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Can a Local Business Take Control of their Marketing? – Acquiring the Identities of People

Mar 10, 2021 | Local Business, Strategy | 0 comments

Earlier this week we released our first article in our “Can Local Business Take Control of their Marketing?” series.

In that article we discussed the 5 Things Needed to Have Successful Marketing:
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  1. A technology, service or product that works.
  2. Good execution of said technology, service or product. Meaning that each time a business delivers their technology, service or product it should get a constant result without variation.
  3. Acquiring the identities of people.
  4. Offering the identities you have acquired something they will purchase.
  5. Delivering what was sold.

In this article we are going to discuss point number 3 in detail.

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  1. Acquiring the identities of people

What exactly do we mean when we say identities? This would at least be the name, email address and phone number of the person (if your business model required other information such as address, you would get this information as well).

There are a million ways that a business could acquire identities and a business should never, ever turn away any identity; no matter how they acquire it.

We are in a digital age and the old tried-and-true methods of acquiring identities no longer work as well as they used to.

Every person who finds your business walks on a journey. We call this the Customer Journey.


This journey is:






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Whether a business knows this or not, every single person walks this journey to reach their business.

Awareness – Before a person will ever come to a business they will need to become aware of said business. This awareness can come about in many different ways: word of mouth, a flier, driving by your business, seeing a friend mention it on social media, reading an article online, etc. By far the most used method to gain awareness is digital advertising.

Findability – Once a person becomes aware of your business, they will need to be able to find it. They will need to be able to find you virtually and physically. How you want your business to be found will depend on your business model. If people can come into your business, then you will want to be found both virtually and physically. If people can’t come into your business, you will want to be found virtually. The main aspects to findability are local business listings and search engine optimization.

Reputation – A person becomes aware of your business, they have managed to find your business online, now they are going to investigate your business. They are going to see how your customers feel about your business. They will read reviews on Google, Facebook and anywhere else they can find them. Then they will see if you responded to these reviews, they will look to see if you have bad reviews and how your business responded to those reviews. They want to be able to trust you, before they even reach out to your business.

Conversion – There are a couple ways that a business can convert. They can call your business, they can walk into your store, they can fill out a form on your website, but regardless of how they convert, this is the next step in the journey.  In most cases people will check out your website to look at your products or services. Therefore, your website needs to show that you can solve their problem or satisfy their need. If you can do this effectively, a much larger percentage of people will convert.

Advocacy – You want people to enjoy your products or services. If this is the case, then you want people to share their experience. Whether that is word of mouth, talking about it on social media, or leaving a review.

Now, the conversion phase of the Customer Journey is the exact moment that a business acquires an identity. But each previous phase is necessary to get them to the point of converting.

As discussed in our first article, understanding the basic processes behind marketing will help a person take control of the marketing for their own business.

In the next article in our series we will discuss, in detail, the awareness phase of the Customer Journey.