Double Your Gilbert Business in 2016…Top 10 Local Marketing Trends
You’re fired up about the possibilities of 2016, right?! You should be!
I’ll tell you what, I’m ecstatic about 2016. It’s going to be a remarkable year…
Can’t you feel the energy in Gilbert?
Out town is definitely special, always has been and is becoming even more so, and you need to be excited about that!
Here’s the deal…
I want you to succeed in 2016, and you know that in order to be happily successful this next year…to keep up with the remarkable growth of our “small town”…you need a kick butt online presence.
But, before I get into the absolutely essential strategies for success in 2016, you need to understand something:
Eight trendy new business went in downtown in 2015…8, in a two-block section of town!
Over $60 million will be invested in downtown Gilbert!
Why do you care? Because there are more people…strike that, more consumers, coming to Gilbert then ever before.
You better do everything in your power in 2016 to make sure that all 150,000 Gilbert Facebook users know who you are and want to buy from you!
But, 2016 should also be a year when you attract consumers from Chandler, Mesa and Queen Creek who come to our beautiful town because…
…well, because Gilbert is the place to be! Let’s make it the place to buy as well!
- Learn How To Create Better Images
A lot happened in 2015 in terms of social media marketing, but nothing as spectacular as the rise of content marketing…in it’s many forms.
Hopefully you spent some time in 2015 playing with Instagram, Pinterest and even Facebook images. And, hopefully, you discovered the power of what a beautiful image can do for your brand and your business.
Let me give you an example of a local business that has moved their entire marketing strategy to Gilbert images:
There was a time not too long ago when Gilbert Daily PRSS posted news, events, and insightful information about our town. This past year, that all changed, and they shifted all social media marketing to showcase beautiful images of our town…
…and you know what, they are getting HUGE engagement!
In 2016, take more photos – BETTER PHOTOS!
Experiment with unique angles and lighting.
Try text and badges on your images.
I want you to start noticing how different local brands take photos of Gilbert:
Staff and employee photos…
Storefront and staff…
2. Videos – Short and Sweet with a Local Message
Periscope hit like a tsunami in 2015, and you need to take notice.
You no longer are required to have high-production videos with expensive technology and editing, but you do need some personality and a message…something to say that resonates with Gilbert consumers.
If you’re anything like me, you are not a fan of seeing yourself on video…heck I don’t even like listening to myself speak.
But our greatest critic is…well…ourselves! So, let go of the fear and dive in. At least, that’s what I’m going to try to do, and you should to.
Download the Periscope app, watch some local videos and big brand videos, take notes, notice what you like and dislike, notice what resonates with your personality and what doesn’t. Connect your Periscope account to your multiple (hopefully) social media accounts and use the hashtag #GilbertAZ in all videos.
Don’t be afraid to take this risk. In 2016, your fellow Gilbert business owners and consumers will respond!
3. Don’t Sell, Add Value
There was once a time when a blog served two distinct purposes:
- Trick google with a plethora of keywords to rank higher
- Sell a product or service
Perhaps you’ve noticed, those days are long gone. In fact, if you were still using those strategies, Google has already discredited you and sales are probably dismal.
You need to provide value. This should be one of your highest priorities in 2016.
Every image, video, blog or status update needs to be valuable to your target audience: Gilbert consumers.
So, how do you make it valuable and still try to sell a product?
- Answer a question
- Share a relevant experience
- Feature your produce or service being used by Gilbert residents
- Provide additional uses for the product or creative ideas relating to your industry
- Always offer tips and DIY advice from your personal expertise
This all leads us directly to number four…
4. Less Blogs, Better Quality (more value)
As mentioned, the objective of blogging has changed dramatically.
Pre-2015 Objective: rankings, sales, write as much copy as possible each and every week
Post-2015 Objective: give Gilbert consumers the information they need, win their trust and subtly influence their buying decisions…don’t think a single purchase, think a lifetime customer
You’re not Target, nor are you Lifetime Fitness. People in Gilbert know these brands and trust they’re expectations will be met.
Unfortunately, you don’t have that type of influence…
No one is interested in your product or service, they are interested in the feeling, the result that your product or service provides.
For example, you’re not interested in the nitty-gritty of Facebook Retargeting or developing the perfect Facebook Ad. You are interested, however, in the result…the insane amounts of traffic your website gets, the increased phone calls and purchases.
Your consumers are the same way. They aren’t interested in reading about where red roses are grown, how they are nurtured or how they end up at your flower shop. They are interested in photos of those red roses in bouquets and what how the final product will turn their wedding into something beautiful.
See the difference?
So, in 2016, stop posting about the THINGS you sell and start posting about the benefits, emotions and results of those items.
Also, instead of the old adage of posting a short blog once a day, go with something more powerful just once a week.
Aim for emotion, not rankings and sales.
5. Collect Emails
Are you collecting emails from your customers, clients and patients? In 2016, make a commitment to collect emails from everyone interested in your product or service.
Do you ever notice how often cashiers at San Tan Mall retail stores ask for your email? Every time you check out, someone will ask for your email, and, hopefully, will give you an incentive to provide said email. Ever wonder why they do this?
Emails are powerful. You’re thinking, “sure, they’ll send me some newsletters, spam or coupons and that’s why they want my email.”
Actually, that is the last reason why they want your email. From you email they can pull information from your connected social media accounts, particularly Facebook, where they can learn more about the people who buy their products. You can do the same thing! Which, ultimately, will help you understand your buyers better and get more sales!
In 2016, collect emails!
6. Personalized Email
I shoot my subscribers and email every time I publish a new blog. Why? To keep things personal. In fact, I keep in contact more with my subscribers than I do with most of my closest friends, simply because my closest friends already trust me…I’m still building trust with my subscribers…
…and that takes consistency.
It also takes personalization. You need to know your audience. Know their desires, their fears, the things that drive them.
For example, I know that you want business success…but that’s too easy. I also know that you want to spend more time away from work, more time managing and less time doing all the work, more time going on vacation and less time thinking about vacation. I know that you started your own business to help out your community, but, more importantly, to do things your way…the right way.
When you understand your audience, you can develop emails that seem highly personalized, even if you’re sending them to hundreds, or thousands, of consumers.
7. Social as Search
Google is the search powerhouse. When you need something, you ask Google. In fact, when my 4-year-old son needs an answer, he asks Google…literally…and with a quick “Ok Google” he can get the answer to any question.
Google will always be the search powerhouse, but in 2016 more and more consumers will turn to social media for purchase decisions and answers to their questions.
For example, interested in finding out what the hottest wedding dress trends are for 2016? Today, most brides are searching Pinterest for that information, not Google.
Need a quick meal for dinner? Moms are using Pinterest more than ever for these types of searches.
In fact, you might be using Pinterest right now to plan your holiday decorating, or to get gift ideas.
What do consumers use Facebook search for? Business research! They are using Facebook to find out how active your Facebook page is, how many reviews you have, the types of photos you share, and so much more!
8. Privacy Concerns
Privacy took center stage in 2015, with so many data breaches and security issues, people are becoming more vigilant about their digital security.
You need to take notice, and make sure that your customers and clients feel safe using your services or purchasing your products.
In fact, having a safe and secure website will help your Google rankings as well, because Google will only show love to those companies who show they can protect consumer safety.
If you have an online store, make sure the checkout is safe and secure.
In 2016, it would be wise to have a digital security expert audit your website and checkout process for any irregularities.
9. Facebook Advertising
You know, I’m biased. Facebook Advertising is what I love, and so, obviously, it has to be on the list.
But in all actuality, you need to be running Facebook Ads in 2016…even if it’s just $50 a month. Honestly, with the right strategies, $50 can end up making a HUGE impact on your bottom line.
What can $50 do? Let’s see…
First, it can drive targeted, Gilbert consumers to your website. Consumers who you might not have gotten in front of otherwise.
Second, it can introduce your business and grow your brand with videos…at just $0.01 per Video View…seriously.
Third, Facebook Advertising in 2016 can allow you to target Gilbert residents who are ‘engaged’ or ‘likely to move’ or parents of preschoolers or seeking tax information. If you have a service or product, Facebook Ads will find those who need it.
Fourth, you can retarget anyone who visits your website and remind them to come back!
For example, for $50 you can tell Suzy, who checked out a popular product last week, that her birthday is coming up and it’s time to buy that product and stop dreaming about it!
10. Get Out There
This is the year for the Gilbert small business owner! Sure, 2015 was a great year for growth in Gilbert, but 2016 is the year that we capitalize on that growth!
You need to capitalize on that growth! Get out there, make yourself known, meet some people, network, visit other businesses, run deals with other Gilbert businesses, run marketing together, be creative.
This is the year all Gilbert business owners support each other, lift each other up, and be successful!