What’s more idyllic than running your own cafe business, particularly in a quiet or rural location? You’ve likely spent considerable time decorating it and creating yourself a niche. The only concern now is how to keep customers returning, especially if you’re in a location distanced from the town’s main drag. Word of mouth works in this case, but only to a limited extent because of your distance from the hub.
Before the internet evolved, people found their dentist by word of mouth or newspaper advertising, and were more likely to stick with one professional throughout their lives. In modern times, almost everyone searches for services online, and 50% of customers who complete local searches for a business visit the store or office in person within a day.
Using social media as a marketing platform can either make or break your business. As you know, one wrong move and your brand can end up being viral for a whole slew of negative reasons. More frequently, however, mistakes made within a social media campaign simply slowly erode your brand equity or end up as a colossal waste of time.
There are five primary profit levers for any business: 1) the number of leads generated; 2) your lead-to-client conversion rate; 3) average margin per sale; 4) the number of repeat business; and 5) referrals.