Marketing is SIMPLE

Marketing is Simple

Marketing is simple.

Too often, business owners make it way more complex than it really needs to be.

The fact is, it boils down to three specific things:

The first thing is getting attention.

Getting Attention

digital-marketing-3

How do you get attention? Well, there are a ton of free and paid ways to get people’s attention.

There’s SEO marketing, pay-per-click marketing, social media marketing, email marketing, referral marketing, affiliate marketing, direct marketing. There’s mobile marketing, content marketing, point-of-sale marketing, video marketing, street marketing… the list goes on and on.

The point is… there are a LOT of ways to get people’s attention.

Let’s take Search Engine Optimization (SEO) as an example. What’s the whole point of SEO?

Well, we want to grab a person’s attention when they’re expressing interest in what we offer.

When someone searches for “bounce house rental” on Google, that means that they’re looking for a solution to a problem (needing a bounce house for a party or event). We need to to make sure we’re at LEAST in the top five organic search results, or we likely won’t even have a shot at earning that person’s business.

It’s all about getting attention in the beginning because once we have their attention, we can earn their trust.

Once we have their attention, we can earn their trust.

To improve your search rankings, check out SEO Hero, which is offered exclusively for the inflatable and party rental industry and has options for any budget.

If we look at pay-per-click marketing, it’s the same thing. If we don’t already rank in the top five organic (free) search results, we need to advertise with AdWords or that searcher will likely never even know we exist… and this is someone who’s either researching or ready to buy!

What are we trying to do when invest in AdWords? We’re trying to capture the searcher’s attention with a catchy ad title and then hook them with the ad copy. It’s all engineered to get attention – to get high value and relevant clicks.

AdWords Formula is a proven system to get the highest quality clicks for the lowest possible cost, exclusively for the inflatable and party rental industry.

What about email marketing? The point here is to remind prospects and clients repeatedly that renting inflatables is a great solution for parties and events throughout the year, and that you’re ready to help them make their event a huge hit. Otherwise, months go by, or even a whole year, and that prospect or client starts their search all over again.

So just remember, the very first objective of our marketing is to capture people’s attention.

After capturing someone’s attention, we want to convert that attention.

Converting Attention

Act Now

Converting attention could mean turning a website visitor into an email subscriber or social follower, or perhaps even a customer if they’re ready to buy on the spot.

How do we go about converting attention?

Like capturing attention, there are many methods you can use to convert attention. I’ll cover a couple vital principles.

First, you need to have a great offer that people actually want. This ensures that they have a reason to convert.

Generally speaking, in the case of inflatables, desire for the product is not the issue.

However, the website visitor’s desire for hiring YOU depends on:

  1. Product selection – Do you have interesting and unique units? Do you have at least the main categories well covered (ex. bounce houses, slides, obstacle courses, etc)
  2. Product quality – Does your inventory look clean and well maintained? Does it look like-new, or old / outdated?
  3. Your credibility – Does the quality of your website demonstrate trustworthiness? Or does the visitor wonder whether you’d actually show up?

Check out the Website-in-a-Box service for a website that conveys instant credibility and trustworthiness.

Second, you need to make use of sales triggers such as scarcity and urgency. This ensures that they have a reason to convert right NOW.

In the case of party rentals, scarcity is pretty easy. Most likely, you only have one of each unit and the customer has a specific date in mind – that’s scarcity!

The trick is leveraging that scarcity into urgency. We do this by using gentle nudges and risk reversal.

You “nudge” by informing and reminding the customer that inventory usually books at least X days/weeks/months in advance. This is best done on an individual unit basis, but could be done globally for simplicity at first. You inform them of the scarcity on the website, and then remind them with email marketing.

To dial up the urgency even more, you could indicate the popularity of the unit. For example, you could display a “hot” indicator for the top 10-20% of products in your inventory that get the most page visits, indicating that those products are in high demand. People will likely convert based on the “hot” products, but even if those are already rented, it gives you the opportunity to rent them other units.

Then you use risk reversal by encouraging them to book now because it’s risk-free. Ideally, you have a period of time that the customer could cancel and get a refund. That is your risk reversal right there.

I know that this is a sticky point. But here’s the deal…

The positive results of assuring the customer with a risk reversal FAR OUTWEIGHS the risk of customers abusing it.

Put it this way…

If 20% more people book because they are assured they could safely change their mind later, and then half of them actually do, that’s still 10% more sales! But you’ll likely find the number of people who change their mind to be MUCH lower than that. And it’s likely that the positive impact would be higher than 20%.

Here’s the point…

You want the customer to decide. And you want them thinking… “wow, I better act fast… and even if I book now, I can change my mind later”.

That will get people to convert much more often into customers.

So that’s converting attention. Now we need to deliver the goods in order to keep that attention.

The third part and final element of marketing is keeping attention.

Keeping Attention

customer

Again, this is really, really simple. It’s all about providing value to your prospects and customers.

It’s about continuously over-delivering and maintaining that high level of trust. It’s making sure someone’s always available to pick up the phone when a customer calls. It’s replying to comments and emails in a timely manner. It’s delivering unexpected bonuses. It’s helping your prospects and clients deliver a fantastic party or event – they’ll thank you for it with their business and referrals.

Regardless of how you do it, always think about how you can continue to be of service to your customers.

Email marketing is great for this. Your customers may not need your services year round. But sending regular emails, even just one a month, that provide some sort of educational or entertainment value will set you apart as the go-to event rental company in your area.

Don’t just use email marketing for blasting out marketing messages. People get tired of those quick.

Instead, mix in emails that aren’t focused on the sale, but are focused on providing value.

The point is to keep your customers’ attention. If you you only blast marketing emails, or even WORSE don’t email your list at all, you’ll lose their interest fast.

Here’s the final thing I want you to think about. Think about the experience your customers have when they book with you.

Because the marketing process doesn’t end once someone buys. When a customer books today, you need to think of that as the first step to the next sale.

So you want to engineer that whole buying experience to be a ‘WOW’ experience. You want people to be raving about the experience of doing business with you, because that’s what’s going to set up the long-term relationship and repeat sales.

And it’s going to allow your business to continue to thrive because your customers are going to come back and buy from you again and again and again.

So that’s it. Marketing is really simple. It’s all about 1) getting attention, 2) converting attention, and 3) keeping attention.

 

Your turn: What are you doing to simplify your marketing?

Leave A Response

* Denotes Required Field