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Local Marketing Campaign Strategies

Local Marketing Campaign Stra...
Whether you’re investing in a local marketing campaign or a larger-scale campaign, you should always have a strategy in place. Also decide if your campaign will be something permanent or a temporary targeted campaign. For example, you may want a specific campaign for a grand opening or a big sale weekend. If your company hasn’t yet dabbled in local marketing techniques, you might want to consider a test campaign to see if it’s a right fit for your business.

Here are some local marketing campaign ideas:

Offering Coupons / Happy Hour

Get your word out by hiring local coupon mailers, advertising in the local paper, or online at Groupon or Living Social, which cater to local searches. Have a “happy hour” where certain products are discounted if customers come within that timeframe.

Social Media

Facebook and Instagram can also display ads to a very specific audience in a targeted location. It’s worth starting with a small budget to test these out if your client demographic is using these platforms.

Hosting / Participating in Events

Whether you are hosting a community event, or sponsoring it, or even just volunteering time and resources to the event, let your community know about your company’s involvement in something they’ll enjoy. If you don’t know how to reach your existing customers, you’d better start tracking them by asking for emails, sending newsletters, and promoting your social media sites so they can follow you online.

Asking for Reviews and Referrals

When you encounter a happy customer, that’s the best time to ask for their review or referral. Reviews can be done online via Yelp, Google+, Facebook, or you can simply ask them to follow you on Twitter or any other social media so their friends will also find out about you. Getting reviews don’t generally happen organically, and typically to get a really good one, you have to ask for it. Which is why you might want to offer something in return for a review. A simple discount for a future purchase, a free drink, or something else to thank those who help you get the word out can go a long way.

Before you choose your campaign, it’s important you define the framework of your campaigns:

- What are you trying to sell?
- What do you consider a success? How do you measure it?
- Do you have a process in place to track your success?
- Who within your neighborhood would you like to reach?
- How do you reach them?
- What is your message?
- What is your budget for this trial?
- How long / how many times would you like the campaign to run?

Basically, defining your 5 W’s (Who, What, When, Where, Why, and How) before you start your campaign will help you develop a strategy for success.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #Facebook #LocalMarketing #SocialMedia

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Who Can Benefit from Local Marketing Efforts?

Who Can Benefit from Local M...
Just as a Super Bowl ad may not be a good fit for your company, you also need to determine if local marketing is a good fit for your type of company. For example, if your business doesn’t have a physical storefront in the community or neighborhood, it may not be worth your resources to target locally.

Businesses that see the most success with local marketing have storefronts in the community. Small or large, those stores are physically tied to a neighborhood. Even if your business is part of a larger franchise, which provides marketing for the franchise brand, you still want to make sure your store is reputable and well-known in your community via your own marketing efforts.

Businesses like restaurants and retailers, and businesses with a repeat customer base can really benefit from local marketing techniques. Generally, local marketing efforts are great for businesses targeting customers within a 10-mile or 10-minute range, as a rule of thumb. Grocery stores, for example, are prime candidates for employing local marketing methods.

Many of the larger chain and franchise stores tend to forget how important it is to have local neighborhood support. It’s important to “localize” your brand and message along with your product offering. Oftentimes, the customer preferences vary from region to region, and a smart company will adapt their messaging to those needs, in order to serve the local community successfully.

Even some larger companies are trying to adopt local marketing methods, particularly in the online space. When it comes to online local marketing, consider the following questions:

- When you search on Google, does your company show up on the local listing?
- Do you know your local range?
- How many local followers do you have on your social media sites?
- Who are your local competitors?
- How are your reviews on search engines and social media?

Keep those in mind and we will cover some strategies for your local marketing efforts next week.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #Facebook #LocalMarketing #SocialMedia

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Creating a Super Bowl Ad Effect on a Small Business Budget

Creating a Super Bowl Ad Effe...
During the 2016 Super Bowl, CBS charged $5 million for a 30-second commercial spot. That was strictly for air time, not including any production costs to make the ad. To be seen by 100 million people worldwide is very appealing, but most companies don’t have that kind of advertising budget to afford such a remarkable display.

But what if you could create a Super Bowl ad effect closer to home, using your smaller ad budget to create a big impact in your local area? The good news is you can do that fairly easily without spending millions of dollars, and it’s a great way for small businesses to get their brand out in the community. It’s called local store marketing or neighborhood marketing.

Basically, local store marketing is a method that targets consumers right in your neighborhood or community using a variety of advertising techniques. Some of those marketing techniques may include a mixture of online and off-line methods, including buzz marketing where customers spread the word about you and your business. If done right, you could make a big impact where it matters most.

Here are some local marketing methods:

- Direct mails
- Local paper ads
- Inserts / coupons
- Local TV / radio ads
- Search engines
- Social media

Especially when it comes to online media, there are ways to more specifically target the customers you want. But first, you need to understand how things works, and come up with a strategic plan so it works effectively. Stay tuned this month as we dig into some of the online methods for local marketing.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #Facebook #LocalMarketing

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PSPinc 30th Anniversary!

When we sat down with RB Content Lab to discuss our vision for the 30th-anniversary video we had 3 main points; reflecting on our past, relish in the present, and look to the future. It's not an easy task to fit 30 years into one video, but RB Content lab has done an amazing job! This 10-minute video encapsulates who we are and the culture that we believe makes us so unique! Enjoy, and feel free to share and show some love to RB Content Lab!
#WeArePSP #PSPinc30

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More Ways to Use Online Forms

More Ways to Use Online Forms
Online surveys and contact forms on your website are great for business, but check out the following ways you can take it to the next level:

Sign-Up Sheet

You can easily create a sign-up sheet that registers people to receive your e-newsletter. Talk to your newsletter provider so you can automate this process. You can create a little pop-up box that appears when someone comes to your site, making it easy for them to connect to your newsletter, or take a survey, contact you, etc.

Anonymous Opinions

This option is great for internal company use. Have a form to collect anonymous opinions from employees. Sometimes it’s easier for someone to submit their opinion knowing that it is anonymous. Online forms can be created to generate a safe space for people to share their honest opinions without giving up their identities.

Requests for Quotes or Call Backs

Not every business has a 24-hour sales department to answer potential client calls. Oftentimes, web users would prefer to have the option for a call back or request for estimate rather than having to sit on hold, or punch through an automated phone system before they can talk to someone. Having a simple “Request to Receive Call” or “Call Me” form will help these customers from losing their interest. Don’t forget to follow up promptly though.


When you need an RSVP, build a simple form on your website and make it easy for people to respond. The ability to submit an RSVP online will capture more people who are online at different times during the day. You may get more responses that way.


Sometimes we forget to ask happy customers to give us their feedback and reviews. Have a place where people can easily submit their reviews online so you can use them in your marketing campaigns. You can ask a few simple questions on your form to help stimulate the feedback if necessary. Capturing such information is priceless for a business to enhance its level of services and products.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #CustomerFeedback #OnlineForms #Data #Excel #Spreadsheets #Download #CustomerReviews

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Formatting the Data from your Online Forms

Formatting the Data from your...
Our last blog post touched on the topic of receiving and downloading data from our online forms into Excel. Let's get a little more granular on this subject…

File Formats

Excel is the dominant spreadsheet program in the workforce today and we even use it within service programs such as SalesForce for CRM, or MailChimp, or PSPinc's product Newsmail for newsletters. Data from these programs may be downloadable in CSV or TXT (text) file formats, which can be opened and read in Excel. Make sure you have a means to export CSV or TXT files into Excel so you have the power to retrieve data from your online forms or other programs that give you customer knowledge.

Sorting Data

When you download the text file to retrieve your online form submissions, and read the information in Excel, it should look like the columns of information in Excel align with the different fields that people fill out on your web form. That’s probably the easiest way to understand and sort the data from your form. If you have a say in building the online form, make sure you know how to read the downloadable data when it’s time to export it and sort it.

Transaction History

Most online forms send results via email. But you can also use CSV and TXT files as your transaction log. Just in case you misplace the email in your inbox, or if it hits the junk box accidentally, at least you know the downloaded file will ensure you get all the online submissions in one file, so you don’t miss a single one.

Before creating your website’s online form, have a plan and process in place. Having great data without proper ways to view it and use it is just a waste of resources and time.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #CustomerFeedback #OnlineForms #Data #Excel #Spreadsheets #Download

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Receiving and Downloading Online Form Data

Receiving and Downloading Onli...
When you add an online form on your website, you can receive the submissions via email, but you can also get the data exported into one file so you can sort, analyze, group, and perform other actions in Excel, which is handy when you expect multiple submissions. Depending on the online form program you use, it will give you option(s) for such downloads.

Here are some points you should know when retrieving data from an online form:

Know where your data files are stored. Data storage can be:

a) On your web server

You will need to get access to your web server via a protocol called File Transfer Protocol (FTP). Depending on your operating system, you may need to install a program to access your server via FTP. Internet Explorer enables you to use FTP with a URL address, but instead of seeing a website, you will see the source files on your web servers. Find out where your online form logs are saved on the server, access the folder, and drag and drop them to your machine to download as needed.

b) On a browser-based program

You can also download a program that may have an administrative browser-based interface for you to manage your form downloads, such as PSPinc’s Dreamersi online form program called InforMakers.

Choose the right format.

The possible formats for receiving data from an online form are CSV and TXT files - both are text files where each field is separated by commas or tabs. These files can be opened in Excel and other spreadsheets so you can see and analyze the data.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Excel #OnlineForms #Data #CSV #FTP #Download

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Protect Customer Information with SSL

Protect Customer Information w...
You have likely at some point noticed the padlock icon just before the URL when visiting a website. Sometimes the icon takes the unlocked shape and other times it is locked. When the icon shows locked, that means the page you are viewing encrypts any communication between your browser and the server. The server and the browser share a key to decrypt the communication between them, so it is secure unless someone figures out the key to decrypt it, which is very hard to do. This technology is called Secure Socket Layer (SSL) and it protects passwords, financial information, bank transactions, online credit card payments, etc. You can also tell a website is secure when the URL starts with https:// (s at the end of http) versus http:// by itself.

For you the website owner, this means all the data you receive to your server from your website’s online form or payment submission is encrypted, keeping your customer’s information secure from hackers. If you are unsure if your site is protected by SSL, please consult with the person who built your site. If he or she has no clue, you should give us a call at PSPinc and we can help. It’s extremely important to protect your customer’s sensitive information.

We do not recommend collecting any sensitive information through your online forms such as social security or credit card information unless you are sure the data on the server side is encrypted correctly. You do not want to store raw, unencrypted information on your server because if your web server gets hacked, you put your clients’ information in the hands of hackers, and that’s devastating to both your business and the customers.

SSL is a license you need to purchase annually and it must be installed on your server by a professional. If you are not sure how to install the SSL license on your server and your web pages, please talk to your web developer or web hosting provider, or get in touch with us at PSPinc to answer any questions.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #SSL #SecureSocketLayer #OnlineForms #CustomerFeedback

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The Different Types of Online Forms

The Different Types of Online F...
Although you may not be the actual person developing the online form for your website, it is always helpful to be aware of the different styles you can choose from:

Text Input

A simple box in which you have the freedom to type. This may be formatted for words, letters or numbers only.

Text Box

This is a larger text input area, often used for more comments. One way it differs from text input is that you can write paragraphs within the form, using the “return” key without submitting the form.

Pulldown Menu

When you want to give certain choices to select from, pulldowns are used. Pulldowns are great when there are many choices (like the list of 50 states) to choose from.

Radio Button

Like the pulldown, you can have a set of choices shown. Radio buttons are good when there are not that many choices needed for an answer (maybe less than 20) and if you want the end users to see all of the choices. You can enable or disable a default selection for radio buttons.


When there is potential for multiple answers to a question, a checkbox form is helpful. Or when a website owner would like the end user to recognize and agree on a term or a condition, they ask you to mark the checkbox in agreement.


Captcha is a system that ensures form submissions are made by humans, not by machines. You may have been asked to type in a box a set of alpha numerals within an image, or asked to click an area of the image which is missing a piece. Often these are used to avoid spammers.

Required Fields

You can make a field in your form a requirement to fill out, such as asking for a name or email address. But you need to make sure you indicate that in the field clearly so people don’t get frustrated when they try to submit it without success.

Any and all forms should be constructed with the end user in mind. Difficult forms to fill out will be abandoned - and that is your loss, not theirs.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Surveys #Customers #Feedback #Websites

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The Basics about Online Forms

The Basics about Online Forms
You can generate online surveys, RSVPs, inquires, and other contact forms very easily nowadays. Many of these online forms can be built or added very quickly with user-friendly tools such as our own Here are some basics you should know before you construct your forms:

What happens to the data?

The data collected via online forms can be sent to you via email, or saved on a server to download later, or both. Depending on the program you use to create your online form, the location where the file is saved may be different so be aware of this and find out exactly where and how the information is saved.

What kind of format choices do we have?

You have seen the different types of forms before, they might include a comment box, a radio button, a pulldown list, checkboxes, etc. I am going to cover each of these choices more in depth in my next blog post so stay tuned. The rule of thumb is to make sure forms are easy for people to fill out so they don’t abandon them, but it’s also important to make the answers consistent and objective so you can analyze the data effectively.

Should we use encryption technology (SSL)?

SSL stands for “Secure Socket Layer,” and it is an encryption technology used to encrypt the data from the browser to be sent to the server. You will see the lock on your browser when there is an SSL on a webpage. You will also see it in URL - instead of http:// you will see https:// in the address. SSL secures your online transactions but only for the communication between the client and the server. Whether to use SSL or not all depends on how sensitive the data is that you are collecting through the forms. More about SSL and security concerns will be in another blog post next week.

You can always consult with your web developers about the risks and benefits of creating an online form so you can make the right decision for your website.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Surveys #OnlineSurvey #CustomerFeedback #Customers

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