Novelty In your Digital Marketing Strategy
Through introducing novelty into your marketing strategy . . . When it's not clear to the customer that you have something better than their current source of products or services . . . You may incentivize people to come try it for themselves. This is the power of free events and free samples.
Get people in the door through offering them something for free or at a discounted rate. Make certain that what they experience is unique and distinct from other products . . . Make this something they can not miss. Also, make certain that you spend a little bit of money doing this!
Build a quality digital marketing campaign. Invite a high quality band to play at your establishment. Be prepared to invest in giving away some free samples. Create an event once per month or once per week, which feels like your opening day! This is your opportunity to introduce yourself to the marketplace or re-introduce yourself. Therefore, make certain that you're doing this in a way that is unique and distinct from anyone else in your the Washington, DC area.
Digital Marketing Strategies
Next, I highly recommend that you become a digital marketing machine, and get a Digital Marketing Agency in Washington, DC. You need to have a digital marketing presence whether you do it yourself or have a professional do it on your behalf. Get folks in the door, and get their name, number, and email address for your digital follow-up campaign. Get them to like you on Facebook while they tip your restaurant or cafe. Make certain that you start building your client database immediately.
Digital Marketing Requires a Database
The reason to collect this information is because a client database is the most effective way to build a relationship with your clients your customers long term, via digital marketing and communications. Once they've left your shop it's a great way to remind them that you exist in Washington, DC!
Make an occasional phone call (build telephone campaigns into your schedule), and communicate to them . . . By the way, we're having our unique free event again this week - Please come and join us! We'd like you to come back! We're having some more free samples. We'd like to give you some discounts when you come! Limited time only - Tonight!
It's important to be aware that most people are get telephone calls, e-mails, and Facebook posts that constantly push somebody's product or discount. However, the reason that I recommend that you do this is because you have the opportunity to be more effective at this than other folks. Rather than calling or advertising to sell them something, call, email, or post to facebook with interesting updates about your community of staff members. Form relationships with your clients, and build your company's persona as though you were a real person. Your marketing strategies should include 3 parts building the relationship, and 1 part guiding them toward a transaction. Simply let them know that a fun and interesting event is being held, which is free and comes without strings attached. That's not a sale . . . That's an invitation to a party in Washington, DC! Which do you believe people want to receive? Invitations to a party, or invitations to buy your products?
You must find a way to make your offering more attractive to your client and customer when compared with our competitors. If you don't want to offer an "event" or a "party", you can still offer them something for free. Offer them a free book, video, or a sample of your products and services. Continue to engage with your clients, and re-activate clients and customers who you have not seen in a while.
Digital Marketing Requires Incentives & Relationships
Once you begin building into the customer's mind that you typically contact them to offer them something for free . . . They're going to start holding you in high regard. You become a person or business who offers them value, freely. When they arrive to see you, they will be more likely to purchase! However, you must build a strong relationship, and get them in the door first! Therefore, you must emphasize that you care about them regardless of whether or not they're paying you money.
One question you may ask is: How do I give these things away for free and still run a profit? Great question! You don't want to spend all of your money getting people in the door. You don't want to give all of our products away. You are correct! You want to make sure that your budget your marketing budget is relatively controlled. You want to know how much free cash flow you have to allocate for building relationships with your clients and maintaining those relationships. It's important to not spend all of your free cash flow on marketing until you've tested a few strategies that determine what works and what doesn't.
Once you have identified the most effective way of getting people to come in the door . . . You'll know when it's time to increase your marketing investment. Again, your second objective in marketing is going to be to build digital outreach strategies. Build an email list. Build a database of telephone numbers emails, and get them engaged with your social media presence. Digital marketing requires engagement with social media! When you post on facebook, call, and e-mail free interesting events or free samples . . . This can break up the monotony of their day at no cost to them. Meanwhile, you are building a relationship, which is designed to result in increased exposure to your company!
Digital Marketing Requires Investment
This is one of the most important things to recognize: Building a relationship will cost you money. This is a part of your marketing budget. Invest in generating feelings of reciprocity within the marketplace.
Your clients or customers will develop a sense of loyalty to your business, because you do something for them without asking anything in return. The logic to this is that through being generous, your clients will reciprocate. It's the nature of giving gifts!
Once you start measuring the degree to which your clients reciprocate your generosity, and whether or not this is producing a return on your investment, you can scale that strategy. You may decide that making telephone calls is more effective than e-mail and social media, or the reverse may be true. You may also test and discover that the other methods are more effective when combined together.
Digital Marketing Requires that you Track Analytics
The important thing is to measure and track the results of your campaigns.
If you don't measure the results of your marketing campaign you will not know whether you are getting any money back on your investment. Therefore, keep a spreadsheet and track what you spend on marketing. Track your returnign clients. What did you do, which may have encouraged them to return? Once you begin investing in your marketing campaigns, your data-base becomes very important. If you have a database, you're able to track this information. If you don't have a database you're not able to track your ROI, and you may as well have no marketing strategy!
Invest in your marketing strategy, and track your results.