You work hard at running your small business. But difficult economic times are making you worry. Your cash is strapped. And you’re apprehensive about spending more on marketing. It's possible to squeeze more from your marketing dollars without limiting marketing efficiency. How? Start creating new selling opportunities from marketing resources you already have. For instance, you probably have a website. But are you really maximizing its value? If critical information isn’t easily accessible or downloadable and your website lacks a clear call to action you’re leaving business on the table.
Use these tips to extend your marketing mileage . . .
Enhance transactional emails. These are service-related emails that thank customers for a purchase, confirm orders, or give instructions on how to use a product. Adding a promotional communication while you have your customers' attention gives you the opportunity to present an offer for a complimentary product, solicit feedback, or advertise an upcoming sale. Do this with each transactional email and you’ll get your offer in front of customers who have the greatest likelihood of bringing you repeat business.
Donate something. Volunteer your time (or product) to a cause or organization you feel strongly about. Write about the outcome in a press release and distribute it to media—including bloggers. You’ll help broaden your company’s visibility and connect with your target audience on an emotional level. Review these sites for volunteer opportunities:
Boost your offer. Entice customers with a service offering that doesn’t cost any extra but instead eliminates hassles while increasing your value proposition. For example, early bird specials, long-term guarantees, relationship discounts and free deliveries all create a “cater to appeal” that win customers over. These offerings also make terrific unique selling points which you can promote in your advertisements.
Focus on your best customers. That is those who pay well, pay on time, and would be happy to refer you to others. You’ll get higher returns on your marketing because these customers have already proven to be a good return on your investment. Remember your best customers also make good ambassadors so be forthcoming in asking them for a referral.
Create E-Alerts. Tell current or potential customers that you periodically offer savings on products you believe they’d be interested in. Ask if you can add them to your email alert list. Stress there is no commitment to buy anything and that you’ll never share their email address. Then when you have an offer (or when you create one) craft it in an email message. Be sure your email has an attention-grabbing headline, emphasizes benefits and includes a deadline.
Build a case study. Tell customers how your company handled a complex project with a compelling case study. Post it to your website and submit it as an article to your local business journal, Chamber of Commerce and any trade magazines covering your industry.
Thank customers twice. Thank your customers verbally then follow-up with a handwritten note card that arrives at their home or business address. Remember to enclose two business cards, but omit any promotional messages.
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