Sports Marketing – How to Find the Hidden Treasure

If you market to athletes, or the youth sports marketplace – tune in for a few minutes and find the six words that could make the difference in your business or organization this next year.

My observation with three children in youth sports has been that the sports organizations we’ve come into contact with have had lack luster marketing and they just don’t understand how to attract, connect and communicate.

Now you would think that these so called sports marketing experts would be all over the web and also use utilizing offline direct response channels to drive business and increase awareness? Well that’s rarely the case, at least in our five going into six years of experience.

This experience tells me that there could possibly be an opportunity that presents itself to your small business. The question is will you even notice it or jump on it when the little opp comes into play?

One of the best ways that you as a marketer can attract more business to your enterprise or organization is simply by surveying those you come in contact with and your existing customers. This is one of the first steps to finding out what the market really wants.

Now you may look at this old fashioned method or say that surveying is a hassle, but I will stand by this simple method and state that a survey can make the difference of profit or loss and success or failure. It made a huge difference in the success of The Tiny Store and over the years I’ve had clients take advantage of this age old tactic.

You see, as the business owner( or manager or director) you need to find out what people want, need and desire. Not what you want, need and desire. Because it’s all about them and not you. It’s all about what they want to do, purchase and read. So you need to meet this need if you want to grow and better serve your local and regional sports community.

It’s one thing to have a great idea for a product or service but it’s entirely another story to bring it to market and see long-term success.

Let me give you a simple example of what not to do:

Many, many moons ago my Dad and Uncle manufactured a hard cover tennis case. It was essentially a violin case but pretty ugly and just not attractive. Now the idea was very sound, but was there a market and real need for this item or did they just concoct this idea and think it would fly and make them a gazillion dollares?

Since it never went anywhere and only the samples were produced, the record shows that this tennis case ended up being a dust collector. Now I believe had they done some simple market research along with simple surveys, they might have found out just what the market needed at that time. This research may have lead to further development and even a full blown launch, but instead the ugly duckling got stuck in the attic and was chalked up as an experiment.

So let me leave you with this…

If you already have clients or customers, then simply ask them what they want!
It’s not rocket science. Just ask them over the phone, in person, by sending an email, via social media channels, or even snail mail.

The bottom line is: Find the need and fill it.

To your sports marketing success,

Dave Krygier
Publisher

 

 

 

Increase Sales and Avoid the Prevention Pitfall

In a recent conversation with an industry veteran he made a comment that brought a chuckle and laugh but rang true and loud as a church bell. We were discussing a particular project which eventually lead to the topic of sales. 

His comment, “The only department that isn’t shrinking is the ‘Sales Prevention’ department,” made me think about how many owners, managers and directors of small businesses and organizations get in the way of the sales process.

Yet I have seen this time and time again and it amazes me how some businesses even stay afloat as the owner continues to stunt the growth while thinking he or she is what makes the operation run. I have experienced this during my years with The Tiny Store and ad agencies as we encountered so many different businesses that got in the way of sales and business development.

It’s a sad, sad story that makes me wonder and think how more small business owners and managers could avoid this prevention pitfall?

With the economy as tough as it is and consumers being more cautious with their wallets, you would think that the small biz owner/manager would wake up and smell the coffee! 

But noooooo! He or she continues on the prevention path adding blockades and boulders anywhere they will fit. And the funny part about this is that he or she might actually enjoy the prevention but not know that it’s hurting ye ole’ bank account.

Sales prevention can be fixed, corrected or even prevented if you, the business owner will allow your team to sell and give them the tools they need to bring in the sales.

If you are a solo-practitioner – I understand that it all comes down to you doing the selling, whether it be live, on the phone, via email, e-commerce or virtually, using Paypal or a shopping cart. I’ll go into more about this in another post, but just do your best to focus on sales and bringing in business versus the busy work that seems to clutter the path to your bank account. This busy work can sometimes be the one obstacle that prevents sales and stunts growth for the solopreneur and you can avoid by simply keeping your mind focused on bringing in new business and servicing existing clients.

           Sales Prevention – “How to Increase Sales and Remove the Obstacles”

So now it’s time to take a Step Back and Review to see what or who is getting in the way, or is something that you are doing preventing your business from moving forward and intercepting possible sales. This is tough for some owners but necessary in order to determine what the root of the problem is. 

Because if you are going to increase sales – then you best open the hood and see what’s causing the engine to cough and sputter.

Yes, it’s that simple – look yourself in the mirror and say, “Am I the one causing the decline or lack of sales in my business????”  Because you might be able to fix your problem and increase sales with a simple turn of the screwdriver or maybe identify that there is a bigger challenge and you need outside help.

Anyway you look at it, if you are going to increase sales and get away from sales prevention, it all starts with you – the small business owner. It’s your business and your dream. So look in the mirror and have an honest conversation with the person looking back at you. Then make a decision to change and improve, or get out of the way and let someone else make the change for you.

The bottom line is that in order increase sales and avoid the sales prevention pitfall you will need to identify and remove the roadblocks. One of the them may be you or someone else, possibly a third party or even outside factors like location, marketing, or even merchandising. Once you remove the roadblocks, your sales should increase and business should begin to improve.

To your small business success,

Dave Krygier
Publisher

PS – If you are still looking in the mirror unable to find any roadblocks, but your sales continue to decline…contact The SBM for some guidance. He might be able to help you before it’s too late. 

 

Lead Capture Basics – 2 Options to Get You Started

Previously I wrote about Lead Generation and three ways that you generate leads for your small business. Today I want to cover the lead capture page and also a simple way that you can connect with a searcher who is more than just a looker.

If you are having a tough time bringing in new leads and prospects, these two options may be just the ticket for you to capture more than your fair share of leads through the web. Plus if you do use traditional methods like direct mail or other offline marketing, then you might be able to increase responses and the actions of those who come across your path.

But before I go into detail here, know this:

Not every searcher who comes to your website or lead capture page will be interested in what you have to offer. The fact is only a certain percentage of people will be open and decide to come into your world, so once the searcher becomes a lead and is captured – it is your job to connect and close the sale.

Lead Capture can be a web form on the front page of your website and then have links or it can be a call to action like a Call Now button with a phone number in it. The objective here is simple – you need to capture leads and want to make it easy for the searcher/visitor to opt-in or make a phone call.

Here are two options for you to consider when it comes to Lead Capture:

1.    Setup an Email Auto-Responder and create a web form that you place on your home page or dedicated squeeze page. The web form looks like a box and has a place for the searcher to enter his or her email and other information that you require. The squeeze page is one of the best ways to attract and capture targeted searchers but you’ll want to Build Pages Fast and be able to capture leads as soon as possible.

2.    Create a Click to Call button and place it on several areas of your website so   searchers will know that you offer this option. Click to call is a great option, especially if your business is locally oriented or you offer consulting or services. The phone and connecting with a lead when he or she is in the research or buying mode can make the difference of whether you make a sale or gain a new subscriber.

Either way you need to make the web form or click to call visible and attractive so the visitor who make their way to your site can take action. Now you can also send the searcher to articles or a social media site or a chat session. But if you are looking to develop new business and capture leads consistently, then email and phone are two of the best ways to go.

Remember – it’s about capturing leads and then converting them. Always keep this in mind as you setup and develop your own lead capture system and contact The SmallBiz Mechanic if you get stuck along the way.

Dave Krygier
Publisher

Small Business Growth – How to Eliminate the Muck & Mire

Is your small business growing this year and showing an increase in sales or have you come to place where the plateau is everywhere and small business growth is no where to be seen?

The business climate is tough enough as it is these days without having to add a burned out, tired, grumpy owner to the equation. Now this is not always the case but in my experience small business growth or lack of growth is almost always due to the owner and/or managing partner of the enterprise.

On the one hand you have the business owner who gets it, sees the opportunities and then takes action which spurs continual growth. On the other hand you have the business owner who has not a clue about how to increase sales and this might be caused by many things such as burn out, overload or maybe he or she just doesn’t know how to connect with people.

Strange as this all may sound, the land of small business is full of owners and partners who  continue to struggle, fight, kick, scream, yell, and sit in the muck and mire of their own doing. All the while their business sits in limbo or starts in reverse down the hill.

He or she goes day in and day out wondering why ‘things’ aren’t getting better? Why are sales falling or stagnant? Why are we not able to grow and capture more market share?

And then let’s make the situation worse when the excuses arrive at the door and rear their ugly heads to Mr. or Mrs. Small Business Owner. These guys have a way of compounding lack luster sales and turn a temporary situation into what I refer to as chronic excusitis.

It’s like this – when you are in the fishbowl looking out, the world looks a bit weird and distorted. Compound this with all of the above commentary and what do you get?

A big huge mess, that’s what!

So where am I leading with all this? Here it is…

If you and/or your partner or friend or associate has any of the above symptoms, then go get some help! Stop fighting it and find someone who can help you untie all the knots and get your business back on the right track.

Because if you don’t, you’ll most likely end up in the same or worse position moving forward or backward. Plus your business and the people you work with will continue to suffer until they’ve had enough of the grief, stagnation, aggravation and finally leave to seek greener fields.

Ok, enough of the problem – let me share a solution:

1. Admit that you have a problem – whether it be sales, marketing, accounting, operations, all of the above or something else.  Once you admit this and believe me, I know this is not as easy as it sounds because we dealt with this at The TIny Store – make a decision to seek help and then take action to find the best person or persons to help you solve your problem.  Note: this action might take days or weeks to find the right person or team for your business, so be patient. 🙂

2. Take a break and get away from your business for a few days or a long weekend. Get your mind off the business, but be open to fresh ideas and have something to document what might come your way. What I have found is that retreats and seminars can be very helpful to open up new doors and opportunities. If you are lacking the cash for this then go camping, or biking or take a day out at the beach or park. Just find a place to relax and let your mind rest.

3. Tie all of the above together with a commitment to change and take action. Without a commitment and action, you’ll most likely fall back into the muck and mire. The commitment and your sticking with it will make the difference when it comes to small business growth and if your business is going to experience it or not.

If any of the above hit home and you find yourself ready to make the change, SmallBiz Mechanix might be able to offer up some suggestions. Or they can put you in contact with people who might be able to lead you out of the muck and onto the path of growth.

It’s your business, your future and your health.

Take action now!

Dave Krygier
Publisher

Customer Satisfaction – 3 Simple Retention Tips

The longer I’m in and around small business it amazes me how customer satisfaction seems to becoming a thing of the past. A matter a fact it seems to vary like the wind, depending on which business you’re dealing with.

As much as I travel and since one of my love languages is acts of service, I’m more sensitive to this, combined with the simple fact that I have always worked to provide good to great service with my prospects, customers and clients.

Thus I believe that it all starts at the beginning and the customer service that you provide should not fluctuate like the price of oil. Because customer satisfaction leads to repeat and referral business, if you and the people who work you understand how to connect and build relationships.

Continually creating new business without a plan to retain customers is like having a revolving door where a customer comes in through your marketing efforts and then never or rarely comes back.

If you are going to invest in the barrel of advertising, marketing, and promotion, then shouldn’t you have a simple working plan to retain customers, clients and subscribers?

It should all start with the initial prospect connection. Yes you heard me right on this comment – the initial connection, wherever that may be.

The connection may be live and in person or it may be through a phone call, live chat, email, article or even social media.

Let me give you an example: This past week I initiated a call to a local water sports company to inquire about watercraft. Upon taking my call the receptionist passed me onto a sales person who answered all my questions, but didn’t ask my name, where I was located or anything about my needs. He was simply uninterested in connecting, satisfying me or making the sale.

All he did was answer questions and then hang up the phone. Thus a potential satisfied customer just kept on searching and didn’t purchase from him or the business he worked at.

Customer satisfaction starts with the first connection and this business didn’t do anything to satisfy me and due to the size of the purchase, I just kept shopping.

Want to retain more customers and create satisfied happy people that will refer you to their friends, family, co-workers and acquaintances? Then look no further than the first connection and use these three simple Customer Retention tips:

1. Create and Implement a Simple Plan to keep those that you bring into your world in your world. The first thing to do is to put reminders or cues on an index card or piece of paper. This reminder should be used during interaction with new prospects or existing customers. It’s a way to keep you on track during phone, email and e-chat conversations, plus can also be utilized in live scenarios, if used discreetly.

2. Ask Questions, Survey and Track as many conversations as possible. This way you can see progress and what you need to work on to increase customer satisfaction and retention. The survey questions should be asked during the conversation or interaction, but only when appropriate. Tracking is key so you can tell what kind of questions are being asked the most and how people are responding to you and the people you work with.

3. Make sure to Test, Add and Adjust your reminders to ensure that you are doing everything possible to stay on top of customer service and satisfaction. In some cases you may need to add something into the mix in order to increase responses. In other situations you may have to adjust the way questions are asked and even phrased.

The bottom line is that if you serve your customer (like we did at The TIny Store), then his or her satisfaction could show up in a testimonial, comment, feedback, referral or repeat business in the near or distant future.

So serve your customer (or client), even though you won’t be able to please all the customers all the time. It will be worth it and their satisfaction will benefit your business in the short and long-term.

Dave Krygier
Publisher

Local Search Marketing & Your Small Business – Beyond Getting Listed

Have you been working hard to get your company listed in all the directories and search engines but the flood of new traffic & sales still seems to elude your small business?

Today I want to dig into the topic so you can use local search marketing in your small business and go beyond just getting listed.

Local search marketing has come alive in the last five years and with all the new web tools at your disposal it’s so much easier than what we went through during the first ten years of the Internet.

Back in the beginning at The Tiny Store we didn’t have the entire local channels that you have access to today. It was the old search engines and it was quite a different game.

Today you have lots of options and opportunities that allow your small business to be visible and accessible, but the real question is this; are you capturing, connecting and cultivating every possible prospect in your target market?

As a small business owner you want solutions and results with any thing you do with marketing. You need results and not some guessing game, right?

Well, the great thing about the web is that it has evolved to the point where you as small business owner can micro-target your market. This means that all the local listing work you’ve been doing can be put to good use if you setup and establish what I refer to as a Lead Capture Funnel.

So for the remainder of this post I want to share how you can go beyond getting listed in the directories and search engines and target market, so you can see some sales coming your way.

After all you are in business to make a profit and you need sales to see one.

So let me share just one way to go about doing this…

Send out a simple survey to your existing customers and offer a gift or incentive to increase their response rates. Ask your customers a series of short questions, like do they use their mobile phone for web access and how often do they do it?

Now you’ll have to get creative and come up with simple questions like these so you know what your customer is thinking and this will allow you to better target your market.

This information is so critical to have and can bring little gems and nuggets that will prove to be very valuable in the short and long-term.

On another note:

Having a solid grasp about direct response marketing will take ‘Getting Listed’ to making sales and developing a list of subscribers.

 

You can get listed everywhere and be visible like the tallest building in the city, but this doesn’t guarantee that you will make a nickel or see a prospect walking through your front door.

What you have to do is attract the searcher, have a way to capture him or her and this is where direct response marketing comes into play.

So my recommendation to you is to study and learn direct response marketing and implement as much as you can in your small business.

The web is one big direct response ocean, so get listed, start fishing and capture as many new customers as you can afford to sell and service. And by the way – if any of the above is making sense but you need help putting all the pieces together – connect with The SmallBiz Mechanic. It will be worth it.

Dave Krygier
Publisher

 

Content Marketing for Small Business

Content marketing for small business is one of the best ways to generate targeted traffic if you know how to do it and understand the ins and outs of content creation and distribution.

Recently I was meeting with a client and he was struggling to put all the pieces together for his small business. The thing is he really understood the big picture and where he wanted to go, it’s just that he was overwhelmed and needed some direction with how to do content marketing and make it pay off.

I then proceeded to work with him on his content strategy and blueprint so he could better define his objectives and get the work done sooner than later.

Just to clear the air about content marketing:

1. Content marketing in and by itself will not make you one red cent, unless someone pays you for your content on a fee or royalty basis.

2. Content marketing for small business is just one way to generate traffic, but you need to monetize that traffic through products, services and/or information. These products, services and/or information can be your own or someone else’s through an affiliate program.

3. You must Create the Content and write up a storm or hire others to do the leg work for you and then edit till the cows come home. If you don’t like to write then hiring writers through outsourcing sites can work to your advantage, but I suggest you test every writer that you decide to work with.

4. Content marketing is not going to be the right fit for some small businesses.

On another note: Info Overload can rear its ugly head when you dig into content marketing so make sure to watch for this time waster and be aware of distractions, especially when you are writing and editing.

It’s recommended to have a simple a plan and not over complicate the processes. That’s right – keep it simple and remember that your plan is designed for you and not someone else.

It is as simple as A, B, C…

A. Create the outline of the articles and content that you are going to write.

B. Determine where you are going to post your content.

C. Write original content and distribute it according to your plan.

Here are some suggestions to get you started posting your content:

  • Your Blog that connects to your site, social media and article directories.
  • Guest blog on niche specific sites that relate to your business or niche.
  • Article Directories – lead generated articles that point to your various sites.
  • Your Website pages – content that directly relates to your business and niche.
  • Other Niche Websites that relate to your business – you provide the article content.
  • Social Media Bookmarking sites – Post your content here to gain visibility.

Content marketing is really not that tough, but it does take time and effort to put it all together. So if need a simple content marketing plan for your small business The SmallBiz Mechanic may be able to help you put it together.

Dave Krygier
Publisher

PS – One of the Secrets of The Tiny Store was the content we added over the months and years. This might interest you if your small business is looking to grow and expand on the web.

Offline to Online Marketing

In today’s post I’m diving into the topic of what I call Combination Marketing. So if you are involved in a small business that has been using traditional media and you desire to jump online and combine the two, this might be just what you need.

Combo Marketing is a mix of using online and offline marketing methods to attract and reach your target market.

If this is new to you then let me give you a brief example:

Let’s say you own and operate a small restaurant that currently uses direct mail but also has a simple website with menu, about us and contact info.

You would simply start using your website and a social media site like Facebook to get started. Once you are ready to go you would place specific response mechanisms on your direct mail pieces that direct people to your website or Facebook.

Once the searcher clicks and takes action, you end up with a new reservation, a take out order, an inquiry, a new subscriber or a phone call.

This is a simple explanation and one of many roads that you can take, but it gives you the basic idea of offline to online marketing.

But even though combo marketing allows you the small business owner to possibly get more traction and results faster, you still need to pick your battles and focus, especially if you are on a limited or restricted budget.

Here are a few of many different strategies that you might consider using when implementing offline to online marketing:

Strategy #1
One of the strategies I like is to use a Dedicated URL that is short and relates to your business, products or services. URLs have become so inexpensive that for as little as $10 a year (and sometimes less), you can test a URL to see if it pulls and has any weight. This simple test will show you if it pays to expand and put more money behind the URL.

I also recommend that you combine this URL with one offline channel at a time, like a direct response postcard or classified ad.

If you want to take it a step further and dig down one more level, create a separate landing page for each and every ad or promotion that you create.  This allows you to create and track individual pages to see which ones are performing and which ones aren’t.

Strategy #2
The second strategy is what I refer to as the ‘Mobilizer Campaign’ and it’s whole purpose is to drive traffic and leads through a mobile website. The idea being that mobile users will search and arrive at your mobile site that directs them to specific pages that you have created for them to see and take action. These pages are response driven and need to have incentives and reasons for the searcher to click and take action.

For more information about these and other offline to online marketing strategies, along with the ‘BITS Program’, contact The SmallBiz Mechanic and get started today.

Dave Krygier
Publisher


 

Increase Sales to Your Website

When I hear the term increase sales to my website this always brings to mind the response  if we can help you increase sales to your website, can you really handle the sales and back end service?

Increasing sales to your website really means that you have to increase the targeted traffic to your site or social media sites, and then convert that traffic through a sales funnel or sales page, if you only have one product. 

In my previous post, Increase Sales the Soft Sell Way, I mentioned the methods that we have used for many, many years. This is the method we used at The Tiny Store and I still use to this day.

Here are three ways that you can soft sell your way to success and increase sales to your website using web-based tools:

1. Create & Place Lead Generating Magnets and bring new leads and prospects your way. These magnets are designed to attract people who have a real interest in what you have to offer. A magnet can be a dedicated web page, an article, a pay per click ad, a classified ad or even a video. The idea is to create powerful, focused, lead generating magnets and then place them in areas where your target market hangs out. This is a great way to increase qualified traffic which in turn should bring you more leads and sales, if you have a product funnel in place.

2. Use Capture Mechanisms – which could be an email auto-responder, standard email, the phone or combination of the above. If you are socially savvy then utilize social media sites to connect, captivate and capture leads. The key here is to be available and willing to communicate when the prospect raises his or her hand and says I’m ready! The more leads you capture – the higher chances you have for converting them into new customers which = sales and $$$ in your bank account.

3. Study Direct Response Strategies & Tactics – If you are going to increase sales to your website you need to know the basics about direct response marketing. So read, learn, study and then apply the basics to your small business. If applied properly these strategies and tactics can help you increase sales to your website and whatever business you are in. Note: always use best practices when it comes to sales and marketing. Leave the short cuts and phony baloney to the amateurs and those that don’t want a long-term business.

Increasing sales is one thing, but taking care of customers is altogether a whole other story. When it comes down to it, you need to be able to handle the sales, service the customers and grow the relationships so you can continue to increase sales with what’s called the backend.

As I have stated in so many different articles, posts, tele-calls and products; increasing sales comes from bringing in new customers, taking care of them and also marketing to existing customers. 

How to increase sales in small business is not difficult. Online or offline all you need to do is find the need, fill it and then continue to build on the relationships that you create. 

Now go increase the sales in your small business and if the times comes that you need a little assistance, contact The SmallBiz Mechanic and maybe he can help you work out the kinks.

Local Search Marketing

This post is focused on the search side of local Internet marketing and I want to start out making sure you understand the difference between the two. Local search marketing is really focused on the search side of the equation – both paid and organic. The key here is to be visible to your searcher when they come looking for you on their desktop pc, tablet or mobile device.

Local Internet Marketing is the entire package that includes paid advertising, PR (news and press releases), social media, organic search, email marketing, and anything else the web can do to help your business.

If you are like most business owners I’ve come across, all they want to do is sell their product or service and if the Internet can help them do that in some way, shape or form – then make it so!

For many small business owners the Internet (especially local search marketing) really seems to finally be catching on. This is especially the case for those enterprises that realize how important the web has become to people who are searching for local goods, services and information.

If you have chosen to market your product or service locally to people in Spokane, Spokane Valley or in Posts Falls and Coeur d’ Alene, then putting some time into local search marketing will increase your visibility and allow more searchers to find you.

If on the other hand you have a desire to make your gadget, widget or info available to anyone, anywhere, anytime – then you’ll need to take a different road and use a much more broad ‘SEO for business’ plan. More on this in a future post.

Ok – let’s get back to local search and how this can help your small business.

There are three different channels to market to and you need to determine which ones are most important to you and your business. I have listed them out by order of importance based on a retail/service operation that relies on foot and phone traffic to keep the doors open.

Channel#1 Is the Local Community (like Spokane or Spokane Valley), so focus on this channel first and work on driving as much traffic as you can handle to your location and phones. As of this writing this is primarily done through Google, Yahoo and Bing. So make sure your listings are current and all pertinent info is accurate with active links. Note: email and social media are important and I’ll dig into this later so you can see how these two interact with your local search marketing plan.

Channel #2 Is the Tourist and Visitor. If your business is more reliant on this channel then we bump it to the first slot and focus more on attracting people to your company through local, regional and targeted search. You can also use third party sites to gain more visibility so always consider what sites you can link to and which ones will link back to you. Note: Think like a tourist when developing this channel. How do you search when you travel?

Channel #3 Is the Regional Community which shops, visits family and may utilize medical facilities and other companies to service vehicles, electronics, appliances and more. This channel is one that you need to think out side the box and network as much as possible to gain additional links to the web pages and social media sites.

Remember, the search engines, directories and social media sites create the visibility so searchers can find you. So basically you have to list your business in directories that show up in the search engines and also optimize pages on your website, so these rank for certain keywords and key phrases. Add Google + Local, Maps, Phone Links and Video to the mix and your local search marketing will come together.

As always keep it simple, stay focused, be persistent and keep in touch with the SmallBiz Mechanic if you get stuck or need help.

Dave Krygier
Publisher