Successful Marketing Your Small Business Can Afford
By: GAIL MARTIN

Small businesses worry about marketing. Spending money on marketing makes a business owner anxious—what if it doesn’t generate returns? Not spending money can also make a business owner nervous—what if customers don’t know about the company?

It can be tough enough to generate profits, reinvest in the company and make payroll (even if you only have to pay yourself). Marketing often gets left off the list when a small company runs out of time, money or energy. But marketing does not have to be expensive. Here are five things you can start doing tomorrow to market your business that don’t cost a lot of money—and can pay valuable returns.

Tip # 1: Carry your cards. Don’t leave home without your business cards. A neighbor you see in line at the dry cleaner or a business acquaintance you meet at the grocery store could be a potential customer. Without your cards, you put yourself at the mercy of their memory. Make your business cards work for you—carry them and be ready to share them at all times.

Tip #2: Have an “elevator speech.” An elevator speech is a thirty-second description of what your company does. Its name comes from the idea that you should be able to explain your business in the time it takes to go up one floor with someone in an elevator. In three or four sentences, explain what your company does, what makes it unique, how you meet your customers’ needs and who your customer is. For example, here is my elevator speech: “DreamSpinner Communications provides exceptional writing, public relations and marketing services to companies and non-profits of all sizes. We are affordable for small businesses. We help you tell your story in a way that boosts your business. We work with clients on a project or ongoing basis depending on their needs.” With a good elevator speech, you won’t be stuck when someone asks, “And what does your company do?”

Tip #3: Ask for referrals. Your current customers are your best sales force. Are you asking them for referrals or leaving it up to chance? Give out business cards with every sale and say, “If you’re happy with our service today, please tell your friends.” Customers may not be comfortable giving out a friend’s email or phone number, but will pass along a card.

Tip #4: Stay in touch with your current customers. Studies show that 80 percent of most company’s business comes from 20 percent of their customers. It’s also cheaper to keep an existing customer than to obtain a new client. If your current customers could utilize more of your services or use your services more often, you’re missing an opportunity. Create reasons to remind them. Email newsletters avoid mailing costs and can provide an inexpensive way to let current and recent customers know about new services, current promotions and upcoming events.

Tip #5: Go someplace new. You are the best salesperson for your company. If you stay behind your desk, your company loses out. Make a promise to yourself to go to one new business event each month. Most organizations list upcoming events in the newspaper, and nearly all allow newcomers to try them out. For the price of lunch, you can meet people outside your usual circle of contacts, learn something new and expand your network. Be sure to brush up your elevator speech and take lots of business cards!

Effective marketing starts with the personal touch. If your marketing budget is limited, a little “sweat equity” investment of time can get the phones ringing. Making a small investment to discuss business goals and inexpensive/do-it-yourself marketing techniques with a marketing professional can pay off by helping you identify new possibilities. Good books on grassroots marketing techniques are at the library and can provide new ideas. Realize that your marketing is limited only by your imagination—not your budget. Try these tips for starters and heat up your marketing!

Gail Z. Martin owns DreamSpinner Communications and helps companies in the U.S. and Canada tell the Real Story of their business through exceptional writing and marketing. Gail has an MBA in marketing and over 20 years of corporate and non-profit experience at senior executive levels. She leads webinars and teleseminars for organizations and professional associations on marketing topics, and she is the author of The Summoner and The Blood King novels in the Chronicles of the Necromancer fantasy adventure series.

Sign up for a FREE email mini course, FREE marketing conference call and a FREE teleseminar on Telling Your Real Story, at http://www.DreamSpinnerCommunications.com. Find out more about Gail’s books at http://www.ChroniclesOfTheNecromancer.com. Contact Gail at gail@dreamspinnercommunications.com to start telling the Real Story of your business.

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