Who are they? Where are they? What are they?
a) EX: Male and female adults between the ages of 18 – 75? Families? Households making upwards of 50k per year per person? Business Owners?
a) Ex: 5 – 15 mile radius of your business.
a) Ex: People who value top quality “Plastic” “Dental Health” “Pool Care”.
What are your three Uniques, Differentiators or Value Propositions?
Three qualities that will make your company unique to the ideal customer. The three things you excel at?
According to a 2014 survey of 839 millennials by Crowdtap, they spend "5.4 hours a day with content created by their peers. This represents 30 percent of their total media time and is rivaled only by all traditional media types combined (print, radio, and television, at 33 percent)." In the same survey, "Millennials reported that UGC is 20 percent more influential on their purchase decisions than other media." You can achieve this by having customers share personal stories (Estee Lauder's international breast cancer action campaign), exchange ideas (Salesforce's Idea Exchange), and by giving them the tools to make an ad for you (Nissan's VersaVid campaign that was shared on Instagram and Vine) or through humor (Doritos Roulette bags).
As perfectly stated on HubSpot, "You're in business because you provide solutions." Some of the ways you can help customers solve a problem is by: creating how-to-content; offering exclusives that make their lives easier; listening/responding to them; or creating apps/tools. You could also create a campaign like Orca Chevrolet did in Brazil. The company partnered with a local tow company and rescued stranded drivers by arriving in the new Orca. Not only did Chevy save the day, it also gave drivers a chance to test drive the car.
No matter the product or service you're offering, your customers want to interact with your company, or at least other customers. AMC, for example, created an online tool that allowed you to Mad Man Yourself. American Express connects small-business owners to each other and helpful resources through its OPEN Forum.
You don't always have to play by the book. Sometimes you want to think out of the box and get a little crazy. For example, to help launch the new radio station FM 96.3 in Glasgow, Scotland, the station placed empty guitar racks throughout the city. The hook? Each rack had a sign that read: "Free Air Guitar. Take One." It was unique and matched the brand perfectly -- who hasn't played a little air guitar when listening to the radio? Now get them posting that content on your social media and you will have a ton of golden User Generated Content to be well on your way to mastering the Marketing Strategy Basics in San Diego.
Internet Marketing is a wide ranging field encompassing S.E.O, P.P.C, Social Media, & Websites. This crash course will set your business on the path to success in customer acquisition, retention and positive public relations in your local communities here in San Diego utilizing Internet Marketing best practices.
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