We can always get inspired and understand things better by reading success stories of other people we can identify with and that’s why I decided to round up a few online marketing case studies about fellow local business owners who have successfully boosted their business even in this time of recession.
Caminito Argentinian Steakhouse, Northampton MA
This steakhouse has increased sales by 30% in one year, compared to a negative industry average of 15%. They have used various social media marketing avenues such as their own cooking blog loaded with videos and photos with links to other social media sites like Twitter, Facebook, Linkedin, FriendFeed, Flickr and Delicious, and their own YouTube Video Channel. Most importantly they monitor their web marketing using Google Analytics, news and alerts and use it to gain ideas to improve their products.
Martell Home Builders, Sparrowbush NY
This company specializes in building new homes and sells 80% directly to buyers without the use of real estate agents. Their clients can monitor the status of their home projects by logging in to the site and receiving Twitter updates from the building contractor. Martell also runs an entertaining blog and tweets clients on important news in the industry.
Online marketing case studies continued…
Danny’s Meat & Catering, Racine MI
Short on cash, Dave decided to use affordable email marketing. He got people to sign up for a free email newsletter by using a creative free gift offer as an incentive: free birthday steaks. In six months he grew his list from 30 to over 2000 subscribers, increased sales by 15% and reduced marketing costs. His creative marketing approach has generated free publicity after being featured on Fox 6 News.
Blenz Coffee, Vancouver, BC
This chain of coffee shops used a social media sites’ search box for localized market research. Using Twitter’s advanced search, they were able to find people within a 10 mile radius of their shops who tweeted about coffee related terms. They then invited them to their coffee shops and also set up meetings with influential coffee bloggers. They have seen increased foot traffic and sales, and were recognized as one of the top marketers during the 2010 Winter Olympics.
Wiggly Wigglers, Herefordshire, UK
This gardening business located in a rural farming community has achieved global recognition and awards from the likes of Dell for its social media strategy that is run by the farmer’s wife called Heather! They have an active blog, 2000 member Facebook Group, tweet a great deal, have a YouTube Channel for video marketing, a Wiggly Cinema and to top it all off, a weekly iTunes Podcast that has thousands of listeners all around the world and that has received 5 star reviews. Not bad for a company that deals with a topic as ordinary as farming and biodiversity.
All these stories just go to prove that your local business can leverage the power of online marketing in ways that are relevant to your niche and suitable to your budget. Online marketing has leveled the business playing field so that you can compete with the “big dogs” in your industry for a fraction of the cost and get a slice of the pie.