Small Business Advertising Success Secret #4

Small Business Advertising Success Secret #4: Make it easy to connect

We’ve covered a lot of ground about creating successful small business advertising campaigns in the past few weeks.   In Small Business Advertising Success Secret #1 we began with the importance of discovering why your target audience is buying your products and services.

A great way to discover the WHY behind the reasons your current customers buy from you is to ask for testimonials.  These testimonials can not only help you create your message but also allow you to leverage the second secret to small business advertising success – establishing trust.

Once you’ve got your message down and are delivering it like a broken record to the point where you’re sick of your own advertising – then it’s time for the third secret to small advertising success – testing the effectiveness of that message.

However there’s a fourth secret to advertising success which is of critical importance – and which can make or break any advertising campaign.

MAKE IT EASY FOR CUSTOMERS TO CONTACT YOU!

This is the “magic” of social media.  This is where Facebook and Twitter really shine… at making it EASY for your customers to contact you – with pre-sale questions – with post sale questions – or even suggestions.

However, it’s absolutely horrifying how often small business owners overlook the important task of making it “easy to connect”.

In her final year of undergraduate work, my oldest daughter was given an assignment to contact local business owners and interview them about how they are handling the challenges of an aging population as baby boomers reach retirement age.  She chose to interview a local chiropractor and began her search as most people do these days – on the web.  She contacted 20 local chiropractors via the “contact link” on their website.  Of those 20 – none contacted her within 24 hours.  As a matter of fact, only one contacted her and it was weeks later.

These are chiropractors who were spending money advertising their website on Google – but no one in their office was checking the “contact” email address.  While my daughter’s request was simply for an interview – it could have as easily been for the local paper wanting a quote for an article – or a patient wishing to get more information before scheduling an appointment.

Make it EASY to connect with customer by providing MULTIPLE ways for them to contact you.  Give them a phone number – email address – Facebook Page and Twitter profile so they can choose which one works best for them.

I once had a client whowas making it extremely difficult for customers to connect…and then wondered why his advertising wasn’t working.  Make it easy to connect with your business via the web it’s truly one of the essential keys to creating small business advertising success.

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