Last week I began a short mini-series on how various "Small
Local Businesses "sectors ("SSBs") can get the most from SBI!.
In my opening preamble, I noted...
While every *kind* of SSB uses Site Build
It!, they are not all using it perfectly.
Everyone "gets" the Action Guide. And the
Action Guide provides great strategies and
ideas for affiliates, and for people selling
services - two very big market sectors for
us.
However, SBI!'s extensive range of features provides so much
value that we are consequently seeing more and more folks
from all kinds of SSB categories coming on board...
Not all have adapted SBI! for *optimal* results for their
particular category. And it's important (for you and us)
that SBI! delivers *all* the success that it is fully
capable of, when utilized effectively.
We highlighted Network Marketing. If you missed
it, don't worry. It's now available in the Tips 'N
Techniques HQ at Site Central (link to it from the TNT home
page under the title, "Big Picture Approach for Major Local Businesses Sectors").
Today we continue with another important and unique
sector...
Local Businesses Opportunity With Local Clientele
At first glance, you might think that the Net can offer few
opportunities for a business that has its clientele
restricted to a small geographic area (i.e., *local deal*
and local businesses with *local* clientele). After all, the Net is
known as the "global medium."
So let me ask you this question to get the ball rolling.
How much information about your business can you *afford* to
insert in a Yellow Pages ad?
Exactly - minimal. For most local and small business owners, it's
the bare minimum as each additional word adds to the
expense. Advertising is something you accept as a costly
but necessary fact of life.
Or I should say... that *used* to be the thinking. Some
local businesses are bucking the trend by using the Net to
their advantage.
A Web Site Offers Local Businesses a Very Cheap And Effective Way To...
- advertise 24/7 without the high costs of print ads (and
to update information as the need arises not when your ad
contract is up)
- get the "jump" on local competitors who are stuck in the
offline advertising world
- build new local deal
- encourage regular repeat purchases/contracts
- nurture, encourage and develop the relationship you
already maintain with current customers/clients
- cement customer/client lifetime loyalty
That is... *if* you do it properly.
So Let's Start Looking at How a Web Site can be
*Working* For Local Businesses.
The strategies to leverage locals presence are slightly
different from those local businesses who want global exposure.
For the most part, your online efforts go hand-in-hand with
your offline promotions. One needs to enhance/complement
the other.
Just a quick aside...
Some local businesses prefer a combo approach.
They also want to generate a secondary
affiliate income by recommending related
products/services to a world-wide audience.
For example, a chimney cleaning and fireplace
installation business refers global visitors
to his Web site to "Do-It-Yourself" books and
manuals.
Short term, this may not be on your radar.
But keep it in mind for future directions.
We'll begin with the most fundamental...
Strategy #1 - Provide High-value Content On Your Web Site
Content is what *credentializes* your business. Even in
local businesses environment, not everyone will be familiar with the
quality of the product or service that you offer (or, for
that matter, that you even exist!).
A Web site gives you the chance to clearly show visitors
what benefits/solutions you are offering and what makes you
the best choice. Unlike an ad, there are no space
restrictions due to cost concerns.
Add local businesses flavor to your content - make an emotional
connection. This reinforces you as a "neighborhood"
business belonging to the same community or region as your
target audience - a feeling of being "from the same neck of
the woods."
Quality relevant content reflects quality local businesses. It's
as simple as that.
Strategy #2 - Optimize Your Web Pages Using Your Geographic
Area As One Of Your Keywords
More and more people are choosing the computer over the
Yellow Pages when it comes to selecting the local businesses and people with whom
they do business. So optimize your pages according. For
example (if you are a service seller)...
"the service(s) you provide" + "geographic area you serve"
You may recall (from a previous issue) that that's how we
found a bagpiper who lived only a few miles away to play at
a curling bonspiel. Our bagpiper gained a new customer plus
we've referred him to others... an additional
"word-of-mouth" bonus for him.
Make sure that you do not optimize your pages
for the "name of your business," unless your
business name contains the keywords for which
you wish to be found. For example...
Optimizing your pages for...
"D.J. Smith & Sons" + "Kingston, Ontario"
... is not as good as...
"D.J. Smith & Sons Bulldozer and Excavator
Services" + "Kingston, Ontario"
... since the people who are unaware of your
existence will only search on "bulldozers" +
"excavator" + the name of your local area.
Simple, right?
Strategy #3 - Promote Your Site Wherever And Whenever
People have an inherent interest in their local businesses community,
and in what's going on directly around them. They will
visit a local Web site, *if* you make sure they know about
it. And once they are there, it's your business they see,
not your competitor's.
Train your staff to promote your SBI! site to all your
current offline customers. Your Web site URL should be in
prominent places throughout your place of business, as well
as on...
- business cards
- receipts
- invoices
- business vehicles
- menus
- basically, every place that your URL can be stamped.
The key is to be creative about how you get eyeballs to your
URL. One fast and easy method is to staple or paper clip
your business card to every receipt you print off, every
credit card slip you return.
Don't hesitate to ask your customers directly for their
e-mail addresses and let them know that you will be sending
them news about your local deal periodically. You can then
manually enter their addresses to your mailing list. In
this case, the path to your site is through your e-zine. (An
opt-in e-zine, as you will see next, warrants a strategy of
its own.)
OK, with those basics covered, your focus and efforts need
to turn to...
- Catering to your existing clients, and maintaining regular contact with them
- Encouraging regular, repeat visits to your Web site
- Encouraging the spread of viral "word of mouth" buzz about local businesses
- Enticing your competitor's customers to do business with you rather than with them.
And how will you do all this?
It's on to... :-)
Strategy #4 - Publish a Local Businesses Opt-in E-zine
An e-zine is not optional for local businesses owners.
Regularly scheduled communication...
- keeps you in the forefront of your customer's mind
- builds credibility and a trusting familiar relationship
- encourages additional repeat purchases
- helps you to efficiently manage your local businesses.
My local deal landscaper, for instance, could use his e-zine to
remind me when it's time for spring cleaning... and for
aerating/fertilizing the lawn, too! Because of his
prompting, I book an appointment for both services. His
April schedule begins to take shape easily, quickly and
ahead of time.
Always be guided by the "*give* before you take" principle
when your are developing your e-zine. No matter what your
business, there is always something of value you can provide
your visitors. My landscaper (to continue with the same
example) could provide a section on seasonal tips - the
best spring bulbs for the local climatic zone or the
opportune time to plant new shrubs.
Your readers (present or future customers) *will* appreciate
it. And they'll show it by re-ordering. They'll also tell
others about your business, and how cleverly you are using
the Net to grow! And with that, the buzz begins to build.
I can't over-emphasize how integral and essential an e-zine
is for local businesses. It truly *is* a lifeline that you
can use to run your business better, as well as encourage
some real local businesses "buzz" or excitement.
Best of all, SBI!'s comprehensive e-zine building process
makes building attractive, riveting newsletters a snap!
Special Tip: As mentioned earlier.... get your customer's
e-mail address. Sure, offer a subscription page on your
site. But how about asking them to sign up for your zine
right in your shop... in your garage... on the special form
by the cash? Don't just leave it there for them to fill out
- ask them. Tell them about the specials they'll receive,
the relevant news updates, whatever it is that you deliver.
Now, even if they don't visit your site (at first), *you*
can visit *them* by e-mail!
Strategy #5 - Offer Special "Web-only" Local Businesses Discounts
Give people a reason to go to your site often. Present it
in such a way that it's the *only* place they can access
particularly inviting discounts on a continuous basis.
This "carrot" encourages viral word-of-mouth buzz, *and*
regular repeat visits "to see what's being offered this
week."
Most local businesses Web site owners make the serious mistake
of throwing up another "About Us" Web site. This simply
serves as a Yellow Page ad lost in cyberspace. Yes, perhaps
your clients may visit once out of curiosity, but they'll
never visit again.
After all, why bother?
Without a valid reason to re-visit, people simply won't. An
inviting and enticing Web presence worth visiting again and
again requires regular updating to keep it fresh and
attractive. It means being proactive - staying ahead of
the local game.
This restaurant owner is certainly on the wrong track with
content like this...
"Welcome to the Bear's Den Inn Online. The Bear's Den
was opened in 1979 by chef Joe Smith. Featuring the best
in regional cuisine, its main room seats 100, with a banquet
room with space for an additional 100, blah, blah, blah..."
Yawn. Bye-bye. Your clients already know who you are,
where you are, and what you do. (After all, that's why they
are your clients, right?)
Instead, create a powerful incentive for your local deal visitors like
this...
- This weekend only!
Print off our online coupon
for the on-the-house entree
when you order a full meal
from our extensive, mouth-
watering menu.
Or one of these...
- With your online coupon valid
this weekend only,
your first drink is on us!
See how this focuses on "what's in it for me?"
So update the specials, your entertainment, and your offers
on a weekly basis. If your clients are thinking about
visiting your establishment, and login to your site to check
out the week's specials, they will not be impressed to see
that the site hasn't been updated for a month. A serious
loss of credibility that is preventable.
Or here's another angle...
Have your updates reflect the season (if applicable). Are
you a car mechanic? Rev up your own site so that it's in
sync with all the major seasonal tune-ups and maintenance
that you do and recommend for your client's vehicles.
If you have local deal business (or know someone
who does), the single best publication on
this topic is Sharon Fling's e-book...
"How to Promote Local Businesses on the
Internet"
If you're familiar with SiteSell.com, you'll
know we don't make recommendations often, nor
lightly. And we never promote.
But I am a big believer in the importance of
the Net to local businesses. And I hear
Sharon's voice as one of the first in this
wilderness. Her voice is clear, sharp and
original.
https://www.localbizpromo.com
And, of course, Sharon won't mind if you
prefer to buy it at full price, which you may
do so by clicking to her order page! ;-)
Either way, "How to Promote Your Local
Business on the Internet" is a fantastic
must-read publication for anyone wishing to
use the Net to expand local businesses.
Highly recommended!...
No matter how you slice it, your main goals as local businesses owner (after you build your site around the core concepts outlined in the Action Guide) are...
- Start publishing a stellar newsletter
- Develop ingenious ways to inspire repeat visits and local
word-of-mouth buzz.
Do it now, though. The Net is a far more powerful
business-builder than an offline Yellow Pages ad, or any
other single promotional tool at your disposal. Actually,
your site works well *with every other marketing method* you
use (including your Yellow Pages ad).
Follow the above SBI! strategies - you'll grow like mad.
But it's only a matter of time before your local deals competitor
does it as well. So get the most out of SBI! now. Go step
by step through the Action Guide. Use and expand upon the
specific local businesses oriented strategies that were
outlined in this issue.
Be proactive. Stay on top in your neighbourhood and/or
region!
Building Offline Local Businesses Buzz
The Buzz is building! We can hear it from here!
All SBI!'ers can earn 25% commission fees...
AND a 25% rebate...
AND (for SBI'ers ONLY) a $50 EXTRA ***BUZZ BONUS***.
How?
Just buzz. Spread the word on Site Build It! OFFline! Who
better to benefit from SBI! by spreading the word than YOU,
who knows the amazing power and ease of SBI! best!
Read more about local BUZZ in the TNT HQ...
....... and build the buzz! :-)
Written by Ken Evoy, M.D.,
President, SiteSell.com
(c) copyright 2003 SiteSell.com
"How Can The WORLD Wide Web Help Local Businesses Which Has LOCAL Clients?"
An 1-2-3 Step-by-Step Strategy For Selling SBI! Offline
Here is the first of two different strategies that I’ve used selling SBI! offline with great success:
Time Required: 45 minutes (+ or -), depending on people’s response.
I start off by mentioning my own success with SBI!. (I keep this
very short – maybe 2 sentences. It’s not about me; it’s about them.) I’m
not doing this to boast. I want to give people an idea of how successful
they could be in a relatively short period of time.
I mention that my main reason for having the info session is to share with
them this amazing system that I wish someone had told me about years
ago.
I do not want people to think that I am "desperate to sell". I mention that
they are under no obligation to buy this product. Many of them are my
friends and local businesses associates and I see them on a daily basis. I don’t
want any "bad vibes", etc.
My attitude is "It has worked for me – it can also work for you".
I then address the following main points:
- What SBI! Is Not
- What SBI! Is
- Who Should Not Buy SBI!?
- Who Should Buy SBI!?
- How Does SBI! Work? (This answers the other question: "How does a
website make money if it is not selling anything?")
What SBI! Is Not
- SBI! is not a pyramid scheme
- SBI! is not a GRQ (get rich quick) scheme
- SBI! is not MLM (multi level marketing – effectively a pyramid
scheme)
What SBI! Is
- One of the most effective ways of building successful "bricks and
mortar" local businesses is to buy franchises. This provides the
blueprint/recipe for step-by-step building successful businesses. The
franchisor (if he’s any good!) will also be providing
support/tips/encouragement, etc. to ensure the success of the
franchisee. SBI! is the online version of a "bricks and mortar"
franchise.
- SBI! provides the blueprint/recipe/step-by-step strategies for building
online businesses.
- SBI! also provides all the tools to build successful online local businesses.
Who Should Not Buy SBI!?
- If you have a "teenager mentality" (i.e., someone who gets very
excited about an idea, runs with it for a week or two and then loses
all interest), SBI! will not work for you.
- If you desperately need money within a short period of time (a
month or two), SBI! is not for you.
- If your nature is to seek instant gratification, SBI! will never work for
you.
- If you need to see results immediately to stay motivated and to keep
going, SBI! is not for you.
- If you are a "collector" of info products and tools and you never go
further than buying and maybe reading a few chapters of the manual, please don’t buy SBI!
- If you buy SBI!, you’ll have to put in the time, energy and effort to
implement at least 80% of the strategies. This should take anywhere from 6 to 12 to 18 months or more, depending on how much time you have available.
Who Should Buy SBI!?
- Only highly motivated, mature and thinking individuals should buy
SBI!. They need to have the discipline to work continually, putting in
a few hours (read minimum 8 to 10 hours!) a week for at least 6 to
8 months before they’re likely to see results.
- People who want to have a whole new world opened up to them,
one that they had no idea existed, should buy SBI!
- People who want to go on the journey of a lifetime and be
stimulated, fulfilled, challenged and rewarded like they’ve most
probably never been before, should buy SBI!
- People who want to build a business, a business that will take on a
life of its own and eventually be a “golden goose”, an asset that their
kids can inherit or they could sell, should buy SBI!
- People who want to meet other highly motivated, focused, sharp
minded, successful, helpful and friendly humans should buy SBI!
How Does SBI! Work?
How does a website make money if it is not selling anything? Most people
have a problem getting their minds around this question!
I only discuss 2 ways of monetizing a website – Google AdSense and
Affiliate Commissions. I stress the fact that all monetizing strategies rely
on visitors. More visitors = more money.
- Google AdSense
I explain the relationship between Google AdWords and Google
AdSense.
- I explain the concept of contextual advertising. (Google supplies a
piece of Javascript, the publisher places it on each web page and
the ads will match the web pages’ content.)
- I explain how Google shares the revenue earned from a click on an
ad displayed on your website.
- I mention that there are many strategies for placing Google ads to
increase the CTR. By implementing these strategies one can easily
increase the CTR above 20%.
- I explain that it is a number’s game and if the traffic to a website is
significant, the revenue earned via Google AdSense can be a
substantial a substantial amount. A successful website can easily
be earning $2 000 per month and more.
- I also mention the fact that Google will terminate an account if there
are fraudulent clicks. I stress the fact that they are welcome to look
at my website to see how all of this is implemented but that they
must avoid clicking on the ads.
Affiliate Programs
- I explain the concept of an "affiliate" as most people have never
heard of it.
- I briefly explain how to effectively implement it using a live link in a
sentence.
- I also mention the benefits of promoting products paying recurring
commission. Work once and get paid over and over.
- At this point, people have the opportunity to ask questions.
- I ask for a contact email address and a mobile number. I
volunteer to send them more information. (This can also be done at the
start while we are waiting for everyone.) Although all this info is included
on the CD that I hand out just before they leave, I need an excuse to get
people’s email addresses. This enables me to follow up and finally close
the deal.
- I also explain to people that I’m an SBI! affiliate and that if they do decide
to buy, it would be much appreciated if they would buy via me as I’ll be
getting the commission. Most people have no problem with this.
I volunteer additional support to everyone buying via me. (This can be a
dangerous one!)
- I prefer to use the “Remote Order Entry” form to take the
orders myself as this ensures that I get the commission. Some people
are hesitant to do an online purchase using their credit card. I give them
my banking details, they transfer the funds electronically and I process
their order using my credit card.
For information about the Remote Order Entry Program, see…
https://secure.sitesell.com/prot-bin/affiliatescripts/affiliateClubMoreInfo.pl?affsbiorderpage
You will need your username and password to log into the 5 Pillar Club.
It’s Worth Your Time To Use The Remote Order Entry Form
I've lost the commission on a sale that I processed from my own notebook because I thought I would be credited with it as long as I processed the order from my own link (my unique affiliate RR URL). But my machine obviously is cookied and someone else got the sale.
I don’t want you to do all that hard work to close the deal and then not get
credited with the sale. The Remote Order Entry form is the best way to process
sales offline.
Everyone Appreciates a Freebie.
I then hand out CD’s which includes all the free SBI! material I can find.
You can even customize their free pdf books with your RR URL.
I also include a Word document with a list of the different Sitesell landing
pages. All of this has my affiliate code in the links ;-)
People Are Then Free To Leave
For those who indicate that they are ready to purchase, I’ll process their order on the spot.
Most people, however, prefer to do more research. Many would like to
discuss this with their spouse. Many send their spouse to the next info
session and then they buy. I share my mobile phone number and
encourage them to contact me if they have any questions or would like to
discuss anything further.
Many ask me whether I think they or their wife/mother in law etc. will
manage this. This is a difficult one as it depends on the individual’s brains
and motivation – the BAM. Most of the time I’m confident that they’ll
manage as everyone I invite are actually already "screened".
Once Everyone Has Left
I send out an email to all of them with the links to the Sitesell website. Most people contact me within a day or so. The ones I don’t hear from I’ll phone and ask if they got my email and whether they’ve managed to follow the links to get more information.
If they don’t show any further interest, I leave it there and never discuss SBI! with them again unless they initiate the conversation. In one case, this has taken about six months before the individual was ready to buy.
Using this approach, I’ve had a very high conversion rate.
This is the "short" sales pitch! If this is of value, please let me know in the
"Offline Techniques" Forum, at the following thread...
I will write about my second longer strategy. This session typically carries
on for nearly 2 hours. It has had a 98% conversion rate.
Kind regards
Anne-Marie
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