour—well 70% of them do. Which is a whole lot more than your laptop or desktop browser. Why? Because mobile searchers are on the go, they’re doing something, they want something. It’s not always easy typing a search on that little keypad and looking at things on that smaller screen (though it may be getting easier), if they are doing it they have something specific in mind.
2. 116 million in the U.S. own a smartphone. And that number is growing. Soon, just as many people will have a smartphone as have internet access of any type.
3. 4 out of 5 consumers will use their smartphone at some point to decide whether or not to buy something. If they are using their smartphone to look at your product or service, and all they find is your competitor, then they are probably going to buy from your competitor. Remember, 70% of them are taking action on that search within an hour.
4. Within the year mobile internet usage is expected to overtake desktop internet usage. Internet speeds on mobile devices has been increasing, and since everyone takes their smartphone with them everywhere anyway, it makes sense they would be searching more often from that device.
3 Marketing Ideas You Can Do Now That Have Nothing to Do With the Internet March 10th, 2014 Published on: | 411 Locals Author: | Category:Marketing
1. Get Involved in Your Local Chamber of Commerce.
For most businesses, your local Chamber of Commerce is not exactly where you are going to find new customers, but what you will find here in abundance is advice and help from others and connections to all kinds of potential affiliates. Just type your city name plus “Chamber of Commerce” into a Google search and you should see all of your local chamber’s information right there on the first page. Give them a call and find out about any upcoming events.
2. Discover Customer Interests and Create Cooperative Marketing Opportunities.
Say you sold healthy smoothies and you happen to be in a shopping center that also has a gym, the opportunity is obvious. Talk with the gym owner and see if you can leave a stack of flyers on the front desk that includes a discount for smoothies, or offer lunch specials to the trainers (who would presumably if they like your smoothies, tell their clients). Sometimes connections are not that obvious, but they exist. If you offer a service like plumbing, get connected with appliance repairmen, or pool cleaners, or a business who does landscape.
3. Join Your Local Rotary Club.
Rotary is a charitable organization with 1.2 million members of loosely affiliated organizations over hundreds of cities across the United States. The primary reason to join of course is because they do really good work for the communities where they operate and for causes around the world. In addition these clubs attract community leaders and are a great way to get connected, and they offer more efficient ways for your business to get involved, and be seen being involved, in your community, which is a win for everyone involved.