Monthly Archive March 2018

Local Business Marketing – How to get more customers

This is an example of a typical business having a marketing problem of how to get more customers.

Image of a man pointing out Social Media

How to get more customers; there are numerous local businesses similar to the example below that need help but don’t know how to get it or where to look.

A true story, with names and personal details, changed.

Alice the owner of TasteCharm cake and buns in Pottstown Pennsylvania writes… “I am exhausted, frustrated, and finished with my sweets store. I have owned this business for 6 years, and of course, I have the most incredible cake and buns EVER. But the problem is I have no idea how to market my local business. I am the ONLY cake and buns store in my whole area. How to get more customers?
I am a 36-year-old mother who juggles life/work very well, but marketing who, what and when… I SUCK! One day, I would love to have stores across the country, but not if I can’t even convince the people in my small town. Can you give me ideas on how to market my cakes and buns?

First up, Alice, I want to congratulate you on running your cake and bun business for six whole years.  Especially, since you kind of suck at marketing, as you say.

But Guuuurrrl! You better learn quickly because you aren’t the only person selling cakes and buns in little Pottstown Pennsylvania. I did some research and there is a bakery called “Sweet Mary” that’s coming on the scene. That means you need to step up because the cake and bun competition is heating up. If you don’t get your marketing game on, your business is going to get BAKED! I’ve checked out your website and there’s a TON you could be doing to spread the cupcake love.

Strategy #1 Build Your List

First thing I noticed, when I visited your website is that you have no opt-in. That means you’re not collecting email addresses and you’re leaving THOUSANDS of dollars on the table!

I could shake the sh*t out of you woman!! Have you not been watching my YouTube channel?

Every business needs a way to stay in touch with prospects and customers and since every person you’re going do business with has an email address, building an email list. This is one of the cheapest and easiest ways to do that! I recommend you start collecting email addresses AND birthdays both on your website and in your shop. You can set up your email management system to send emails out on your customer’s birthdays that tells them to come in and get a free bun. You can also send promotional emails that tell them about new flavors, about holidays, or any other promotions that you want to offer. There’s SO much you can do with email marketing that will dramatically increase your business.

Strategy #2 Find local partners and butter them up!

Make a list of strategic partners in your area and get your hustle on. Seriously – you should be setting appointments EVERY damn day to meet these people, and form genuine relationships because they’re going to order BOATLOADS of your cakes and buns on the regular.

Want some ideas?

First up: Businesses – everyone has office parties, and birthdays and going away celebrations. You could make a list of all the local businesses in your area, make an appointment, drop by, give them some samples, and then let them know you’d be happy to deliver dozen or two dozen or three dozen cupcakes whenever they have a celebration and don’t forget to GET THEM ON YOUR LIST.

Next, think about Wedding Planners and Event Planners. Make a list of everybody in your area, set the appointments, go and drop off some samples and remember, GET THEM ON YOUR LIST. Last but not the least PTA, b*tches! Go around to local schools, find out who heads up the PTA, and give them some cakes and/or buns for their next meeting. And don’t forget to GET THEM ON YOUR LIST.

Strategy #3: Advertise

Once you get that opt-in up, consider testing some Facebook Ads to attract local business. Offer a free cupcake on your birthday for newsletters subscribers only.

Strategy #4: Use Social Proof

You need to add some great little customer reviews on your website like this hot one-liner I found about you on Yelp.

Strategy #5: Highlight What Makes You DIFFERENT

Here’s what I mean, you need to shout about those special flavors you have like Salted Caramel, Cookies and Cream and you also have some terrific scones, they are SO far beyond basic vanilla and yet they’re totally hidden on your site. You want to make them front and center. You can even do a flavor of the day promotion.

Remember, a little flavor promo goes a long way! So there you have it, Alice, over a half-dozen ways you can market your cupcake business so you don’t get BAKED (and frosted!) by the competition.