Implementing a business directory can be challenging, and there’s a lot of approaches you can take. While BLOX Business Directory can allow for a “set it and forget it” mentality, the key to success may be a relationship-based strategy.
Here are a few tips for this approach:
1) Do your homework
Before contacting your local businesses, it is important to do some research. Do they have a social media presence? Do they have a website? Can you easily find them with Google? This knowledge gives you a better idea of their needs so you can create a personalized sales pitch.
2) Open discussion
In addition to your own research, you can reach out and have an open discussion with your potential advertiser about their challenges, needs and goals. This not only lays the groundwork for your proposal, but also helps you establish a relationship. Once you have an idea of their strengths and weaknesses, you can craft a message around their shortcomings and how your business directory addresses these challenges. Posing the simple question to potential advertisers “How do consumers find you?” can
often times be an eye-opening experience for them. Word of mouth can be unreliable.
Social Media is saturated with thousands of new posts every day that most users have learned how to separate and ignore the offers. The BLOX Business Directory approach is a refreshing blend of grassroots promotion with a hyper-local focus.
3) Live demo
During your early conversations with potential clients, it’s important to showcase the simplicity of the directory. In person or on the phone, walk them through the interface as well as the directory. Many sites will use their own listing as the example, complete with all the functionality that Business Directory offers.
4) Build listings
There’s so much you can do with business listings that joining the directory can sometimes seem overwhelming to a potential clients. The simpler you make the process, the more likely a business is to sign on. Ease them into the idea by building their initial listing. This not only gives them an easy visual of their listing’s potential, but also cuts down on the work they need to do to participate—allowing them to focus on add-ons that will earn you revenue!
5) Stress the benefits
When discussing your directory to potential clients, be sure to highlight these main benefits.
Integration: Business Directory is integrated with BLOX CMS, so it's easy to combine content to boost a listing's stickiness. Business owners can connect their pages to classified ads, calendar events, videos, banner ads or even email lists.
SEO-friendly: Business Directory page templates conform to current SEO best-practices, so your advertisers' listings are competitive for their targeted search terms.
Local audience: Your website brings in local eyeballs, helping the business gain exposure, awareness and in-store traffic. In a recent study conducted by Vistaprint Digital Services, their poll discovered that a majority of small businesses are discovered through online research. The power of online marketing is still very strong.
Content distribution: A business listing allows for easy content distribution such as articles, photos, videos, advertorials, blogs, press releases, testimonials, reviews and more.
6) Prepare promotional materials
When making sales, you’ll want to have some collateral on hand such as a flyer. Not only will this help break down the directory and their options, it’s also something they can take with them if they need to “think about it.”
7) Recruitment event
Don’t have the time for one-on-one conversations? You can also introduce the directory to local businesses through an event, such as a lunch and learn session. Take this time to talk to multiple businesses at once and incorporate the above steps during the event.
Don’t forget to follow up with interested businesses that may not have committed at the event.