Why Sadly This All Too Common Marketing Trend Keeps Ruining Tons Of Aspiring Entrepreneurs Dreams!
So how many extremely hard working, small business owners, service providers and or startup entrepreneurs, do you personally know, who’ve ultimately failed, at their first few tries in business?
Probably more than a few, correct? Yea. Sadly, I personally know more than a few as well. And you know what?
Once or as you pull the proverbial curtain back. More times than not. Wanna know what you’ll ultimately discover?
The vast majority of these extremely hard working, (not to mention), extremely dedicated entrepreneurs.
All suffer, on some level and to some degree or another, from this all too common, business sinking marketing trend.
Which is, they spend, (or if you prefer), invest at least 95% or more of their available time, energy and effort working in, not on their semi cash strapped business and or service.
And as a direct result. They (or you!), are not consistently generating, any where near, the type of, potentially bank account filling marketing leverage. They can or should be generating.
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Here’a a classic, (and sadly) all too common marketing trend, among semi cash strapped, small business owners, service providers and or startup entrepreneurs etc.
Take an extremely close look at the image featured in this particular post.Those extremely busy hands, expertly using the roller, to ultimately get the dough, to where it needs to be.
Probably belong, to an extremely hard working, bakery employee and owner, correct?
Strictly for the sake of example. Let’s say those busy hands, belong to the owner, of this incredibly popular, single location,non franchised, Mom & pop bakery owner. Okay?
And let’s say on average. About 75-100 people per day, shop at this bakery. And slightly more, during the non stop holiday season rush.
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Case in point. Even though this particular bakery store owner works extremely hard.You’re talking 12-16 hour days, when the bakeries open.
He hires very good local people.
And both he and his employees/associates, provides excellent customer service. And every now and again, he and his staff, create a very tasty, non traditional bagel or croissant etc.
And some of his most loyal, long term repeat customers.Often post some extremely positive reviews online. Which definitely help continuously raise his bakeries overall social media presence, correct? For sure.
Who Says Changing Health Trends Automatically Have To Negatively Affect Your Bakery Business!
But watch this.As the local trend, of his overall customer base, moves even closer, into the health consciousness approach.Even towards their deserts.
He’s starting to notice, how many customers or potential customers come in.
Or call and ask, if he offers certain of his most popular goodies, as gluten free. Or low or sugar free alternative pastries etc.
Here’s one of the proven ways, he (or you) can and should, start leveraging a segment of your customers want, so you can keep maximizing, both your short and long term profits.
And better leveraging your time and resources.
So going forward, this is how he can (and definitely should) position his incredibly popular, monthly free drawing.
So he can start better catering, to the growing segment, of his (or your) health conscious customer base.
What’s not readily obvious is. When you click the ‘down arrow’ in the text inside the red box. The subscriber will be offered three basic choices. 1.) Gluten free. 2.) Sugar free 3.) Regular bakery goods.
And fast forward to about a year and a half from when the bakery, first set up, their state of the art, paid email service provider. And started pro-actively building their own list and writing and sending.
Both pre -written messages, along with the occasional, unscheduled, broadcast message alerts.The bakery owner now has a grand total 753, (or X number of) active subscribers.
And 239 of them, (or) 31% of his growing list, has clearly indicated,(when they initially subscribed.)
They definitely prefer to receive, current and future email alerts, which strictly have to do, with any and current. (239/753 = .31%)
Or future desert products, which are gluten free.Which means, by strategically segmenting his list. He can better serve this growing segment, highly niche-d group of his subscribers.
Strategically Working Your Email And Or Mobile Marketing List Is A Proven Form Of Marketing Leverage!
Case in point. Let’s say you’re one of the bakeries 753 local subscribers. And when you initially subscribed, in order to enter the monthly free drawing.
You clearly indicated, you were primarily interested, in receiving current and future emails, about regular, (calorie rich) pastries & deserts.
This being the case. Unlike his other, local, mom & pop, non franchised, single location bakery owners.
Does it really make sense, to send a ‘one size’ fits all, series of email messages or text messages to your entire list. Promoting some of your latest, calorie reach pastries?
When 239 (or X) number of them, have clearly indicated, they are primarily interested in ‘gluten free’ goodies.
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Simply by at least, initially segmenting their list, along these clearly identifiable lines. Strategically sending various types of pre -written and or, unscheduled broadcast email messages, to the various segments of their lists.
Now the bakery owner is definitely, better leveraging their time and semi limited resources, energy and marketing efforts.Right?
Case in point. Suppose they send their segmented lists of 239 (or X number of) gluten free subscribers, an extremely time sensitive, discount coupon.
And they get a far better initial open rate of 63%.Which means 150 subscribers initially open the bakeries email messages, because they are extremely eager to discover, what type of ‘gluten free’ info he has. (150/239 = .6276% or 63% as a practical matter.)
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And a very respectable 43% of them, actually decide to make a purchase of some kind. Which means out of 150 who actually opened the email alert.
64 of them came into the bakery and spent X amount of dollars. (150 x .43% = 64.5 or 64 as a practical matter.
Hopefully you can see and better appreciate, how this type of proven marketing strategy, definitely helps increase the bakery owners, overall bottom line.
As opposed to just constantly lumping all of their subscribers, into one big giant pool, of one size- definitely doesn’t not fit all group. Correct? Agreed.
And Remember If You Don’t Start Segmenting Your Various Lists! (Sooner Or Later Your Major Competitors Will!)
So going forward. Hopefully you too, can now better appreciate, how this all too common, potential entrepreneurial sinking marketing trend.
Can negatively affect or stifle your best entrepreneurial efforts.If you’re careful. Agreed? No doubt.
P.S.Now as is customary during this part of our show.Please share your extremely valuable comments (in the comments section below) that you can apply to your business,
product or service in the next 30 days or less!
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You Don’t Have To Go Overboard Just Initially Start Segmenting Your Lists In Some Very Simple Ways Which Definitely Makes Sense!
Extremely important note:And if by chance, you happen to know any of the lesser known podcasters,who also target,small business owners,service providers or aspiring startups
entrepreneurs etc.
And they’re pro-actively looking for potential guest speakers.Please don’t hesitate to-either- pass their name and contact information directly to me or vice versa!Thanks!
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