How To Get Customers – Local Business Marketing

I got a question from a small business owner this week. It’s a question I’m asked a lot.

Molly, the owner of Molly’s Cupcakes writes, “Stacey, I’m exhausted, frustrated and finished with my cupcake store. I have owned this business for six years and of course I have the most incredible cupcakes EVER…all caps (EVER)…but the problem is I have no idea how to market my local business. I’m the only cupcakerie in my whole area. What you say? Yes. Only. I’m a 39 year-old mother who juggles life very well but marketing who and what we are, I suck at.”

She really wrote that…”I suck at.”

“One day I would love to have stores across the country but not if I can’t even convince my peeps in my small town. Any ideas?”

First of all, Molly, I want to congratulate you for running your cupcake business for six whole years, especially since you kind of suck at marketing (your words not mine!). I do have to correct you though because you’re not the only person selling cupcakes in your area.

I did some research and there’s a little shop called “Sweet Stella” that is coming on the scene. That means you better step up because the cupcake competition is heating up. If you don’t get your marketing game on, your business is going to be baked and frosted.

I’ve checked out your website and there’s a ton you could be doing to spread the cupcake love.

Strategy #1: Build your list.

When I went to your website, I noticed you have no opt-in. That means you’re not collecting email addresses and you’re leaving thousands of dollars on the table. Every business needs a way to stay in touch with prospects and customers, and since every person you’re going to do business with has an email address, building a list is one of the cheapest and easiest ways to do that.

I recommend you start collecting email addresses and birthdays, both on your website and in your shop. You can set up your email management system to send emails out on your customers’ birthdays that tells them to come in and get a free cupcake. You can also send promotional emails that tell them about new flavors, holidays, or any other promotions that you want to offer. There is so much you can do with email marketing that will dramatically increase your business.

Strategy #2: Find local partners and butter them up, pun intended.

Make a list of strategic partners in your area and get your hustle on. Seriously, you should be setting appointments every day to meet these people, form genuine relationships because they’re going to order boatloads of cupcakes on the regular. A great way to find local businesses in your area is Alignable – a free social network where business owners meet, increase word of mouth marketing and generate referrals

Want some ideas? First up, businesses. Everyone has office parties and birthdays and going away celebrations. You could make a list of all the local businesses in your area, make an appointment, drop by, give them some samples, and then let them know you’d be happy to delivery a dozen or two dozen or three dozen cupcakes whenever they have a celebration. Don’t forget, get them on your list.

Next, think about wedding planners and event planners. Make a list of everybody in your area, set the appointments, and go and drop off some samples, and remember, get them on your list.
Last but not least, PTAs. Go around to local schools, find out who heads up the local PTA and give them some cupcakes for their next meeting, and don’t forget, all together now, get them on your list.

Strategy #3:  Advertise.

Once you get that opt-in count up, consider testing some Facebook ads to attract local business. Offer a free cupcake on their birthday for newsletter subscribers only.

Strategy #4:  Use social proof.

You need to add some great customer reviews on your website like this hot one-liner I found about you on Yelp: “These are, hands down, the best cupcakes I’ve ever had in my life.”

Strategy #5: Highlight what makes you different.

Here’s what I mean. You need to shout about those special flavors you have like salted caramel, cookies and cream. You’ve also got some s’mores. They are so far beyond basic vanilla and yet they’re totally hidden on your site. You want to make them front and center. You can even do a flavor promotion of the day. Remember, a little flavor porn goes a long way.

So there you have it, Molly, over half a dozen ways you can market your cupcake business so you don’t get baked and frosted by the competition.

Now, I’d love to hear from you. If you have more marketing ideas that you want to share with Beth or everybody else, please leave a comment below, or if you want to let me know if any of these ideas can be implemented in your business, tell me all about it.

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About Stacey Riska

Stacey Riska, aka “Small Business Stacey” is a serial entrepreneur who is passionate about saving small business and rebuilding Main Street. She helps small and local business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients, MORE sales, and MORE money. Stacey is the founder of Small Biz Marketing Specialist, THE go-to place for marketing tips, techniques and strategies that get results. Stacey is also the creator of the Daily Deals for Massive Profits Training Program, an online video training program that teaches small and local business owners how to use daily deal sites like Groupon to skyrocket their business growth and get massive profits. In this program she teaches from experience, as it was the key strategy that transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn’t!) and spending time with her amazing husband.