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3 Sales & Marketing Predictions for 2014: Customer Targeting, Mobile Accessibility & Interactive Video

by Ramon Ray

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We’re continuing our three-part series on sales and marketing predictions for small businesses. If you missed the first few, click here to catch up.

Without any further ado, let’s see what Melinda Emerson, Rieva Lesonsky and Gene Marks had to say. 

1. Local Marketing and Customer Targeting Will Grow

As business owners, it’s easy for us to look at our state, our country or the Internet. On ABC’s Shark Tank, newer entrepreneurs speak of how they want to capture 1% of the entire market. But the Sharks are more excited by business owners who speak about capturing 10% of a much more targeted market.

Smart business owners must focus their attention on their local customers and prospective customers.

Melinda Emerson, author and speaker said that the marketing battleground in 2014 is going to be the fight for getting more local customers to buy from local businesses. Ensure your company’s listings on Google, Bing, Yelp, Manta, Yellow Pages ( and other local websites are up to date. For local retailers in particular, focus your marketing on customers who pass by your place of business every day.

My local pizza shop had to move from one location (right around the corner of my house) to another location, about a five-minute drive away. I encouraged them to have a weekly drawing so that they could capture the contact information of the hundreds of local customers they have so that they could stay in touch with them.

2. Rise of Tiny Screens – Mobile Marketing Is a Must

Look around at passengers on a busy NYC subway train. Observe commuters in traffic in Austin. Have a look at a professional in a coffee shop in Portland. There’s one thing that “everyone” is doing — looking at their cell phones and scrolling up and down.

Neither the desktop computer nor television has such dominance and must-have status as a mobile device.

Rieva Lesonsky, CEO of GrowBiz Media said, “More and more consumers will open their emails on their mobile devices. Business owners need to make sure these emails can be easily read—and acted upon, even if the message shows up on a three-inch screen.” In the book Jab, Jab, Jab, Right Hook authored by Gary Vaynerchuk, he wrote that not only must your online content be engaging, but also you must work to make sure it’s appropriate for the screen and social network it’s published on. A communication for Twitter is a lot different than one on Pinterest.

Your entire communication and marketing strategy needs to be mobile-friendly.

3. Video Content for Business Will Increase

We all spend way too much time watching videos on YouTube and ROTFL (an acronym for “rolling on the floor laughing”) with Vine and Instagram. We laugh, we learn and are inspired.

2014 is the year for you to produce your own videos on a regular basis. Gene Marks, IT consultant and business pundit said, “Video will be more integrated with marketing activities. More companies will use Google Hangouts on Air, and others to develop more video content.”

Video is a great way to add more personality to your business and showcase the human side of your company. Overall, it’s a great way to educate customers about your products and services.

This post is part two of a three-part series on relevant sales and marketing predictions for small business owners. Stay tuned to the Infusionsoft Blog to read more compelling insights.

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