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5 Unique Strategies to Utilize When Marketing Baby Boomers

admin — Sun, 14 Oct 2018 01:58:30 +0000

Market Awareness – Understanding Your Target Market

A business without market awareness is like a ship without a rudder. If the wind happens to blow in the right direction, success is possible. The chances of that happening, however, are almost none. In order to succeed in business, we must know our markets.

Multiple Generations/Multiple Strategies

One of the most important ways to analyze our markets is in terms of demographics. Right now, perhaps more than ever, marketers need to consider three distinct generations in our culture. Those generations are usually known as Baby Boomer, Generation X, and Millenials.

These three groups are dramatically different in terms of how they buy, how much they buy, how they view money and business, and how they communicate. Therefore, we must market to them with these distinctions in mind. We need multiple strategies for multiple generations.

Generational Marketing

This is the first in a series of blogs on how to market to these three generations. We’ll briefly identify each generational group, and give some insight on how to tailor your marketing strategies for each. Of course, these are not hard lines or hard and fast rules, but benchmarks to help give direction.

Marketing to Baby Boomers

Who are Baby Boomers? Baby Boomers are the ones who still listen to and leave voicemails. They were born between 1946 and 1964, so they grew up in the idealistic post-WWII era. In general, theirs is a rather “white-picket-fence” view of the world.

Though their kids say they are technologically challenged, they are not averse to it. Researchers say that by 2014, over 65% of people ages 50-64 were using social networking sites. In addition, Boomers spend more on technology than any other generation.

Most importantly, this generation is a huge and often untapped market. Though the over-50 crowd accounts for over 50% of all expenditures, we marketers currently only spend 10% of our budgets going after them. Oops! Let’s see how we can correct that. Here are some tips on marketing to Baby Boomers.

1. Don’t Low-Ball

According to the AARP, US adults over 50 spend $3.2 trillion annually and have accumulated $15 trillion in financial assets! This means that they’re not afraid to spend. They spend more per purchase, more per shopping trip, and more per year than any other group.

Baby-boomers not only aren’t afraid to spend, but they may, in fact, be suspicious of prices that are too low. Their years have taught them that quality matters, and they believe they deserve it. So market premium, full-priced products to Boomers. Just make sure your products are worth the price.

2. Win Their Loyalty

This brings us to the next tip. Baby Boomers tend to be very brand loyal. Once they’re convinced a product is great and they like it, they’re committed. My mother is on her “umpteenth” (that’s the word she would use) new Buick, and she’ll keep buying them because that’s what she buys.

The trick with boomers is often to become “what they buy,” “what they use,” or “who they go to.” If you can become their brand, you can build serious consistency. The key is to make sure your products and services are really great and do a great job convincing them of that fact.

3. Reward Their Loyalty

Consistency and longevity are important to Boomers. One way to communicate that you’ll be around is to set up programs that reward their longevity as a customer. Cash-back programs or loyalty discounts are excellent ways to make these customers stick. To most of them, front-end discounts often mean something is wrong. Loyalty programs do the opposite, adding value instead of taking it away.

4. Go Old-School

Facebook ads just annoy most Boomers. According to research, they use social media to revive old friendships and not much else. Therefore, they will most likely tag your FB ads as spam.

The most effective way to market to this generation is through direct contact. These big-spenders are more likely to buy from a real person than any other way. Call them on the phone (by the way, many of them still have landlines), but just make sure it isn’t during dinner!

If personal sales contacts are not practical for your business, the next best thing is email marketing. Boomers are more likely to read an email than a blog or pop-up ad, especially if it’s brief and professional. Particularly if you’ve already won them as a customer, used wisely, email can be a powerful tool for keeping yourself in front of this generation.

Speaking of blogs, don’t count them out. Boomers do read blogs as long as they are brief. Researchers have found that most people 50 years and up will read a blog if it’s about 300 words or less. The long-form blog that takes forever to get to the point won’t work. However, if you can write concisely and get your message across quickly, Boomers will get it.

5. Always Tell the Truth

This is just good business, and we assume the vast majority of our readers know and practice that. However, if you’re tempted to fudge occasionally, don’t. If you read about the next two generations, you’ll find that this is one of the tips for all three generations. However, the reasons differ slightly for each one.

For Boomers, it’s about trust. Many of them feel that the moral fiber of our culture is eroding. They have been burned by slick salesmen and misleading ads, especially on the internet. In order to gain and keep these loyal customers, you’ll have to prove yourself. You’ll need to establish integrity.

Speaking of integrity, there’s a fact we all need to remember while we’re working to get ahead in business. Author and researcher Tom Stanley surveyed vendors, friends, and family of self-made deca-millionaires (people who had achieved a net worth of $10 million or more) and found they had 38 things in common. The number one thing they all shared was fanatical integrity.

Market Personalities

Maybe you’re already marketing to this generation. Perhaps you see this as uncharted waters. Either way, remember that these guidelines are intended to shed light and open doors, not to draw hard lines.

Every customer will differ slightly, but research shows that in general, these three groups have distinct market personalities. Learning how to approach them can greatly increase your ability to win and keep them as customers. Watch for our next entry in this series, “Generational Marketing Part 2: Generation X.”

Digital Marketing Strategies

At McWilliams Media in Tulsa and Broken Arrow, we are passionate about helping you succeed in today’s market. From branding and overall strategy to web design, video, and social media, we can help you build a marketing strategy to win in the digital age. Contact us today for a free consultation.

The post 5 Unique Strategies to Utilize When Marketing Baby Boomers first appeared on McWilliams Media | Website Design | Broken Arrow, Oklahoma.

Ready, Aim, Design! 7 Key Questions to Help “Aim” Your New Website

admin — Mon, 16 Jul 2018 16:47:20 +0000

Ready, Aim, Design! 7 Key Questions to Help “Aim” Your New Website

“If you aim at nothing, you’ll hit it every time.”

If you’ve experienced any business training or been to a motivational event in the past 30 years or so, you’ve probably heard some version of this quote. It’s attributed to Zig Ziglar, sales guru and master of quips and one-liners. And I don’t think there’s anything truer when it comes to website design.

Above all, you must have a clear target when you put your business online. Gone are the days when just putting your name on Main Street or even an Interstate billboard was enough to set you apart. Those things can help, but once your customers are online, the “billboards” are way too numerous. And if you’re lucky (or skilled) enough to get them to your site, your competition, often global, is just a few clicks away at any moment.

How to aim well.

In order to make your website attract your customers and keep them, you have to aim. And you have to aim well. But taking aim is not as simple as it sounds. That’s why professional web design is essential. But in order to make professional web design do its best for you, there are some essential questions you must answer for yourself.

Actually, a really good designer will help you answer these questions. And at McWilliams Media in Broken Arrow, we can help you through this process. But as you’ll see, these are essential business questions that can take serious time to answer.

So we’ve compiled our top 7 here to give you a huge head start. Take time to answer all these questions before that first design meeting. You’ll be miles ahead of the curve, confident that you’ll come away with a plan that really works for your business.

1. What does your business really do?

I know, that can sound way too simple, but answer it anyway. And don’t throw it away. Talk with your team and some key customers. Turn it into a discussion and keep an open mind. Others may see things you don’t see.

And of course, the other part of this is that you have to explain the answer clearly to your web design team. And you don’t want any room for misunderstanding. You know your business better than anyone, so put down in writing the clearest definition you can come up with.

2. What makes your company remarkable?

This is one to talk to your team about, but especially to your customers. Why do they choose you over the competition? What is it that they like about you? What is it that keeps them coming back?

In addition, this speaks to your identity as a company. What do you do best and why is that better than your competition?

3. Who are your competitors?

Who have you lost customers to (ouch!)? And who have you won customers from? Take the time to find out who and why. You may know the answer to these questions, but you may not.

And even if you think you know, do some research. If you haven’t already done so, look at the global market. Many local businesses now have global competition online.

Look carefully at these companies and read their reviews. Don’t just find out who they are but how you stack up against them. Knowledge is power.

4. Who are your customers and what are their pain points?

This may be the most important question of all. And not just for your website, but for your business as a whole. You need to know who you are speaking to. And you need to know what they want and need from you.

So take time to think about who your customers are, and even what your ideal customer would look like? If you could “design” a super-customer, who would that be? What would he or she be involved in? What would their income level, profession, place in life be?

Knowing your customers will make designing your website much more effective. Designing a site without knowing who your customers are is like buying birthday presents for people you’ve never met. You can give them cash, but anyone can do that. You don’t want to give your customers a “gift” they could’ve gotten from just anyone.

What if your customers could feel as if your site was designed specifically with them in mind? Well, that’s actually what you’re doing IF you know your customers. You want your site visitors to “feel at home” on your site. So get to know them. The better you know them, the better your site will be.

5. What do you want your website to accomplish?

Again, this can seem so simple. You want your site to make you more money, right? Of course! But in order to do that, you need to have specific goals for your site. Is it an online store, or is it meant to get people to click or call in?

Another way to look at this is to define “wins” for your site? What is a small win? A visit? A call-in? What’s a big win? This way of thinking can help you visualize what you want your customer to do on your site, and what you want your site to do for them.

Here are some examples of “wins” for different sites:

Collecting an inbound lead

Getting a quote request

Getting a phone inquiry

Increasing brand awareness

Educating your audience (Watching your videos, reading pages, etc.)

Producing sales

Collecting email addresses

Getting social media likes, shares, comments, etc.

And remember, it’s easy to say, “Yes, please! I want all of that!” But a site that does everything is usually a site that does nothing. The intention of this question is to help you aim. And to aim well usually means to narrow your goals, not expand them. Decide what’s most important and do it well.

6. What about your current site (if you have one)?

It’s a great idea for both you and the designer to make a thorough evaluation of your current site. First, for you. You need to think about what you like and what you don’t. Again, talk to team members and key customers about this as well.

And here’s a tip on talking to customers about any of this: ask customers from different generations the same questions. Especially if your target customers are multi-generational. You’ll get different answers and it will help you know how to proceed.

Questions to answer include:

How long have you had this site?

Do your customers find it easy to use?

Do you find it easy to edit?

Which CMS (Content Management System) does it use (if any)?

What do you like about it?

What do you NOT like about it?

Is it giving you the results you want to see?

In addition to these questions, if you have Google Analytics setup, you generate a report for us so we can see what’s working and what’s not. In a nutshell, this gives us the wisdom of your past. We want to make sure we design a site for you that is clearly better than what you’ve had.

7. What websites do you like (or dislike) and why?

Once you answer all the other questions, it’s time to answer the one you might have thought to begin with. But if you begin with this, it could mean trouble. Don’t just show your designer a site and say “I want one of these.” You might end up with something very different from what you wanted in the end.

But once you know who you are, who your customers are, and what you really want out of your site, this can be really helpful. This is the “show” part of the show-and-tell process. We all need to communicate in pictures as well as words. And this can be the most fun as well.

Now that we know your business and your goals, browsing through your favorite (and least favorite) sites is a powerful tool for clarifying communication between you and your designer. You say, “I want this or that,” and your designer can say, “of course! we can do this or that with this or that.”

Ready, aim, go!

Armed with the answers to these crucial questions, you and your designer can go away from your initial meeting with a pretty clear picture of what you want. You can be confident that you’re aiming at what you want to hit. And you’ll be miles ahead of the DIY masses online who really aren’t aiming at all.

At McWilliams Media in Broken Arrow & Tulsa, we are experts at web design and all aspects of digital media. Our team can help you know your business, know your customers, and know that your new website will help your business grow. For a free consultation on your web design and digital media needs, contact McWilliams Media today!

Image Copyright: alphaspirit / 123RF Stock Photo

The post Ready, Aim, Design! 7 Key Questions to Help “Aim” Your New Website first appeared on McWilliams Media | Website Design | Broken Arrow, Oklahoma.

Getting Google Reviews: Why & How?

admin — Tue, 20 Mar 2018 18:32:04 +0000

Getting Google Reviews: Why & How?

The Google-net

How did this happen? Seems like Google owns the internet! I thought the whole idea of this thing was that no one could ever do that, but here we are! I know, technically, the internet is still free and owned by everyone. However, sometimes it feels like it’s the “Google-net.”

Part of that is the “Kleenex factor.” Even when people are searching on Bing or AOL (yes, that’s still a thing…I just looked it up!), they say they’re “Googling” something. So other search engines do exist. But the reality is that if you’re going to get seen by the most people possible on the internet, you have to be seen on Google.

But Google’s dominance is not just helping them, it’s helping us, too! Their analytics, AdWords programs, and other goodies can be invaluable tools to grow the exposure of any business! And one of the best tools out there is Google reviews.

Why Your Business Needs More Google Reviews

Well, the most obvious part of the answer is just that. We live in the age of Google. But what does a Google review do for you exactly? The first is simple: it’s a review from an actual customer.

Reviews, in general, are the most powerful type of advertising available. Which would you rather have, a postcard in someone’s mailbox, or a neighbor telling them how great you are? Of course, you’d rather people hear about you from someone with personal experience! That’s the power of reviews. Online reviews are no different.

Online customer reviews are the new neighbor conversations. Your customers go online and “tell their neighbors” about you. And it really, really works! Here’s what current research says about your prospects and online reviews.

Up to 90% read online reviews before visiting a business.
About 88% trust them as much as personal recommendations.
They spend about 31% more on businesses with “excellent” reviews.
Over 90% will use a local business if it has at least a 4-star rating.
Over 70% will take action ONLY if they find positive reviews

Getting Google Reviews

Online customer reviews are now one of the most powerful tools we have for converting prospects to customers. Over 70%…that’s the number of people who WILL NOT click through, call, or visit unless they read a positive review! So how do you get reviews on Google? And how do you keep them fresh and positive?

According to Google my Business Help,

“Reviews on Google provide valuable information about your business to both you and your customers. Business reviews appear next to your listing in Maps and Search, and can help your business stand out on Google.”

How to Keep the Reviews Coming

Encourage your customers to spread the word about your business. Here are some tips on how to get them sharing!

Verify your business so your information is eligible to appear on Maps, Search, and other Google services. Only verified businesses can respond to reviews. Learn how to verify your business
Remind your customers to leave reviews. Let them know that it’s quick and easy to leave business reviews on mobile devices or computers.
Show them How! Yes, in the digital age, there are still lots of people who don’t know how to leave reviews. Become an expert at it and help your customers get started. Learn how to leave Google reviews
Create and share a link that customers can click to leave a review.
Reply to reviews to build your customers’ trust. Your customers will notice that your business values their input, and possibly leave more reviews in the future. Learn how to read and reply to reviews

What You Shouldn’t Do

According to Google, “Reviews are only valuable when they are honest and unbiased. (For example, business owners shouldn’t offer incentives to customers in exchange for reviews.) Read more in our review posting guidelines.”

While you don’t want to violate their policies, and you certainly don’t want to be dishonest, you can do some things to protect yourself from negative reviews.

How to Keep the Reviews Positive

Read all your reviews. Or have someone do it for you, at least once a week if not more! This may not be a good practice for an actor, but it’s indispensable for a business owner. You must know what your customers are saying.
Remove inappropriate reviews. If you see a review that’s inappropriate or that violates Google’s policies, you can flag it for removal.
Reply to reviews to build your customers’ trust. Your customers will notice that your business values their input, and possibly leave more reviews in the future.
Respond immediately if a review is negative! We all make mistakes, and sometimes customers just aren’t happy for some reason or another. Responding quickly to a negative review is the best way to correct the situation. Learn how to read and reply to reviews

So let’s get going! Whether it’s managing reviews, social media, SEO, or website design and hosting, McWilliams Media is here for you! We are passionate about helping entrepreneurs grow their businesses! Our expert team can give you everything you need to thrive in the online marketplace! Contact us today for a free consultation!

The post Getting Google Reviews: Why & How? first appeared on McWilliams Media | Website Design | Broken Arrow, Oklahoma.

3 Ways To Turn Client Challenges Into Solutions

admin — Wed, 22 Nov 2017 20:09:14 +0000

3 Ways To Turn Client Challenges Into Solutions

You are a solution maker! Everyday you get to solve problems by creating solutions that generate value for the people you serve. Every pain point is an opportunity to unlock hidden value for your clients. So, you are in the problem solving and value creating business; no matter what you do as a profession. Agree? Here are 3 ways you can collaborate with our clients and turn challenges into solutions.

3 Ways To Turn Challenges Into Solutions

1. Come from a place of SERVING not selling

Selling isn’t doing something to someone, it is doing something for someone and with someone. If your clients know you are in their corner trying to create solutions with them, then you will gain a client for life.

2. Be CARING and TRANSPARENT

Building from #1, as we serve our clients, we need to care so much that we understand our client with a firm knowledge that we can see and develop what they need. This must be transparent in our motive and actions.

3. Learn to ASK correct questions

To continue to build on #1 and #2, we must learn to ask our clients the correct questions. We must learn to be expert question askers although the questions may be tough. If we have have established #1 and #2, the foundation is there to ask. This is a foundational key, because if we learn to ask the correct questions, it will unlock answers we (us and client) need to best serve each other. This action completes the circle; asking correct questions demonstrates our heart to serve and it displays caring and transparency.

We are solution makers! Serve, be caring and be transparent, and learn to ask questions. This is a circle of trust and each action must be completed with a pure motive to truly create value for our clients by solving their challenges.

Do you have a challenge in your marketing that need a custom solution? Call us anytime to share your challenge and we’ll walk through what it will take to make your solutions a reality!

The post 3 Ways To Turn Client Challenges Into Solutions first appeared on McWilliams Media | Website Design | Broken Arrow, Oklahoma.

Quit Making These 5 Common Branding Mistakes

admin — Wed, 04 Oct 2017 19:05:16 +0000

Quit Making These 5 Common Branding Mistakes

Most companies assume their brand involves only their logo, tagline and color scheme. The common belief is that putting a logo on a website or t-shirt brands it. But on the contrary, company branding is not the same as branding cattle. The strongest companies realize their brand is about who they are, what they do and what their customers think.

Apple, for example, has clearly defined their brand. You get a certain feeling when you walk into an Apple store, see Apple packaging or watch an Apple commercial. Everything is cohesive and adheres to their mission.

Apple knows exactly who they are, what they do and what they want their ideal customers to think about the company. Apple has clearly defined their brand, and it’s foundational to everything they do.

A poor understanding of branding hinders the work of a business. If people are unclear about who you are and what you do, they won’t engage. And a lack of engagement prevents your company from reaching potential clients.

Clarify your brand – don’t make these five mistakes:

Mistake #1: Assume your logo is the extent of your brand

A logo is part of the brand, but it isn’t the whole thing. A good logo establishes an identity. For example, when people see a red and white bullseye, they think Target. When they see a golden M, they think McDonald’s. Those are visual cues that remind us of a bigger brand.

What does this mean for your business?

A good logo is important, but it’s not everything. Your logo is a component of your overall identity. Just like a personal identity, your brand identity comes from knowing who you are. This means your brand will look a little different from the other companies in your field. That’s okay; we don’t need millions of companies that are exactly the same. Discover and develop the unique brand of your business in your community.

Mistake #2: Don’t ask what people say about your business

What people say about your company is a direct reflection of what they think about your brand. This may not be the reality of your brand, but it’s what people assume is reality. Look at the major cable companies. Many of them have a reputation for poor customer service. Is that what corporate leadership wants associated with their brand? No, but based on past experiences, it’s what customers think the brand is.

What does this look like in your business?

When you go to lunch or coffee, ask the server if they know any good businesses in your field in the area. If they don’t mention your company, ask specifically about your business with a question like, “I’ve heard some people talk about ‘x’. What have you heard?” You may be surprised by what you hear.

Mistake #3: Don’t connect your brand to your staff

Hilton, a global company with more than 350,000 employees, has a clear mission: to be the most hospitable company in the world. It’s obvious how this impacts their guests: clean rooms, exceptional service and so on. But leaders at Hilton realize the brand mission extends to their employees. That’s why they work to show hospitality to their own team as well as their guests. This strategy drives Hilton to consistently be on the Top 100 Places to Work list.

What does this look like in your business?

Think about the core values shared with your team. Are those values woven into the staff culture? For example, if excellence is a core value, how is it shown to the staff? Are there standards and practices in place that reinforce excellence as a core value? When your team regularly experiences the core elements of the brand, they champion those ideals with your clients.

Mistake #4: Assume your clients understand your brand

Don’t assume that people that have done business with you understand your core values. Be sure to make clear to your future, and past, clients what your business stands for and what they can expect from your company.

What does this mean for your business?

Continually remind people what distinguishes your company. If efficiency is part of the brand, showcase it. It’s your job to show and tell your brand identity often.

Mistake #5: Everything in your business requires its own brand

Often times, companies focus on branding aspect of their business. This focus on building a new brand for every aspect of a business is confusing for people who visit your building or website. And it’s probably doing more to hinder your business than help it.

What does this mean for your business?

Don’t feel the need to create a new and unique brand for every single thing in your company. This confuses people. Instead, focus on the overarching brand of the entire business. Working with your executive team, take that brand and infuse it into every aspect of your business. The consistency you create will resonate with more people, causing them to engage in what you do.

These mistakes are common, but they aren’t fatal. Lead your team away from these mistakes. Soon your business will begin engaging more people and growing in clients!

The post Quit Making These 5 Common Branding Mistakes first appeared on McWilliams Media | Website Design | Broken Arrow, Oklahoma.

3 Social Media Mistakes to Avoid

admin — Fri, 26 May 2017 19:06:42 +0000

3 Social Media Mistakes to Avoid

A good social media campaign is essential to a business’ success. However, marketers often get stuck in some common writing pitfalls on social media.

Follow these tips to make sure your social media presence is successful, clean and intentional:

Ditch Promotional Posts on Facebook

In late 2014, Facebook cracked down on promotional posts. This simply means that organic posts that sound too much like ads (or worse, outright SPAM) will be demoted in the newsfeed.

If your posts sound too much like a paid advertisement or a sponsored post, it will quickly be lost in the newsfeed of your “friends”.

Here’s an example of a promotional post from Facebook:

Although this example isn’t a paid advertisement, it feels like an ad. This is not the type of content that catches people’s attention.

This post directly pushes users toward a link to buy a product. Try to avoid this in your posts in order to keep your content from being another sell-out ad!

Here’s another example:

This example is similar; it’s pushing users to download an app. Even as an advertisement, there’s nothing interesting or engaging about it.

Don’t Cross-Post

Under some circumstances, you might be able to reuse post copy from one network on another. In general though, we’d advise against this. That’s because best practices and audience expectations differ on each network. Your short and punchy Facebook post might not do as well on LinkedIn for example. And your hashtag-loaded tweet certainly won’t play well on Facebook.

Instead, craft each post for one specific network. If you’re promoting one piece of content across multiple networks, then adjust each social post for each one accordingly. This may take more time, but it’s worth doing it.

Make Sure Your Copy Aligns With Your Images

Fluidity in your business’ copy and visual content is important. When done well, the orchestration of copy and visual elements can take your social media content from good to great.

Tip #1: Placement Matters

According to an eye-tracking study done by Eyetrack III, images located above headlines engage visitors better than images that come after. Also, make sure the image is on top of the page, so they don’t have to scroll to find it.

Tip #2: Put a Caption on it!

The same eye tracking study found that smaller text promotes focus. Visitors will better retain the information located in the caption, instead of skimming through it like they do if the text is bigger.

Tip #3: Direct Your Audience’s Gaze

Not only can you use images to grab attention and keep people engaged, you can direct their gaze to where you want it.

If everyone in an image is looking in one direction, your viewer will too.

The post 3 Social Media Mistakes to Avoid first appeared on McWilliams Media | Website Design | Broken Arrow, Oklahoma.