Resources from AME Nuts & Bolts Class, February 2013
Thanks for visiting! Below is our outline from the Class, and here are a few other helpful links. Have a question? Just email me, josiah@josiahgallo.com
Other useful resources:
- Business Plan Strategy Document (a BETTER business plan)
- Small Business Marketing ebook (contains useful websites!)
- SWOT Analysis Worksheet (Do you know your SWOT?)
- SEO tips www.highrankings.com/tentips
Stay in touch!
- LazerDesigns.com Newsletter (keep up to date on the latest and greatest!)
- Find me on linkedin at linkedin.com/in/josiahgallo
- I’m on facebook *(sometimes) at facebook.com/josiahgallo
Connect With Us:
Want a tour of our engraving facility?
(more info & directions)
ACQUIRE NEW CUSTOMERS
WHO
Who is your perfect customer?
WHAT
Who is your perfect customer?
WHAT
WHERE
Define your USP
- List the features and benefits that are unique about your product or service.
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- Research your competition – see what they list as their selling points, how do you stand out from them? What makes you unique?
- What emotional need is being met by your product or service?
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- From your customers perspective
- What aspects of your product or service can your competitors not imitate?
- Create phrases about your unique product or service that are short, clear and concise.
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- Use words from previous steps
- Is it easily understood by customers?
- Answer the question everyone asks, “What’s in it for me?”
How to use and choose promotional items to acquire new customers
Choose an item that fits your business.
Make it useful for the intended recipients
Go for quality over quantity.
Spend some time on a good imprinted message. Included your website. Something that arouses curiosity
Personalize it with the recipients name
integrate promo item with online page/qr codes
CUSTOMER RETENTION
Effective ways to stay in touch and on top of customers minds
Tips and ideas on using email for staying in touch
- Optify 2012 B2B Marketing Benchmark Report
- Show gratitude
- Congratulate on success/news mentions, use Google Alerts
- Send ideas
- Learn about them – become friends on facebook
- Send gifts
- Follow up emails
- Promotional items vs. coupons
- Automate what you can using constantcontact, mailchimp, aweber
Deliver a memorable experience that customers want to repeat.
Following up – be
- consistent
- creative
- caring
Winning the customer back after it all goes wrong
Capitalizing on complaints
■■Two thirds of defectors leave, or are dissatisfied, not because of a superior competitive alternative, but
due to how they perceive you treated them.
■■It costs 5-6X more to win a new customer versus working to retain existing ones.
Just imagine the potential financial and relational gains to be made by doing two simple things:
■■Getting more dissatisfied customers to actually tell us they’re unhappy with us.
■■Quickly resolving their complaints to their satisfaction.
The Five A’s
Acknowledge & Apologize
Assement
Alternatives
Analysis
Award customer loyalty
Remember, our customers are not dependent on us – we are dependent on them! Thank you for the food!
A WINNING REFERRAL PROGRAM
Generating worthy referrals
What fuels referrals?
The Ultimate Questions
3rd party reviews:
- shopperapproved
- powerreviews.com
- rating-system.com
- trustpilot.com
example feedback form: lazerdesigns.com/feedback
- Leverage your traffic in referrals. This is a big one.
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- make it easy to share, addthis.com, sharethis.com, getsocial,
- also google +1 and other networks that Janet talked about
- Problem is content has to be really good for people to share, which is possible but difficult. Ask to share in your content as well us using buttons.
- Embed facebook comments (wordpress plugins, widgets)