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August 15.2019
2 Minutes Read

Local Marketing Trends You Can’t Ignore

Marketing trends change all the time. And, if you’re a local business owner, it can be hard to keep up. Which trends should you follow? Are there any that aren’t worthwhile?

In marketing, you’ve got to pick and choose. Very few people have an unlimited budget that allows them to jump on every trend.

But that doesn’t mean you can ignore trends completely. The trick is to pursue the ones that have the greatest chance of earning money and attracting new customers – and disregarding the rest.

So, let’s cut through the non-essentials and get to the important stuff. Here are the trends you simply can’t afford to ignore.

Online Reviews  

You can’t go anywhere without reading about why online reviews are important – but a surprising number of businesses still aren’t prioritizing them. In other words, this isn’t a new trend, but it’s an essential one.

The numbers don’t lie. A recent survey showed that 86% of all consumers read online reviews before making a purchase, and fully half of consumers in the coveted 18-34 group say they always read reviews.

The solution? Claim your listings on Google My Business (more on that later) and crowd review sites such as Yelp and Angie’s List. Set up a system for responding to reviews, both positive and negative, and encourage your existing customers to review your business.

Mobile Payments

Mobile payments are convenient and – when used properly – they can protect consumers’ financial information. Research shows that the mobile payment trend has been steadily rising over the past 5 years and is expected to top one trillion dollars in 2019.

Some of the best and most reliable mobile payment apps include:

  • PayPal
  • Venmo
  • Zelle
  • Square Cash
  • Google Wallet

If you’re not sure what your customers prefer, ask them! You can pose a question on social media or ask people when they come to your store. Offering mobile payments provides peace of mind to your customers and can help you attract new customers who like to support businesses that support mobile payments.

Chatbots  

When you hear the word “chatbots” are you thinking science fiction or reality? If you chose the first option, it’s time to pull your head out of the sand and step into the 21st century – because chatbots are here to stay.

The truth is that 1.4 billion people interact with chatbots every day. Not only that, adding live chat to your website can increase conversions by 20% and send your ROI skyrocketing by as much as 305%.

Programming chatbots can be complicated but it’s a worthwhile investment. You can start small by programming a chatbot to handle customer payment inquiries and other routine tasks. The trend is toward full virtual assistants, so keep that in mind as you move forward.

Interactive Video Content

Interactive videos are another trend that might sound like sci fi. The trend toward interactive videos in marketing is a huge one, though. Let’s look at the numbers:

  • The click-through rate for interactive video is 8 times higher than for regular video
  • 360-degree video has a 48% higher completion rate than regular video
  • Likewise, the ROI on interactive video is 14% higher than with regular video

Major brands such as Johnny Walker, Samsung, and Porsche are using interactive video to connect with their customers. The benefits are that interactive video allows your audience to immerse themselves in a story and choose what they see and how they see it.

Google My Business

Google My Business is one of the best ways to increase the visibility of your local business online. If you haven’t already claimed and optimized your listing, then the chances are good that you’re losing business to your competitors as a result.

You can click here to claim your listing. Once you’ve done that, it’s a must to complete your listing and optimize it for local searches. Here are some pointers:

  • Enter all information that Google requests, including your full business name, address, phone number, URL of your website, hours, prices, and so on.
  • Upload pictures of the inside and outside of your business and any products that you sell.
  • Include your company logo, slogan, and other marketing information.
  • Include your most important local keywords in your business description and listing.
  • Update your followers on important events and announcements by creating Google My Business posts.
  • Encourage customers to leave reviews.

It’s also important to monitor your Google My Business listing since it’s possible for customers to change information on your listing. You’ll need to make sure that your hours and other information are correct.

Facebook Recommendations Insert:

Facebook is still the most widely-used social media site with more than 2 billion active monthly users. It’s also a place where your followers can recommend businesses (including yours!) to their friends and social media connections.

Facebook is continuously tweaking their options for local businesses. As of 2019, Facebook Recommendations show up at the top of your business page. You’ll see an average rating plus the number of people who recommend your business.

Anybody who clicks on your rating will have the opportunity to answer a simple question:

Do you recommend Business Name?

They’ll answer yes or no and then they can offer to share their specific thoughts with you.

You can use Facebook Recommendations to encourage your customers to leave reviews. The responses you receive can help you attract new customers or offer you opportunities to improve your products and services.

Location-Targeted Mobile Ads

It’s no secret that GPS technology has become commonplace. What you may not know is that you can use its sister, beacon technology, to engage with your customers and provide them with location-specific ads and offers.

To do it, you’ll need to:

  • Create a mobile app and encourage your customers to download it
  • Use the app to track their locations
  • Use their locations to send push notifications with offers, coupons, and promotions

For example, you might set up multiple beacons in your store. Then, when a customer’s browsing, you can use the app to send them notifications offering special deals on the products they’re looking at.

Another option is to ping your customers when they’re near your business and entice them to come in instead of passing by.

Local marketing changes on a near-daily basis. The trends we’ve listed here are ones that are unlikely to go anywhere – and using them properly can help you to attract new customers without overspending on marketing.

 

Other articles in this issue;

5 SEO Mistakes That Are Costing You Customers
Get Ready to Improve Your Engagement on Social Media
How to Use Social Media to Drive More Foot Traffic to Your Business

Marketing Automation Online Marketing Reputation Marketing

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06.05.2022

How to Deal with Negative Comments on Social Media Like a Pro

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Customers appreciate it when companies own up to their mistakes and try to correct them. If you take too long, customers may think you don’t care about their issue or that you’re sweeping it under the rug. Delaying will only damage your reputation further, so it’s crucial to nip the problem in the bud as soon as possible. Be Professional Although it may be tempting to lash out, remember that what you say can be used against you. Therefore, always err on the side of caution and keep your responses professional. This doesn’t mean that you can’t defend yourself or your business – but you should do so in a respectful way that doesn’t make the situation worse. Try saying things like: “We’re sorry to hear that you had a negative experience. We appreciate your feedback and would like to make this right with you.” “Thank you for bringing this to our attention. We take these issues seriously and would like to look into this further. Please DM us your contact information and order number so we can investigate.” Taking the Conversation Offline In some cases, it may be best to take the conversation offline. This is usually the case when a customer is angry or upset or if the situation could escalate if only addressed publicly.  When you take the conversation offline, you’ll have a chance to diffuse the situation without worrying about making it worse. You can reply to the comment publicly and let the customer know that you’d like to discuss their concerns further in a private message or over the phone.  This shows that you’re willing to listen and help resolve the issue in a way that is considerate of their privacy. Address the Issue Directly When responding to a negative comment, address the issue directly. 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We want to do everything we can to ensure your next experience is better.” This response shows that you’re committed to resolving the issue while also setting a positive tone for the rest of the conversation. Don’t Scrub Your Social Media Page of Negative Comments While it’s tempting to delete negative comments or hide them from your feed, this is usually a bad idea. Not only does it make you look deceitful, but it also makes it seem like you don’t care about your customers’ concerns. It’s okay to delete comments that are abusive or that don’t add anything to the conversation. But in most cases, it’s best to leave the comment up and respond directly. These comments show that you’re willing to listen to feedback, even if it’s negative. Use Negative Comments to Improve Your Business Finally, it’s important to remember that negative comments can actually be a good thing. 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06.03.2022

Why Your Business Needs a Content Calendar 

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06.03.2022

7 Ways to Expand Your Business with Content Marketing 

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This is a great way to give clients a behind-the-scenes look at your business. There are many ways that you can use video to market your business. For example, you can post videos on social media, your website, or even YouTube. 3. Put Customer Testimonials to Work Customer testimonials are a highly effective marketing practice. When potential customers see that other people have had success with your product or service, they’re more likely to try it themselves. This is called social proof, and you can never had too much of it.  If you don’t already have customer testimonials, now is the time to start collecting them. You can include testimonials on your website, email marketing campaigns, or social media. When you’re asking for testimonials, be sure to ask specific questions that give you the information you need. 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In 2022, small businesses will need to focus on SEO to be visible online. Here are some things you can do to improve your SEO: Find relevant, local keywords and create content around them Optimize your website for mobile, as well as voice search Take part in and write about local events and activities Build backlinks to your website from authority websites like your local chamber of commerce, and local directories If you’re a total beginner when it comes to SEO, check out this video below by SEMRush for more information.  Conclusion Content marketing is a powerful tool that you can use to expand your small business’s visibility online. By following the content marketing tips above, you can start implementing content marketing strategies that will help you to reach new customers and grow your business.

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