01/ 05/ 2006
by Steve Strauss
Q: I am looking for some fresh ways to grow my business this year and was wondering if you had any ideas.
A: You got it. It is always a good idea to take stock at the beginning of the year and come up with some new ways to build your business. Here are some ideas you may not have considered.
1. Revise your web presence. There has never been a better time to expand your online presence. The fallout from the crash of 2000 is over, and the Web is humming with activity again. So whether yours is a simple site telling people who you are and what you do, or if it is fully e-commerce compatible, rethinking the net and expanding your offerings is a smart resolution. A world––literally––of new markets is out there, waiting.
2. Go wireless. Wireless networks are springing up all over, making it easier than ever to work outside the office. That means you can get more done, easier. Not only are more and more coffeehouses and bookstores offering free wireless connections, but entire cities are on the verge of creating citywide wireless “clouds” (see Atlanta, Austin and Portland). Sales for wireless gadgets have increased dramatically, and prices have correspondingly dropped.
Not only does a wireless or handheld laptop allow you to work and connect almost anywhere, but a wireless office and home allow you to work in the spare bedroom, deck, or conference room. Sure beats being chained to a desk from 9 to 5.
3. Build brand buzz. Your brand is your promise to your customers. Not only does your small business need one to set you apart from the crowd, but you need to build some buzz around your brand, if you want to take things up a notch next year. Here’s how:
- Tip it: In The Tipping Point, Malcolm Gladwell explains that the way to build excitement about something is to ask influential people to mention it, use it and so on. So target some key people in your industry and offer them freebies of your product or service. Even a letter from them later can be marketed effectively.
- PR: Either hire a PR agency or do it yourself, but either way, make 2006 the year that the press writes about your business.
4. Know your customers better. The more you know about your customers, the better you can service them and the easier it will be to find more customers just like them. Things to discover:
- Their average age, income and location
- Why they buy from you and not someone else
- What they want from you
- What they like and dislike about your business
Where do you learn this? From the usual suspects: focus groups, questionnaires, surveys, and don't forget––chatting with customers.
5. Expand your offerings. There are so many ways to do this. Figure out who your ideal customer is, buy a list with those demographics and market to them. Attend a trade show; Form strategic alliances with like-minded companies. Open a new location. Start a new profit center. Expand your product line. Advertise more.
