NFIB

Common Sense Marketing Techniques Don't Have To Be Costly
05/ 13/ 2002

by Vicki Gerson

Marketing programs don't have to be expensive. There are common sense marketing techniques small business owners can use if they're willing to put forth the time and effort. Try these nine techniques.

1. Keep everything professional.

Home-based businesses should have a separate telephone line installed. Answer the line appropriately; do not allow your children to answer your business line. Use voice mail, an answering machine or a service when you're not there. It is important to project a positive, professional image at all times.

2. Develop a network of professionals.

Team up with other professionals to develop a strong referral base and exchange customer leads. For example, if your business is general contracting, you need relationships with plumbers and electricians.

3. Reactivate dormant accounts and old leads.

It is unrealistic to expect former clients to keep in touch with you, so call them to say hello and see what's happening with their businesses. Inform them about a new service or product. Keep everything positive, and don't hard sell or talk about a lack of business. If you read an article about a former customer, make sure you contact that individual to comment on the article.

4. Build a mailing list of prospects and use it effectively.

There are many ways to contact potential customers. You may want to send a postcard, flyer or quarterly newsletter. Provide information about accomplishments, free product samples, contests, etc. Do not send out information more than four times a year, or the material will seem to arrive too frequently and be tossed in the garbage.

5. Spread the word among friends, relatives and neighbors.

Don't hide the fact you are looking for new business. Let everyone you're acquainted with know you're always looking for referrals. Thank anyone in writing who refers a viable prospect to you. If the prospect becomes a client, you may want to give a small gift to the person who referred them to you.

6. Ask to speak about an aspect of your business to a professional organization, the Chamber of Commerce or any other group you belong to.

Depending upon your product or service, you could also try to make that presentation to the library, the church or even the school PTA.

7. Write letters to the editor.

When something inaccurate about your profession appears in the newspaper, write a letter to the editor with your name, your title and your business's name. This is one way to keep your name in front of the public.

8. Do volunteer work.

People who do volunteer work are greatly appreciated. Doing volunteer work for the community or for not-for-profit organizations allows you to meet people you would not meet in your daily life. Giving of yourself allows you to meet other people ... who know other people ... who know other people. Many times this leads to a solid business connection. Of course, new business is just one benefit of giving back -- and it shouldn't be your only motive.

9. Solicit and use client testimonials.

Client testimonials can be beneficial to your business. They can tell potential customers how pleased your current customers are with the product or how much they appreciate your service. For example, if you sell window coverings, a testimonial may describe your excellent installation service. Client testimonials can be used in your ads, in flyers or in emails to other customers.

In a good economy, it's important that you keep marketing your business. In a soft economy, it's crucial. Every business owner needs to develop marketing techniques that work for their products and services. Start using those techniques today.

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