Grow!™ with Inbound Marketing Blog

If you have a business website and you are searching for way to get traffic, you may have heard the term "Inbound Marketing" over recent months.  It's a term which is intended to categorize a style of marketing that's basically intended to create "pull"  versus "push" marketing.  The opposite of "inbound marketing" would be - take a guess... right - "outbound marketing".

Both terms end in the word "marketing" which might lead you to believe there have to be some similarities.  Again, you would be right.  Both are intended to get you more customers. Some techniques are similar.  The big differences are in the overall philosophy and the tools used to execute a marketing campaign.  We explain the differences in our short PDF:


In simple terms, "outbound marketing" is about going wide and using broadcast type methods like direct mail, radio & TV spots, billboards, banners, and similar and hope that someone who might be a customer or client sees one and is motivated on the spot to contact you.   It's the old fashioned way of doing things.  Not that it can't work - there are still plenty of commercials on TV.  The question is will it work for your business and can you afford it?  Or if you've used it in the past, is it as effective as it used to be?

"Inbound marketing" is take a different approach to start. There are 3 major elements to the inbound marketing approach.  We'll talk about the first one here and other in future posts.

At it's heart, the inbound approach which is almost exclusively web/internet based, relies on the only reasons in the world people even use the internet.

There are really only two reasons to use the internet, the only 2 real "needs" being met:

1) solve a problem / get an answer

or

2) to be entertained / find entertainment  ("finding" is also solving a problem)

That's it. Think about it. Everything you do on the web can be be clumped into one (or both of those broad reasons for using the web.    Inbound marketing leverages that concept by assuming if a person is trying to do either they will search for things that help solve a problem or be entertained.

The first goal of inbound marketing is quite simple to "Get Found".  It's to create a magnet using content that draws potential customers to you at the time they are searching for something.  This is the right time to have them find you.  When your product or service is needed.  Once you've been found, then you can engage and hopefully begin to start talking with or even begin to build a relationship (acquaintance?) with the potential customers.

More in the next post - or get the details here right now:


Let's Grow!

Social networking is a phenomenon that is taking the world by storm.

Looking back at the last post after a long hiatus due to much client work to be done and the launching of the new referral club in N Texas - Gold Star Referral Clubs, I thought an answer to the question posed then might be in order.  A good ole' fashioned reminder.

As a quick refresher, The Dutchman's Hidden Valley outside Hamilton TX is a place I've been going for 20-some years.  The daughter of the man who ran it when I started going, runs it now.   The Hidden Valley is an antique, deli, smokehouse, country kitchen, candy shop, collectibles store.

The question posed last time was why did it survive, even thrive, after all the years in such a remote place?  It sort of defies modern logic. 

I have considered the question at some length and have been in the store again since my last writing with the question on my mind.  

Here are some observations about it:

• They do what they are good at doing
• They do what they like to do
• Customers like what they do
• What they do is unique in the geographic area
• Also, geographically, they are a couple hours from several places that are big - meaning a good place to stop and take a break whether coming from the south or north
• They have products you don't find exact matches for everywhere (or anywhere else in a few cases), but sauce is sauce and a ham sandwich is a ham sandwich to some people.
• It reminds you of a different time
• It's changed some over the years, but not in massive ways
• It's family owned
• Nearly all their business must be walk in or having walked in once, you go online to replenish your fudge supply.  Repeat customers must be a big percentage of the ongoing total revenue.

I am pretty sure you could niche it as a country store.  There aren't many of those left - real ones anyway.  There are Cracker Barrel's (the corporate country store) near the BIG highways around here.  Most similar places are gone though. Dutchman's is isolated by comparison.  It's really hard to find the old Robertson's Smokehouses any more.  Dutchman's differs from those due to the diversity of offering.  Is diversified niche an oxymoron?

Are there lessons for those of us in other industries & businesses about why they survive year after year?  Yes.  Some backroads lessons.

• Don't put all your eggs in one basket
• Be along the way to somewhere else
• Don't change for the sake of change. Be consistent with who or what you are
• Of course, do things you like to do.
• Take care of your customers. Understand what makes them come back and never let go of that. I love the place.

Anything else you can think of?

Let's Grow!
Wes Stalcup

p.s. I also learned since the previous post, that the Dr. Pepper plant in Dublin, basically never stopped making DP with real cane sugar.  They tried it with corn syrup, thought it tasted funny and refused to switch.  Lately, retro-DP with sugar has been made at the big plant in Plano, TX.  I have tried them back to back.  The Dublin formula is just different and still BETTER. 

I am way behind in posting.  I guess once a month is regular.  But  it's not my goal.
The good news, during the absence I totally gutted and rebuilt the catalog, backend & client portal of OnlyWEBS. The domain registration (new provider, new interface), the catalog  It's all way improved. (that's english?)  Amble on over & check it out, if you have a mind to.

However, that's not the topic of this post.


Again a find myself discussing an establishment with food as a key component.  Last post was directed at Jack and the new "jackie in the box" self service order thing.  & how it led me to bail on lunch at Jack's place.

This story is totally different.  It's about a place I have been going for 25+/- years.  It's not even easy to get to.   First you have to be in Texas.  2nd you need to like the backcountry.  On U.S. Highway 281 about 125 miles from Dallas (SW), is the town of Hamilton.  It's between Evant & Hico?  no? How about between Glen Rose and Lampasas?

On the north side of Hamilton, totally out by itself is an establishment called the Dutchman's Hidden Valley Country Store.
It is one of those places that becomes a tradition, an icon, legendary even.

The question is why?  How does it survive year after year?  I mentioned I'd been going there for 25 years.  It didn't look new then.  I don't know how long it's been there.  Actually, I do.  I looked it up.  it started 40 years ago as a produce stand.  23 years ago, the man I know as the Dutchman, Ron Wenzel, took it over.  Today his daughter, Kara, runs the show.  According to their website, they have 10 rooms under 14000 sq ft of roof. 

They have: antiques, knick-knacks, novelties/toys, old time candy, handmade candy (they make it on marble slabs), a smokehouse (producing buffalo jerky among other things), a deli and selection of homemade preserves that's hard to imagine.  My 7 yr old, won't eat anything but Dutchman's Pumpkin Butter on her peanut butter sandwiches.

Everytime we go through the area, a stop at the Dutchman's is on the agenda.  My kids will abandon the action in San Antonio, to get there.  The deli's Bavarian Ham sandwich is the best.  Ever.  The Fudge.  The Jelly Belly selection.  Jalapeno Peanut Brittle (love it).

My favorite BBQ sauce (at the moment) is the Honey Habenaro.  There are many others to try.

I also have acquired a very large (old) pressure cooker.  A print of some ducks (with an autograph by the painter... scribbled on the back no less!) and the longest set of longhorn horns I had ever seen.  Those have hung over various fireplaces for many years.  

Oh! - I almost forgot.  Last time we were there they had a new addition to the soda fountain:  Dr. Pepper. It might have been there before & I just missed it.  I must set the stage for this next element to achieve it's full significance.

First of all, Dr. Pepper is the KING of soda round these parts. It was invented in Waco TX, which is more or less due east of Hamilton. In the old days, like all soda's it was made with sugar not that corn "sirrup" stuff.  In this case, not any sugar, but Imperial Sugar (from Sugarland TX).   A few years back, the Dr Pepper plant in Dublin (Texas still), re-introduced Dr. Pepper made with real Imperial sugar.  It came in those little 7-8 oz bottles.  It was called Dublin Dr. Pepper, by most.  Well people loved it, but it was hard to find. For awhile, the old catfish restaurant in Tioga was the only place around my area, where you could find it.   So, people paid for it. Paid handsomely. It was more than a buck for those little bottles.  It's real real good!  Now DP in cans, liters, & fountains was and is everywhere.

No big deal.   but...

The Dutchman's Dr Pepper? In the fountain?   For $0.50 each BIG glass (bigger if you're easy on the ice) is Dr Pepper made with Imperial sugar.  It's real x 4 good!

Here's the question... why does the Dutchman's survive?  By current logic one would argue many things against it.  Location, no other nearby businesses, a product hodge-podge, too many sku's (the homemade preserves fill a 50 foot wall), too many one off's (they'll slice your loaf of deli bread in an antique bread slicer for $0.15).
 
What do you think?  Here's their website... Dutchman's - don't go too crazy on the fudge or brittle!
Next post will ponder some answers we may all be able to use.

Let's Grow!

Wes

A letter to Jack, c/o Jack-in-the-Box
***
Dear Jack,
I  stopped at your restaurant the other day for lunch. I was in a hurry & you guys are fast.  I also like that you serve breakfast all day.  Sometimes, I like 87 pieces of meat & cheese on one bun too.  So, variety and fast are the draws for me. 

That day you were trying something new.  There was giant red-ish ATM looking box out in front with a friendly attendant beside it. Nice kid.  The box had pretty images of all the food and a touch screen for people to select their choices.  Then, it would take their money, give change - the whole sale.  It had a friendly female voice.  Must be your wife in there... uh Jackie is it?  It's like those self service things in Lowe's, Home Depot, Wal-Mart, probably your local grocery store. 

The attendant was out front and not at the usual register.  Behind the counter, I heard workers say as they looked toward Jackie, "He wants us to use that and not the register for the front".  No customer knew how to run Jackie in the box to get their food, so the cashier was there doing it for every one.   There was a family of four in front of me.  Jackie's helper patiently stepped them through each question & option for each item the chose. 

"Do you want cheese?"  Someone has to touch yes or no.
"Do you want sauce?"  Someone, please touch yes or no - just like last time.
"Do you want to Super Size, that?"  touch it. NOW!
"How about the drink only?"  Answer her by touching the right spot!
"How about the fries only?"  Noooooooooo!  Stop with the questions!

Everyone was helping touch the screen too.  Nice... I get to handle something handled by thousands just before eating. 

Finally after 5-6 minutes of watching as we moved to the 4th person, I left.  Went to the Burger King across the street. The one next to my other 5 options for fast food where the cashiers take my order quickly and effectively. It was cheaper too. 



So Jack, whoever told you the talking, touch screen, self serve, Jackie-in-the-box was a good idea...?  Well, draw your own conclusion. 

My Best,
Wes
***
What's the lesson for the rest of us?  There are several I suspect - some of which deserve a whole post.  Somebody in Jack's house fell in love with something that others were doing at their point-of-sale and sold it internally as a good idea. I actually like the non-linear thinking and for a moment thought it might be fun. Until I saw the process in action and pondered the whole idea while standing there.

In the internet presence management space, I see the same thinking applied a lot on websites, social media or in the use of 3rd party ads (like Google's Adsense).  Jumping on band wagon to do something because it's the latest thing or everyone is doing should always be pondered at some length.  It maybe really cool but, still not fit your needs, those of your client or your brand.  Think about the purpose and value of it first.  Not the "whiz-bang" factor only. 

Note: I am certain Jack's people presented a wonderful ROI story on Jackie.  Problem would have been - someone had vested interest in it delivering that ROI.   Maybe the round headed one himself.

Let's Grow!

Through one of my Linkedin discussion groups, I was directed to an interesting article at Harvard Business Review.   The Moment Social Media became Serious Business

I made comment there and continued to think about it.  One statement by the author, pointed to a concern I've heard from my clients - "the train {social media} has left the station."  As I think of that metaphor, it implies to me "if you are not on the social media train, you've missed it".  This may not be what the author meant.

Do you feel you've missed the boat (another "too late" reference)?  Well you haven't.

In fact, the timing could be perfect for your business to get add social media into your internet presence strategy.

And don't panic about the myriad of "too late" references you hear all around and run willy nilly leaping into ever social media tool you or your staff has heard about.  Sit down with someone and make a plan on your approach.  Make sure you have a way to metric results before you implement a phase. With metrics on social media, your website, your sales and so on, you can optimize not only your internet presence but your whole strategic marketing plan.

Let's Grow!

Wes

Yesterday I participated in great networking event in Dallas.  The organizers hold them in many cities around the country.  It's called Chocolate, Blues & Business. Kudos to Shelly! The lady who introduced me to it, Catherine, is a connection on Cup of Coffee Networkers.  She and her husband came all the way from Indiana to this event in Dallas (as they have in the past) and will go to the one next month in Austin.

The event was not as large as some events I've been to.  Cup of Coffee is not a large network either.  In both cases that has proven to be an advantage.  Most of my clients are smaller companies.  My company is a small company. 

Quick tip: As you grow your networks and grow your business, don't yield to the temptation to only join big networks.  Think about it, do you get more out of your small networks than the really large ones? I do.  I am also able to contribute "more" when I contribute - the quality is the same, the potential impact is higher.  Caring goes further too.  Simple math: each member is a larger percentage of the total 

In case you didn't already know, SBA & US Census data shows small business is big business. Has been that way for centuries I guess.

If you are in small business one thing is certain: you are not alone.  Yeah, it may feel like it some times.  And some might argue chasing big deals pays better and only big firms have big deals.  That's debatable.

I don't know what size is right or what is too large.  When it comes to ignoring small networks or small businesses, well - I'm just saying...