Free things you can do to drive business success
For the local business owner looking to get a leg up on the competition or the budding entrepreneur with a fresh idea percolating in their head, today’s business climate might seem a like the worst time to expand marketing efforts. But did you know that 18 of the 30 companies that make up the current Dow Jones industrial average were started during an economic downturn? Now is the time to capitalize and gear up your marketing machine.
Where do turn for ideas and help when money is tight? Thankfully, there are a number of free options that can offer a wealth of options and expert advice to the small business owner looking to take the next step – everything from online resources to one-on-one help with business experts.
If you have limited time to get out of the office and network, there are plenty of free resources and opportunities to learn online. You can search by topic through Google or go straight to some of the industry leaders directly – sites like Jim’s Brain Trust (www.smallbusinessadvocate.com) and Small Business TV (www.sbtv.com) provide an opportunity to tap into the skills and experiences of other local business experts.
Those looking for a little more specific help can turn to a number of seminars and online webinars geared toward small business marketing. For example, Constant Contact, the industry leader in email marketing, offers both online webinars and live seminars around the country that more than 100,000 local businesses have taken advantage of to drive their business success. Events such as these are a great place to learn as well as a great way to network with like-minded small business owners.
Check with your local Chamber of Commerce as well to see if they offer networking events. While joining a chamber may cost a few dollars, making one connection can make the investment pay for itself pretty quickly. Plus, people buy locally and a chamber is perfect way to inject yourself into the local community, which is critical whether you’re a landscaper or an accountant.
If you need a more one-to-one help on your business or getting an idea from paper to fruition, free expert help is available from both local Small Business Development Centers (SBDC) and local SCORE chapters. Both organizations can connect you with a seasoned expert that will work with you on your business plan and offer advice through every stage of business. An SBDC or SCORE expert can help validate your business plan, give advice on small business loans, marketing and more. Typically, the experts you’re paired with are retired business executives who have been in the trenches. Leaning on their experience can help your business thrive.
Even with all the networking and advice in the world, the greatest asset to any business is its customers. Do you know who your customers are and how to reach them? If not, why not? At every touch point you have with your customers and prospects you should be asking for their contact information. If you connect at a storefront, a signup form should always be present at your checkout. Your website should have a prominent signup form. And, if your business depends on networking ask new connections if they would like to receive your newsletter and put a note on their business card and add them to your list. Three in five customers are likely to give you this information if you just ask. Not asking is like letting a valuable asset just walk out the door.
Finally, you have to proactively communicate with your customers by leveraging your contact list. While not without cost, email marketing is practically free – you probably spend more on coffee each week. If done properly, email marketing builds trust, creates word of mouth referrals, and drives repeat business. People will not always remember you so reach out to them. With so many choices available consumers, it’s important to standout among the crowd and stay top of mind. Email marketing helps local businesses stay connected with customers.
If you’re having trouble getting started with email marketing, there are plenty of free resources available on our website that layout the best practices for email marketing. You can also buy my book, “The Constant Contact Guide to Email Marketing,”, which covers everything a local business owner needs to know to drive repeat business.
Using the resources mentioned in this article and a little time, a small business owner with the most limited of budgets can still market their business successfully.
Eric Groves is senior vice president of sales/business development, Constant Contact
www.ConstantContact.com
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