Mar
09

Why Do People REALLY Buy?

Newsflash! Most people care about themselves. They don’t care about you or your business. But they do care what your products or services will DO for them.

Will your products and services make them happier, save them money, make them money or save them time? It’s vital to know and understand what motivates your potential customers to buy from you.

Most people buy on emotion then justify it logically. Why? Because we are all genetically programmed with desires or needs that must be fulfilled. Researchers call them our “Primary Desires.”

They include:

  1. Survival, enjoyment and extension of life
  2. Enjoyment of food
  3. Freedom from fear, pain and danger
  4. Sexual companionship
  5. Comfortable living conditions
  6. Opportunity to be a winner
  7. Care and protection of the ones we love
  8. Social approval 

Can you resist your desire to eat for very long? Can you quash your will to survive? Is it easy to repress your desire for comfort and sexual companionship? Do you ever stop caring and wanting to protect your kids? We all want these things and often go to extraordinary lengths to get them.

Sure, there are more things that you want and researches have come up with a list of nine that they call “Secondary Human Wants or learned needs:

  1. To be informed
  2. Curiosity
  3. Clean body and surroundings
  4. Efficiency
  5. Convenience
  6. Dependability or quality
  7. Expression of beauty and style
  8. Wealth or profit
  9. Bargains 

Smart marketing and sales should appeal to the eight natural biological needs and the nine learned wants.

As previously mentioned, people mostly buy on emotion. So it’s important that you include a combination of the natural biological needs and the learned wants in all your marketing.  Contact me if you want to learn more about this subject.

 

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Feb
24

LinedIn Marketing – 12 Ways to Promote Your Business on LinedIn

LinkedIn is mostly a Business to Business media so if that’s your target market here are 12 ideas to help you promote your business on Linkedin.

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Feb
19

Restaurant Marketing – Why Your Restaurant Should Start a Birthday Club

Small business marketing. kevin Toney Marketign coachThe main goal of every restaurant owner is pretty much the same: get people to come eat at your establishment. These days, that usually means that you must give people some sort of an incentive to do so. That doesn’t mean your food isn’t good or that your staff isn’t professional. It just simply means that there are so many choices out there; you need to give people a slight nudge in your own direction.

There are countless ways to do this. However, one way that seems to work very well for a lot of restaurants is starting a birthday club. A birthday club is when you ask customers to sign up for an email list from your establishment. In doing so, you ask for their birthday. When it’s time for their birthday, you send them a coupon for a special offer that’s usually good through the week of their birthday. Some restaurants offer an entire meal for free, while others offer half off a meal, or a free appetizer. The offer is completely up to you.

Are you still not convinced? Here are some reasons a birthday club may be good for business:

Birthdays Are a Group Event: Most people want to get a group of friends and family together for a birthday celebration. They also don’t want to cook on their birthday. This is when they remember that they have a birthday coupon from your restaurant to use. They take their big group of friends and family with them to your establishment and you just may have yourself some new regulars—not to mention a lot of business that particular night.

Word of Mouth Marketing: “What are you doing for your birthday?” This is a completely normal question that everyone hears on their birthday. Wouldn’t you love for the answer to be your restaurant’s name? You will have a better chance of that if you offer incentives on birthdays. People definitely talk and that can be extremely helpful in marketing for your restaurant.

Everyone’s Doing It: That hardly seems like a reason. However, in this case, it is. There are so many restaurants that offer birthday incentives. If your establishment doesn’t do this, there is a good chance you will lose out on business because people will find somewhere else to go on their birthday.

Email Marketing: You know how important communication with your customers is. Many people don’t want to sign up for an email list without an incentive. A birthday coupon is just the incentive they need to sway their decision. Once you have their email address, you can keep them updated on other events and promotions your establishment is offering.

Birthday clubs are a great idea and very good for business. You can offer a coupon or gift certificate that works for you and your business. This is not only a great way to celebrate with your customers, but it is a great way to make them feel appreciated.

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Feb
06

How to Use SMS/Text Message Marketing To Grow Your Business

Mobile Marketing, Text Mesage, SMS MarketingSMS marketing, also known as text message marketing, is a great way to stay in touch with your customers. The SMS stands for ‘short message service.’ It means that you send tiny text messages of 160 characters (in Canada 136) or less to your target market’s cell phones with special offers, deals, updates, news and whatever else you think they should know about your business.

You can use SMS marketing in a number of different ways. Many companies use it to increase sales by offering special deals to their customers and for lead generation to build their database. It increases customer loyalty by keeping you in touch with them. You canliterally put your marketing message directly into the hands of your current and potential customers.

The great thing about SMS marketing is that 80% of all mobile device users have their phones on them at all times. This means that they get your message immediately; it doesn’t end up in an email inbox waiting to be seen. Did you know that over 95 percent of all text messages are read with ten minutes?

Building Your Text Database

It’s extremely easy to build an SMS subscriber list. Usually, all you have to do is ask. Tell your customers that if they sign up, they’ll receive deals and special offers. Most of them will be happy to get them. You must get people to “OPT-IN”
to get texts from you. Contest giveaways are quite effective at getting people to participate.

You should also use your online presence to get new customers. On your website, blog and social media profiles, let people know that they can get exclusive deals. You can speed up the process by offering a special incentive just for signing up for your text promotions, freebie or discount on your services are effective.

The Challenge of SMS Marketing

Remember that SMS stands for ‘SHORT message service.’ As I mentioned, these messages have to be 160 characters or less.

It takes a bit of skill to craft such a tiny message and also give it some impact. The best way to do this is to focus each message on only one thing. If you’ve got a special sale and a new product line to promote, turn that into two broadcast messages. The best messages contain 3 bits of key information:

  • The details of the deal, promotion or sale
  • How it benefits them
  • What they need to do to get it (the call to action).

One more thing about your messages – don’t use text lingo (i.e. LOL) to make it shorter. It looks goofy and unprofessional.

How to Perfect Your Campaign

To do SMS marketing, you have to hire a bulk messaging provider. They’ll send out the messages for you cheaply and also track your results. The results are extremely important because they’ll help you improve your campaigns.

At first, do some testing to see what works best. For example, try sending out messages at different times of the day or on different days of the week to see what gets the best response. The statistics will tell you how many people opened and read your message. This will tell you how to refine your campaign.

Text Message (SMS) marketing is a great way for offline businesses to get new customers and retain the old ones. Now that everybody’s going mobile with their smartphones, it’s an even better way to keep in touch and make sales.

You can contact me for a Free e-book on Text Message Marketing or to answer any questions you have on text Message marketing or mobile marketing in general. I can help you develop and implement your text message campaigns.

www.MobileMarketingAndPromotions.ca #WHYMOBILEMARKETING

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Jan
29

Sales Training – How To have Your Best Sales Year… Ever

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Jan
20

Social Media Trends in 2015 -10 Trends to Keep In Mind

Social Media marketing is playing a bigger and bigger role in the marketing mix. It’s also becoming  more “pay to play platform, especially Facebook.
These are just some of the trends that you need to consider when planning your marketing for 2015.

Here are 10 trends that you must pay attention to:

As we settle into the new year, it’s time to take a look at what experts have to say about what’s new and what they foresee in 2015. Social media is a dynamic and ever-changing industry that we must always keep tabs on because what is relevant today can just as quickly become old news tomorrow.

Here’s a compilation of the latest trends and predictions in social media this 2015 straight from the experts.

1. Facebook Is Set to Dominate with an “Advertising Triforce”

Facebook purchased two companies recently: Atlas, a Microsoft online ad measurement suite, and LiveRail, a mobile video network. Combined with Facebook’s over 1billion users, it has the potential to “dominate with data, measurement, and engaged ad delivery.”

- Erin Mulrooney, Digital Media Supervisor at ab+c Creative Intelligence

 Read the other nine here

 

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Jan
09

Facebook Marketing – Three Best Ways to Achieve More Engagement

facebook marketing, social media marktingWhat are the Three Best Ways to Achieve more Engagement  on Facebook?

According to a study by Roost.com after evaluating 10,000 Facebook and twitter posts by 8,000 small businesses across 50 industries they found that if you wanted to drive more engagement then these are the top tactics.

  1. Photo posts – they received 50% more impressions than any other post type or media type
  2. Quotes – these provide 22 percent more interactions when compared to all post types
  3. Questions generate almost twice as many comments as any other post type

The report also showed that if you want to have your published content shared across fan’s networks then links were 87% more likely to be shared than any other type of post.
Read more at http://www.jeffbullas.com

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Nov
20

Facebook Is Shafting Small Businesses

Social media marketing, Kevin Toney SmalL Business MarketingFacebook marketing can be effective for small businesses if done correctly. But it seems that Facebook is going out of its way to make it more and more difficult for businesses to get FREE marketing on their site.

So you really need to do lots of lead generation on Facebook so you can build a database of all your “LIKES”

Read more to understand what Facebook is doing and how it will affect your business in negative ways.
READ MORE 

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Nov
18

LinkedIn – Is It Right For Your Local Business?

Pros and Cons to Using LinkedIn

kevin toney the marketing coachIf you are like many other small business owners, you may have reservations about using LinkedIn to put your brand on the map online. Using LinkedIn, of course, has its share of advantages that you should be aware of and that you should consider before deciding whether to join or not.

What Do You Want To Achieve Through LinkedIn?

The LinkedIn website’s service, like any tool, is only as useful as the skill of the person operating it. If you sign up for LinkedIn and immediately expect to see thousands of orders flying in your expectations are too high.

When using LinkedIn, you want to clearly identify what the scope of your usage is. That usage can fall into any of the following categories:

• Connecting With New Business Partners – Perhaps you need product distribution in an area where you have no influence. LinkedIn can provide you with the contact information you need to make a presentation to the decision makers in charge there.

• Hiring New Employees – If you have specific needs for new employees to fill, LinkedIn has powerful filters that make it easy to narrow your search down and find exactly the people who carry those set of skills, live in your area and are available to work.

• Communicating With Your Audience – If you are a brand that is fortunate enough to retain a following that you would like to see grow, then LinkedIn offers you a great number of tools that you can use to cater to your audience and give them content and material to share.

After you have identified your goals, it is time to discuss the pros and cons of using LinkedIn.

Clearly, the benefit of using a site like this is that you have a busy web portal readily available to help you raise awareness of your brand, service and products without costing you anything.

You can strengthen the connection with your existing contacts, find new employees and contact potential business partners at the click of a button, maximizing your efficiency and reducing waste.

Disadvantages are hard to come by, but they may appear if LinkedIn is not properly used. For instance, it may be tempting to spend all of your time on the website, sending generic presentations en masse to every person who could possibly benefit from your service. This would hurt more than it helps, since it would feel like spam and associate your brand with negative feelings.

It should be pointed out that most LinkedIn users spend only a few hours a week on the site, yet, they enjoy enormous benefits thanks to having built an effective profile that does most of the work for them.

If you approach LinkedIn this way, it is always a good idea to sign up. To make sure you get the most out of your membership, it will not hurt to benefit from the services of an online marketing consultant, at least until you get the hand of it.

6 Benefits of Using LinkedIn to Grow Your Business 

If you want a solid online presence with more activity on the professional front, LinkedIn is the best place to start. 

When you communicate with your followers, you are communicating with the first level connections who serve as a powerful force when it comes to spreading the word about your brand. You are also likely transmitting to a handful of your own employees, as well as potential employees who are following you on the site. 

If you are interested in gaining a larger and more effective social following for your business, LinkedIn has tools that can help you achieve that.

Are you still wondering why LinkedIn is ideal for almost any business looking to gain traction on the internet? Here are some benefits of using LinkedIn for business:

1. Lead Generation – LinkedIn opens the doors for networking as long as your profile and Company Page are optimized and active. Posting unique and relevant content on a regular basis will result in more people finding your business amongst the crowd.

2. Increased Exposure – Having a LinkedIn Company Page is one more way to gain attention for your business. Not only will this bring more prospects, but it will also help to send more traffic to your website.

3. Higher Level of Credibility – LinkedIn is a great place to show off your business and gain trust amongst customers and prospects. One feature that helps is the “Recommendations” feature. The more recommendations you have from past customers and clients, the more of an opportunity you have to generate more serious leads and sales.

4. Show Off Your Accomplishments – Another way to build trust with potential customers and clients is to display your achievements and portfolios right on your profile. This will give everyone a birds-eye view of exactly what you have to offer.

5. Filtered Search Results – Generating sales effectively means reaching your customers effectively. LinkedIn makes this easy by offering a very thorough series of advanced search options that you can use to hone in on your target demographic with exacting precision.

It is worth noting that some of the most advanced search tools are only available for premium members who pay for the privilege. This powerful, efficient indexing, however, can often pay for itself if it is used effectively.

6. Quality Business Connections – The most important benefit of LinkedIn is the fact that it is populated almost entirely by forward-thinking professionals such as yourself, who are similarly looking for ways to grow their businesses. This creates a unique culture of individuals who, in representing their respective companies, make business easier for everybody.

The connections that you make on LinkedIn are noticeably more effective than those that you could get by cold calling or even references. This is thanks to LinkedIn’s meaningful use of information and to the people and brands the service has attracted so far.

 

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Author: Kevin Toney is “The Marketing Coach”. Kevin coaches small business owners and sales professionals on how to find and attract new customers, increase repeat business and generate a steady flow of referrals. Call 204-783-6342 for a FREE 30 minute over the phone Coaching Session.

 

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Nov
07

Mobile Websites vs. Apps

 What Is The Difference Between a Mobile Website And a Mobile App?

Mobile marketing, Kevin ToneyMobile websites and apps can seem very similar at first-glance, but they are totally different. Determining which is best suited to fit your needs depends upon a number of factors, including the make-up of your target audience, your available budget, how you plan to use them, and required features.

If possible, it’s not a bad idea to get both if they fit your goals and budget; the more mobile exposure you have, the better.

Generally speaking, mobile websites are regular sites that have been streamlined and optimized for mobile use. The display and functionality on mobile devices and mobile apps are often used in a complimentary role.

For instance, a delivery restaurant, which offers online ordering from their main website might offer the same functionality in a stripped down fashion for mobile users.

They will likely eliminate most bandwidth-intensive images and only include a basic menu instead of one with in-depth descriptions of each dish. The goal for mobile websites is to give the user the basic functionality of your main website while compensating for mobile limitations.

If that same restaurant had a mobile app, as well, users might expect to find deeper descriptions of the types of food they sell, or other information relating to the food, region, or restaurant itself.

Mobile apps are not intended or suited to be a replacement for a mobile website due to the fact that the end goal is different for both.

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