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5 tips for marketing when you don’t have time

in Uncategorized by Colleen Newvine Leave a comment

Whether it’s back to school, harvest time or retail holiday season, plenty of businesspeople hit a point when there’s not enough time to sleep, much less market yourself.

Do you not have enough hours in the day for marketing? Five tips to help you stay in touch with your customers. Photo by JD Baskin used under Creative Commons license.

Do you not have enough hours in the day for marketing? Five tips to help you stay in touch with your customers.
Photo by JD Baskin used under Creative Commons license.

If that sounds like you, let’s dive right into five pointers to stay on your customers’ radar during your busy time:

  1. Think small — Your customers are probably busy, too, so don’t be afraid to do an email newsletter or blog post that’s just one photo and a couple sentences. A sale, a new product, the return of a favorite product, special hours, all you need is one idea your customers will find useful.
  2. Think efficient — If you have little chunks of time, like a few minutes between when you’re done setting up and when you actually open, grab your phone and write one quick post you push across Instagram, Facebook and Twitter. Conversely, block off 15 minutes to schedule daily social media posts for the whole week using a tool like HootSuite. Let technology make it easier to use whatever limited time you have.
  3. An ounce of prevention is worth a pound of cure — If part of the reason you’re so busy is that you are answering endless calls and emails with the same questions over and over, use your marketing to intercept those frequently asked questions. Be sure your hours and directions are on your website and that you share them frequently in your e-newsletter and on social media, for example. If people are always asking if you have X in stock, post a picture of it when you do.
  4. Delegate — If you usually update your website yourself because you want to make sure it gets done to your exacting standards, it might be better to let someone else do it for now than to not have it happen at all. Give a clear assignment like “put our back-to-school sale on the front of the website with a big, bold headline and a picture” and accept that done is better than perfect. If you don’t have anyone on staff who can help, maybe you should hire a consultant or temp for short-term help or perhaps a favorite customer would pitch in for a trade.
  5. Be human — If you’re up at 4 a.m. (either already or still), snap a selfie and share it on your social media. Showing people what your frantic time is like might help them understand why your email response time is a little longer than usual.

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10 ways to improve your marketing during your slow season

in Uncategorized by Colleen Newvine Leave a comment

If your business slows down in the summer, now is the perfect time to tune up your marketing so you’re ready for your busy season.

When your calendar loosens up, you might:

review your website

    1. Review your website — replace any out-of-date information and add some new photos to freshen the look. Look at your design compared to others in your industry and if it feels dated or if it doesn’t work well on your phone, consider a redesign. That can be relatively simple if you use a template for WordPress, Squarespace or Wix.
    2. Write e-newsletters and blog posts for the future — get your content ready now so you can just hit “send” when you’re swamped later.
    3. Check out your competitors — what information can you find on their websites, e-newsletters and social media that might help you tell your customers how you’re different?
    4. Craft a 30-second description of what you do — practice a clear, compelling answer to the question “What do you do?” so you communicate the most important ideas about what makes your business special.
    5. Update your social media profiles — If you haven’t looked at your “about” section on your Facebook business page in a while or you don’t remember what your Twitter profile says, make sure all your accounts describe you and your business accurately.
    6. Review your analytics — look at your website data to see what search terms bring people to your site and how long they spend once they’re there, review the open rates for your marketing emails to see which subject lines, days and times get the most people looking, check out your social media metrics to see what kinds of posts get the most comments and shares. Your goals are to better understand what your customers want from you and to find out what’s working so you can repeat.
    7. Plan a snail mail campaign — now that we get so much email, a thoughtful printed piece might stand out in your customer’s mailbox. One client of mine gets cards custom designed by an artist and she hand writes messages to all her customers. I’ve gotten postcards designed and printed to write to prospects. Think about who you want to reach — current or potential customers — and what you could mail that would feel valuable instead of like junk mail.
    8. Research important conferences — are there events where you’ll meet new customers or connect with existing clients? Get those dates on your calendar and start budgeting for registration, travel, lodging and meals.
    9. Learn a new social media platform — choose a network where you think you might find your ideal customers, create an account and start watching how people interact.
    10. Schedule an appointment for marketing — get out your calendar, whether it’s hard copy or electronic, and block out time to work on your marketing for the rest of the year, such as 30 minutes every Friday, so you keep on top of creating fresh content and responding to customers as you get busier.
Do you have other ways you like to use your slow times to work on your marketing?