How to Create an Effective Offer for Your Local Business – Part 1

offers for local businesses

What is an offer, exactly, and why is it so important to your marketing?

First off, The right audience will never buy the wrong offer. It doesn’t matter how good your audience targeting is. It doesn’t matter how good your copy and your creative are, or how well your destinations convert. What matters most is that the offer is something that people actually want, not just something you hope they want or think they should want.

This is a big problem that I’ve seen in the local marketing space. Business owners and even marketers don’t really think about offers in the way that online businesses do. Online businesses have kind of naturally been programmed to think about the offer from the start.

For a local business, they need the same thing. It may be different from what you would see from an online business, but the offer is still what’s going to attract your ideal prospect or client.

So, what exactly is an offer?

There are a lot of misconceptions about what an offer actually is. Many businesses think that their products or services are their offer, but that’s not the case. Some people assume an offer is strictly a discount.

Well, That can be true, but that is in no way the only thing that it can be.

Your offer is NOT your products and services, it’s the way that they’re packaged and presented.

You may already have several offers, but you don’t realize it, or you have all the components of a great offer, but they’ve never been properly packaged.

What are the three types of offers?

Gated Content Offers

A gated content offer is something that is gated, meaning you must provide your contact information before you can access this piece of content. The word content can mean a variety of things, but it’s information or it could possibly be a giveaway or contest.

A Gated Content Offer Is:

    – Something valuable that you’re going to exchange for their information
    – What many consider to be a lead magnet
    – Directly tied to your offers as a way to identify interest and ascend the lead through email marketing or other forms of follow up.

This could be delivered through messenger, email, or a landing page. It could be a video, pdf, or series of valuable messages. It could be audio, a webinar, or a challenge.

The beauty of a gated content offer is that you’re building your list, and if done correctly you’re also going to use it to drive leads.

Loss Leaders

I rarely see businesses using these, but they can be amazing revenue generators for the right business.

A loss leader is something useful, but incomplete. It should lead to the core offer. It also could get people in at that right moment in the buying cycle. Your loss leader must be valuable in its own right and does not require an additional purchase in order to qualify.

Typically it could be free, or it’s going to break even in terms of cost, whether it’s your time materials or a mixture of both. You don’t have to be losing money on this, but the goal is not to make money on this offer at the point of sale. The goal is to get a new client at the break-even point (or at a loss, with the data that shows you’ll profit on your other offers or recurring sales).

The thing about marketing in today’s world on social media is that you may truthfully need a loss leader to capitalize on your budget. You can use your loss leader revenue to cover marketing costs, get increased touchpoints, and build trust before pitching your core offer.

There are a lot of businesses that have a very strong customer lifetime value. If that’s the case, loss leaders can be ideal. However, they tend to be focusing on making their money back on that initial purchase, not long term which is more realistic. You want to turn someone into a lifelong customer or at least someone who’s with you for a significant amount of time. Someone who could buy other products or other services. That’s what loss leaders can do for you.

This is a really good offer type and I’d encourage you to brainstorm how you can use it in your own business. I’ve seen them work very well but a few too many people do not even consider using them.

The main thing to keep in mind when creating a loss leader is that you need to have a clear and strong upsell processes such as strong salespeople or an ascension campaign after the initial purchase. You need to ensure you can capitalize off the loss leader, or you will in fact lose.

If your customers don’t stay past 1 or 2 purchases, fix that before creating a loss leader.

If your salespeople don’t upsell or can’t see what other services or products would benefit the lead during the consult, fix that first before creating a loss leader.

If your business can’t fulfill on the parameters set by the loss leader, fix that before using it.

You need to be able to have long term vision when creating a loss leader, but for those that do, it can totally transform their business.

Product Preview Offers

A product preview is something that doesn’t have any real value unless someone intends to buy. This gives them a little taste of your business, either for free, at a lower cost, or with unique terms or purchase.

Essentially there’s just nothing really in it for them unless they were seriously considering your core offer. These bring in quality leads typically, but will only ever attract a small percentage of the market that is actively looking for your products and services. The result of this offer typically depends on the quality of the offer or product/service itself.

Good offers overcome the objections

Good offers overcome objections that may prevent purchases. These could be time, effort, skill, competition, money, etc.

For instance, if what you offer requires that some skill is attached to it in order to fulfill the desired goal, such as a course, then your offer could include something like training or support to make those things easier.

To overcome convenience, that could be a bundle. You’re saving time from someone having to research and find all of these different parts and pieces themselves. You’re giving it to them at once.

Time and effort are really effective, too. If your type of business typically takes 1 month to deliver the end product, do it in 2 weeks. If someone typically has to do certain aspects of the offer themselves, do it for them or give them an “easy button”.

Money is an obvious one. Make it more financially beneficial to buy.

You should really think about where your audience is struggling. Think about what your offer can do to overcome their biggest challenges and you’ll be so much closer to creating the offer they really need, and that makes it easier for them to buy.

Your Offer Matters

A great offer needs to incentivize buyers either to act quickly. You don’t have to come up with a false sense of urgency, however, anytime there is some sense of urgency attached, it’s going to work well. This could be a natural sense of urgency, like an event.

There is an exact date that this event is happening. Maybe it’s based on a holiday, like a memorial day special.

There are a lot of different ways that you could use a sense of urgency honestly. I don’t ever encourage anyone to be dishonest, just creative. It can be a great way to get people to buy when they may have delayed or talked themselves out of it.

To create an offer that drives local business revenue, it is important that the offer is something that people actually want. Your offer is typically the first thing to look at when your marketing is not producing the results you want to see.

Do you have offers in each of these categories? If not, why?

As you can see, there is a lot to consider and plan around when trying to develop an offer that will actually be effective in helping you achieve your goals. Stay tuned for part 2 for more details and examples on each of the 3 core offer types to get some ideas that you can utilize in your own business!

Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!

How to Properly Utilize Facebook and Instagram Ads Strategy for Your Local Business

Over the years, I’ve had to create an effective ad strategy for local businesses in order to get my employers, then clients, then students, the results they were looking for in terms of ROI. This led me to create the AB3 Ad Method (AB = Allie Bloyd).

These different ads levels correspond with not only the awareness levels and the buying cycle but also the traffic temperatures.

Level 1: Educate Level

With the right type of ads strategy and content, you are going to be able to make a big impact and develop a very large warm audience on social media.

Level 2: Offer Level

This should focus on conversions here and we want to make sure that we’re either

    Getting subscribers
    Getting leads
    Getting someone to claim our offer
    They’re going to come into our physical location

Retargeting Level

This level is people typically from that offer level that have not converted yet. They are potentially people who have converted that you want to continue to show your ads in an effort to solidify that you are the best choice in their minds. You are simply telling them that this was a good decision, to overcome the objections or so they may have to actually take that next step in terms of turning into a sale.

All three levels are essential!

I have come across very few local businesses that don’t need these three levels in ads strategy.

So what happens a lot of times is that businesses will do one level, but not all of them and when things aren’t working the way they want them to work, they feel like the whole platform isn’t working but really it’s just them.

Maybe they’re just putting out good content and wondering why they’re not seeing a lot of leads, but this level isn’t necessarily designed to get leads. It can, but they’re not going to be super consistent and that’s really not even the focus of the ads themselves.

A lot of other businesses are simply doing the offer level. But they’re sending it to all cold traffic. They have no audience-building strategy. Everyone that sees their offer but is really unfamiliar with who they are, meaning it’s going to be a pretty HARD SELL to get them to take that next step.

Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!

Creating Entry Point Offers For Home Improvement Businesses

Offers for Home Improvement businesses

Today, we’ll discuss creating marketing offers for home improvement businesses. An issue I see with many home improvement retailers, dealers or businesses is the lack of creating entry point offers for their clients. This makes it very difficult to gain traction with social media or online marketing.

Do you know the difference between your product or service and your offer? Most businesses don’t. They think “I’ll promote what I sell, that’s what I offer.” Yet that’s completely off base, and an ineffective way to market your business in the online world.

What is an offer?

Your product or service is what your business creates or provides. So for you, it would be your remodeling services or your kitchen cabinets, countertops, or tile, for example.

Your offer is the way that you package it.

One of the most overlooked type of offers is the entry point offer. Many businesses go straight from the “introduction” (awareness) to “asking for a major commitment” (a big sale), and that’s not how human relationships work. You need to build familiarity and trust.

Your audience needs to know more about you, what you do, and feel confident in what you’re selling. They need to be able to take the relationship at a pace that makes sense.

So how do you do that in your online or offline marketing?

With the 3️⃣ key entry point offers! The main types of offers are:

➕Gated content
➕Loss leaders
➕Product previews

What does that REALLY mean to you? Lets look at some examples.

Gated Content Offers for Home Improvement Businesses

Gated Content offers are ways to get the initial relationship started with typically free content. Gated means that you’re asking for their basic info, such as name and email, in return for content that they would need or want.

Many home improvement businesses see this as a strategy that only “online businesses” would employ, but its for all types of businesses. The strategy behind gated content is to identify what the consumer is interested in, deliver content that builds trust, and to follow it up with quality emails related to that topic, and how you can help.

In some forms of online advertising, you don’t need to collect contact info, such as with a blog. But it only works well if you’re retargeting with advertising to that customer based on the content they read. If that’s the last communication you have with them, it won’t work so well.

Examples of Gated Content:

  • Templates
  • Lists or Checklists
  • Buyers Guides
  • E-books
  • White Papers
  • Blogs (with retargeting, such as facebook ads)
  • Gated Promotions

So how does that translate to home improvement businesses or retailers?

  • Kitchen Design Templates
  • Bathroom Remodel Checklist
  • List of all tools and materials you’ll need for a bathroom remodel
  • Kitchen Countertop Buyers Guide
  • Your Guide To Windows E-book
  • The top 10 bathroom styles of the year blog
  • Remodeling Budget Guide
  • A coupon after you enter your email
  • A contest you sign up for via email
  • A sale that you can only shop after entering your email

home improvement marketing

It’s easy to create quality content for your audience. They’ll get a feel for what you do, who you are, and why you’re a great choice for their needs!

If you’re looking for great content ideas, click here to get 261 Home Improvement Blog Topics for FREE! 

Loss Leader Offers for Home Improvement Businesses

What is a loss leader? If you’re in retail, you’ve probably heard this term before. A loss leader is an item that you offer basically at cost (or for free) that will bring customers in, in the hopes of them buying more.

Great loss leaders are useful, but incomplete. It needs to have full value as a stand alone service or offer, but allows you to try and upsell in a very natural way.

Examples of Loss Leaders:

  • Free gutter cleaning for a roofing company
  • Free design for a retailer or kitchen/bath remodeler
  • Free cabinet demo for a kitchen remodeler
  • Free flooring demo for a flooring installation company
  • Free Measures
  • Free Fertilization for Lawncare Companies
  • First mow for free for Lawncare companies
  • Free checkup for an HVAC company
  • Free tile trowel for tile store

I say free, but you could charge a small fee for any of these and still consider it a loss leader. You just want the price to be low enough that its a no-brainer for the customer. You know if they need these services, then they can use the other products or services that you offer. Once you’re working with the customer, it’s an ideal way to ask what else you can help them with. You DO NOT want to require a purchase for this. It needs to be a completely stand alone offer that SHOULD lead to about 80% of customers taking the offer you want them to purchase.

Product Previews for Home Improvement Businesses

A product preview is a way to give clients a taste of what you do. This is typically for a more serious prospect, as there is no perceived value if they don’t intent to buy.

Examples of product preview offers for home improvement businesses:

  • Design Consultation
  • Free estimate or quote
  • Product demonstration

Conclusion:

There are several ways to create entry point offers for home improvement businesses. You just need to see it as a necessary part of your marketing. Odds are, you probably have a product preview offer, but I would strongly encourage you to come up with at least 2 more from gated content and loss leader categories. These are for people lower in the buying funnel, meaning there are a lot more of them out there. This will allow you to snag a larger portion of the market than you’ve previously been able to convert.

I hope this has been helpful! If you have any other questions on offers, online marketing, or marketing your home improvement business, please let me know! I’d love to work with you.

By: Allie Bloyd

How to: Use Interact Quiz to Generate Leads

Interact-Quiz-Builder-Featured

In today’s blog, I’m going to discuss quizzes for lead generation, and specifically Interact Quiz! Quizzes are THE number one lead magnet type at the moment. They engage your audience, provide a fun activity for them, provide value, give you some really valuable information about your prospect if done correctly, AND generate mass amounts of leads!

There are many quiz platforms out there, and I’ve used several, but today I’m going to show you exactly how to build a quiz using Interact Quiz, which is my builder of choice. It’s easy to use, has all the features that I need, and works like a charm to drive leads into our marketing ecosystem.

How to Build a Quiz in Interact Quiz:

There are two ways to build a quiz using Interact Quiz Builder. You can start from scratch or use a template. I’m going to show you how to build a quiz using a template, because it’s easy, fun, and is a great way to learn the platform when you’re just getting started. It’s also great because they have several awesome quizzes already built fairly well for the home improvement and interior design industry, which I haven’t seen in many other builders.

Follow these simple steps to build your first quiz in Interact.

Step 1: Choose Quiz Type

You’ll first select “Create New Quiz” on the home page. You can’t miss it. Then, you’ll select the quiz type that best fits your goals. I have ideas for quizzes in all of these categories, but for today, we’re using the Personality quiz type from Interact quiz.

Interact Quiz Builder Step 7

Step 2: Choose Quiz Building Style

Choose to work from a quiz template or from scratch. I recommend new users start with a template to get a feel for the platform. Templates are customizable.

Interact Quiz Builder Step 8

Step 3: Choose Category

For home improvement businesses, we’re choosing Home & Garden.

Interact Quiz Builder Step 9

Step 4: Choose your Quiz Template

Decide which quiz will best fit your needs, or use the exact quiz template!

Interact Quiz Builder Step 10

Step 5: Evaluate Current Template

We’re using the “What’s your bathroom style?” quiz, so we’re going to look at the questions and answers that they have built, and decide if we want to edit them.

Interact Quiz Builder Step 5

Step 6: Edit Questions

Image questions are a great thing to use to for home improvement style quizzes, so take a look at their options and see if you want to switch anything out to fit the end results that you want.

Interact Quiz Builder Step 6

Step 7: Continue Editing

Take a look at the text questions that the template provides and see how you would like to edit them. Maybe you want to change the questions completely or maybe you just want to edit the answer selections.

Interact Quiz Builder Step 3

Step 8: Connecting Answers with Results

On the top right of every question, there is a button that says “Edit Result Correlations”. When you click on it, you’ll see something just like what is shown below. As you can see, each answer is tied to a final result. Some are tied to multiple results. The end results will be the result that had the most answers tied to it. It is an easy drag format. Make sure to do this on all questions if you change the end results, and specifically the questions in which you change possible answers to make sure they still match up correctly.

Interact Quiz Answer-Correlation

 

Step 9: Edit Results

You can do this at the very beginning if you want to completely change the results, but if you like the results that the template provides, you can simply do this at the end. You’ll just want to decided if you want to change images, verbiage, and link the call to action as well as change the text that it uses on the button. This is the place to PROVIDE YOUR SOLUTION. If you’re a remodeler, offer a free bathroom design consultation and link to your landing page.

 

Interact Quiz Builder Step 4

Step 10: Decide how you’ll promote

Where is your quiz going to be promoted? I suggest you use ALL the options for maximum results, but you’ll choose 1 at a time to get it set up. You can use the direct link in blogs or emails, and the others are pretty self explanatory. The website options are great ways to take traffic from visitors to subscribers.

Interact Quiz Builder Step 11

Step 11: Get it out there!

I selected to promote my quiz in a Facebook ad. After selecting this option, it shows me how my quiz will look and gives me the link to use, as well as gives me setup instructions on how to track conversions.

Interact Quiz Builder Step 12

There you have it! Interact Quiz provides an awesome platform to build quizzes that will further your brand and drive leads! Look out for our next post on how to create a quiz from scratch! Click here to take the quiz and see for yourself how cool it is!

Want to learn more about how to market your remodeling business? Check out my complete marketing training program for home improvement, home service and real estate professionals, “Remodel Your Marketing”, at alliebloydmedia.com/remodel-your-marketing!

Written By: Allie Bloyd

 

2018 Digital Marketing Trends: What You NEED To Know

digital marketing

We’re more than halfway through 2017 and marketers already are looking ahead to 2018 to determine the New Year’s direction for their digital marketing campaigns. Many are wondering if they should stay the course they charted in 2017 or make changes. Here are six developing digital marketing trends to consider, both for the rest of the year and beyond.

Personalized Content: Think Unique Customer Experiences

More than half of B2B buyers rely on content to research their buying decisions. What’s more, 47 percent want to review three to five pieces of content before they engage with sales reps.

Clearly, content is the beating heart of every marketing campaign. But as digital marketing matures, so does the nature of content. One of the increasingly important factors in creating content that connects with consumers is personalization—content specifically tailored to both customers’ needs and where they are in the buying process.

Consider These Stats and Facts

  • 94 percent of digital professionals believe personalization is “critical to current and future success,” according to Monetate
  • Personalized content performs 42 percent better than non-personalized content, according to HubSpot
  • Marketers who deliver personalized web experiences are getting double-digit returns in marketing performance and response, according to Forbes’ Publish or Perish analysis
  • 94 percent of senior-level executives believe delivering personalization is critical or important for reaching customers, according to PWC’s Digital Services group

Tips to Leverage Personalized Content

  1.    Start by targeting the “low-hanging fruit” in your client data: names and emails—most visitors will share these with you in exchange for valuable content, such as an eBook.
  2.     Once you have this basic data, start lead nurturing campaigns offering prospects access to more great content in exchange for more data.
  3.     Add value to visitors’ personalized experiences by asking: Will this help prospects and customers solve their problems and better understand our solution?

SEO and Content Conversion: Help Them Work Together

Few companies discuss marketing without including a conversation about SEO. The two go together like peanut butter and jelly. However, the two functions have reached a point of conversion, according to a study by BrightEdge. In the survey, 97 percent of digital marketers believe that SEO and content have become more integrated or are converging into a single function. The marriage of content marketing and SEO impacts marketers’ three most important content performance metrics: conversions, engagement and traffic.

Consider These Stats and Facts

  • 52 percent of marketers recognize that fluency in SEO is critical to long-term content marketing success, according to BrightEdge
  • Organic search drives 51 percent of content consumption

Tips to Leverage the SEO and Content Conversion

  1.     Use SEO data to discover how prospects consume and engage with your content. Identify what generates interest and results in prospects who take action.
  2.     Conduct ongoing customer analysis, because prospects’ interests can change quickly.
  3.     Consider how customers engage with different types of content across channels and devices and at different stages of the journey.
  4.     Always be measuring. Set realistic and concrete goals for your content at every stage—from awareness to conversions.

Social Media Marketing: Sharpen Your Focus

In the coming years, B2B marketing leaders expect to spend most of their time on social media. As a result, social media budgets will expand, according to a TEKsystems 2017 study. Central to the success of this expansion is understanding consumers’ point-of-view: Namely, they want consistent brand messaging and intuitive interactions whenever they encounter a brand or are considering making purchases.

Consider These Stats and Facts

  • Facebook continues to dominate social media use, according to Top Rank Blog
  • Social marketing is shifting toward emotionally engaging content and storytelling because strong emotions increase content’s “spreadability,” according to Oregon Web Solutions
  • By the end of 2017, we’ll likely see most of the major platforms enabling users to create and share video content, create and share live video content and discover news and what’s going on around them (based on location), according  to Buffer App

Tips to Leverage Social Media Marketing

  1.     Ask: How do current customers feel about their experience interacting with our brand on social media?
  2.     Determine which networks are most important for your business and spend the most time creating fully fleshed out social presences there.
  3.     Consider dropping or reducing your time on social platforms that aren’t delivering lead generation and brand awareness.

Video Marketing: More is Better

Remember the old adage that a picture is worth a thousand words? Consider the new adage about video: Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words. Clearly, video is a critical direction in the future of digital marketing. Cisco Systems’ recent Visual Networking Index report found that video will continue to deepen its dominance on internet traffic with volumes increasing fourfold between 2015 and 2020. By 2019, video will represent over 80 percent of all internet traffic. Viewed another way, the internet will support 3 trillion internet video minutes per month by 2020, which equates to 5 million years of video per month, or about 1 million video minutes every second.

Consider These Stats and Facts

  • 63 percent of businesses are using videos as marketing tools, according to Wyzowl
  • 65 percent of business decision-makers visit a marketer’s website after viewing a branded video, according to comScore
  • The average video retains 37 percent of viewers all the way to the end, according to Vidyard
  • 92 percent of people who consume mobile videos share them with other people
  • Video is shared 1,200 percent more than both links and text combined, according to Simply Measured

Tips to Leverage Video Marketing

  1.     Assess how much video content you currently use and the ROI. If you haven’t done enough, expand production.
  2.     To make your videos as memorable as possible, ensure that you’re keeping them in line with your brand strategy.
  3.     Boost your SEO by adding video to your landing pages, website and content offers.
  4.     Experiment with different lengths and subject matter for your videos.

Mobile Marketing: Time to Get “Mobile Friendly”

It’s full steam ahead on mobile marketing in 2017—and beyond. For one thing, Google’s announced mobile-first algorithm is expected to launch in early 2018. With this change, Google will primarily index mobile content and use it to decide how to rank its results, regardless of whether you’re on desktop or mobile. There no longer will be any type of “mobile-friendly” adjustment done just for mobile users.

Mobile marketing

Consider These Stats and Facts

  • 69 percent of digital media time is spent on mobile, according to comScore’s 2017 U.S. Cross-Platform Future in Focus report
  • Worldwide, $143 billion will be spent on mobile ads in 2017 (twice that of $71 billion in 2015), according to Moinstall
  • Location-targeted mobile ad spend will grow from $12.4 billion in 2016 to $32.4 billion in 2021, according to BIA/Kelsey

Tips to Leverage Mobile Marketing (From Google)

  1.     If you have a responsive or dynamic serving site where the primary content and markup is equivalent across mobile and desktop, you should not have to change anything for Google’s upcoming mobile-first algorithm.
  2.     If you have a site configuration where the primary content and markup is different across mobile and desktop, you should consider making some changes to your site, including making sure to serve structured markup for both the desktop and mobile version.
  3.     If you’re a site owner who has only verified your desktop site in Search Console, add and verify your mobile version.

Digital Advertising: Dominating the Future

digital marketing

If you’re not yet engaged in digital advertising, now is the time. According to a new report from Facebook and IHS Technology, by 2020, media buyers will spend $84.5 billion on mobile advertising, with mobile accounting for 75.9 percent of all digital ad spend globally.

Consider These Stats and Facts

  • Facebook’s advertising revenue in Q2 2017 reached $9.16 billion, up 47 percent year-over-year
  • Twitter’s ad revenue fell in early 2017 by 8 percent to $548 million as advertisers pulled back from the social media platform
  • LinkedIn earned nearly $1 billion ($975 million) in sponsored ad revenue in the first quarter of 2017

Tips to Leverage Digital Marketing

  1.     Experiment with ads on different social media platforms to see which perform better for your brand.
  2.     Leverage advanced ad-targeting tools, such as location-based advertising, which put your ads in front of users at the moment they’re in your area of interest.
  3.     Privacy is a real concern for all customers, so be sure to enable opt-in and opt-out in your advertising.

The future developments in digital marketing are approaching at blinding speed. This is no time to rely only on what’s worked in the past. Now is the time to start planning for—and even implementing—the leading trends that will impact digital marketing success in 2018 and beyond.