Signpost Local Marketing Blog

How to Reach Your Local Business’s Goals With the Right Financial Reports

Pop quiz! Do you know if your business is on track to hit its financial goals for the year?

Sorry to put you on the spot like that and don’t let it make you sweat. Truth be told, an estimated 90 percent of small businesses are unable to produce dependable financial statements when prompted. And it’s probably safe to assume that even if they could access accurate finances, most small teams wouldn’t know how to turn those numbers into business insights to put into action.

We usually think of entrepreneurs and business owners as the most confident folks in the room. So, it’s worth noting when something makes them squirm the way accounting financial reporting for local businessesand taxes do. Even though we all know that hiding from scary financial issues does nothing to actually make them go away, so many fearless business leaders are quick to bury their heads in the sand before addressing topics like month ends and EBITDA margins.

However, this can be a major differentiator when it comes to running a successful company. Taking a deeper look at some of the most of the notable businessmen and women we see in the spotlight, you’ll see that they got where they are today by facing the intimidating financial world and becoming one with their numbers. With that in mind, you’re probably wondering what exactly they did to get under the proverbial accounting hood? What were their first steps? Let’s start by looking at the reports you’ll need to make the right managerial decisions for your business’s goals. Once you have that as a foundation, we’ll dive into which financial reports matter to each audience of interest (such as investors, creditors and lenders, and tax authorities) and how to make the right impression from the beginning.

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Getting More Athletes For Your CrossFit Business

June is Gym and Fitness Month here on the Signpost Local Marketing Blog! This means that in addition to our usual posts with tips on connecting with customers, marketing strategy, and growing your business, we’ll be sharing insights specifically for gym owners, trainers, and fitness professionals. If that includes you, it’s time to whip your marketing into shape by getting the most out of these high-ROI techniques. If not, don’t worry, we’ll still be sharing our usual resources that can help you effectively market your local business. And keep your eyes peeled, your industry might be the one we feature next month!


marketing your gym or fitness business

With countless devotees around the world, it’s clear CrossFit is here to stay. But with the success of the program, comes the proliferation of CrossFit boxes inundating local communities everywhere. While this consistent increase in popularity seems good for business, it also leads to increased competition over new athletes for your box. Fear not, these proven promotion techniques to grow your business and aid in retaining your current athletes, so you don’t have to sweat over finding new ones (save that for your WOD’s!).

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Gyms and Trainers: Getting Your Referral Marketing in Shape

June is Gym and Fitness Month here on the Signpost Local Marketing Blog! This means that in addition to our usual posts with tips on connecting with customers, marketing strategy, and growing your business, we’ll be sharing insights specifically for gym owners, trainers, and fitness professionals. If that includes you, it’s time to whip your marketing into shape by getting the most out of these high-ROI techniques. If not, don’t worry, we’ll still be sharing our usual resources that can help you effectively market your local business. And keep your eyes peeled, your industry might be the one we feature next month!


marketing your gym or fitness business

Now that you’ve optimized your business’s online presence to ensure that customers can easily find you, it’s time to work on driving more value from current members or clients. Referrals are the lifeblood of any fitness business, and comprise 65% of all new business, according to the New York Times. With the inherent trust that comes with the recommendation of a friend at a time when consumers are more informed and skeptical of traditional advertising, referrals are invaluable. Stop leaving them to chance, and create a comprehensive plan that will allow you to keep your client pipelines full.

Cultivating a Referrals Mindset

It’s important to create a process around your referral marketing efforts so that you can track, evaluate and continue to refine it in order to drive more business. You can even create outlines or scripts to assist you with this flow, until you get more comfortable and it becomes automatic. When it comes to seeking referrals, preparation is the key to success!

The unspoken first step is always to deliver quality results. For trainers, be transparent about your plan and process, and make sure you articulate it clearly to all clients before you begin training. Clients are looking for a trainer that has a good energy, is positive and keeps them motivated. Find a good balance for each client between pushing them to improve without letting them feel as though they’ve failed.

getting more referrals for my gymNext, perhaps the most important and often overlooked step in the process is simply to ask. Despite 83% of customers reporting they’d refer friends and family to a business following a positive experience, only 29% actually do. While there is a myriad of possible reasons for this, it’s important to remember every time you prepare to approach the topic with a current, delighted client. It’s normal to be anxious about it, but helping their friend or family member achieve the same fantastic results that keep them healthy is a win-win for both of you. So, don’t view it as a favor, and don’t forget to ask!

When you’re first getting started with a new client, plant the seeds early. Just as you set expectations by providing them with a fitness plan, so should you discuss where referrals come in. Some trainers like to explain how vital referrals are to their business, and provide more context for the practice. For gyms this can be when they are first signing up. Discuss their goals, timeframe and assess the situation. Explain what they should expect, and ask if he or she is satisfied with the results and your performance that they please refer one or two friends that might be looking to achieve similar fitness goals.

Anytime they express gratitude or excitement over the progress they’re making is a perfect opportunity to remind them to refer your training or gym. Work the topic into discussions like that, because every time you bring it up, you improve the chances of them remembering and following through.

Finally, whenever anyone sends a referral your way, be sure to thank them. Whether it’s with a card, phone call or small gift, be sure to acknowledge the time they took to help you grow your business.

Creative ideas to boost referrals

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New: Customer Segmentation, Purchase Tracking and New Review Sites

Today, we’re thrilled to announce three major new features that will allow you to connect with customers in powerful new ways. Informed by the most compelling innovations in marketing best practices, these tools will be instrumental in keeping customers engaged and returning!

What do customer segmentation, purchase tracking and more review sites mean for your business?

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Gym and Fitness Businesses: How To Build A Stronger Online Presence

June is Gym and Fitness Month here on the Signpost Local Marketing Blog! This means that in addition to our usual posts with tips on connecting with customers, marketing strategy, and growing your business, we’ll be sharing insights specifically for gym owners, trainers, and fitness professionals. If that includes you, it’s time to whip your marketing into shape by getting the most out of these high-ROI techniques. If not, don’t worry, we’ll still be sharing our usual resources that can help you effectively market your local business. And keep your eyes peeled, your industry might be the one we feature next month!


marketing your gym or fitness business

As warmer weather rolls around the annual challenge to keep members focused on fitness begins. With summer around the corner, dreams of self-improvement and a beach-ready-body have either been achieved or dashed at this point. The change in seasons also brings more options for fun ways to stay active outdoors, which means more competition for your members’ engagement. Getting found by new customers and retaining current ones starts with your online presence. We’ll walk you through the best optimizations for your site and beyond, depending on the type of fitness business you run.

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The Complete Salon Marketing Checklist

promoting my salon

May is Salon Month here on the Signpost Local Marketing Blog! This means that in addition to our usual posts with tips on connecting with customers, marketing strategy, and growing your business, we’ll be sharing insights specifically for local salon professionals. If that includes you, it’s time to polish up on these proven promotion techniques. If not, don’t worry, we’ll still be sharing our usual resources that can help you effectively market your local business. And keep your eyes peeled, your industry might be the one we feature next month!

Download The Complete Salon Marketing Checklist


Attracting new clients while retaining current ones is no easy task for busy salon owners facing steep competition. One study found that, “The profitability of individual companies depends on technical expertise and marketing skills.” Few salon owners gethow to get more clients in your salon into this industry due to a love of marketing, but it’s become integral to the success and growth of your business, regardless. But with so many responsibilities already, it can be a constant struggle to stay up-to-date on marketing tasks.

So, we’ve aggregated the most valuable tips and even included data on the efficacy of various tactics, so that you can make the most out of your marketing.

Download our free checklist to:

Fortify Your Online Presence

  • Optimizing your website, and what to include
  • Online Directory Listings
  • Social Pages
  • Tips on Online Reputation Management

Getting New Clients For Your Salon

  • Strategic CTA Button Placement
  • Promotion Ideas
  • Event Marketing Ideas
  • Contest Ideas
  • Setting Up A Referral Strategy

Driving Repeat Visits for Clients

  • Email Marketing
  • Social Media
  • SMS Marketing
  • Content Marketing
  • Creating a Loyalty Program That Works

…and more!

Download the checklist and keep your salon’s marketing on track!

An Interest-Free Loan? These Business Credit Cards Can Make It Happen

In our guest post series, we’ll be bringing you advice and tips from industry experts on the other, sometimes non-marketing-related issues affecting local business owners. Today’s post comes from Meredith Wood, the Head of Content and Editor-in-Chief at Fundera


Interest-Free LoansMost of us take out loans several times a day: to pay for lunch, a coffee, groceries, or gas.

You might not think of them this way, but credit cards are really just lines of credit. And when it comes to managing your small business’s finances, business credit cards do more than just help you afford business purchases on credit and keep your personal and business finances independent. They offer cash back, miles, rewards, and bonuses.

And, if you’re lucky, your business credit card will come with 0% introductory APR.

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Meet Mia: A New Way To Connect With Customers

Mia automated marketing

Last month Mia was born. You might have read about it in some leading media outlets, but now that she’s arrived, we wanted to introduce you to her ourselves. Drum roll, please…

Mia is the world’s first artificially intelligent marketing assistant, and she enables you to connect with customers in a new way. Collecting emails, phone numbers and purchase information for your previous, current and future customers,  Mia creates robust profiles that allow her to keep track of their activity, preferences and behaviors.

Best of all, this data empowers Mia to automatically send the perfect messages to the right customers at the right time to keep them engaged and your business top-of-mind. These targeted emails and text messages drive feedback, testimonials, 5-star reviews, customer loyalty and referrals. All without having to lift a finger!

With data on more than 16 million US consumers across more than 6,000 Signpost customers, Mia is continuously learning and identifying new patterns that allow her to optimize your marketing efforts. She bridges a particularly tricky gap for all those without an advanced degree in data science or the budget for exorbitant analytical tools, but who still want to reap the benefits of a data-driven approach to customer acquisition and retention. Mia is constantly honing her skills and reporting the results, so you can rest assured that she’s working hard to deliver the best outcomes for your business’s bottom line.

Find out how Mia can drive outcomes for your business, today! 

Nail Salons: Creating a Referral Program That Works

May is Salon Month here on the Signpost Local Marketing Blog! This means that in addition to our usual posts with tips on connecting with customers, marketing strategy, and growing your business, we’ll be sharing insights specifically for local salon professionals. If that includes you, it’s time to polish up on these proven promotion techniques. If not, don’t worry, we’ll still be sharing our usual resources that can help you effectively market your local business. And keep your eyes peeled, your industry might be the one we feature next month!

Download The Complete Salon Marketing Checklist


promoting my salon

Referrals are the best gift a business owner can receive. Unfortunately, far too often they’re treated as just that, instead of a customer acquisition technique that requires its own strategy in order to be truly effective. Comprising 65% of all new business, referrals are also 4 times more likely to buy than other prospective customers. With such valuable prospects, it’s even more important to think through the entire process from start to finish, so you can encourage your customers to take various actions throughout. You’ll find that when you cultivate a referrals mindset, you can drive even more business by leveraging your existing customers. We’ve outlined the best way to start the process, along with tips for asking and creative campaigns to drive more referrals.

Selecting Incentives

Calculating Customer Value

First, it’s important to evaluate the value of your average client. Dive into your customer data to answer the following questions:

  1. What is the typical purchase amount?referrals for nail salons
  2. What is the typical purchase frequency? (How often do they come in?)
  3. What is the typical customer time period for repeat business? (How long do they keep returning?)

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Using Online Scheduling to Keep Your Business Organized

In our guest post series, we’ll be bringing you advice and tips from industry experts on the other, sometimes non-marketing-related issues affecting local business owners. Today’s post comes from Robert Ravensbergen, Content Marketer and Digital Communications Specialist at Agendize.


Everyday there’s some newfangled software that purports to make it “easy”, “efficient” or even “fun” to manage and grow your business. Ultimately most of these implementations take time, energy, and don’t often show you the quick returns yours small-but-fast-moving business needs to make a name for itself.

However, Online Scheduling’s track record has proven to be wildly different from that grow your business using online schedulingunfortunate norm. Not only does 24/7 Online Booking often mean as much as 40% more appointments for businesses, but it also leads to as much as 75% time save on managing appointments, an 80% reduction in no-shows, and the elimination of double-bookings. With Online Scheduling, a few simple features make keeping your business organized easy – this on top of giving your clients a natural and intuitive way to book appointments in seconds.

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