There is no doubt that the ‘Marketing Services’ business has become crowded in recent years with companies located in different parts of the world, all of whom promise miracles for Small Businesses. It is likely that you receive at least one solicitation email or call every week about how to “get your website to the top of the search engines”. The question is…how do you distinguish who is reputable and who isn’t? And even if a company has a track record, can they understand your business well enough to justify spending money with them?
In our marketing series called, “What Small Business Dan Do”, Craig Stephens of TheTopLocalSpot.Com in Key Largo, emphasizes that internet marketing solutions are not one-size-fits all. According to Stephens, if a business owner doesn’t have a handle on certain marketing statistics; it will be difficult for he or she to implement any marketing campaign with maximum success. He believes that most companies struggle more with converting their existing prospects, than they do obtaining new ones. Moreover, when a company works on converting existing prospects, its management does not have to expend additional capital on advertising expenses.
This is why Craig first works with Small Business owners on aspects of the marketing campaign, in addition to increased foot traffic and website traffic. Doing this can have a direct impact on both top and bottom line results without accompanying expenses. Therefore, as you consider what your next action should be toward marketing your business with more spending, the one of the most pertinent issues for you to consider is whether or not you are maximizing:
1.) Does your business have a Unique Selling Proposition?
2.) Are you doing everything you can to get existing customers back in the door?
3.) Are you maximizing sales opportunities with upsells, downsells and helpful hints?
4.) Are you maintaining a customer sales database?
5.) Are you involved in the local community where your store resides?
6.) Are you undertaking opportunities for local and national press coverage?
That is why we believe that Craig is right. If you are maximizing opportunities like this, you should have minimal problems getting the right word out about your business. Make sure to take a listen to the interview below, either from our Radio broadcast or from our video simulcast. As you are listening, consider what kind of company that you need to be to get the word out about what you do well. To reach Craig, you can visit his website at www.thetoplocalspot.com.
Video Interview – Part One
Video Interview – Part Two
Video Interview – Part Three
If you would rather listen to the whole interview in it’s entirety, you can do so here: