Local Business Marketing Consultant San Diego | 858-442-3131 | Internet Marketing San Diego

Tell the World with a Press Release

Write your own press release and let the world know about your latest products and services. Press releases are a tried and true method for getting the word out. There are two avenues – offline and online.

To get the word out offline, send your press release to local media or niche-specific media outlets. For example, if you’re offering camping supplies, send your press release to media outlets based around the great outdoors. Tell them about the exciting new website where they can order everything they need for their next trip.

It’s even easier online. There are press release directories where you can send yours. These include sites like 24-7PressRelease.com, PRLog.org, and 1888PressRelease.com. All you have to do is sign up and you can submit as many press releases as you want.

Everybody Loves a Freebie Especially a Local Business Marketing Strategy as Easy as This

Offer something free that’s only available on your site. Put a notice about this freebie on all of your printed materials and tell each and every customer about it. It can be a free consultation, free service, free product, free shipping deal, free subscription, or free anything-else. Really good coupons or discounts work well too.

Teach People through Your Content

A good way to implment this local business marketing stratregy is to create web content that teaches visitors something related to your business and plaster it everywhere online. This content can be how-to articles, video tutorials, or lists of handy tips. The important thing is that they help people in some way and offer them value.

For example, if you’re a plumbing service, offer some simple plumbing tips to everyday clogs. If you’re law firm, explain to your potential clients how they know if they have a case or not. Got a health spa? Explain some simple home remedies for clearer, younger-looking skin. Start by asking – ‘What would my customers like to know?’

Submit your articles to article directories and your videos to YouTube. The key is that each piece of content you put out there has a link leading back to your site. Combine this with a freebie or special offer, and the results will be out of control.

You can also hire an local business marketing strategy company to take care of all this stuff for you. It is quite a bit of work. But give it a try yourself and see if you can get results, and you can save a bit of money. This is essentially the same stuff they do, except that they have better tools and more experience.

David Carleton is a San Diego Local Business Marketing Consultant who specializes in showing small business owners how to spend less and get more from their marketing and advertising using low cost strategies in local business marketing, lead generation and conversion, Internet marketing and social media. To download a copy of the free report, “7 Steps to Website Success”, go to http://LocalBusinessMarketingSuccess.com

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Topic: Local Business Marketing Strategy

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If your business doesn’t have its own YouTube channel, quit reading this article right now, head over to YouTube and make one – NOW.

Okay, I take it back. Please read this article. Better yet, skim it. You need that channel ASAP.

Your YouTube channel is your own personal TV station. But unlike a TV station, it has absolutely zero operating costs. You can upload videos and they’re instantly viewable by anybody on earth with a computer and Internet connection.

Everybody watches YouTube. It’s a great way to get your business noticed. Not only that, you have an opportunity to show them what you do, not just tell them. And the great thing is that you don’t have to be Steven Spielberg to make highly effective videos that’ll drive new customers to your business.

How to Get Started on Your Directorial Debut

The first step is to create an account. If you already have a Google mail account for your business, you can use that same email and login to create your YouTube Channel. Go to YouTube (www.youtube.com) and find the link that says ‘Sign Up’ at the top. All you have to do is enter an email address and a name for your account, which should be your business name or something closely related.

Once you’ve submitted the form, you’ll get a confirmation email. Click on the link there, and you’re ready to start uploading videos. Before you start pumping out videos, save your channel’s URL somewhere. It will give you this after you click on the confirmation link and get redirected to the site. You’re going to put this URL everywhere — on all of your online and offline promotional materials.

Making Videos

Any kind of business on earth can make great YouTube videos. It’s much easier than most people imagine. If you’re a restaurant, walk around with a camera and show off your food. If you’re a garage, film your mechanics working. For a law firm, have the attorney talk to the camera in an office lined with difficult-looking books and explain how he or she can help your viewers.

Or you can basically just talk about what you do and share your expertise. Some of the most viewed YouTube videos are ones where they offer some tips or simple how-to’s. If you’re a plumber, tell your viewers how to unclog the sink. Don’t worry about selling your business’s products or services – if you help them with a problem, that’ll do the trick.

Getting Your Videos Seen

The only part that’s even a little bit challenging is getting your videos seen. It’s not hard, but there are just lots of ways to do it. These include:

• Embedding videos on your Facebook page, website, blog, etc. (and this is really easy to do).
• Optimizing with the right keywords in titles, tags and descriptions.
• Offering real value and help to people who see your videos.
• Put your URL everywhere – in email signatures, on brochures, on receipts or business cards, and so on.
• Encouraging customers not only to watch but to become subscribers.
• Making your videos entertaining or outrageous (stupid guys falling off roofs, bad singing, etc. – but try to make it relevant to your business!).

And finally, the best but most overlooked method for getting views is to make friends on YouTube. Most people don’t realize that it’s a social media site just like Twitter or Facebook. Get on there and watch other folks’ videos, leave comments, and generally mix and mingle. It’s all about networking with other users who have similar interests.

David Carleton is a San Diego Local Business Marketing Consultant who specializes in showing small business owners how to spend less and get more from their marketing and advertising using low cost strategies in local business marketing, lead generation and conversion, Internet marketing and social media. To download a copy of the free report, “7 Steps to Website Success”, go to http://LocalBusinessMarketingSuccess.com

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These days, it’s all about local search. In fact, Google says that as much as 20% of all searches are local! This means that people in your area are looking for your products and services on Google Places, and you’d better be listed there.

In fact, you might be listed already and not even know it.

Anyone can list a business on Google Places and it can start getting reviews.

If you haven’t done so already, you need to get onto the site and claim your listing. This puts you in control of the information there. You can also add open hours, photos, videos, coupons, products, services, and more.

Claiming Your Listing

If you don’t have a Google account already, make one. You’ll need this in order to manage your listings. To create a Google ID, all you need is an email address and a password.

You can do it here – google.com/places– or do it when you find your business listed on Google Places (it’ll walk you through the steps).

After you finish making your Google ID, click where it says ‘list your business.’ When you enter your phone number here, it’ll try to find your business and auto-fill the rest of the information.

You can also find your business by searching on Google Maps, since Places and Maps are integrated. Once you find it, click on the business name. On the top right-hand part of the screen, you’ll see a link that says ‘business owner?’ Click that and you’re ready to fill out your business’s information.

After you’ve filled it out, it’ll ask you to verify that you’re the owner. You can do this by either phone or mailing address. I recommend doing it by phone because if you choose mail, they have to send you a postcard and this takes time. If you choose the phone method, they’ll call you with a PIN number.

Optimizing Your Google Places Listing

The same basic rules of SEO apply when you fill out your business’s information. Just like your website, use your well-chosen keywords throughout, but don’t stuff. Use them naturally wherever possible.

The name of your listing should match your business’s name. Don’t try to stuff the name with keywords. This is against Google’s TOS and even if they don’t catch you, it won’t work because their algorithms are smart.

However, you can include geographic information in your business name, and this gives you an SEO boost. For example, something like ‘Sunshine Cleaners of Phoenix’ is perfectly okay.

One of the biggest SEO mistakes businesses make is that they don’t fill out the information completely. Completeness is a major part of the search engine algorithm, so make sure everything is fully filled out. Incomplete listings don’t show up in search results.

Finally, spice your listing up with photos and videos. This will make it stand out from all the others. You can upload up to 5 videos and 10 photos. For your videos, upload them to YouTube as well with backlinks. This will give your listing some Google love and traffic leads.

And one more thing – do all of this soon! The number of local searches and businesses listed on Google Places is growing in leaps and bounds. If you get your listing up soon, you can dominate your keywords before the competition does.

David Carleton is a San Diego Local Business Marketing Consultant who specializes in showing small business owners how to spend less and get more from their marketing and advertising using low cost strategies in local business marketing, lead generation and conversion, Internet marketing and social media. To download a copy of the free report, “7 Steps to Website Success”, go to http://LocalBusinessMarketingSuccess.com

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Are you not getting the traffic you want? Or are people coming to your site but bouncing off in about 3 seconds? Even if you SEO’d the heck out of your site, it still might not work to produce the results you want. Well, here are some simple things you can do to turn down the suck on your website.

Text Colors That Hurt the Eyes

Here’s one to get out of the way quickly – white text on a black background. Ouch! While it may be okay at first, if you read that text for about 15 minutes, it’ll be burned into your retinas. Make it easy on your website viewers and use a dark-colored text on a white or light-colored background.

Labyrinth-Like Navigation

When a website is hard to navigate, people click away. Make sure that it’s clear what links on your site lead where. Make use of drop down menus and breadcrumb trails (for example: Home > Website Design > The Suck Factor > Navigation). It helps if there are several ways to navigate, like a bar along the top and a menu on the side. And keep it all consistent by putting the same menus on every page.

De-Clutter

Your site shouldn’t look like a garage that hasn’t been cleaned out in 13 years. A too-cluttered website creates a frustrating user experience. Your visitors’ brains will short-circuit. Make the site simple and keep each page focused on just one thing. Make sure there are some empty spaces.

Don’t Be Mysterious

Sucky websites aren’t clear about what the site is. Have you ever hit a website, spent about 5 seconds going ‘huh?’, and then clicked away? That’s what your users will be doing if it’s not clear. Visitors to your site should know exactly what kind of business you are, where you operate and what you can do for them. They should be able to sum this up in a couple of seconds.

A Website Is Not a Brochure

Your website shouldn’t be static like a brochure or calling card. The Web offers all kinds of interactive opportunities, so you should take advantage of them. Give visitors something to DO on the site and it’ll keep them engaged. Some ideas include forums, multimedia, games, blogs they can comment on, social media integration (so they can ‘like’ it) and chat features.

This Is Internet Clash

You might want to spend some time looking at other sites in your niche to get ideas. Sometimes people are turned off by sites that don’t ‘look’ like what they’re supposed to. For example, a law firm website with a cartoon panda welcoming them; or a roofing contractor site that has a flower and rainbow background; or a breast cancer awareness site that uses fluorescent orange as its color scheme. If the site design clashes with what you’re offering, people may get confused.

If your site sucks, you may need a complete overhaul. Or you might just need to change a few simple design features to make it more user-friendly. Whatever you do, keep in mind that the goal of your web design is to create a wonderful user experience.

David Carleton is a San Diego Local Business Marketing Consultant who specializes in showing small business owners how to spend less and get more from their marketing and advertising using low cost strategies in local business marketing, lead generation and conversion, Internet marketing and social media. To download a copy of the free report, “7 Steps to Website Success”, go to http://LocalBusinessMarketingSuccess.com

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Email marketing is a great way to attract new customers, build long-lasting relationships, and increase your business’s sales. Don’t let the ‘email’ in email marketing throw you – there’s nothing high-tech about it. What you’re doing is running a mailing list and the only difference is that it’s electronic.

Email marketing is basically direct mail done online. The way it works is that website visitors or offline customers sign up for your list (this is called ‘opting in’). They sign up to receive updates and offers. You then send them email messages to keep in touch and make them deals.

The Dreaded Spam Folder

Here’s the major challenge of email marketing – there’s so much spam floating around on the Web that people might trash your messages. The first way we get around this is by making sure we send to subscribers only. In other words, don’t get names or lists of names from a third party. If they didn’t sign up, they won’t be interested.

The other way is to offer real value. Give them exclusive deals, offers and information that they can’t get anywhere else. As long as you keep the goodies coming, they’ll keep opening your email messages.

Step 1 – Getting a List

The first step is to get a list of subscribers. Email marketing is a numbers game, so get as many subscribers as humanly possible. Some will unsubscribe from your list over time.

You can gather names offline with a sign-up form at your business and online through an opt-in form on the web. An opt-in form is a simple online form that asks for name and email address, and usually says something like, ‘We hate spam as much as you do.’

The best way to get subscribers is to offer a freebie up front. Most people don’t want to give out their email addresses for fear of getting spammed to death. But if you offer something cool that they want, they won’t hesitate. Discounts and coupons also work.

Step 2 – Send Them Messages

Getting email addresses is just the beginning. Next, you have to follow up. Make sure that each message you send offers something of value. When you do this, they’ll start to recognize you as a trusted source of information or great deals.

You also should be careful not to send too many messages. If you bombard them with messages that don’t offer something fantastic, they’ll end up in the trash folder quickly.

Another mistake to avoid is using your list only to sell to your subscribers. What do you think about somebody who only calls you when they want something? That’s kind of what you turn into. Instead, use it to offer valuable information as well as offers.

The great thing about email marketing is that you can automate everything using an autoresponder. This is a software program that manages your lists and schedules messages for you. This makes it even easier to build long-lasting relationships with your customer base.

David Carleton is a San Diego Local Business Marketing Consultant who specializes in showing small business owners how to spend less and get more from their marketing and advertising using low cost strategies in local business marketing, lead generation and conversion, Internet marketing and social media. To download a copy of the free report, “7 Steps to Website Success”, go to http://LocalBusinessMarketingSuccess.com

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by: David Carleton

Once again, Facebook is making some major changes, but this time, instead of your personal profile, the changes are to your Facebook Business Page. Facebook will be switching over all business pages to the Timeline layout (like your personal profile) on March 30. (See photo below)

Here is a summary of the changes:

1. One of the most visible changes will be their large cover photo, commonly referred to as the “billboard”. It is very important that you be strategic about how you design the big, billboard-style image because it will be dominating your page and needs to capture your new fans’ attention. It needs to immediately tell a story about what you do and encourage them to “like” your page and interact with you.

2. The new cover photo is larger than the previous photos and Facebook has imposed some constraints on what can be contained in it. The size of the new photo is 851 X 315 and should really be used to brand your business, products or services. You should not use this area to sell and it cannot show any prices, purchase information or contact information. In addition, the previous practice of asking to “Like” or share or show an arrow pointing to the “Like” button can no longer be used. Essentially the practice of including a “call to action” (like an opt-in form) has been taken away.

3. The small profile photo is 180 x 180 and this is the image that will show up in your timeline and in your comments.

4. The About section should be used to summarize your business and is limited to 165 characters. Clicking on the About link will expand to a page that has more information that you have already written. Please note that you may have to make some adjustments to make your about section show properly.

5. The four boxes appearing on the right are known as “Views and Apps” and are the four pages visible when someone comes to your page. You are allowed up to 12 pages and you see these when you click on the down arrow to the right. You can change the order and position of the 3 pages after the photo page which always remains in the number one spot.

6. Please be advised that you can no longer select a specific default landing page which in the past was used to get ask for “Like” and generate “Opt-Ins.” So anyone coming to your page after March 30th will see your home view.

7. A new feature gives you the ability to “pin” a post to the top of your timeline which stays there for 7 days before it reverts back into its chronological place on your timeline. This is a good way to promote something new or different each week – maybe a promotion, sale or some other important information you want to showcase.

What should you be doing now? Start planning and strategizing. Talk to your Facebook Admin and get him/her to implement the changes before March 30th otherwise the default look and feel will be automated by Facebook and it looks horrible!

Need an easy and inexpensive “done for you” solution to updating your Facebook page? No problem! I can brand your Facebook business page and make the necessary changes to get you up and running with little or no effort on your part. Just give me a call at 858-442-3131

About
David Carleton is a Local Business Marketing Success Consultant who specializes in showing small business owners how to spend less and get more from their marketing and advertising using low cost strategies in local business marketing, lead generation and conversion, Internet marketing and social media.

Dave has been a keynote speaker for many industry, Chamber and trade groups across the United States and has written several books including The Ultimate Lead Generation System and The Essential Referral Marketing System. In addition, he has appeared on San Diego television several times including KUSI and CW6 providing unique strategies to small business owners on Social Media, Internet Marketing and Lead Generation.

To download your FREE report, “7 Steps to Local Business Marketing Success” call 858-442-3131 or go to: http://www.LocalBusinessMarketingSuccess.com

According to some industry surveys, companies sell as much as 50% of all new products and services to first time buyers. That’s powerful information that you should take advantage of to help grow your business. Here’s what a typical purchase process might look like and what you should do to increase your sales.

Step 1 – Referrals – Many first time buyers don’t know a lot about the products and services you offer so they do what most people do? They ask friends what they know and like and who they’d recommend.

Over 40% of the small business owners who participated in a recent Internet poll revealed that referrals brought them the biggest returns over traditional marketing methods. Why? Because a referred prospect comes to you pre-disposed to buy your products or services.

You need to have a referral-marketing system in place. A good referral marketing system should leverage all your other sales and marketing efforts and be capable of producing quality results over a long period of time. My method of choice is postcards because they can be personalized, are simple to use and very inexpensive.

Step 2 – Research – Prospective buyers then they go on the Internet to do research on features, prices, warranty, maintenance, etc. The Internet helps educate them so that they can start calling or visiting your business.

Your Website – In the initial stages of the buying process, buyers are looking for unbiased information. You can provide this information on-line in exchange for the prospect’s name and e-mail address or use it as a tool to get them to come to your business. If you sell motorcycles for example, a Special Report such as “7 Motorcycle Buying Mistakes and How to Avoid Them.” can be very effective. These types of reports will immediately attract the attention of first time buyers.

But if you really want to appeal to first time buyers, you must specifically appeal to them in your ads. How? Home Depot uses FREE seminars and workshops. Walk into any Home Depot on a Saturday morning and you’ll see seminars being given on such things as; how to put up a ceiling fan or how to install a closet organizer.

So Home Depot shows “prospects” how easy a project can be, what tools to buy and how much material they will need. And guess what? Store traffic increases and sales go up! Their tag line says it all…you can do it, we can help.

Step 3- Store or Office Visit – Establishing a good relationship with a prospective client on their first visit is paramount.

What do prospects see when they first walk in to your store or office? How are they greeted? How long do they have to wait? How many phone calls do you answer while they are there? Do you offer them coffee or a soft drink? And remember, sometimes it’s how you answer a prospects question rather the answer itself.

The saying “you never get a second chance to make a first impression” is especially true during the “courting stage” of a first time meeting. Sometimes people remember less about that you said, and more about the way you made them feel.

With a few simple changes to your website, ads and first time meetings you will be able to increase the number of first time buyers you close.

David Carleton is a San Diego Local Business Marketing Consultant who specializes in showing small business owners how to spend less and get more from their marketing and advertising using low cost strategies in local business marketing, lead generation and conversion, Internet marketing and social media. To download a copy of the free report, “7 Steps to Website Success”, go to http://LocalBusinessMarketingSuccess.com

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Do you want to get into the “fast lane” for increasing your sales? Creating a successful referral network may just be the strategy that can get you there. I’ve seen this one marketing strategy revolutionize many companies.

A referral network is a group of businesses that offer complimentary products and services to a group of people who share the same buying interests.

I’m not talking about just going to a local networking meeting or chamber mixer looking for contacts, I mean creating your own group of liked-minded complimentary businesses devoted strictly to working together within that group to increase sales.

The key to a great referral network is finding local businesses that want what you want (new customers) and are willing to help you as much as you are willing to help them. But creating a successful referral network takes commitment, patience and a change in thinking.

The way to find these businesses is to ask yourself, “Who already has a relationship with my best prospects?” The answer to this question will result in a list of businesses that you can potentially partner with to supply you with a consistent stream of high quality referrals.

For example, a good prospect for a power sports dealer would also be a good prospect for a boat or RV dealer. These companies have customers with common interests and buying habits would probably benefit from having access to each other’s customers to get new business.

Unfortunately, many companies see complimentary businesses as competitors and might prematurely shun the thought of partnering with them. But the reality is that they are a hidden goldmine of new business just waiting to be tapped into by any resourceful company willing to do some legwork and networking.

Instead of competing against each other, the companies in a referral network band together to develop specific marketing activities and promotions that generate referrals and entice customers to buy their products and services.

To establish your own network, you’ll want to start slow and easy. Approach a business owner that you already know who sells complimentary products and services and suggest a “pilot project” with them. Let them know that you’ll do all the work to set up the project and make sure it runs smoothly. By reducing the risk of participating for your partner, you’ll increase your chances of getting a “yes.”

Once you experience a success with one business then you can leverage that success with other businesses that you invite into your referral network.

Deciding what type of referral activities you should do depends upon the business you’re partnering with and how much work you’re willing to do. However, there are several joint ventures that companies can do to generate business, which demand little effort and can pay great dividends.

Here are some referral activities to consider:

1. If you are a retailer, try displaying each other’s products on your showroom floors.

2. If you are a service company, send endorsement letters to each other’s customers. Few things are more powerful than a personal testimonial letter from a trusted business friend endorsing your product or service. Consider inserting a special offer in the letters to entice prospects to act quickly.

3. Place advertising banners on each other’s websites. This will drive qualified traffic to each other’s websites. You’ll have access to prospects that you didn’t previously have and so will your referral network partner.

These are just a few joint marketing activities that you and your partners can enjoy together. Using your own imagination and business experience, the possibilities are endless.

This powerful marketing strategy requires an outside-the-box mindset. Instead of thinking “win/lose competition, think “win/win cooperation. Once you establish your own referral network, you’ll start getting more referrals than you ever thought possible.

David Carleton is a San Diego Local Business Marketing Consultant who specializes in showing small business owners how to spend less and get more from their marketing and advertising using low cost strategies in local business marketing, lead generation and conversion, Internet marketing and social media. To download a copy of the free report, “7 Steps to Website Success”, go to http://LocalBusinessMarketingSuccess.com

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I was recently interviewed on KUSI TV in San Diego about how small business owners can improve their online presence using various forms of Internet Marketing.

Use cheap guerrilla marketing tactics to turbo charge your lead generation efforts

I have 3 definitions of guerrilla marketing:

1. The “stuff” you used to do to get sales or find clients when you first started your business.

2. The “stuff” you used to do before you became “successful” and your marketing budget grew.

3. The way you’d spend your time, money and resources if I cut your marketing budget by 80%

In my consulting practice I show companies how to implement highly effective guerrilla marketing tactics to increase their sales, gain exposure or improve their overall marketing ROI. The first question I always get asked is “how much is this going to cost me?”

My answer is always the same…“you don’t necessarily need more marketing money to increase sales, instead, it’s your ability to use the marketing money and resources you already have more effectively.”

Here are 3 guerrilla marketing strategies you can use to generate leads and keep your “sales funnel” constantly full.

Strategy #1 – Public Speaking – An easy way to generate leads, is to speak whenever and wherever you can. Civic groups, trade associations, chambers of commerce, etc. are always looking for qualified speakers that can help their members. Be sure to pick a title and a topic that members would find useful to grow their business, solve a problem or address a current issue.

Whenever you speak to an audience, you instantly become an expert and an authority in your field. And isn’t that what your prospects are looking for? An expert who can help them solve their problems with specific products and services that can get their company back on the right track.

Strategy # 2 – Writing – Local newspapers, magazines and online newsletters can provide you with a great venue to promote your particular area of expertise. What do you write about? Well, what type of questions are your prospects asking? What problems do your products and services solve? If you were a prospect for your product, what would help you make a more informed decision?

As with public speaking, you must remember that newspapers do not want a press release or an “advertorial” promoting you company. They want and need quality content that their readers will find useful. The only time you should be mentioning your company name is in the “bio” at the end of your article.

Strategy # 3 – Eating – I make it a habit to schedule a lunch appointment with a colleague, client or prospect at least 3 days a week. This is not always easy and takes discipline, but just like going to the gym, once you get in the habit, it becomes a lot easier.

Your goal at lunch? Not necessarily to always “close a deal”. Sometimes it’s just to get to know someone better or find out how you can provide a referral to his or her business. Getting people out of the office in a more causal atmosphere away from the computer and phones lets you make a better “connection” both personally and professionally. Meeting for lunch is a long-term strategy, but one that can pay off handsomely if you do it consistently.

Speaking, writing and eating are just a few of the many low cost guerrilla marketing strategies that businesses can implement that have the potential to provide a high return on investment. So, how much would these three strategies cost to implement in your business? Less than the price of a few happy meals and a lot better for the health of you and your company.

David Carleton is a San Diego Local Business Marketing Consultant who specializes in showing small business owners how to spend less and get more from their marketing and advertising using low cost strategies in local business marketing, lead generation and conversion, Internet marketing and social media. To download a copy of the free report, “7 Steps to Website Success”, go to http://LocalBusinessMarketingSuccess.com

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