Struggling Business Help: Step #1 Pinpoint the Problem

In this post, you’ll learn exactly what’s been holding your Hemet San Jacinto back from succeeding. Get the tools you need to identify the problem and actions to take to help your local business make more sales.

Consumer shopping habits are always changing, and where people choose to shop can tell us a lot about what’s happening in the economy. In 2022, rising costs for essentials like food and gas pushed many shoppers toward cheaper, more convenient options like fast food places and discount stores.

But as we approach the end of 2024, things have shifted—people seem to be spending more freely again, including Hemet and San Jacinto locals.

This raises a big question for small business owners: Will more shoppers choose to support local businesses, or will they stick with big chains?

What You’ll Learn in This Post

1. Why you aren’t getting foot traffic, local sales, or service calls.
2. The key to unlocking the solution to this problem.
3. Four actionable steps to tackle the issue and start making more sales.

Recent data from Unacast shows that while big brands continue to attract more foot traffic, local businesses are beginning to bounce back. Between early 2022 and early 2023, in-store visits to big brands increased by 17%, but local small businesses also saw a 10% rise in foot traffic, even after experiencing a dip at the end of 2022.

This tells us that while consumers still relied on big-name stores for holiday sales and discounts by the end of 2022, many also chose to shop with smaller, local brands. In other words, holiday season 2024 presents a huge opportunity for local businesses to win over more customers and start 2025 In The Black!

So, how do you get your piece of the local holiday pie? How do you turn all your hard work this year into success?

Pinpoint the Problem: Locals Can’t Find You in Local Searches

If your problem is a lack of foot traffic or local service calls here in the San Jacinto and Hemet community, the answer is often simple: You’re not showing up in local search results.

In today’s world, almost every shopping journey starts with a Google search. If locals can’t find you when they’re searching for the services or products you offer, it’s going to be tough—if not impossible—to succeed.

The good news? There are simple, cheap, even free DIY marketing tactics you can use to improve your online presence. We’ll cover four of them in the next section. Using these tactics will help you understand your target market better—what they’re searching for, where they’re searching, and how to position yourself as their solution.

Not only will this help you show up in local search results, but it will also help you uncover your customers’ pain points and learn how to market to them more effectively online.

What About Bad Customer Service?

If your issue isn’t foot traffic or calls but low sales despite plenty of visits, your problem might be something harder to admit: bad customer service.

If customers leave your business feeling unhappy or frustrated, no amount of marketing will save you. Bad reviews will spread like California poppies on a Valle Vista vacant lot, and before you know it, you’re facing failure and closure.

The tools we discuss next can also help you pinpoint what’s going wrong with your customer service. Use them to gather honest feedback, identify areas for improvement, and start making changes fast.

Simplify the Solution: Get to Know Your Prime Target Market

Most local business owners fall into all six problem areas in some way. That’s okay—denial won’t fix your business, but understanding your customers’ pain points will.

The easiest way to tackle all six problems at once is simple: Get to Know Your Prime Target Market.

Why Your Prime Target Market Matters

When you know who your ideal customers are, you can offer products and services that actually solve their problems. And when you nurture those relationships after the first sale, they’ll keep coming back for more.

But as a local business—one that depends on foot traffic and local bookings—how do you get people to visit your location or book your services if they barely know you exist? And how do you reach them if you don’t know who they are, where they are, or how to connect with them?

How to Get to Know Your Target Market

In the next section, we’ll cover four DIY marketing tips that can tackle all six problems. These strategies will help you understand your target customers’ needs and show them why you’re the best solution—all through simple, passive content that works.

Let’s dive into four ways you can start getting to know your target market—even if you don’t have customers yet.

4 Tips for Getting to Know Your Target Market to Get Found in Google Searches

First, it’s important to figure out the types of problems your customers are dealing with. It’s not just about knowing they need what you sell—you’ve got to understand how they think. Once you get inside their heads a bit, you’ll know how they’re searching for your products or services and can make sure your business shows up when they’re looking.

So, how do you get this kind of information?

The #1 answer is simple: Ask your customers. If you don’t have any customers yet, take a look at your competitors’ customers. Pay attention to what people are saying—what they love and what they complain about. There’s a lot you can learn just by listening.

Here are four quick, easy, and affordable ways to address your customers’ pain points using digital branding. The best part? Once you set these up, they practically run themselves. These are passive DIY marketing tips that let you “set it and forget it.”

Let’s start with the simplest one: pay attention to your customers. Whether they’re shopping in your store or you’re providing services at their location, just observe and listen to what they’re saying. This alone can give you priceless insights into what they need and want.

Now, the first tip: observe how your customers behave in your storefront or wherever you provide services.

Tip #1: Observe In-Store or Off-Site Behavior

This is the simplest, most passive DIY marketing tip on the list because you can do it during your daily operations—no extra steps required. Just pay attention as you go about your day, and you’ll uncover valuable insights without lifting a finger.

Understanding how customers interact with your business—or similar businesses—helps you identify what’s working, what’s not, and where you can improve. It’s a simple, passive way to uncover opportunities to serve your customers better or stand out from your competition.

This applies even if your customers don’t come to you. If you provide sales or services at customer locations, think of “in-store” as wherever you conduct business.

Observations

When observing your customers, pay attention to how they shop or engage with your services:

• What questions do they ask?
• What frustrations do they express?

Competitor “Analysis”

If you don’t have customers yet, visit competitors. Watch how they interact with their customers:

• Look for gaps you can fill or things they do well that you can build on.

And remember, this isn’t about criticizing or tearing them down. Think of it as a chance to network with like-minded locals in your industry. Stay relaxed, observe, and learn. With time, you’ll find your own niche or lane—and you won’t have to compete with them at all.

Tip #2: Use Google My Business Insights… Period!

This is one of the most important things you can do for your business to get found in local searches. Having a Google My Business listing isn’t optional—it’s mandatory for any local business that wants to be found.

Even without any techy skills, everyone knows that Google is the #1 search engine. That means your locally-based business needs to show up when locals search for the solutions you sell. If you don’t do any other marketing whatsoever, you at least need to create an effective Google My Business profile.

If you want to get found in local Google searches, this is the single most important thing you can do to market your brand online. It doesn’t take technical skills, but if you simply don’t have the time, outsource this simple task to your spouse, an employee, or even a savvy teen around you.

Already Have a Google My Business Profile?

If you’re already listed on Google, great! But creating a profile is just the first step—you need to make sure it’s doing the heavy lifting for your business. Review your Google My Business Insights regularly to understand how customers are finding and interacting with your business online.

Your Google My Business profile also helps you show up in local search results. So, make sure everything is accurate and that you update it at least monthly with new images, videos, posts, etc., so people know your business is still active.

Here’s what to do:

1. Log into Your Profile: Go to your Google My Business dashboard to access your account.
2. Review Search Terms: Look at the queries people use to find you. Do they match the products or services you offer? If not, update your keywords in your description or posts.
3. Check Engagement Features: See which actions customers take most often—like calling, requesting directions, or visiting your website.
4. Identify Areas for Improvement: Use the data to figure out what’s working and what’s not, then make adjustments to better align with your audience’s needs.
5. Update Your Profile: Ensure your information (hours, address, photos, etc.) is accurate and fresh. Add posts, new pictures, or customer FAQs to keep it active and relevant.

Don’t Have a Google My Business Account Yet?

GET LISTED NOW! You can’t attract customers if they can’t find you. Creating a Google My Business profile is free and takes just a few minutes—less than 30 if you fully optimize it with images, videos, descriptions, social links, and more.

The sooner you do this, the sooner locals searching for what you sell will find you—online and in person. Make sure your listing is accurate, up-to-date, and includes everything customers need to take the next step, like your hours, address, photos, and a link to your reviews.

This is one of the easiest and most effective ways to show up in searches and get found by the people who are already looking for what you offer. Add Your Google My Business Listing Now!

Tip #3: Ask for Online Reviews or Read Competitor Reviews

Reviews are powerful tools for building trust and understanding your customers’ needs. If you already have customers, ask them to leave reviews on Google, Yelp, Facebook, or whichever platform drives the most referrals to your business. Not sure where that is? Use free tools like Google Analytics to figure it out.

Ways to Request Reviews & Feedback

Here are some easy ways to get reviews from your local Hemet and San Jacinto customers:

• Add a review request in your email newsletters.
• Post reminders on your social media pages.
• Use a banner on your website with a link to your review page.
• Run Google and social media ads targeting locals searching for businesses like yours.
• Directly ask for reviews in your content CTAs (calls to action).

If you don’t have customers yet, no problem. Focus on your competitors’ reviews instead. Look for recurring complaints or gaps in service. Assume your potential customers have similar needs and craft marketing messages that fill those gaps. Over time, this approach helps you stand out and build a loyal following.

How to Use Reviews to Improve Customer Experiences

Reviews are more than just feedback—they’re a roadmap for growth. Use them to:

1. Spot patterns in feedback: Identify what people consistently praise or complain about.
2. Fix negative trends: Take criticisms seriously and use them as opportunities to improve.
3. Highlight positive reviews: Incorporate glowing feedback into your marketing to showcase what you’re doing right.

Make reviews a two-way street. Thank customers for their input, take action on their suggestions, and show them you care about their experience. The better your reviews, the stronger your relationship with your audience—and the more likely they’ll keep coming back.

Tip #4: Offer Incentives for Feedback or Freebies to Attract Attention

Giving something in return for feedback or to attract new customers is a smart way to engage your audience. It doesn’t have to cost much—sometimes, it can be nearly free.

Here are a few affordable ideas:

• Free Overstock Giveaways: Use surplus stock (not junk you can’t get rid of) for contests, giveaways, surveys, gift baskets, or upsell incentives during the holiday season.
• Discounts on Future Purchases: Offer small discounts on their next visit in exchange for a review or survey. This encourages repeat visits and helps build long-term customer relationships.
• Exclusive Access Promos: Let customers preview new products or services before the public. These “in-store only” offers bring in more foot traffic and increase opportunities for upsells.
• Local Collaborations: Partner with nearby businesses to offer freebies that don’t cost you directly. For example, a candle shop and a bakery can exchange coupons: buy a dozen donuts, get 50% off a candle, and vice versa.
• Free Digital Resources: Create downloadable guides, checklists, or tools that align with your niche. These are cost-effective and help you grow your email list for future marketing.

Why It Works
Incentives don’t need to be expensive to succeed. The key is offering something that feels valuable to your audience while building goodwill and loyalty. Be creative—overstock items, exclusive offers, or partnerships are all great ways to provide value without breaking the bank.

Make the Most of Incentives

• Use discounts to bring customers back more than once. For example, a discount on the third purchase encourages them to visit multiple times, giving you more chances to impress them.
• Collaborate locally in ways that benefit both businesses and customers, creating true synergy. For instance, a florist and a bakery could exchange coupons that promote each other’s products.
• Offer free digital resources to capture email leads. Once created, these resources work on autopilot, driving traffic to your website and nurturing potential customers over time.

Incentives build trust, loyalty, and goodwill—all while giving your business a boost in visibility and sales.

Next up in this series: Struggling Local Business Help: Step #2 Cut Unnecessary Expenses