Four States Small Business Blog

TV and radio advertising have been two of the most consistent mediums for reaching consumers. For years, they were the only two methods for getting the word out to target audiences, delivering branded messages and promotions. However, the emergence of other channels - specifically digital - has given advertisers more options for reaching their audience. Interestingly enough, while TV watching is declining, radio listening remains strong.

Did you know that only 2% of website traffic converts on the first visit? Retargeting can effectively help local businesses re-engage potential customers that visited their website but did not take action. And… it works. Retargeting can result in a 147% increase in average conversion rates when properly integrated. Additionally, retargeting has been found to increase branded search results by at least 500%.

It’s no secret that many auto shops have trouble attracting women to their business. And although they also need car maintenance, you’ll find that not too many shops really cater to women on their level. Done right, marketing to women can create a huge opportunity for auto repair shops, as 85% of people bringing in their vehicles to be serviced is women. Here are 4 strategies auto shop owners can use to better market to women:

Non-profit organizations are committed to serving and improving the local community, but marketing is often a major challenge. To help support their missions, the Zimmer Cares program gives $50,000 of free radio advertising to a select number of non-profit organizations each quarter that were selected by Four States listeners. This allows the organizations, which often struggle to get their message out, to benefit from the power of the radio group's reach and advertising skill. Such a boost can result in a significant increase in donations for the charity, and therefore, to the good that it can do in the community.

Tractor supply businesses can be a targeted market, so it can be difficult to reach the right customers without wasting money on market segments that have no interest in these products. This is a common marketing challenge, and it can hinder your ability to get the attention of those who would be eager to buy.

Fortunately, digital marketing options can help solve this problem quite effectively. They allow for the advanced targeting needed to bring about the maximum possible ROI (return on investment) from marketing campaigns. These methods also make use of today's most popular online tools and channels, such as social media, online search, and digital promotions. They can be combined with broader options, like radio advertising, for even greater impact.

The temperature has dipped, the mittens have emerged from storage, and the rush of business has dwindled considerably. Winter can feel particularly chilly for a seasonal business that relies on warmer weather. While lawn care may seem to be tied to those higher temperatures by default, smart lawn care marketing ensures that your brand is the first one that "springs" to mind once the thaw rolls around. Here's how to keep your leads warm no matter how cold it gets outside:

In all but the warmest climates, roofing jobs are typically done during the spring and summer months. This is partly due to customer demand, but it is also because it's much harder to do the work in colder temperatures or when the roof is covered with snow, for example. Because of these things, business for roofers tend to lag during the winter, and it is often tempting to stop marketing during this off-season. However, it is a mistake to do this. People look for roofers all year round, and often decide who to call long before they actually pick up their phones.

Many people opt for elective procedures like LASIK vision correction, Botox injections, breast augmentation, rhinoplasty, and cosmetic services. But regardless of your specialty, marketing to potential clients can be a challenge. Not only do you have to compete with other providers in your area, but you must also overcome several hurdles that aren’t often faced for medically necessary procedures.

Many businesses put in a lot of time and effort to have their brand go viral. It increases awareness, traffic, memorability, and positive engagement. And while there’s no magic formula for “going viral,” every brand hopes that their content will be seen and shared by the right people. However, once you do achieve viral status, it’s important to have a strategy in place to capitalize on the momentum you’ve built. That’s where digital brand management comes in.

There are seemingly infinite digital marketing tactics available, so it can get confusing when it's time to decide which ones are best for your business. However, reading about each and every one would take a while, and when it's time to run promotions, it's important to get moving instead of spending countless hours on research. Yet, with over4 billion internet users worldwide, you can't afford not to add digital solutions to your marketing toolkit.