Signpost Local Marketing Blog

Tag: small business

How to Convert Potential Customers into Paying Customers

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Our marketing aficionado, Aryeh.

You’re a local business owner looking to grow your business.  You know there are thousands of potential customers online, but how do you reach them?  And better yet, how do you get them offline and through your front door?  Targeting the right people is only the first step; providing the right incentive to convert them into paying customers is the tricky part.

Lucky for you, the Signpost platform makes it easy to target potential customers and convert them into paying customers.  We do this is by creating a customized ad with a results-driven offer and getting it in front of your target market in your local area.  It’s like sending out coupons in the mail, with all the perks of online marketing – pinpoint targeting, robust tracking and of course, instant voucher sales.

So, once you’ve gotten your ad in front of your target market, how can you incentivize them to give your business a try?

  1. Think About the Future: When crafting your offer, it’s important to remember that it’s being used as a vehicle to drive new customers to your business. It’s a short-term investment for long-term growth. So, if you are only making a small profit or even just breaking even, remember that if you convert even a small percentage of your new business to return, the long-term growth will make it all worth it.

  1. Keep Up With The Competition: Before a customer walks through your door, they don’t know the difference between your business and your competitor’s down the block.  If you’re offering 50% off for new customers and your competitor is offering 60%, guess who’s got the new customer?  Signpost holds historical data for your business type and can help you craft a results-driven offer, optimized to convert new customers.

  1. Be Transparent: Always include full information in your ad, like class or treatment times and stay away from any hidden fees.  Providing a seamless customer experience will increase your chances of converting new customers into repeat business, which is what will fuel your growth in the long-term.  Hidden fees and misinformation will only alienate your customers, decreasing the likelihood they ever return.

  1. Be Flexible: Keep your offer open to as many people as possible within your target market. Too much fine print may deter voucher sales or cause a poor customer experience down the line, which can hurt your businesses long-term growth. Signpost knows which information is crucial to include in your ad as well as what will scare off potential customers, ensuring your ad is fully optimized for success.

While there is certainly no magic pill for growth, Signpost remains dedicated to keeping you and your business up-to-date with data-driven business practices for local business of all kinds. Tune in every week for more tips, tactics and real-life case studies to help your business perform in today’s highly competitive marketplace.  Find and keep new customers – only with Signpost.

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Five Tips for Creating a Successful Deal

If there’s one thing we know at Signpost, it’s helping local businesses create the perfect voucher marketing campaign. Using our experience and the feedback we’ve received from merchants, we wanted to highlight five important factors to keep in mind when creating your next successful campaign.

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While every business model is unique, we’ve found that in creating a successful offer it’s critical to not only weigh the costs associated with acquiring a customer (the marketing that goes into the promotion, discounting your product or service, etc.), but also to analyze the value that’s attached to that customer (the profit that their business is generating). A successful deal increases the value of your customers, by getting them to do things like spend more money when they visit, or by providing them with incentives to become a regular customer. Running an online deal may not make sense for a lot of local businesses, but yours might find success when adhering to the following tips:

  • Use a high-margin product or service. Doing so eliminates cash loss, while increasing customers’ perceived value of your product. By highlighting your premium products and services, customers are more likely to check out your business and develop an interest in returning to it.
  • Upsell once you get the customer in the door. Run a skydiving business? Sell t-shirts, custom videos, or other promotional packages onsite to increase profits. Run a hair salon? Offer clients an option to purchase a color treatment along with the discounted haircut they’re getting. Don’t forget that daily deals are a way to showcase your business, and one way of doing that is by enriching the customer experience.
  • Create a reason for customers to come back. Quite simply, repeat and regular customers help to offset the costs associated with the original discount that was granted in the deal. It takes multiple visits to convert a daily deal customer into a “regular,” so whether it’s offering a two-for-one promotion, or discounts on monthly/annual memberships, identify ways to keep people coming back.
  • Craft a strategic offer. In an effort to get new people in the door¾that also have the potential to become regular customers¾it’s important to make your deal exclusive. Make it available to new customers only, to people that live in a specific location, or so that it’s only redeemable during off-peak hours or seasons. While it’s good business to provide the same high quality product to your existing clientele, the goal is also to remain sustainable. Attracting and retaining new, potential long-term customers (especially during slow business periods) is an effective way of doing that. Be sure to structure your promotion in a way that benefits both you and the customer.
  • Think of it as a marketing tool. An attractive voucher marketing campaign can summon thousands of visitors to your website, Facebook page, or Twitter feed. A great offer that accurately represents your business has the power to strengthen your online presence immensely. Even if people don’t purchase the deal it’s an opportunity to bring your company incredible exposure, so be creative and take advantage of this valuable advertising tool.

We hope that these tips will help you in developing that next successful deal and, as always, we welcome your suggestions! One thing to think about before creating that next offer is, ultimately, what makes a deal attractive to your customers and what’s best for your business? We think that by following these helpful suggestions, you’ll find that you will not only have increased the value of your customers, but of your company, as well!

 

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