Turn Customers into Fans and Cheerleaders for Your Business

practical marketing
education series.
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of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of
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#practicalmarketing
Lesson 4:
Turning customers into fans & cheerleaders for your business

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
practical marketing | meet your presenters.
Tina Stock | Executive Director, Marketing
An entrepreneurial marketing executive with over 10 years
experience in product marketing, social media marketing, content
marketing, communications strategy, display advertising and search
engine marketing. Tina blogs about marketing at tinastock.com, and
you can follow her on Twitter @tinadstock.
Who is YP?
• North America’s largest local search, media and
advertising company.
• Our mission is to help local businesses and communities grow.
• We generate 40 billion annual impressions on the YP Local Ad
network and have 3,000 marketing consultants helping over
600,000 businesses get, and keep, customers.

practical marketing | meet your presenters.
Sally Falkow | CEO
A veteran of the PR industry, Sal earned her APR certificate in 1994.
In 1995 she was introduced to the concept of Digital PR and the
Internet. She immediately realized that this new medium would
change how people connected, communicated, discovered and
shared information and that it radically altered media and the
practice of PR. She is the strategist for the company and her
constant research keeps the team ahead of the digital PR
technology curve.
Meritus Media

cluetrain manifesto.
Markets are conversations.
Their members communicate
in language that is natural,
open, honest, direct, funny
and often shocking.
Whether explaining or
complaining, joking or
serious, the human voice is
unmistakably genuine. It
can't be faked.

be a “mensch”.
Mensch
“A person of integrity.”
A mensch is someone who is
responsible, has a sense of right
and wrong and is the sort of person
other people look up to. In English
the word has come to mean "a good
guy."

and realize that…
Just having a better mouse
trap is not enough
“If you invent a better mousetrap people
will beat a path to your door.”
IF
1. They know you have that mousetrap
2. They know where your door is.

seven steps to making a fan.
To make someone a fan
you have to
1. Understand who your
audience is
2. Know what they need and want
3. Offer something they value
4. Listen to them
5. Be responsive
6. Join the conversation (just like
when you go to a party)
7. Build a community of
like-minded people

step one: know your ideal customer.
Remember – 25 adjectives that
describe your perfect customer.
(download the worksheet from
webinar one
adsolutions.yp.com/practicalmarketing)
It starts with this one key – knowing
your story and knowing your ideal
customer. Let’s look at a real example.

practical example: new dessert café in LA.

step two: know your ideal customers’ needs & wants.
Regulars at
the Beverly
Center
Mango
Good
Coffee
Concerne
d about
kids

step three: offer something of value.
• Health benefit of mangos
• Vegan alternatives
• Recipes
• Articles about juicing
• Videos set in the store
• Images of the store
• Hold events at the store
• Blog about healthy eating for kids
• Tie into monthly national events –
Breast Cancer Month is October &
Research indicates mangos help fight

step four: listen to them.
Listen to their conversations and identify
• Likes
• Dislikes
• Values
• Problems
• Trends

let’s get practical: how…?
• Can you use Microsoft Word? Then can do this.
• Do you want to reach more people AND spend LESS time doing it?
Then you need to do this.
• Can you come up with a message that’s just 100 to 140 characters
(versus War & Peace)? Then you can Tweet.
• Can you follow simple sign-ups for FREE social media tools? Then
you can have an online presence.
• Can you devote just 30 minutes each day? Then you will be well on
your way to marketing your small business via social media.
But how, Sally? What tools can I use? Can I
even afford them? How can I find the time to do
this? I really am not a writer, either, so how can
I really do this?

social tools.

social tools free.

find your influencers.
• Do a Twitter
search for
 Brand
mentions
 Keywords
• Check out the
most active
people on
 Klout
 Peer Index
 Kred

or just ask Google.

Café Mango Six/LA mom bloggers are now fans &
cheerleaders.

step five: be responsive.
• Keep monitoring
• Reply to comments, kudos
and complaints
• Encourage them to share
your content
• Include them in your conversation
• Make them part of your A-team

step six: join the conversation further.
Create content that
speaks to their interests
and needs. What might
your ideal customer
need or be interested in?

social marketing for small biz.

this works for ANY business.
Checklists turn into infographics, and for every checklist, a series of
articles that expands on each point could be created, and you use
images of your venue; Videos that show how to do some of the steps
– tips, tools. Put videos up at your shop and on your FB page.

step seven: end result – build a community of fans.
Recent research from Syncapse shows that nurturing your Facebook
fans contributes value to your brand in the form of improved sales, future
brand loyalty and brand affiliation.
Read more
www.marketingprofs.com/charts/2011/
5953/facebook-brand-fans-more-likely-
to-recommend-buy-products

special offer to further your social media marketing.
www1.gotomeeting.com/register/193
742912
Free Webinar
Get Social with Sally: Tools to organize
and optimize your time
Date: Tuesday, November 5, 2013
Time: 10–11 AM PST
Discover how technology can make including
social media and content
in our marketing strategy much easier, faster
and more effective.
With the right tool you can do more in less
time and get better results. You can build a
community of loyal fans who love your brand.
Reserve your seat now. Space is limited.

questions? & summary.
Part 4:
Turning Customers into Fans &
Cheerleaders for Your Business
• Listen
• Get Social
• Engage
 Visit adsolutions.yp.com/practicalmarketing for
your “Do it now” worksheet on Social Media & your
“Free Tools” One-sheet
 Share your thoughts socially #practicalmarketing
 Learn More! Sign up for our FREE monthly
Practical Marketing newsletter at…
 http://adsolutions.yp.com/small-business-marketing-
center
 More advanced learning available at…
 http://www.onlinemarketinginstitute.org/YP

thank you!
catch up on what you missed &/or sign up for the rest of the yp practical marketing series.
Part 1: The heart of Practical Marketing
Part 2: Get customers to know you and
hear your message
Part 3: Zero in on customers who
matter most to your business
Part 4: Turn your customers into fans and
cheerleaders for your business
Part 5: Do it again. Learn what works
best to connect you with
your customers
Adsolutions.yp.com/practicalmarketing
Be Sure to REGISTER for the 5th & final in the Series
Nov. 14, 11:00 am, pst with digital marketing expert
Jacob Walker, Sr. Analytics Strategist, Piston Agency

Turn Customers into Fans and Cheerleaders for Your Business

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