FIVE TACTICS TO MAGNETIZE YOUR BUSINESS AND EASILY ATTRACT LEADS / SALES


ONLINE FOOTPRINT Website, directory listings, ProView, negative reviews, Social Media


RELATIONSHIP WITH MARKET Ask for and get referrals, ask for and get testimonials, ask for and get reviews


LEAD CAPTURE Collect cards in person and have a process to load into CRM, on website opt-in form, leverage member directories, ask for updated contact info


NURTURE Host gatherings, participate in other’s events, ask for and get referrals, communicate to stay top of mind


RAISE PROFILE


A low profile business has low growth. Be the expert, be the credible source for information


that treating marketing as a one- time campaign or event is a mistake that even seasoned, well-meaning professionals make. If you have the correct approach to solidifying the market’s mindshare and do it right, you will achieve the highest levels of brand-building and return on your investment.


Local marketing is mostly used by the commercial construction con- tractor, product or service provid- ers to promote themselves around their specific location. Face it, you serve a specific geographical area and should focus your marketing efforts in that region. There are two primary areas to focus on, but first,


let’s look at a couple of definitions:


Offline Local Marketing generally refers to “any non-internet market- ing techniques a localized business, in any industry, uses to market itself to the area it operates in.”


Online Local Marketing generally refers to “any online marketing tech- niques that a local business, in any industry, uses to market itself online to the area it operates in.”


I recommend using specific offline and online marketing strategies to- gether in order to engage new and potential customers. Over 60% of potential clients search for your


company online, before reaching out. Ask yourself: What do they find?


You can use online channels (your website, mobile applications, social media, local search directories, in- dustry-specific directories like The- BlueBook.com and emails) to attract prospects while remaining “top of mind” with customers.


You can use offline channels (The Who’s Who Magazine and annual Showcase event, association events, jobsite banners, charity functions, direct mail, printed collateral and vehicle lettering) to stay visible and familiar to customers and prospects in your local area.


POWERED BY THE BLUE BOOK NETWORK - PITTSBURGH & WESTERN PA / FALL 2016


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