One of the most challenging obstacles facing a new or small business owner is how to spread the word about your business or service to bring in customers and clients. How do you find the time to run your business AND promote your service to get clients in the door? These three easy tactics will help you spend quality time to achieve both.
1. Get Social!
If you don’t already have a virtual presence, get one. Even groups without a website can establish an online presence through any multitude of social media platforms: Facebook, Twitter, LinkedIn, Instagram, YouTube—you name it! I’ve seen many small businesses use their Facebook pages as their website. This enables them to post updates and receive feedback directly and easily. Whatever platform you choose, make sure that it is appropriate for your audience or on a platform where your audience can find you. Also, be certain that your platform is appropriate to your offering. You won’t find many insurance companies on YouTube for a reason.
But don’t hide behind your computer screen and expect the cyber gods to do your marketing for you—get out there and market yourself! Join or attend meetings at your local Rotary, Kiwanis, toastmasters, chamber of commerce, or industry trade group. Even if membership isn’t an option for financial, time or other reasons, these groups are always interested in hearing and learning about new services available to help them in their service, professional or personal lives. As long as you have something new and different to offer, you’ll have a captive audience for your pitch.
2. Be Seen!
As if presenting before local community groups isn’t enough, share your knowledge in writing. Write white papers, speak at conferences or offer your insight to a trade publication. Like local community groups, publications are always looking for fresh content to share with their readers. A word of caution: when asked or offering to share your expertise, leave your sales hat at the door. The intention of sharing your knowledge is to establish yourself as a subject matter expert who can bring value to conference attendees or a publication’s readers. Overly promotional material will not get you an invite the next time around—or to any other opportunity.
3. Be a Team Player!
Do you have a client or colleague who has a need that you can’t provide? This is a perfect opportunity to refer them to another colleague or associate who can help. Are you a writer whose client needs a web site design? Share the name of a skilled web designer you know. This will demonstrate that you are truly committed to helping your client and establishing trust that you’re not trying to 1.) offer help that you don’t have the experience or expertise to provide, and 2.) shoehorn their need into your wheelhouse simply to make a profit. Both of these are bad ideas because not only will you lose your client’s trust, but you’ll lose their future business. This, in turn, can lead to bad publicity, which will drive a stake through the heart of your business in no time. Being a team player can also build relationships and partnerships that can pay dividends in the future.
These tips may sound obvious, but you would be surprised at how many established companies and organizations don’t do any of the above. As most business is based on relationships, these three tactics will help you build a foundation on which to grow.
Need help with your small business marketing or promotion strategy? Contact me at bmccoy@mccoycommunications.com or fill out the form below. I look forward to hearing from you!