3 Critical Things Overlooked by Small Business Owners
A small business owners’ website wasn’t performing so well, so the client of ours recently asked me something that I’ve been asked a lot over the years.
“How can I get more customers?”
Surprisingly enough, this is not something that many business owners put much deep thought into. Entrepreneurs often become content with the existing client base that they already have. But, as a small business owner with an established client base, you are paying overheads to keep your business running. This means you already have the infrastructure to do what is necessary to take your business to the next level and earn more money.
“So what can I do?” I hear you ask skeptically…
I’m talking about scaling. You already have an existing location, with staff, serving your existing clients. But what if you experience a slum or quiet period over a couple of weeks, or worse months… It would be nice if you could just push a button and have clients come streaming through the doors. I’ve decided to share with you the information on how you can do just that. Push a button (so to speak) and have clients calling and visiting your business instantly.
Here is a rundown on what you need to do in order to generate more customers, on demand, without forking out thousands in advertising costs.
Have a mobile responsive website!
I cannot stress this feature enough. A “mobile responsive” website, is a website that dynamically re-sizes itself to be user friendly across tablets and smartphones. Why is this so important? Perhaps the below graph may explain it…
It’s a no brainer…
A majority of people have access to the internet right from their pocket. Typically, one finds a local business or service through the google search engine on their smartphone. We know this is what consumers are doing because Google GIVES US that data!
The other factor of why this is so important is because users on the internet can be demanding and impatient. If your website doesn’t provide everything the potential customer needs and wants upfront, they WILL go somewhere else.
Check out the comparison between these two plumbing websites on a smartphone. The screenshot on the left is not responsive, while the screenshot on the right is responsive. If you’ve just had a pipe burst and need a plumber fast which one would you call?
The other factor to consider is that Google will rank your mobile responsive website much higher in the mobile search results than if your website is not responsive. I won’t go too in depth into this, but you can read more about it here. So to reiterate, make sure your website is mobile responsive, or you are wasting your time by having a website!
Now you have a mobile responsive website that makes it easy for potential customers to contact you regarding your services, how do you leverage it to the max to make it work for you?
Unless you have a very unique service with no competition, your competitors will be doing the same thing as you with a mobile responsive website. Simply because it works! So how do you ensure that you can keep your services in the forefront of your potential customers mind?
The answer is to communicate with them. This will make them feel valued.
“And how can I do that?”
Build an email list. By building an email list you can drive customers back to your store by offering them discounts on the services you offer. For example, if you own a salon and find yourself without any appointments for the upcoming week, send an email with 20% off your most popular service. Remember 80% of something is always better than 100% of nothing!
Average open rates for email marketing can be anywhere between 10% to 50% depending on how well you do it. So if you have an email list of 3000 potential clients (I’ll get to how you can get this and more) and you send an email to them for lets say 30% off a cut and blow dry you could get the following results:
30% open rate on 3000 potential customers = 900 people open your email
Out of those 900 you could expect to get a conversion rate of anywhere between 3% to 5% depending on how well you communicate with them.
That means up to 45 clients will take you up on your offer of a 30% discount. So if you normally charge an average of $70 for this service (prices for this industry usually change depending on hair length)you’re making an average of $50 from each one.
Just by pressing send on a well crafted email offer you will drum up $2,250 of business on the one offer! And that’s not including any extra sales from products ect. This is a much better model than using discount sites such as groupon ect as YOU control the discount and keep 100% of the profits.
“But how do I build the list in the first place?” I hear you ask…
There are hundreds of strategies you can use but I can only cover a couple in this post.
The first is to have a prominent CTA or call to action on your website to entice users into opting into your list.
For example our own website has a REQUEST A QUOTE button that when a user clicks, takes them to a page where they can fill out their details to get a free quote and $25.00 in AdWords credits to advertise their business online.
Another method is to send qualified targeted traffic (potential customers) to something called an opt-in page or squeeze page. This is a webpage designed simply to capture the details of clients that are looking for your services. A lead generation page.
Here is an example of a lead page for a promotion from one of our larger clients Holiday for Life: Click here to view it.
We target this lead-page to travelers who also have an interest in Motorsport. The lead page has the hook for the potential client base to give us their details as they want to win the prize. After the promotion ends however holiday for life have generated thousands of leads of frequent travelers to engage with and send travel deals to, recouping the small advertising cost and getting a huge ROI (return on investment) for their efforts.
How To Get Traffic (Potential Clients)
To get traffic to build your list is the easy part. We like to think of traffic as something we can turn on and off at will because we can. For long term steady list growth you can optimize your landing page or website for search engines so it receives free quality potential customers who are searching for what you’ve got.
But for instant results with instant customers you can turn to “traffic fountains” such as Facebook or Google. Facebook allows you to target people by their interests whereas Google allows you to target people for what they’re searching for. When these sources of customers are leveraged correctly you can scale your business and bring customers in with the push of a button.
Hear is an example from one of my web design clients who had a small hair salon operation in San Diego. We did a competition on Facebook targeted to newly engaged women to win free hair and makeup for their wedding.
See the below advertisement used:
We advertised the competition and told them in order to enter they just had to tell us on the post how he proposed and to go to the landing page to enter their details so we could notify them if they won.
The ad got lots of organic (not paid for) engagement because all of the ladies commented and shared it with their friends and generated over 1000 opt ins. The winner was drawn and the rest were sent a “special offer” for their hair and makeup as we knew every entry was a lady about to get married.
Our client generated over $11,000 from an advertising spend of a few hundred bucks. Not a bad return on investment at all.
What I would like you to take away from this is that it’s entirely possible for you to scale up your small business income. You don’t have to be a marketing genius or a technical guru you just have to replicate what works.
Now if you would like to have the same kind of results that our other small business clients have had, all you need to do is take action. Get in contact with us and our team will work out a plan for you that entirely fits your budget so you may start generating more business today. All you need to do is contact us and we will give you a quick, obligation free call to have a chat about what you would like to achieve and how we can make it happen for you.
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