The two scarcest resources that small businesses have are time and money. They lack the financial cushion and manpower that larger companies have to grow. At the same time, customers are overwhelmed with work & information, are time-starved, and have ADD. These three things get in the way of building trust, loyalty, and recurring revenues with customers.
How can small businesses build trust, loyalty, and connection with their customers in ways that don’t break the bank, and don’t require them to work around the clock? It’s all about their marketing strategy.
In my recent segment on ABC’s Washington Business Report, my mentor and friend Zemira Jones joined me to share his four strategies for leveraging cross-platform marketing to create customer loyalty. Zemira has more than 30 years of experience in media, is the former President of ABC Radio, and specializes in creating strategies that stretch across all mediums for small businesses.
The link to our segment is here.
Strategy#1: The ACE Model
“ACE” your niche by creating true STAR-POWER for your brand
Being an “expert” is no longer enough. Customers are surrounded by experts. Small businesses must cut through the noise that their customers hear every day by using A.C.E. – Authority, Credibility, and Easy Access.
Authority: Create Star-Power and Authority with your customer. Show that you lead your area of expertise. You want them to think of you first when they have a problem you can solve.
Credibility: Consistently build your Credibility with frequent communication in ways they can access.
Easy Access: Be Everywhere. One communication platform is not enough. Social media, TV, audio, video, podcasting, books/products – need a multi-platform strategy.
Strategy #2: The 1-99 Rule: Focus on The One Thing!
Create a “Domino Effect” with your content, customers, and revenues.
Create one piece of content and repurpose it into many forms so that it reaches many, many audiences.
“He who chases 2 rabbits goes home hungry.”
Have a very focused media strategy. Create a presence on one platform, do it great, and then leverage that content and presence through other channels.
For example: Create a blog, then develop training around that blog. Or, record a podcast, post that podcast, and create a blog made up of the content from that podcast.
Strategy #3: Make the media love your business. Stop Renting Your Audience; Start Owning It.
You need 3 types of media:
1: PAID MEDIA (advertising and PR)
2: OWNED MEDIA (your own podcast or radio show, your own blog, your own TV station)
3: EARNED MEDIA (coverage in the press because of the great things you are doing)
The combination of all three will help to create raving fans and loyal customers.
Strategy #4: Create A Powerful Story. Your Brand Must Have A Core Story.
Make your customers love your product or service the most. Your personal brand story works because of the science behind It. Be scientific in telling it. Make it personal. Your audience will fall in love with you.
Finally…. The most powerful super food for Entrepreneurs? Podcasting.
Podcasting is “the super food to spoon-feed your ideal customer for life.” It allows you to multi-cast your content, and make it available to your listeners anytime of the day or night, at the time and place that is convenient for them.
Research has shown that people are never more that 9 ft. away from their mobile phone. This makes mobile the #1 media network in the World.
A Telenav research study found that people would rather give up these things than give up their mobile phones for a week:
- 70% Alcohol
- 63% Chocolate
- 22% Toothbrush
- 21% Their Shoes
You can reach the world if you have your content accessible via your phone. You can be in touch with your customer, in an intimate and personal way, 24/7. There is no other medium that allows such consistent, personal connection with your customer, like podcasting.
Successful Culture is launching its entrepreneurship & leadership podcast in the fourth quarter of 2014. Stay tuned!
Small business owners can create lasting connections with their customers through thoughtful content and through intentional multi-platform marketing strategies. Are you ready to go to the next level with your marketing?
I’m working directly with Zemira to help me. I wanted the best for my multi-platform marketing strategy and implementation, and he’s the best. Click here to get more information from Zemira about how he is helping me too.
Good luck!
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About Successful Culture
We work with business owners, CEOs, and leadership teams that want to achieve their greatest personal & organizational potential. Through coaching, strategic consulting, retreat facilitation, and workshops, we equip leaders & emerging leaders with the mindset, tools, strategies, and processes they need to excel.
Ready to move forward? Email us today at [email protected].
Connect with me on Instragram, Facebook, and Twitter. Engage with me during my morning Periscope sessions as well (@marissalevin).
Please check out my Inc. Magazine columns on my Author Page too.
– In my latest Inc, article, I share The Essential Guide to Avoiding Workplace Text, Email, & Social Media Disasters.
– Learn about the 9 Leadership Behaviors that Lose Employee Trust & Respect here.
~Marissa Levin
CEO, Successful Culture
“Taking Leaders from Triage to Transformation.”
photo credit Stuart Miles via FreeDigitalPhotos.net
photo credit artur84 via FreeDigitalPhotos.net
