A sample marketing plan you might find interesting

As you can probably tell from my recent posts I enjoy… no, I love helping small business owners with marketing. I actually get a rush when discussing ideas on how to market a business I’ve never worked with before.

I’ve copied below what I sent to the owner of a business that transfers 8mm/VHS/Super8, etc. to DVD. They are located in Stockbridge and do great work, but their website isn’t up to par and marketing is currently non-existent.

I’m thinking of choosing a random business each week and writing up an online marketing plan for them at no cost. Would you like one for your business? Let me know in the comments below.

Here’s the email I sent
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Can you answer these questions?

  • Who is your target market? Age Range, Sex, Location
  • Where do they live? We’ve talked about Peachtree City, Fayetteville, where else?
  • What sets you apart from your competition?
  • What are the 10 top questions you get asked about your service?

Website Design
The website looks OK, but it wasn’t designed from a marketing point of view. As I said on the phone your service isn’t one that people have to have right now. More than likely they’re shopping out of interest. Unfortunately with the way your website is setup there is nothing there to create a lasting relationship with that visitor.

Your service is very visual at it’s core. I would create a time-lapse video of you creating a DVD from someone’s 8MM tape. From you opening the package, to inspecting the tape, to running it through your machines, to creating the final product and putting a label on it.

That type of video would do a few things:
1.) It would give a face to the website viewer of who would be working on their project. These tapes are prized possessions to many people and there has to be trust before they’re willing to turn that over to someone they don’t know.
2.) It would show them the care you put into the process. I’m assuming you go to some level of checking the tape to make sure it isn’t brittle and can actually be reproduced on DVD?
3.) It would show how much work goes into the actual project which should eliminate any cost concerns.

The rest of the home page would have sections about the different types of products you can work with (8MM, Super8, VHS, etc.) Then I would have sections highlighting those area you want to target (Peachtree City, etc. – This is primarily for SEO purposes, but it would also give visitors who live in those areas a little more trust knowing you provide service to their area)

It’s hard to explain the overall design in words, but it needs to be graphical – much more so than it is now. People don’t like to read, they like to skim and read the highlights and look at the pictures.

Visitor Relationship
I would have a form on the home page of the website that asked the visitor for their email address in exchange for coupons or discounts. This could be a simple $5 off coupon for the month of October or a Christmas Present Special of 10% off the order. Now at least you have a way to contact the visitor to announce specials or deadlines (“If you want this as a Christmas present have the tapes to us by 10/31/2016”)

I would also create a Facebook Pixel (this is done on Facebook’s Ad platform) and put that on the website. This allows you to target people who have visited your website in the past with Facebook Ads if you ever decide to do that (which I would highly recommend).

Facebook Ads
Using the answers to the questions above you can create multiple ads that target that exact demographic of person. I can reach 80,000 people on Facebook that are between the ages of 40-65+, Make more than $50,000 per year and live within a 10 mile radius of Peachtree City and Fayetteville.

You can show those people your ad, or you could just show the people who’ve visited your website (Remember the Facebook Pixel I mentioned?). The pricing on this varies based on if those people are clicking an ad, watching a video, liking your Facebook page, etc. But with the right type of targeting you can get some extremely cheap marketing done.

I would also get the permission of my customers to allow you to copy a small piece of their video online. I would then create weekly videos on Facebook where you highlight some of the projects you’ve worked on throughout the week. Kind of like a highlights reel….

Look at the camera, introduce yourself and the business and introduce some of the footage (“Hey this is Tom with Alpha DVD Creation. This week our clients have brought us footage from World War II, a birthday party in the the North Georgia mountains and a birth in Canada. We love being able to help our clients ‘remember’ these amazing events. Enjoy this week’s highlight reel! — Then after the highlights you splash up a logo with contact info.”)

I believe a video like that would pull at heart strings and encourage people to want to recapture those memories.

Summary
1.) Redesign the website with a focus on marketing
2.) Make Facebook more important than SEO. I truly believe it would give you more clients than SEO ever could.