Daily deals can be a powerful way to build your business and should be included in all digital marketing campaigns, especially local mixes. However, before going ahead with a daily deal program, small and medium-sized businesses (SMBs) need to formulate a clearly defined plan.

1. Check inventory and capacity – Make sure your business is ready to handle a rush of eager new customers. Negotiate with the offer provider a “cap” on the number of digital marketing offers that can be redeemed and guarantee a fixed period of time for redemptions.

2. Product Pricing: Customers today are very search-savvy. Don’t try the old trick of raising prices right before you offer a digital marketing discount, as you’re bound to get caught if customers check the prices. FTD recently upset customers who purchased a digital marketing coupon on Groupon, when shoppers noted that flowers on its main campaign website were priced lower.

3. Create a retention plan – If you’re getting a high volume of customers through your internet marketing specials, create a plan for how you’ll get repeat business from them once they make their first purchase. You can’t keep eroding your profit margins by continually offering discounted deals.

If a small business wants to use daily deals as part of their digital marketing program, they need to start planning their post-deal customer relationship early on. This means thinking about loyalty programs, refer-a-friend offers, bundled offers, etc. A strategy commonly recommended by Internet marketing professionals is an email program, which encourages new people to enter their contact details into a registration form, in exchange for a special offer on their next purchase.

Another digital marketing tactic that can come in handy is Closely.com’s ‘Social Select’ offers through which you can reward your best customers with special private offers. These offers are awarded at the point of purchase and typically provide helpful discounts that can be used on the customer’s next visit. Businesses must work to leverage customer relationships through various loyalty tactics and keep them coming back repeatedly.

The bottom line is that while daily deals can work well to attract the right kind of audience to their stores, businesses (SMBs/dealer networks) need to carefully mark where daily deals fit in with their internet marketing strategy. Online daily deals can help build long-lasting customer relationships, so start planning now.