Would you like to get more new customers without spending a dime? Business referrals are a great way to increase your business’s customer base while developing long-term business relationships that will have a positive impact on your bottom line.
In this episode of “The Little Big Show,” small business expert Denise O’Berry shares three simple steps you must take to get better business referrals today.
How to Get Better Business Referrals in Three Easy Steps
On those Fridays after Thanksgiving, the late Joseph P. Barrett, a longtime reporter for the Philadelphia Bulletin, recalled, even members of the police band were called upon to direct traffic. The cops nicknamed the day of gridlock Black Friday, and soon others started to do the same.
We are coming up on a decade in our own business. We have worked with thousands of clients and many times that number of prospects. As independent business people, our survival depends on our ability to forecast and close work. We have a very high close rate once we’re presenting, especially in person. This has been achieved through careful study of human nature and at a high cost.
As a consultant, you need to make the prospecting cycle as tight as possible so you are not chasing leads that won’t go anywhere. We began to experience greater success when we understood the following principle: Most people can’t say no.
I don’t mean this in the sense that they will buy from you if you overcome objections or demonstrate value. Most prospects know very quickly if they see value in what you’re doing and will buy. Our experience has been the best engagements result from connections that form quickly or, if there are delays because of a competitive procurement process, you are continually building a tighter relationship as it goes on. Absent this, you are likely waiting for a ‘no’.
The reason for this, my partner and I believe, is that most people hate the idea of rejection and hence are hesitant to do it to other people. I, for one, appreciate having my attention and effort liberated by a firm ‘no’. I am now free to begin the hunt for a new client, sometimes with lessons learned. But the slow ‘no’, or worse, the ‘we’re thinking about it’ just takes up mental and emotional cycles that are better spent elsewhere.
For years I have wondered what the value of Twitter is for sales and business. Everyone knows the indisputable value of LinkedIn for B2B sales, marketing, B2B prospecting, and entrepreneurs in general. But Twitter is finally gaining traction in B2B.This article shares some of the latest Twitter strategies, tactics, tools, and best practices.
Good content marketing starts with good lead generation. You’ve probably heard something like this before. But what is lead generation in the first place?
Lead generation is the act of collecting a list of names and contact information of people who will play a critical role in your content marketing strategy. These are the people that your search engine optimization SEO team will forge relationships with to promote your products.
Lead generation is usually the first step in any comprehensive SEO strategy. Establishing contacts will get the ball rolling in your campaign, allowing you to reach a targeted audience that will be more receptive to your business.
This is why it is incredibly important that you are able to conduct lead generation early on, and do it the right way. What are some of the pitfalls to avoid? Let’s take a look at some of them.
CrossFit is a fitness lifestyle that has taken the world by storm over the last few years. In some ways, it’s a throwback to old-fashioned fitness, using moves that incorporate cardio activity with strength training moves like pull-ups and push-ups. From garage set-ups to larger spaces, CrossFit “boxes” as CrossFitters like to call them are popping up all over.The brand has grown exponentially, with no advertising. People are addicted.CrossFit is the perfect example of a stripped-to-the-bone strategy for cult branding
Last year, iconic fashion house Yves Saint Laurent renamed itself Saint Laurent Paris, and just recently, its parent company, PPR, one of fashion’s most esteemed companies, announced its own name change. It will be called Kering, according to Chief Executive and Chairman Francois-Henri Pinault.
DENISE’S NEW LOOK: Alpinestars by Denise Focil changed its name to AS by DF and debuted a more contemporary look.
The new name demonstrates growth and new focus, Pinault said. “In a few months’ time we will have completely transitioned from a holding company with an unfocused portfolio into a cohesive, integrated, international group focused on apparel and accessories,” he said.
Some veteran Los Angeles–area fashion lines are in the process of renaming, or “rebranding,” themselves, too. The process is risky, but rebranding can make the difference between sagging sales and stellar business.
eBay has been one of the largest advertisers on Google, but that might not be the case for much longer. It decided to do an A-B split test to determine how many of those clicks they would have eventually seen even without those paid placements; even going so far as to go dark in 30 market areas to provide a control. In a study conducted with eBay Labs along including fancy degree holders from Berkeley and U. Chicago, it showed that it only made back about 25 cents on the dollar spent.
The study shows that brand ads – and by that they mean ads that focus on the brand names of the products to be theoretically purchased, rather than “branding” ads – can be efficiently effective for potential new users to the retailer, but tend to be unnecessary for those who are already familiar with the retailer. eBay, more than most, would suffer from a high familiarity ratio, thus making its relative efficiency low.
One thing the full version of the study appears to miss, however, is that very high clickthrough rate experienced by an ad due to a specific brand reference that is common to the search term may have another financial benefit to the advertiser: increasing the “quality score” of the ad campaign, and thus reducing the expense of other clicks in the campaign.
eBay bids on a universe of more than 170 million keywords. It spends more than $50 million a year on online advertising.
What is marketing? The definition that many marketers learn as they start out in the industry is:
Putting the right product in the right place, at the right price, at the right time.
Its simple! You just need to create a product that a particular group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then you’ve got it made!
There’s a lot of truth in this idea. However, a lot of hard work needs to go into finding out what customers want, and identifying where they do their shopping. Then you need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time.
The whole concept of branding is foreign to many small businesses. They view it as something that only matters in the ivory towers of global corporations.
Nothing could be further from the truth. Branding is all about making your business memorable, and it’s the small business rather than the big one that’s likely to get lost in the shuffle. Here are five core concepts that small business owners should know about branding.
1. Repetition and consistency are paramount. Any parent knows that when you say something once it seldom sinks in. And, parents who send mixed messages confuse the child … and perhaps themselves! The same dynamics apply to branding: the market needs to see the same imagery and the same message again and again and again.
There are many angles and avenues for researching keywords for your online marketing efforts. Some people focus on numbers such as search volume or keyword competition. Others might focus on the tools you use to dig up obscure keywords to target. While these may be good keyword metrics to consider, focusing on the keywords themselves should be the most important focus.
You can optimize difficult or easy keywords and high or low search volume phrases, and each will help you reach different levels of success. But choose the wrong keywords and you’ll see your marketing campaigns go a whopping nowhere!