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Small Business Marketing That Works
1. Build Your Brand
So, how do you build that type of brand? Well, let’s use what I call the 3D approach to flush this out:
Define what you do.
Determine what sets you apart from your competition
Draft a consistent message
My “consistent message” came from Henry Ford, it speaks volumes to competency, craftsmanship, and reeks of integrity, it says: “Quality is doing things right when no one is looking.”
You need to think about who your target audience is, what will engage them, and keep them coming back? Ask yourself these questions:
1. What does my business stand for?
2. What am I really good at?
3. What solutions do I offer that matter?
Once you’ve defined your brand then build it! Remember to be authentic and use your brand message in everything that you do.
2. Make a Professional Website
If you don’t already have a professional website, now is the time to create one.
Your website should provide answers to the most common questions - who you are, what you do, and what value you offer.
3. Create A Blog
Blogging is a great way to show people what you do, who you are and create engagement. Creating a blog on your professional website can help drive traffic and new clients your way.
The key to a successful blog is regular, quality content. That takes time, discipline and creativity, but pays dividends. A blog can be about your projects, industry advice [like this video] industry news or anything relevant to your line of work.
4. Contribute Content to Other Sites
Look for other publications, websites, or blogs that share your target audience and pitch relevant topics that you can write about. This will drive traffic back to your website, increase your business visibility and get you the street credibility your looking for.
5. Volunteer
Give back to your community by volunteering your services where they are needed. It’s a great way to meet people, it feels good, and it often comes with media coverage. It’s also something you can write about in your blog. Remember people who volunteer are typically good people - potential clients want nice people working for them.
6. Use Social Networks
Maintaining a social media presence is a great way to connect with current and prospective clients. Create a company LinkedIn, Facebook, and Instagram page. Post relevant industry updates and link back to your blog posts. Take progress pictures of your jobs and post several times a week.
7. Ask for Referrals
When clients hear about your business from people they trust, it lends credibility to your skills.
One thing to consider is who’s doing your referring? I’m the first to say that my existing clients are a great source of referrals when they refer us. But the reality is that existing clients don’t think of us every day! As a result, they are not my best chance for a referral.
My best referral sources are the businesses that sell to the same target customer. Non-competing businesses like your sub-contractors; electrician, plumber, painter, decorators, architects, or my , lumberyard salespeople, is my best chance for continual referrals.
I get more jobs from referrals from one guy at the lumberyard because I asked him for referrals. Have you asked anyone for referrals yet? You should look closely at that.
8. Add Videos To Your Content
A video shows people a more authentic sense of who you are. There are many different ways you can use video in marketing efforts. Post videos on your blog or create a KZfaq channel where you offer advice, answer frequently asked questions, or do how-to videos or tips.
Creating a video does not have to be an expensive, I use a simple video camera, shotgun microphone, and iMovie on my Mac to do all my videos. Videos can be a great way to personalize your brand and show your personality.
9. Email Folks
Email marketing can help maintain and advance relationships with your current and prospective clients. Create a form on your website where visitors can sign up to receive emails from you and then utilize an email service such as Constant Contact, AWeber, or MailChimp to easily write, track, and send emails to a list of contacts.
Also, don’t forget to reach out the past 10-20 clients and keep in touch, maybe remind them that your booking for interior winter work. Ask them for a referral!
10. Use Old-School Methods
Old-school networking methods still work, such as:
1. Smile and Wave marketing
2. Jobsite Signs
3. Business Cards
Smile and wave marketing is simple. Be friendly to everyone. That lady walking the dog by your site, say good morning and chat her up. I’ll bet dollars to donuts she’ll want to know what you're doing. Tell her [while patting the dog] and make sure you sprinkle in how good you are, your best practice and problem-solving abilities. My son calls this my 90-second elevator pitch.