Comparing some surveys focused at opposite ends of the local small business spectrum — franchise operators and self-employed professionals — it feels like, though the industry is selling these groups the same marketing and commerce technology and services, the two segments are more different than similar.
Many small-but-growing businesses have a multi-store operation and a dynamic online presence, but simply can’t afford the custom-built, integrated retail and ecommerce systems that keep a premium brand’s customer experience tight and consistent. Here are some tactics they can employ to hack that problem.
Websites remain a foundational marketing element for companies of all sizes and they are likely the “home base” for customers finding the detailed information they desire as well as the basics, like store hours, contact information, product details and links to social channels. While on the surface it may seem like websites are the opposite of engaging—static, one-size-fits-all, impersonal—the fact is with a little bit of strategy, businesses can create a website that provides customers with a truly engaging experience with clear calls to action as part of the customer’s journey.
I’m often asked by entrepreneurs and venture capitalists alike to talk about what changes throughout the course of the “bell curve ride” in selling to small and medium-sized businesses — and how organizations need to adapt at each stage in order to ensure continued success. Here’s the best way I can explain how it all works.
The combination of doubling down on the minority of SMBs that are most likely to be receptive to capital and making it easy to engage these SMBs across on/offline channels with personalized, automated campaigns can make all of the difference.
A great site with proper titles, tags and meta descriptions alongside good and relevant ad copy, and an intelligent approach to drive the maximum number of relevant clicks, is the best defense for the local business against the self-awareness of the RankBrain machine.
They say that what you don’t know can’t hurt you, but when it comes to landing SMB clients, that’s simply not the case. That’s why we went out to more than 500 local merchants and asked them about their experiences in local marketing. The result? The Local Merchant Report…
The app is a community space that fields and vets ideas from its users. People can log on and anonymously enter a concept they have for say, starting a local gardening service and receive support and advice in the form of “loves” — which is sort of like a Facebook like.
Beacons will become standard when retailers use them to identify their businesses in the same fashion they publish their address or phone number. They will also become a standard when the industry starts treating them like a standard. That will solve the chicken-and-egg problem.
Go Daddy has launchedtwo new products: Cloud Servers and Cloud Applications, both of which are engineered to help a web professional quickly build, test and scale cloud solutions.