Marketing anOffline Businessin an Online World By Kim Fenolio, Director of Marketing and Online Development for the Coin Laundry Association Eastern Funding, LLC
How has Marketing and AdvertisingChanged for Laundries? Past: “If you build it they will come” used to work. No one advertised Laundry is a necessity, so demand in the right market was there Advertising budgets were small and costs were high Now: “If you build it, you’d better be prepared to work for it!” The younger generation already knows how to use these mediums (websites, Facebook, Twitter, etc) New marketing is free, easy and readily available Either keep up or lead the pack. You’re about to be left behind!
Marketing Today Basic Survival Tactics • The First Place Consumers Go for Local Business Info: • 33% Search engines • 23% Yellow pages [print] • 22% Internet yellow pages • 13% Local search sites • 9% Mobile apps, social media outreach • 77% of all users research online before they'll walk through your door
The Benefits to Placing Listings/Ads Online Basic Survival Tactics Flexible and Dynamic More Affordable • No Mailing • No Printing • No Distribution Costs
Yellow Pages Basic Survival Tactics
The Shift From Yellow Pages to Online Search Basic Survival Tactics An average full-page Yellow Page ad costs $2,000/month • Search engines display website results and directories. • Some directories offer digital-only listings (Dex, Yellow Pages)
The Shift From Yellow Pages to Online Search Basic Survival Tactics Down, But Not Out! 23% of consumers still check the printed Yellow Pages Spend about $31/month for a bold text listinginstead of spending big bucks on display ads.
Website Basic Survival Tactics
Get a Website Basic Survival Tactics • 46% of small business owners don’t have a website • 82% of laundry owners don’t have a website or don’t advertise their website • 77% of all customers research online first Lesson: Lead the pack and get the business before your competition does.
Get a Website Basic Survival Tactics CLA builds and hosts a free laundry website for each store owner throughLaundryWeb Network • A FREE 4-page website • Website Design: 3 laundry templates • Upload your info in an easy-to-use online form • Site includes • Store Address • Hours of operation • Map on every page • Photos • Contact Us • Services Listing • Specials/Promotions Fully customizable for text content, sidebar information and SEO.
Clean website code for enhanced SEO performance Plugin installation for individual SEO page customization Location listing Google map Hours of operation We process the website. We email you. We teach you. Get a Website Basic Survival Tactics • Wordpresshow-to use and administer their websiteIncluding how-to purchase an easy-to remember domain and forward it • Google Analytics • SEO Search Engine Optimization Guidance Tutorials
Get a Website Basic Survival Tactics At LaundryWeb Network, you get control to edit and create content. You can add any content or pages you like: • Coupons • Video feeds • Attendant profiles The sky’s the limit!
Get a Website Basic Survival Tactics How to get your CLA website: • Go to coinlaundry.org • Click on Free Website & Hosting • Log into your account • Click to Begin • Fill out the form
Google Places and Other Directories Basic Survival Tactics
Google Places Basic Survival Tactics Claim your Business on Google • Largest search engine and the 2nd busiest website • 72% web searches happen through Google • Come up on the maps that accompany search results • “Claim” your business on Google Places and optimize it: www.google.com/places
Google Places Basic Survival Tactics Would you Rather Your Listing Show Up… • Here? or • Here?
Google Places Basic Survival Tactics • How to Optimize your Google Listing • Make sure your listing is complete and accurate. • Choose the most appropriate categories for your business. • Establish a strong, accurate presence on the web.
Google Places Basic Survival Tactics • Monitor the Effectiveness of Your Places Listing
Other Directories Save your Profile information You’ve claimed your business via Google: google.com/places Optimizeyour listing and beat your competition. • Create your business profile. Include your website! • The more information you list, the more likely you’ll be found. • Copy/paste this profile information to the top 3 Directories: • Google Places • Yelp • Merchant Circle • Others: Yahoo Local, Bing Local Check out our Business Profile webinar 11/9/11coinlaundry.org and click on Webinar Education
Facebook Basic Survival Tactics
Social Media: FACEBOOK Basic Survival Tactics Facebook for Your Customers • Talk about their dog • Tell us they’re going tanning • Follow businesses they like to get discounts Facebook for Business • Share discounts or promotions • Share news related to business • Share stain removal techniques • Engage customers and create relationships
Social Media: FACEBOOK Basic Survival Tactics • Why should I market my business on Facebook? • Your customers are here. • Competitors might be already • Easy to create your page. • Easy to update your page. • Share all types of info in almost any format. • Helps with search engine placement. • Influence of Facebook Friends • Where do I Start? • Create a Facebook page. • Do NOT create a personal profile (register with email address). Profiles = people. Pages = businesses. • Check for existing Facebook Places page for your business. Claim that instead.
Social Media: FACEBOOK Basic Survival Tactics • Getting Fans to Like You • Create table tents or flyers and post them in your store • Encourage customers to check-in through FB Places. • Run a contest to get more Likes and engagement. • “Likes” get published to the user’s News Feed for all their friends to see. “Before social media, if someone liked your business and services, they told 2-4 people. But now when someone “likes” your establishment, they tell everyone they know.” –by Jude Charles Wilken
Social Media: FACEBOOK Basic Survival Tactics • How to Run aFacebook Page • Share tips, tricks or comments of interest to your customers. • Besocial, ask questions, give feedback, “Like” their comments. • Use your phone to take and post video testimonials • Post photos of customers • Share links to some good resources that might help them with their laundry. • Share contests on Facebook • Share your coupons • How Often to Post • Check the page at least once a day • Keep consistent posting schedule
Social Media: FACEBOOK Basic Survival Tactics • Social Advertising • This is not a Facebook page • Effectively reaches target audience • Targets specific demographics: • location • age • income • Cost effective: Cost per Click = only pay when someone clicks ad • Similar to Google Adwords
Social Media: FACEBOOK Basic Survival Tactics Like CLA on Facebook facebook.com/CoinLaundryAssn
Contests Basic Survival Tactics
Social Media: CONTESTS Basic Survival Tactics • Why should I run a contest? • Increase awareness • Network with customers (more personal = more loyal) • Create repeat customers • Build your customer database for use in direct or email marketing • What should the prize be? • Doesn’t have to be huge • What they’ll compete for • Ask other local businesses to donate a prize • How often should I run the contest? • No real guideline for this • As often as you can afford • Switch up ideas occasionally, or stick with the thing that really works Example: Monthly Promotion By Tom Rhodes of Sunshine Laundries $50 free wash or $50 gas card
Email Marketing Basic Survival Tactics
Social Media: EMAIL MARKETING Basic Survival Tactics • Why should I bother? • Create and build relationships with current or potential customers • To encourage repeat business • What should I include? • Coupons • Business news or updates • How often should I send it? • Monthly works best • Consistency is key • Create a schedule and keep to it • What are the most important parts of the email? • To • From • Subject Line • Format • Deliverability • First 1-2 inches of the e-mail • Other Guidelines • Governed by CAN SPAM act. Must have permission to add to an email newsletter list.
Social Media: EMAIL MARKETING Basic Survival Tactics • Newsletter Services • MailChimpFree for lists up to 2,000 • Constant Contact Starts at $15/month • Aweberstarts at $19/month • Our Newsletters • Idea ShareMembers monthly updates • PlanetLaundry eNewsletterTwice monthly, site additions • PlanetLaundry Digital EditionMonthly, shares digital magazine • PlanetLaundry E-BlastsTwice monthly, industry promotions and discounts
Direct Marketing Basic Survival Tactics
Direct Marketing Basic Survival Tactics Now you need to tell your customers about your online presence. CLA provides their very own laundry advertising solution! DIY Directhelps you reach your customers with: • high-impact marketing • simple to create • easy on your budget • an easy-to-use interface • fresh, modern designs
Direct Marketing Basic Survival Tactics Themed for • Commercial accounts • Drop off • 24 hour laundries • Grand openings • Coupons • Seasonal • Design your own A one-stop resource for direct marketing. We get you directly into the hands of your potential customers. The products • Postcards • Personalized brochures • Business cards • Door hangers • Posters • Table tents • and more…
Direct Marketing Basic Survival Tactics • How the Ordering System Works • Simply log in to your account • Choose a product • Personalize it • Select and purchase a targeted mailing list • Have the product mailed • It’s really that easy! http://qrs.ly/1p125aa
Business Reviews Advanced Survival Skills
Business Reviews Local Directories = reviews Now that you have listings with Google Places, Yelp and Merchant Circle your customers will begin to: • Find your business • Rate and review your business Why People Leave Reviews • Extremely positive experience • Negative experience • You ask them to 77% of all potential customers research your business online first!
Business Reviews Local Directories = reviews Why Do Reviews Matter? • Boost SEO rankings • Influence potential customers Positive Reviews • Conversions Negative Reviews • No new customers
Business Reviews Local Directories = reviews How to Respond to Negative Reviews • Apologize publicly, no matter what • Offer to fix the problem: discount, free service, etc. • Never get defensive How you respond could effect next 20 customers! Encouraging Reviews • Have business cards made up • List and link to local directory on your website
Google Adwords Advanced Survival Skills
Google Adwords Advanced survival skills • Google AdWords: links to websites that pay for placement in Google search results. • Labeled ‘Sponsored Links’ • Targeted to topic of search and location of user Example: search results for ‘laundromats near chicago’ will only show sponsored links from certain laundromats in this area. Sponsored links show a businesses’ effort. • Google Adwords and how it works • You create your ads • Your ads appear on Google • Set your budget • Avoid guesswork • Pay only for results • Local and regional targeting • Local ads
Google Adwords Advanced survival skills • Create Your Campaign
Google Adwords Advanced Survival Skills • Monitor the Effectiveness of Your Campaigns
Foursquare Advanced Survival Skills