[Part 3] The A,B,C's Of Local Marketing
-- Part 3 of 7 Series on Local Marketing --
Another week, another post in your favorite series on local marketing: The A,B,C’s of Local Marketing. If you’ve missed the previous two posts (Part 1 & Part 2), you can find them here (Part 1) and here (Part 2).
As mentioned in prior posts, I strongly recommend reading previous posts before moving forward. The further we get in this series the more advanced the terminology and marketing methods become, and for that reason, it’d be best to follow this series from part 1 and onwards.
Just to recap what we’ve covered until now, we took a deep dive and looked within our own business product/service to make sure that our offering was truly giving value to others and we were fully prepared to ramp up our marketing. Afterwards, we focused on the power of word of mouth marketing and how it can lead to an incredible increase. Many marketing experts claim that starting with receiving business just through word of mouth takes a lot of discipline, however it is often the most valuable marketing medium there is, with recurring business coming directly ONLY from those who find value in what you offer.
The next step that we covered was brand awareness, which I hope I made clear is a very complex and interesting topic. This included various sub-topics including content creation, identifying an audience, online advertising, offline advertising and alike.
If you’ve been following along with this series and have been implementing some of the topics that I have brought up, you should start to see some increase in your business. Don’t look specifically at revenue first, but rather analyze all elements of your business to try and notice any kind of changes there may have been as a result of your new marketing efforts. The next step that you should be focusing on in your business is your email marketing.
The Aadly blog has covered the topics of email marketing in a few different posts. Just to name a couple of them, you can check out this post and this post. And, on that note, here is what you need to about email marketing, as step #4.
Step 4 - Email Marketing
Email marketing all starts off with some form of a database. This can be a paid database or it can be a simple piece of paper with people’s names and emails on it. Of course, for each size of business and business need, there will be a different style of database. If you use pen and paper as your database, there’s nothing wrong with that, as long as you keep it very clear and organized.
When most marketers talk about email marketing, they are referring to drip email campaigns by which you ‘drip’ a message to your potential/past customer via email over the course of some pre-determined email sending schedule and strategy. I DO believe that drip email marketing is a fantastic method, however if you do not think you will have the ability to create such an ongoing system, it does not mean you should not partake in the valuable benefits that email marketing has to offer.
For example, if you are a local real estate agent, there are many great ways that you can easily implement your pen and paper database email marketing plan. So, let’s dive in for some examples, shall we?
Joe, the local real estate agent is trying to increase his home buyers list. With so much competition in his local market, it is hard for him to differentiate himself from the 1,000 other real estate agents that he is competing against just in his zip code. In order to beat out his competition, he has to make sure to implement some of the foundational basics of marketing.
Assuming that he’s been using this guide, he’s already received most of his business from word of mouth marketing, has built a basic social media webpage on facebook, is sharing content with his followers and has tested out some offline local signage. All seems to be working great for him, especially when he compares himself to the other agents in his office. They ask him what his key to success is and how he keeps getting so many buyers calling him up, but of course, Joe is smarter than that and keeps his marketing secrets to himself.
At some point, Joe realizes that his current marketing is reaching its peak and his incoming new home buyer leads are starting to plateau. Joe needs to up his game and find a new way of marketing, and he needs to do it quickly, before his local competition starts catching on to his secrets.
Being an entrepreneur at heart, Joe decides to take a look at the Aadly blog and reads a fair share of information on this popular marketing concept called email marketing. Immediately, he starts racing the internet and finds everything he can about email marketing and how to implement its strategies as fast as possible with his existing database.
So Joe pulls out his pen and paper with all of this current clients that he has not yet found a property for. This includes just about anyone that has ever approached him about buying a house, but he has not yet found a property for them yet.
Based on his memory (ideally, you put a system in place to do this), he is able to properly categorize (in email marketing, this is called segmenting) his database in a few different ways. Just to give a few examples (and I highly recommend you do the same with your database), Joe can categorize his database into “Contacted in last 7 days”, “Contacted in Last 8-14 Days”, “Contacted in Last 15-30 Days”, & “Contacted in Last 30+ Days”. Again, this is just an example which is focused on the recency of the lead in Joe’s database. Based on this information, Joe can decide which leads are more/less relevant for right now. He can then use this message to send different, more targeted and more personalized to each lead in his database.
In other words, for someone who was contacted in the last 7 days, they are probably still thinking about Joe, his personality, and their belief that he will be the one to find them a home they are looking for. It would be a good idea for Joe to have an email marketing schedule set up for himself, by which he emails these individuals over those first 7 days very specific messages that are targeted to their interests and what they’re looking for.
As time goes on, the contact fills into the 8,9,10,11 day period since they’ve last been contacted. Once the contact reaches this area, you want to have a reminder automatically set up for yourself reminding you to reach out to this customer again (make sure not to oversend/spam the customer just to bring him back to the “contacted in last 7 days” segment. Only email with relevant, valuable content). By doing so, you are keeping yourself ‘top of mind’ in the customer’s eyes and this will undoubtedly keep you ahead of the crowd as well as your competition.
Some people may be searching for fancy email marketing solutions, nicely designed email templates, automated drip email campaigns, promotional campaigns, transactional-based emails, and much more. It’s important to read and be aware of these additional options as you become better and better at following your email marketing schedule, building segments (categories) of your database, and contacting your customers on a regular basis, however all of these are not requirements for basic email marketing.
Once you feel confident with your current email marketing plan, then go ahead and read up on these additional features, and start implementing some of them one by one. The most important thing to remember with email marketing is to not over implement and under perform. Just because you are doing a lot and sending many emails, does not mean that you are reaching peak performance in your overall goals. Always remember to look back at your initial business goals by which you are even building a marketing plan, by which you are even building an email marketing plan. If all of that seems to continuously align, then it would be a wise decision to continue spending more time getting to know email marketing, its benefits and some more advanced strategies.
This is the third post from a seven-part series on the A,B,C’s of local marketing. Make sure to follow along this series by subscribing to the newsletter below.