Other Marketing Tactics
There are numerous additional marketing tactics that businesses can implement with greater direct control than social media or Google Business Profile. These tactics are grouped together because they represent a diverse collection of simple technologies and strategies for attracting customers and increasing visibility. Each can be implemented independently or in conjunction with the other marketing activities discussed throughout this book.
This chapter provides a brief introduction to each tactic, with the goal of encouraging you to explore and experiment with these opportunities. Additional information and resources are readily available for those interested in learning more. Most of these technologies are relatively simple, inexpensive, and within the direct control of the business owner. They can be implemented individually or integrated into more sophisticated marketing systems. Although many of these concepts are familiar, they are often overlooked and deserve a place in a comprehensive modern marketing plan.
Customer Relationship Management
Customer Relationship Management (CRM) systems are structured databases designed to capture and organize customer information. The more you know about your customers, the more effectively you can market to them. CRM systems provide businesses with a significant advantage by tracking customer interactions, identifying sales opportunities, and automating marketing activities such as email campaigns and text messages. While large businesses have relied on CRM systems for years, these tools are increasingly accessible and valuable to small businesses.
A simple way to determine whether a CRM system could benefit your business is to start with an Excel spreadsheet. Whenever a prospective customer contacts your business, record a few basic details, such as their name, phone number, service of interest, and anticipated purchase date. Even a handful of information points can provide valuable insights. You can also establish a follow-up date to reconnect with the customer, determine whether they made a purchase, and identify opportunities to earn their business. Over time, this simple approach can help you better understand your customers, improve follow-up efforts, and increase sales. As your customer base grows, you can transition to a dedicated CRM system that automates many of these activities.
Email marketing is a well-established method for communicating with customers and promoting a business. One of its greatest challenges is the sheer volume of email people receive, making it difficult for individual messages to stand out in a crowded inbox. However, customers who already have a positive relationship with your business may be more receptive to receiving emails, particularly when the content is relevant and valuable.
Email can serve several purposes within a marketing strategy. It can be promotional, highlighting special offers, discounts, or upcoming events. It can also be informational, providing updates about new products, services, or changes to your business. One of email’s greatest advantages is its flexibility. Messages can combine text, images, and links to your website, allowing you to communicate detailed information while encouraging customers to take action. When used consistently and thoughtfully, email can be an effective way to maintain customer relationships and generate repeat business.
Text Messaging
Text messaging has become another important tool for communicating with customers. Because text messages are typically brief, they are particularly effective for delivering simple information, reminders, and encouraging customers to take action. For example, many medical practices now use text messaging to remind patients about upcoming appointments. This illustrates one of the medium’s greatest strengths: delivering timely, relevant information that requires little effort from the recipient.
I personally use text messaging extensively when communicating with customers and have found it to be an effective way to address questions and resolve minor issues. Customers can send a quick message, and in many cases, their concerns can be resolved remotely without requiring a phone call. Text messaging can also create unexpected business opportunities. For example, prospective employees may inquire about available positions through text, making it easy to respond with a link to an online job application. Although spam and unwanted messages are drawbacks, texting remains a simple, convenient, and highly practical communication channel for small businesses. When customers have agreed to receive messages, it can also be an effective way to share promotions, service updates, and other timely information.
Free giveaways
The final tactic in this assortment is offering free products or services. Giving something away can be an exceptionally effective marketing strategy. It encourages prospective customers to try your products, helps establish new relationships, and rewards existing customers for their loyalty. Providing free products to your best customers can be particularly valuable because it reinforces their positive relationship with your business and gives them another reason to return.
Variations of this strategy include offering a free product with a qualifying purchase or providing rebates. Rebates are another form of discounting, but they typically require customers to take an additional action, such as submitting a receipt or completing a form. These incentives can encourage purchases, introduce customers to additional products, and strengthen customer relationships.
Ultimately, one of the most important objectives of marketing is to encourage repeat purchases. Acquiring a new customer is valuable, but developing a customer who returns regularly can be even more important. As customers become familiar with your products, services, and business, purchasing from you can become part of their routine. Once that habit is established, customers may be less inclined to consider competing providers. Free products, rewards, and other incentives can help establish and reinforce these purchasing habits, turning occasional customers into loyal, repeat customers.
Understanding Email and Text Messaging Regulations
Businesses that use email and text messaging for marketing must comply with federal and applicable state regulations. In the United States, the CAN-SPAM Act establishes rules for commercial emails. Emails must include accurate sender information. Subject lines must be truthful and there must be a clear way for recipients to unsubscribe. Businesses must honor unsubscribe requests within ten business days.
Text messaging is generally more restrictive. Under the Telephone Consumer Protection Act (TCPA) and related regulations, businesses typically need prior express written consent before sending automated promotional text messages. Customers must also have a straightforward way to opt out, such as replying STOP. Granting consent to receive an appointment reminder or order notification does not necessarily authorize promotional messages.
For small businesses, the simplest approach is to obtain clear permission before sending marketing messages, maintain records of customer consent, and promptly honor requests to stop communications. Businesses should also review applicable state laws. Another important factor is the policies of the email or texting service providers for a business. As an example, Google will shut down texts using Google Voice if they believe a text message is promotional in nature. These practices help reduce legal risks for companies.
Applying the Lessons to The Standard Pizza Business
The Standard Pizza Business (TSPB) is looking for some simple marketing tactics to attract new customers and increase repeat customer visits. The owner started collecting customer emails in a simple spreadsheet. He has been clear when collecting those emails that they will be used for marketing. Email marketing could be used to announce new menu items and special promotions. It’s hard to remember to tell customers about these during a busy dinner rush.
TSPB has also been thinking about experimenting with free product giveaways as an incentive to encourage repeat purchases. The restaurant is considering a free appetizer giveaway with first purchases, and a complimentary dessert to loyal customers. These promotions might encourage customers to return and should help build purchasing habits. By combining these relatively simple tactics, TSPB might build stronger customer relationships and generate more repeat business without depending on outside marketing platforms or an expensive marketing campaign.