Two weeks ago, the unthinkable happened to business owners: Facebook and Instagram went down for several hours. Everyone was scrambling. Building your following on Facebook or Instagram, or any private company’s site, can be a double-edged sword if their system goes down. Now don’t get me wrong, these platforms are the most widely used and you should DEFINITELY keep using them, but what I am saying is don’t put all your eggs in one basket. All business owners need to consider multiple avenues of marketing other than social media. I have put together a list of several that are still useful and should be included in your marketing repertoire no matter what.
You cannot ignore how valuable it still is to have someone’s email address. Compiling a quality list of current emails is pure gold that you have access to whenever you want, which is priceless. You can set up drip campaigns, send thank you emails, special announcements, congratulatory emails, share testimonials, the list goes on and on. It is also an opportunity to showcase some of your best work. Share video tutorials or perhaps some podcast interviews you have done recently. Note: make sure you are optimizing for mobile devices. Fifty percent of all emails are now opened on a phone, so you want to make sure it opens quickly and is easy to read and follow through on whatever call to action you attach to it.
We are starting to see more and more companies utilize the power of a text. It may take people a few days to check and follow up on email, but let’s face it – we are always checking on whatever text has just come in. This is not a service reserved for just big box stores or larger chains. Small business have the same opportunities to utilize this service at very affordable rates. It is always permission based, so you know people are interested, and the message can lead the receiver anywhere you want them to go, allowing you the opportunity to gather more information in addition to making a sale. Better yet – it applies to all ages since everyone texts. Definitely worth checking out.
When I reference snail mail, what I am specifically referring to are cards. HAND WRITTEN cards. I know there are services out there that do it automatically for birthdays, anniversaries, etc., but what I am referring to are “just checking in” cards. How hard is it to pick out two people a week to just say, “Hey, haven’t talked to you in a while and wanted to know what was new.” Who doesn’t love getting a hand written card in the mail? It is not expensive to have some with your logo printed up. I recommend GotPrint.com. They are very affordable and high quality. Just think of the smile on their face when they see you have thought of them. You never know what it could spark.
And of course, nothing beats face to face check-ins. Networking has always been and will always be my favorite form of keeping in touch. The key to great networking really comes down to one thing: consistency. You have to keep putting yourself out there. Consistently showing up proves to people you are a dedicated business owner, allows you to meet new people on a regular basis, and establishes a great reputation for your company. Stay informed of the local Chamber of Commerce events, Meet Ups, and also do a quick scan of local events on EventBrite. If you join an organization, make sure you can actually attend a majority of their events, otherwise it is a waste of time and money. It should also go without saying – but be prepared. Have plenty of business cards so people know how to get a hold of you after the event.
Marketing is a task that needs to be handled every single day you are running your business. We are lucky we live in a world where that can typically – and effectively – be done online primarily, but what happened a couple weeks ago is a good reminder to have a few other forms of promotion already going on so you are still out there getting the job done no matter what happens in cyber space!