Small Business Marketing

Improving on your Small & Medium Sized Business is Scientific in every sense.  Every concepts is painstakingly considered. No two businesses are alike.

Your Small Business Marketing doesn’t have to come from “Trial and Error”. Your business as the ability to learn from millions of others poor judgement. Allow us to show you an easier way. Your livlihood, and more importantly your free time and sanity will depend on it.

Toughjobs Marketing Tools

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Website

Your website is the heart of your marketing. Your website will organize and relay your marketing efforts, create channels of communications, outline site archetecture: lays the foundation for advertising, marketing, and your organization’s structure.

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PPC

Pay Per Click marketing is like having a joker in your hand. It’s wild, and it is only as good as the person playing it. Pay Per Click is excellent for marketing keywords phrases that don’t receive as many clicks and don’t necessarily need their own seperate page. The best part is that these keywords phrases can be highly specific and generally yield higher sales percentages. It’s essential to have your landing pages optimized and not leading to the main/homepage.

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Google Local

For your local business to thrive within your neighborhood it’s essential to have a strong Google My Business (GMB) profile. Strong profiles allow this imaginary circumference to expand and swallow your competitors. GMB profiles need constant grooming and care to rank well. Toughjobs is willing to show you how with in-depth articles or our A-Z services can take over for you anywhere in your process.

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Marketing Funnels

Funnels are essential for getting potential buyers over the buying hump. It provides information for everyone regardless of what point in the buying cycle your customers are. By optimizing these you will increase multiple levels of clicks and a higher chance of a sale. Information Funnels can be implemented outside of your sales process and it’s chief repsponsibility is getting customers ti interact with your website, hence increasing it’s popularity and relevance.

Google Organic

Achieving high rankings and Google and other search engines is no easy feet for late commers. It takes persistance and an organized game plan. Gone are the days of adding a few hundred target keywards. You will need a full military assault in tough markets. Passive play is not rewarded. You will need to have influencers, email marketing, marketing funnels, original content, video, and a great looking and fast website.

toughjobs digital marketing logo transparent with D M

Small Business Marketing Process: A to Z

Small Business Marketing is about bringing together multiple arms of marketing: Email Marketing, Pay Per Click, Marketing Funnels, Google Local, Google Organic, all tied together and focussed to a specific cause. This will entirely take your marketing to a exclusive level.

1. Know Your Customer

The first thing any business should do is identify who there clients are. Toughjobs means this in every single way. To know your client and/or potential clients is beneficial for you and and the customer. The only problem is that clients at the same time value their privacy. Unfortunately, business owners are too embarrassed to ask for this ability or too often break their clients trust too often. In the end of the day it will cost you and your business not to have this data and your client will think your too lazy and don’t care.

Also, be careful on how you collect your data. Clients are already too annoyed with irrelevant information that is being collected to market them 5000 thousands times a day. The?marketing firm Yankelovich, Inc. has concluded that back in 2007. Today it’s probably close to double that. Either way, don’t ask for irrelevant data that doesn’t apply to your business.

 

2. Customer Information

Our Customers information is guarded and protected in a multi-step process. Our team members sign extensive legal agreements that are binding up to 5 years for every site they work on. Your company’s secrets will be guarded far past the time you will need another site or updated marketing.

The first thing any business should do is to identify who your clients are. Toughjobs means this in every single way or possible. To know your client and/or potential clients is beneficial for you and your customer. The only problem is that clients at the same time value their privacy. Unfortunately, business owners are too embarrassed to ask for this information or ask too much. You will have to make that decision. If your not sure you can always ask. Clients will see this as Permission MarketingPermission Marketing allows customers to opt out or give their approval of certain types of marketing to them. The opposite of that is “Direct Marketing” and it applies to everyone. You are acknowledging they are the boss and more than likely if you explain why you need the information to provide Top-Notch Service they will allow it. Remember this all equates to profit for your business the more relevant information you can analyze.

Who are your customers?

a. Sex: Male or Female
b. Ethicity: be sensitive. No jokes or attempts at joking when they are directed towards others.
c. Religious considerations: Take a look at religious days on your calendar or other events you should be consciencious of.
d. Age: Don’t assume “Pops” or “Kid” are terms of affection.
e. Handicapped?

What are your customers income level?

a.Lower income will influence how much they can spend. Upselling individuals with little money will only embarrass them or create tension after the purchase if they really didn’t need it.
b. Higher income people may be willing to pay for special treatment. Have memberships for those customers who demand “red-carpet” treatment. Sometimes preferential treatment means being seen and not heard from, or private access. If you are a mechanic you will come and pick up there car and deliver it fixed, or vacuum out their vehicle, etc…
Most benefits your competitors are not doing will only increase your customers longevity.

Why do your customers come to you? This information can point out your strengths to your customers and weaknesses that your competitor might try to take advantage of.
The best part of having customers is that you can find a multiple ways of increasing your?Market ShareMarket Share: The portion of the area controlled by a particulare company or product. Ask your customers what you can do to help simplify their life when it comes to your service of product. This information will allow you to expand your services and potential income or customer retention. Many marketers realize that retaining customers is a lot cheaper than always have to find new customers and risking the potential of bad reviews.

  1. Find your niche and stick with it.
  2. Innovate as society does.
  3. Engage with customers
  4. Think about an acquisition.
  5. Continue to delight customers.

Doing “intel” or inteligence on your competitors is a wise way to stay ahead of the competition. Don’t let your ego get in the way of any business decisions. Always, leave your EGO’s at the door when you go to work everyday. Being humble allows you self-analyze your business. Remember that listening is the most important modality you can use when dealing with customers. The more you actually “listen” it will have a direct relation to the amount of money you will make.

Your business is open because you are providing a solution that makes clients lives better. Always be concerned about new technologies that may not increase profit but will increase client satisfaction. Remember that keeping clients is a lot easier than finding new ones. There are less moving parts and more personal satisfaction when you are dealing with happy clients rather than unhappy. Some tools you should employ are for Marketing Automation. Which are software tools used to automate marketing tasks and processes. These types of softwares are excellent for dealing with repeated and cumbersome tasks. Automation Marketing is broken down into 3 seperate categories:

Three Marketing Automation Categories

    Marketing Intelligence
    Using “Tracking Codes” to monitor the online behaviors of customers. This will show you what your customers are doing and not doing on your website. How this is important is you can eliminate the parts of your site that aren’t getting traffic and optimizing your page for better conversions and decrease yourBounce RateBounce Rate: is a term that refers to the percentage of visitors to a website that leave after the first page without inquiring further about your product or service..
    Business Development

    Guiding your customers through scientifically designed sales process has huge advantages for any business. First, it establishes what your potential customers goals are and what traps or conflicts your potential customers might have with signing up or maintaining interest. Are you making your guests feel irrelevant or insignificant? Are you talking over their heads? Are you empathizing affectively to their needs? Is your sign-up process laborsome?

    Many inefficient processes take time and energy away from your goal and even out of your staff. We all have our limits and if your staff are being drained talking with potential clients who are not even suited for your product or service you are negatively impacting your service and the overall happiness of staff. Most people don’t enjoy being said, “No” to, your employees especially. This is why your business development is a huge part of your business process.

    Workflow Automation

    The “day to day” management of any business when opimized can offer more employee efficiency, productivity, and add more hands on positive customer interactions. No client likes to sit and wait as your staff is addressing appointments on the phone when the same system could have been set up on a computer before the client leaves the office. Better yet that same system can be programmed to send emails, text messages to remind the client of the upcoming appointment. All this information can be collected electronically as the patient waits or even in the comfort of their home. Eliminating wasteful clerical duties more importantly can free time for “up-selling” and “hospitality” while clients are there.

Complete Market Analysis

It’s essential to get an overview of your current marketing health. One thing about marketing data is that it’s never wrong. Unfortunately, many data scientists all to often ask the wrong questions.

If your Lawyer who specializes in Real Estate Law or Probate Law and your website is targeting Criminal Law you won’t be successful
If you are a doctor who doesn’t take insurance and your office manager is declining 30 calls a day because of insurance that’s cutting in to your bottom line.

If you have an Auto Repair Shop and you can significantly increase your profit by doing more brake jobs than engine or transmission work why not advertise for brakes?All of these examples are to put you in the frame of mind to work smarter, safer, and more efficiently. Let your competitors chase their own tails. ?

Complete Market Analysis

It’s essential to get an overview of your current marketing health. One thing about marketing data is that it’s never wrong. Unfortunately, many data scientists all to often ask the wrong questions.

If your Lawyer who specializes in Real Estate Law or Probate Law and your website is targeting Criminal Law you won’t be successful
If you are a doctor who doesn’t take insurance and your office manager is declining 30 calls a day because of insurance that’s cutting in to your bottom line.

If you have an Auto Repair Shop and you can significantly increase your profit by doing more brake jobs than engine or transmission work why not advertise for brakes?All of these examples are to put you in the frame of mind to work smarter, safer, and more efficiently. Let your competitors chase their own tails. ?

Branding & Advertising

How are you representing yourself and your business to your clients? Yes, people call you back because of your service but how are they initially attracted to your company. Anybody who says beauty is on the inside doesn’t know the first thing about marketing. That old expression may be right but a better expression we like to use is, “Looks Attract, and Personality Keeps!”. You need to get your clients attention first and foremost! Once you have their attention you need to provide a valuable service.

Website Design or Redesign

Toughjobs will build or Re-Design your website. The importance to do this every 3 years are so your site can be built on the fastest platforms for your website. Secondly, to implement the newest of automation and marketing automation tools.

Everyone knows how brand new computers are new today and old tomorrow. Technology is updated nearly weekly and your website needs to be on the cusp of the newest and most advanced types of design.

More importantly, you need to oversee your site and see which pages are getting clicks and what pages are not. Why is this important? Because Google doesn’t want a billion websites littered with pages that nobody is looking at. Google has to index these pages and if people are not clicking on them Google has no reason to be indexing them and re-indexing them.
SEO: Search Engine Optimization

SEO is truly an art form. Thousands of web designers think they are performing SEO on your website because they purchased Yoast SEO as a plugin for your’s or their WordPress site. Yoast is great for beginners but it also slows down your website which is crucial for rankings. Secondly, it doesn’t rank the quality of your site. It only allows you to place keywords you think will drive business towards your website. For instance, Toughjobs could market our SEO Services across the world. How effective would that be? Well, I can show you specifically with our extremely expensive software that “SEO Company” has a KD (Keyword Difficulty of 62.33). That is saying that if your site doesn’t have the seniority, and/or significant visitors per month Google won’t put you on their first page. Keep in mind, Google also will look at your location and factor in those results as well, but you are basically non-existent.

But don’t start crying, because there’s always hope. What if we intelligently ranked our website for “Sacramento SEO” or “Sacramento SEO Expert” our chances significantly go up! Key point is to remember keyword stuffing will give your website a site penalty. Because of site penalties, it is essential to add “Semantically Related Words” (keywords that are synonyms of your keywords) to prevent obvious repetition and maintain a certain flow of your content.

PRO TIP: The largest fallacy with designing websites, “If you build it they will Come!”. Unfortunately, SEO doesn’t work at all like that. For example, if you are professional Lightweight boxer are you going to be successful fighting in the Heavyweight Division? Most likely not. What we mean is that all websites have a “weight division”, or Page Rank. Amazon, Google, Facebook, and YouTube are Goliaths! Their “punches” or marketing power is a major factor on how they rank. More people who try and rank for a particular keyword decreases the chances of other sites to rank respectively for it. How websites are ranked is a secretly?guarded algorithm by Google based on a multitude of things determined by them for the purpose of making the information relative and pertinent. If Google doesn’t provide informative material the won’t be able to charge for their PPC (Pay Per Click Marketing) which you see on every Google Page.

Local SEO: Local Businesses need Local SEO

What is Google Local Search? Google figured it out that when shoppers Googled business’ they usually went to the one within their local area. When you do a Google business search the Google Local 3-pack will populate under the Google Adwords Advertisements. Also, these websites were considered by Google to be the most relevant to the shopper with distance being a priority.

Our Google Local Optimization Plan will optimize your “Google My Business” page so you will outrank your neighbors.This system relies heavily on your NAP Listing? “Name,?Address,?Phone Number”. Everywhere on the web where your address, phone number, and business name are located Google makes sure that all this information is accurate and consistent. This makes it essential to update this information if you move your business. We include this service with all of, our Sacramento SEO plans. We want to get the most customers in front of you.

Update your Social Media Platforms

Google has mentioned that “Social Likes”, Reviews, and “Social Sharing” will help your Google Organic ranking. Having a Facebook, Instagram, Pinterest, YouTube, or Snapchat account is a smart way to get people interested in your business website. By having a broad approach to planting “seeds” throughout the internet shows Google that you are interested and concerned with your website’s presence. More importantly, 70% of social site followers are impacted by their online friends in regards to shopping and ques. Don’t be afraid to keep in touch with friends, but be careful to not get into sensitive discussions. Much can be lost in translation when typing short comments and quips. Keep it friendly and healthy.

PPC Campaigns (Pay Per Click Marketing)

PPC MARKETING gets a bad wrap! Mostly because people are jealous that Google makes billions of dollars a year at the expense of many business owners who don’t have the time or money to understand how PPC can be effective. Business owners only remember the time when they tried PPC out and didn’t quite have their account settings correct and wasted $500 running ads 24 hours straight all over the U.S. for their local business.

One of the great advantages of PPC is that you can instantaneously supplement weak moments in your sales cycle where employees are sitting around twiddling their thumbs. Secondly, if you have special holidays or events coming up in your town you can up your exposure by piggybacking on these events.

For instance, we did a marketing campaign for San Diego Limo Company who wanted to rent their vehicles for Opening Day at the Del Mar Racetrack. We set up PPC ads and had all their vehicles rented with a week of ads. For this company to invest in optimizing a page that would only be valid for 3 months during race season would be a waste of money and distracting for visitors to their website.

You could use this approach with any National Holiday if you are in the hospitality industry. Additionally, if you are interested in keeping your budget low, picking out longtail keyword phrases might be a Godsend for your business. Long Tailed Keywords are exactly what they sound like. For example, “what is the best nightclub in Vegas on Sunday”. Surprisingly plenty of people type this out and the price for a Pay Per Click ad could be next to nothing. Why not do it? If your business’s average sale is $300 and you received 3 of these in a year, for a total cost of $5. Who wouldn’t do that? Last but not least PPC is AWESOME for pinpointing specific markets, let’s say you are having a special on hair coloring and you’ve found that women between the ages of 30 and 40 tip and pay the most. You could specifically pick out only those Google Account holders to advertise in a range of 5 miles of your location. If one click costs $5 and your complete package nets you $150. You will make around $75 after clicks that don’t materialize. Now $75 isn’t a great payout but what if that client comes back again and again? This works well for organizations who put their money where their mouth is and are confident in their product or service.

Email Marketing Campaigns

The easiest part of marketing is to keep your happy clients on-board. Businesses spend way too much money finding new customers. In fact, some studies say that it costs 5 times as much to find new customers than it is to keep old ones. The worst thing any business could do is to not follow up with incentive programs for repeat and new customers.
Don’t be shy! Reaching out to a customer once a month or on their birthday will go a long way. There are many software packages today that will automate these once laborsome activities for pennies per client. Some businesses who like to blog will send out monthly newsletters reminding people to?get their radiators checked for the upcoming Summer heat wave in Phoenix. If 3 people out of 1000 respond to it it’s a success for a $1000 job. More importantly, that customer who was putting off their radiator problem for months just had their radiator explode in the street next to a shop down the road from you. You may have just lost a customer because you didn’t care enough.?

Business Efficiency & Automation

The easiest part of marketing is to keep your happy clients on-board. Businesses spend way too much money finding new customers. In fact, some studies say that it costs 5 times as much to find new customers than it is to keep old ones. The worst thing any business could do is to not follow up with incentive programs for repeat and new customers.
Don’t be shy! Reaching out to a customer once a month or on their birthday will go a long way. There are many software packages today that will automate these once laborsome activities for pennies per client. Some businesses who like to blog will send out monthly newsletters reminding people to?get their radiators checked for the upcoming Summer heat wave in Phoenix. If 3 people out of 1000 respond to it it’s a success for a $1000 job. More importantly, that customer who was putting off their radiator problem for months just had their radiator explode in the street next to a shop down the road from you. You may have just lost a customer because you didn’t care enough.?

"Thank you Toughjobs crew for working on our email marketing woes. The Marketing "Gaps" were definitely there and made an overnight difference."

 

Madeline Moore

"Thanks for explaining are marketing deficit. You nailed it right on the head. Only took a week to correct after a year of questions."

 

Lee Wong

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(707) 505-8684 – Office