marketing tips for your vending business
TRANSCRIPT
Since 1985 EdOutWest has been a full service marketing firm that helps businesses and
organizations market themselves online and in print. We turn your marketing goals into
real-world, cost-effective solutions that increase your leads and grow your business.
Contact Lisa at 303.847.1533 or [email protected]
Frustrated with finding marketing suggestions that
don’t relate to your business? Ones that expect you to
have a huge marketing budget and an even bigger
staff to get it all done?
Marketing Tips for your Vending BusinessFree marketing tips that are both relevant and achievable!
EmailMarketingforyourVendingBusinessThebenefitofemailmarketingistostaytop-of-mindwithyourcurrentcustomers,andtointroduceyourservicestopotentialcustomers.
Sendemailswith:• Areminderaboutyourvendingservicesandhowtheyaddvaluetoyourcustomer’sbusiness(noteverycustomerwill
remembereverythingyouoffersothisisagoodwaytoremindthem.)
• Useful,funandinterestinginformationaboutthevendingindustry.
• Upcomingpromotionsandoffers(sendthesewellenoughinadvancesoyourcustomercantakeadvantageofthem.)
• IncludeinallemailsthatCustomerServiceisimportanttoyou.Addabuttontheycanclicktoemailyourcustomerserviceorsalesteamiftheyhaveaquestionorconcern.Alwaysrespondpromptly!
• Shareinformationaboutyouremployeesandtheirexpertise.
• Videosofarepair,installationorservice.Videosshotonacellphonearequiteacceptablenow.Keepitshort,1-3minutes.
• Addsocialmedialinkstoincreaseyouraudienceonyoursocialmediapages.
• Includealinktoyourwebsiteaswellascontactinformationlikephonenumbers,etc.
TIP:IncludeawayforsomeonetoOpt-Intoreceiveyouremails.Putitonyourwebsite,socialmedia,emailsignatures,etc.TIP:Don’toversaturateyourcontactlistwithtoomanyemails.Sendjust1or2amonth.
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YourVendingBusinessNeedsaProfessionalWebsiteAwebsiteisoneofthemostimportantonlinetoolsyoucaninvestintopromoteandmarketyourvendingbusiness.Itisyouronlinestorefront,your27/7salesperson.Inmanycases,itwillbesomeone'sfirstimpressionofyourbusinesscomparedtoyourcompetition!
Therearemanypartsthatmakeupagreatvendingbusinesswebsite:• Yoursiteshouldbedesignedwithacleanmodernlook,invitingphotos,strategicmessagingandeasynavigation.
• Makesureit’smobileresponsive.Amobileresponsivewebsiteisonethatdisplaysproperlyonanymobiledevice,likeacellphoneortablet.Don’tgetpenalizedbyGoogle!GoogleSearchhasexpandeditsuseofmobile-friendlinessasarankingsignal.ThischangewillaffectmobilesearchesandwillhaveasignificantimpactinwhetheryourwebsitecomesupinGoogleSearchresults.
DoesyourwebsitepassGoogle'smobilefriendlytest?Findouthere:https://search.google.com/search-console/mobile-friendly
• AddCTAs.A“CallToAction”isapowerfultoolonanywebsitetodriveengagementandtogetvisitorstotakethenextstepinthesalesfunnel.Makesureyouincludeatleastone.Hereareafewexamples:“SignUpForOurMonthlyEmailsFilledWithUsefulInformation&Promotions”“FindOutAboutOurNewXYZVendingMachine.”MakesureeachoftheseCTAsgoestoaspecificlandingpageonyourwebsitethatprovidesmoreinformationandengagement.
TIP:Aspartofyouron-siteSEOstrategy,publisheducationalcontentonaconsistentbasis(oncemonthly,minimum).Theeasiestwaytodothisistoupdateyourwebsiteblogwithinfoaboutyourvendingservices,vendingindustrytrendsortopicalnewsyourclientswillfindinteresting,etc.
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LocalSearchOptimizationforYourVendingBusinessTogetdiscoveredbylocalcustomersonlineit’simportanttobevisibleinsearchengineresultswhenyourpotentialclientssearchforrelatedkeywordsassociatedwithyourservices.Forexample:asearchfor“VendingCompanyDenver”willshowresultsofvendingcompaniesintheDenverarea.
WhatyoucandotomakesureyoucomeupinLocalSearchresults:• PayattentiontoyourNAP(Name,Address,Phone)Torankinlocalsearch,it’simportantthatallofthelistingsfor
yourbusinesshavetheexactname,physicaladdressandlocalphonenumberacrossalldigitalchannels.
• SetupyourGoogleMyBusinesspage.Completeallsections,thisaddsvaluableinformationtohelpsearcherschooseyour businessfromthelistofresults.Addingpicturestoyourprofileisalsoabigconversionbooster.
• BeActiveonGoogle+.SinceGoogle+istieddirectlyintoGoogleMyBusiness,beingactiveonyourprofilewillonlyworktowardsrankingyourlistingevenmore.
• Includelocalkeywordsonyourwebsite,forexample:“OurDenverVendingCompanyoffers…”
• Askforonlinereviews.Whetherit’sviaemail,onyourwebsite,onsocialmedia,orinperson,therearemultiplechannelstoaskforreviews.Themorecustomerreviewsyourlistinghas,thebetteritwillrank.
• Claimandmanageyourlistingson:SuperPages,Localeze,Yelp,CitySearch,Google,Bing,YPandmore.
TIP:Acrosstheboard,optimizethecontentaboutyourvendingbusinessbyusinglocalandindustrykeywords.
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UsingSocialMediaforYourVendingBusinessSocialmediahasbecomeamainstayinthewaywecommunicate,consumenews,andsharecontentonadailybasis.
Whattodoonsocialmedia:• CreateacompanypageonFacebook,Twitter,LinkedInandGoogle+.Makesureyourcontentmatcheseachaudience.
Forexample,LinkedInis“allbusiness”whilepostsonFacebookcanbemorelightheartedinnature.Havevideos?CreateacompanyYouTubechannel,thenshareyourvideos.YoucannowGoLiverightonFacebooktoo!
• Sharegreatcontentonaregularbasis.Socialmediaistheperfectavenueforsharingcontentaboutthevendingindustry,andaboutyourvendingcompanyinparticular.Pushingoutvaluablecontentsuchasblogposts,videos,andindustryfactsprovideyoutheopportunitytoestablishyourselfandyourcompanyasexpertsinthevendingindustry.
• Linkbacktopagesonyourwebsitewhenpossible.Ifyou’vewrittenablogentryonyourwebsite,shareitonsocialmedia.
• RemembertocompletealltheAboutUscompanyinformationonyoursocialmediapages.Includepertinentkeywordsandphrases.
TIP:OwnThe1stPageofBrandedSearchResults.Whenapotentialleadfindsoutaboutyourcompanyforthefirsttime,oneofthefirstthingstheywilllikelydoisresearchyou.Arecentstudyfoundthat94%ofB2Bbuyersreportthattheyconductsomesortofonlineresearchbeforepurchasingabusinessproductorservice. Besidesyourcompanywebsite,whatelseshowsupintheirsearchresultswhensomeonesearchesyourcompanyname?YourCompetitors?Reallyoldcontent?Thisisaquestionyouwanttohaveasmuchcontroloveraspossible.Havingmultiplesocialmediaaccountsthathaveaccumulatedfollowersandareupdatedregularlyisoneofthebestwaystoensureyourorganicresultsaredominatedbyyourbrand.
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OtherOpportunitiesForVendingCompaniesThemostsuccessfulcompanieshavemultiple“customer-obtaining”channels.Thekeyistohaveseveralofthesechannelsworkingforyourbusinessatthesametime.
Herearesomeopportunitiestopursue:• FindReferralPartnersorPowerPartners.Theycanplayabigroleinreferringbusinessyourway,andvisaversa.
• AskPreviousClients.Ifyoudon’task,theanswerisalwaysNo.Soaskhappyclientsforareferraloranintroduction.
• AttendNetworkingEvents.Carefullychoosetheonesyou’llattendsoyourtimeiswellspent.
• JoinIndustryAssociations.Broad-interestindustryassociationsofferawaytomeetnewcustomersandpowerpartners.
• JoinaMunicipalorCommunityBoard.TheseopportunitiesopenupavastresourceofbeingIn-The-Know.
• Tradeshows.Dependingontheevent,thiscanbeagreatwaytogetinfrontofpotentialbusiness.
• SponsoraLocalEvent.Thisisanotherwaytogetinfrontofprospects,butconsidertheROI(returnoninvestment)beforecommitting.
TIP:Haveyourelevatorspeechreadytogoatalltimes!Also,whentheopportunityarises,includeareallifesituation(casestudy)aboutyourbusiness.Thismakesyouandyourvendingcompanymorememorable.
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We hope you found our marketing tips both relevant and achievable!
Not sure how to start?Just contact Lisa, she’s happy to suggest the right steps to take towards your success.No cost, no obligation, just free marketing advice. Really!
Since 1985 EdOutWest has been a full service marketing firm that helps businesses and organizations market themselves online and in print. We turn your marketing goals into real-world, cost-effective solutions that increase your leads and grow your business.
Contact Lisa at 303.847.1533 or [email protected]
Creative Strategies in Pixels & Print