The majority of your competitors are probably using the same old advertising tactics that worked 30 years ago. But those old tactics don't work any more. Here's Why: Thirty years ago, almost every household had a T.V in which people used it to watch Prime Time shows on their local channels. There was no Internet, so television and newspapers were the main avenue that businesses utilized to reach consumers. So it worked, and it worked well. But...We've come a long way baby!
Today, we have Internet, Satellite T.V, Smartphones, Newspapers, Junk Mail, Radio, Digital Billboards, etc., etc. In an era of too much noise, too much spam, and too many choices, the old advertising techniques just get tuned out IF they even happen to reach your target audience at all. Marketing guru Seth Godin says it best "Just because you have money doesn't mean you can trade it in for attention by buying advertising. Consumers have learned how to ignore you".
So how do you cut through all of the noise in today's society and actually reach pet owners and do it without irritating them?
Today, less than 15% of consumers use the Yellowpages to find a business. This percentage drastically decreases with each passing year.
Today, 84% of consumers use the Internet to search for businesses (source: Forrester Research, 2012). This percentage has been increasing every single year by about 2%. So, where is it most beneficial for you to be advertising then?
Money Saving Tip- Most phone directories will print your business name and phone number under the "pet groomers" section of the YellowPage directory at no charge if you have a land-line. So I recommend cutting your display ad and only paying for a one line listing with your name, address and phone number (if you have to pay for it, many times you won't). This way, you will still reach that 15% but you can invest the money that you will save into something with more reach.
Just 10 yrs. ago, a YellowPage Ad was a necessity. It was THE only reference point that most consumers had available to them to search for services that they needed.
Just 15 yrs. ago, life wasn't so hectic. People spent more time getting together for coffee, picnics or potlucks. They shared things and talked about experiences-such as the new dog groomer that they just discovered. This word of mouth advertising was frequent and plentiful.
In today's society, people never seem to have enough time. So much so, that married couples are even scheduling "date nights" just to get some time together. Millions of families across the nation now only keep in touch through facebook. And your neighbors...do you even know their names?
Word of mouth advertising is one of THE best forms of advertising but.... people in today's society don't spend as much casual time together as they used to. They are communicating quickly by text and email. As a matter of fact, as I am typing this, I am reminded of an old friend that messaged me on Facebook to see how I was doing. We said we would get together for coffee soon. That was six months ago... See what I mean? Actual face to face communication which can lead to word of mouth advertising is becoming harder to get and is being replaced by digital communication.
Less time for family and friends is not a good thing, but it's a cold, hard truth of today. The way people communicate has changed and that is exactly why Social Media has taken off like a wildfire. We may not like it, but we can't make people change.
“Change is inevitable and a person's ability to adapt to change determines their level of success" - J.M
Businesses that have learned to adapt to societies new communication styles are thriving. Those that realized this change in communication and then recognized early that the new social media sites were helping to solve this issue have made millions. As a matter of fact, these businesses that are using social media are acquiring 40% of their new customers and sales from it!
Two of the most exciting facets of this new social media opportunity, is that it is completely free and super effective. Anyone can do it, succeed at it, and profit from it. If you want to get started with it, then I recommend starting with a facebook fanpage. This is where you will experience most of your success. I believe in leveraging this one social media site so much, that I have written an entire book on it. You can get it here if you would like, or if you would like to dip your toes into the water first, click here for some free tips on how you can get started with it today.
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FREE & Low-Cost Ways To Advertise Your Grooming Business
A Low-Cost Alternative To Expensive Yellow Page Ads
Studies on pet owners have shown that over 87% of them search online FIRST when they are looking for a new dog groomer. So it is crucial to incorporate online marketing into your overall strategy.
The easiest way to do this is to get a website for your business. I have spoken with 100's of groomers about the results that they are currently getting with their websites and the consensus is that they could not possibly generate as much business as they are without one. On average, each groomer acquires at least five new grooming clients per week just from their website alone.
If you don't have one already, don't fret. Technology has come so far, that anyone can quickly and easily make their own website in just a couple of hours with easy drag and drop tools. I have posted four video tutorials that will walk you through it from start to finish. The videos are free and it's an inexpensive way to get this ever important tool. Total cost involved to have a website is only $10 a month! (using the tools that I show you in the videos) No other advertising source out there is going to reach 87% of your targeted audience for $10. So if you don't have a website yet, click here to get one.
If you already have a website, but are struggling with getting it to show up in search results, then I recommend that you watch the last video in the series. It will show you how to optimize your website in search results so that it will begin to show up. The videos will also show you some free elements that you can add to your site so that it will start to bring you in business.