Small Business Digital Marketing Tips

Chauncey: Welcome back to The Being Found Show. We’re talking about some of the basic steps you need to take to get started in digital marketing. Because if you haven’t gotten started already, you should’ve. And, if you haven’t gotten started, these are still things that you need to look at.

Do you have a business phone number on your website? Why you might want to consider having one!

These are the basics, you know, we talked about that, history doesn’t repeat but it rhymes. The basics are always there. We talked about getting good content in front of people so that when they come to you, it’s a seamless experience. They ask a question; they get an answer. What type of question, it might not be I wanna buy right now. It might be how do I want to buy? And so that’ll get em there.

Once they get there and they read the stuff, you know, are they able to get in touch with you quickly? Are they able to figure out how to content? And I say this over and over, I think I’ve said it on the past five shows, I automatically don’t trust a website if it doesn’t have a phone number.

So if you provide a service, or you sell a product, you get a phone number on there. People wanna know that if something goes wrong, they can contact a human being and say, hey what went wrong.

Like, I recently had this experience where I have six of my own websites posted on a Go Daddy account. On one of the websites, I was pulling in RSS feeds and one of them, I guess I shouldn’t have pulled it in. My entire hosting has been suspended due to pulling in somebody else’s copyrighted material.

So it’s a big headache, but here’s where a real headache happened. GoDaddy doesn’t have a phone number that you can call; you have to deal with it via email. And so you send off the email and say, hey I, Chauncey Haworth will remove this copyrighted content and I will. You know I would never do that on purpose.

It takes them 72 hours. Nobody contacts me back; I’m sitting there waiting, writing them over and over. I try to call, they say oh you can’t call about that. So I’m actually thinking about transferring my hosting away from GoDaddy because I can’t call about that issue. It has to be taken care of via email, and all I needed was an answer, yes, you’ve done what needed to be done, and it’s a waiting game. I may not like that answer, but if I had just gotten that answer, I would have had a much less stressful three days.

Jake: Yeah.

Chauncey: As I said, luckily this had nothing to do with my clients. I basically have a separate hosting that I use for experiments. That I sort of build things on and try things out and tear em down and put em back up, you know. So this was the place for that to happen, but I was very frustrated with the fact that no phone call could be made. Just so that I find out that I did the right thing.

Jake: Yeah, and if you’re buying a product and it’s the wrong product, or not really what you expected, of course, you want to be able to call someone and let them know about that.

Chauncey: Right, and what? You’re gonna send it back and just kinda hope for the best? Let’s say you’re not happy; you’re going to just send it out into the world and hope that everything gets taken care of.

Jake: I mean you have to have a phone number.

Do You Reach Out To Your Clients?

Chauncey: So we talked about clients coming to you. You provide them with what they need, and they find you. What about reaching out to your clientele do you do that? Do you know the best ways to do this? It might be clientele who already came to you, that maybe signed up for an email list. And I gotta tell you, as soon as you get past the basics, email lists should be one of the very first things you start working with.

Start sending targeted messages. This doesn’t mean cold calling. This means that when you’re reaching out to potential clientele, you’re reaching out to cold leads, warm leads, hot leads. That you are crafting a message that makes them feel like you’re talking to them. You’re not sending out some blanket thing, either via email or social media or mailers. You know, you need to really curtail to them as much as possible.

Now I realize that you can’t necessarily … I mean with some industries, you could write em each a handwritten letter, because maybe you have a small market of people that each pays you a lot of money. There are those industries out there. And if you have that option, you know, do it. I tend to send each of my clients a handwritten Christmas card.

Jake: Yeah.

Chauncey: In the case of regular marketing, you have got your emails, and your email list, you got your social media. You’re able to sort of tweak your data to make sure that you are sending this information to the people in a way that they say, they’re there for me. Anybody who’s selling anything, either service or product, and if you don’t have the attitude that I’m there for them, you probably have pretty terrible customer service.

Jake: Yeah, that’s probably true.

Chauncey: You know because the bottom line is, you’re there for them. Ultimately, you’re doing them a service, but they’re doing you a favor by coming to you and using you. You’re providing a service. And there’s a big difference between a service and a favor.

Facebook has been in the news and everything and is a prime example of Facebook’s advertising structure. It allows you to target these things. You know I’m working with an extermination company through the whole Bay Area, and they have a service of echo-friendly exterminating, and it costs a little bit more. So, in creating their Facebook ads, we were able to target families that make over a certain amount of money families that live in specific, more affluent neighborhoods, and people who have talked about or had some interest in health and people with new babies, and people with health problems.

Jake: And is all this data; you’re getting all this data from Facebook and kinda plugging it in there?

Chauncey: Yeah, when you create an ad on Facebook, you’re able to select all these things. So it was all over the news, and they’re just all, what information is Facebook collecting about you? All those things that Facebook was collecting about you are all the things that you can use to target an ad. Yeah.

Jake: Yep.

Chauncey: Really it was really quite effective because you’re no longer getting all those clicks, or those views, or those impressions from people who might not be interested or be able to afford your service. Because people go through, and you know, you’ve got to provide levels for everybody. Now, of course, we always want to target them at the level that is most helpful for them and most helpful for us: the products with the best return on investment, and the products that will be most helpful for the client.

So start sending targeted messages. Email is a great place to do this and people might say, well I don’t collect all that information with my emails so when I blast out my email campaigns, I really just have a list. Well, no you don’t. If you’re collecting your email campaign on constant contact or on mail temp or any other service, chances are you are not sending out email blasts unless you’re using some kind of service.

You can see if nothing else when they joined. You can see when they joined and you don’t want to be blasting the same thing out to people that you’ve already blasted it out to them. They’re going to be all like; what they don’t even care about me I already got this three times.

So you can send them something different and new. You also have the data when it is. The extermination company is a prime example. It’s summer, and I need some eco-friendly way to get rid of all these bees from my porch cause my kid’s allergic. You can send out, hey you got some bee problems, but you don’t wanna hurt the honeybees, of course, this is all over the news.

We need more honeybees, and you can get this eco-friendly sort of thing as a way to reroute those bees someplace else and away from your porch. So all these options are there for you, it’s just a matter of thinking a little bit outside of the box. It’s finding those options. Really sit down with everything that you have and collect those criteria that you currently have and work with those and then you’re next step will be to find out ways to collect more criteria. Is there a way for you to get more information so that you can personalize your stuff even better.

Anytime you’re asking for emails, get a name if you can. Just having a name at the top of that email is a big step in the right direction.

Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #66 or subscribe to our Podcast.