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Lessons from the Super Bowl: Leveraging Local Tools for Small Business Success

Lessons from the Super Bowl: Leveraging Local Tools for Small Business Success

Millions of people sat down last night to watch the biggest football game of the year. While some of us have looked forward to the event for the actual game, others simply couldn’t wait to be entertained with the latest batch of Super Bowl Ads. We have to admit, we had a vested interest in the ads ourselves! We polled the office and below are our top five picks!

Big brands like Budweiser and Pepsi shelled out a cool $3.8 million for an average Super Bowl ad spot to take advantage of the vast viewing audience. With such astronomical ad budgets, small and medium sized businesses often think that there is no way to compete with these giants. Fortunately, there are a number of tools that allow small and medium sized businesses to leverage a limited budget to make a big impact with their local customer bases.

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Social Media

You don’t have to be a national brand to take advantage of social media. We’ve seen major social media successes with our small and medium sized clients. Specifically, our client Weddings in the Bahamas has seen their Facebook fan base increase almost eightfold (and growing!) since she began working with TTG. Social media sites give you a chance to reach your customers and interact with them just as they would interact with friends. There are a number of tried and true social media tactics that we standby.

  • Increase Your Following with Ads:

    Both Facebook and Twitter offer companies advertising opportunities. If you aren’t happy with your organic growth on social media, try investing a small budget in ads.

  • Capitalize on Your Existing Fan Base:

    Your loyal customers are your biggest fans. They want to see you succeed, if only so that they can continue to enjoy your products and services. If you have upheld your part of the bargain by providing exemplary offerings and customer service, they will go to bat for you on social media, touting you with recommendations, tweeting at you and pinning your products. The introduction of Facebook’s Graph Search has made having a solid fan base even more valuable, as it will boost your ranking in search results.

  • Promote Your Offerings:

    Take advantage of the opportunity to inform your customers of your specials or deals. This is a great way to entice customers to visit your business more often. Want to grab even more attention? Post pictures!


Pay Per Click

Pay Per Click Advertisements with Google AdWords give small and medium sized businesses the opportunity to gather extremely qualified leads through targeting specific devices, networks, language, and geographic location. Geo-targeting is arguably the best tool for local businesses.

This feature allows small businesses to:

  1. Target users in your location
  2. Display ads to users searching for or viewing pages about your location
  3. Target multiple locations in bulk. This is especially useful for businesses with more than one physical location.
  4. Focus on a radius around a specific location
  5. Exclude ads for people searching in or about locations. For example, if you’re business is in Paris, Texas, you could ensure that your ads are not shown for people looking for similar places in Paris, France.

Targeting like this allows small to medium sized businesses to keep their budgets modest because their ads are only being shown to those who have the most potential of becoming customers.


Directories

Customers often trust sites like Yellow Pages, Angie’s List, and Yelp to provide them with a glimpse of what they can expect from a business. While you can’t make customers post reviews on these sites or ensure that they are all positive, there are a few things that you can do to get the most out of your listings.

  • Make sure that your listings are complete.

    Fill in all of the fields provided to you. What are your hours of operation? What forms of payment do you accept? Do you have delivery service? These are all things that users will be looking for.

  • Add Pictures.

    Pictures make your listing more inviting and stand out against the crowd.

  • Consider Advertising.

    Advertising with these directories can help you increase awareness about your business with local consumers. We have also learned from experience with a client that Yelp will not place advertisements for other businesses on your listing if you advertise with them. Though a bit sneaky, this works out in your favor.

  • Be Courteous.

    Should you receive a negative review, resist the urge to bad mouth the reviewer or ignore it altogether. Graciously apologize and invite the reviewer back to your business to give you a chance to improve their opinion. The former options ensure that the reviewer will never return to your establishment while the latter leaves the door open for future business.

These are just some of the tools that small and medium sized businesses have at their disposal to build a solid local marketing campaign. Still, the secret weapon for these firms is their current customer base. Create a presence on social media and local directories and your loyal customers will speak for you.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office