1. Build a client list.
Your client list is probably the most important part of your entire business. Without a good client list (or prospect list, if you will) you will never be able to grow your business sufficiently. Your client list should include names, email addresses, home addresses, and phone numbers. Compile your client list into a mailing list and contact everyone on that list regularly. Also, be sure that you have permission from each person on your list to include them in your mailings. And make it easy for them to opt out if they no longer want to receive mailings from you. There is no point in sending something to a customer who is not interested.
2. Look around for other companies that have similar target customers, but do not include your competitors.
Try to find companies that offer a different product, but one that appeals to the same types of people. Then, contact those companies and ask them about trading client lists. Many businesses will be happy to provide you with a list of prospects if you agree to do the same for them.
3. Throw out a wide net.
Many businesses think that their mailing lists should only consist of former or future clients. If you narrow your efforts in that way, you will be ignoring a tremendous number of potential customers. Obviously, most of the people on your client list are going to be people that have used your services in the past. But if you trade prospect lists with other companies (see #2) and advertise effectively, you will have non-customers with whom you can communicate as well. Design a business card printing project and hand out business cards to a variety of people. Distribute some brochures and place some posters. Get out there and find new customers.
4. Be specific in your advertising.
When you do advertise, be sure to stay specific in your offers. If you are too generic, you will attract a lot of people who will ultimately not buy your product or service. But if you are specific, many of your prospects will eliminate themselves and your success rate will be much higher.
5. Although some of your marketing materials can be handed out to virtually anyone (such as business cards) most of your efforts should be geared towards specific people.
Your client lists should consist of people who are likely to need your product or service. Targeting people who are not in this category will be a waste of time and energy for you. So focus on people who need what you can provide, and communicate with them regularly. The key to marketing success is consistent and effective communication.
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Five Marketing Tips For Small Businesses
July 29, 2008
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