Audience Foundation
LOCAL Services Marketing Strategy
Connecting with your audience online and in-person is critical to your business success. For in-person meetings, professional and informal, a collateral package can help you inform prospects on the fly. To reach your prospects online, in addition to your digital presence initiative, you can leverage your happy clients’ experiences through a referral program, which helps you focus on your clients’ successes and stories above your business.
COLLATERAL PACKAGE
Most local services businesses can benefit from having a collateral package, including a brochure, business cards, and a one-page flyer. These can be handed out to prospects when they inquire about your business, during an event, or after the initial service has already been completed. These pieces help inform your prospects and customers on what you do and how to contact you while also leading them to your website or location for more information. With these items printed and always handy, you’ll never miss an opportunity to promote your business in an informative and quick way in-person again.
REFERRAL PROGRAM
Go one step beyond Online Reputation Management and further capitalize on the benefits of word of mouth marketing by developing a referral program. While online reputation offers your prospects social proof, your referral program will bring that social proof to life in more immediately beneficial ways. This can also be called a loyalty or rewards program, but whatever you call it, this program will benefit your customers and encourage them to inform their friends and family about your business and services.
A referral program largely offers discounts, free services, or another benefit in return for a number of customer referrals. Similarly, a loyalty program largely offers discounts, free services, or another benefit in return for a number of purchases. For example, if you have high price services, then encourage a one-for-one referral program where if one of your customers refers one friend and they sign up for your services, give them both a discount on their next service. If you have lower-priced services, you could follow the same format but offer a discount after five referrals result in new customer acquisition.
If your referral program is not bringing in new leads, go straight to the source and ask your customers why they haven’t taken advantage of the offer. You might find out that the benefit of the program is too difficult or maybe they just didn’t know about the program. Whatever you find out from your customers, take the feedback back to the team and modify the program to better serve your customers.
Our team works as a fluid extension of each of our member’s businesses by developing strategies and executing projects in whatever capacity is best for their unique needs.
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