Farms & Small Biz: Embrace Ecommerce to Survive COVID-19

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Who will survive the COVID-19 pandemic—and how?

As a marketer, I predict that the local farms, independent restaurants, and small businesses with the best chance of surviving through COVID-19 and its aftermath are the ones who have embraced ecommerce and delivery. Continue reading Farms & Small Biz: Embrace Ecommerce to Survive COVID-19

5 Marketing Principles I (re)Learned From Instagram

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I launched my @goodeggmarketing Instagram feed a few months ago and…crickets. Okay, not actually so quiet that you can hear crickets chirp, but, as of today, I’ve only got 88 followers. The number of likes per post are scaling up, but it’s still really hard to get a conversation going.

Although Instagram has a few unique quirks and restrictions, it’s really no different from any other marketing platform. Social media may be relatively new, but the basic principles of marketing still apply. Here are some marketing ABCs that I (re)learned from using Instagram. Continue reading 5 Marketing Principles I (re)Learned From Instagram

Images → Feelings → Motivation → Fiercely Loyal Customers

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The right images and sensory details have the power to inspire fierce customer loyalty. Photos of red barns, babies and puppies are almost always good for a Facebook Like, but are they helping you achieve your business goals?

Certain types of images, colors, sounds, and activities can evoke specific feelings, which tap into customers’ motivations, which can lead to customer loyalty. The key is to understand which tactics are likely to create the desired impact.

Here are some tips to keep in mind when you’re creating your Instagram feed, a Facebook ad, a logo, or any other marketing materials. Continue reading Images → Feelings → Motivation → Fiercely Loyal Customers

A Gentle Introduction to Google Analytics

Have you been avoiding Google Analytics because it’s just too hard to learn? Here’s a gentle introduction to using it to understand your website visitors.

Continue reading A Gentle Introduction to Google Analytics

How the “Six Ps” of Marketing Can Help Increase Sales

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I met a young man at the Livestock Institute Conference in Dighton, Mass. who wants to sell more eggs from his family farm. He had lots of questions:

  • “How can I increase the profit on my egg sales?”
  • “How much should I sell them for?”
  • “Who should I sell to?”Unfortunately, it’s impossible to give a quick response to these types of questions, because the answer is always, “It depends.”

Continue reading How the “Six Ps” of Marketing Can Help Increase Sales

Boost Your Local Search Rankings with Google My Business

Use Google My Business to Boost Your Local Search Rankings

Are You Taking Advantage of Google My Business?

Google My Business (GMB) is the best free tool that your local business or nonprofit can use to help customers find you online. You provide Google with information you want to share about your products or services, events, photos and videos, and more. Google consolidates this info into a “Knowledge Panel” that displays on the right-hand side of search results when people look for your business by name. Continue reading Boost Your Local Search Rankings with Google My Business

Using Google Search Console Analytics Reports to Get Found on the Web

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Trying to attract more visitors to your website? Using Google Search Console can help you understand what specific keywords or phrases are getting people to click through to your site.

The Google Search Console Analytics report is just one of the free tools available in Google Search Console, but it’s my favorite tool for DIY SEO.

Before we get into the specifics of the Analytics reports, here’s what you need to know about Google Search Console.

Continue reading Using Google Search Console Analytics Reports to Get Found on the Web

Who Are Your Target Customers?

Brain overlaid with words Who Are Your Target Customers?Knowing what makes your customers tick will help you make marketing decisions, from pricing, distribution, and choosing the color of your logo, to deciding what to put on your website and using Facebook effectively.

When you know why people are drawn to your products or services, you can focus on attracting customers who will be excited about what you offer.

Here are some tips to help you find the best customers for your business or organization.

Continue reading Who Are Your Target Customers?

SEO for Reluctant Small Business Owners

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Common Sense SEO
If you’re like most small business owners, you’re reluctant to spend $500+ a month to hire a Search Engine Optimization (SEO) agency.

Reputable SEO firms provide a host of useful services that can benefit your business, but unless you’re relying on web traffic to woo customers, you probably don’t need to hire an expert to get found on the web.

Here are three “common sense” SEO practices that you can do on your own.

Continue reading SEO for Reluctant Small Business Owners

How to Increase Repeat Business

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Inspiring a Second Purchase

Which is more important, a customer’s first purchase or their second?

While obviously a customer has to try—and like–your product or service once before they’ll buy it a second time, the second encounter is crucial for developing loyal customers. By the time a customer has made that second purchase, they’re well on their way to becoming a regular.

Here are some ways to encourage that second sale and establish a devoted customer base.

Continue reading How to Increase Repeat Business