This week’s post was written by Ray Sidney-Smith of W3Consulting, social media consultant and facilitator of the monthly Roundtable for the Alexandria SBDC.
Most small business owners who I meet say that marketing takes up a large portion of their and their business’ time and attention. And, they’re right! Marketing is a good part of your job as a business owner and always your responsibility to doggedly pursue new business. You never know when sales may stop from one or two prime clients, and you need to have your pipeline well-stocked. Of course, this scares many business owners, and they think this will cost them a great deal of money and other resources. This was the topic of discussion at the recent Alexandria Small Business Development Center’s monthly Business Development Roundtable, “Marketing on a Shoestring Budget.” The conversation was designed to first discuss internal marketing/branding, then friends-and-family, word-of-mouth referral marketing, and finally low-cost marketing avenues. The following post is a recap of the topics that were covered.
Internal marketing is really about building a culture of sales. And, of course, that starts with yourself as a small business owner. Most people go into business without a sales and marketing background. Instead, you are probably a technician, professional, and/or expert in your field or industry. Sales is an immediate gap for your business that you need to fill. Daniel H. Pink, attorney and best-selling author of several books, wrote in his latest book, To Sell Is Human, that, according to the U.S. Bureau of Labor Statistics, one out of nine Americans are in a sales position. Below is an in-depth discussion Dan Pink had with University of Pennsylvania, The Wharton School, Professor of Management, Adam Grant, about the topic of sales in everyday society and why it’s applicable. I think it’s well worth the watch.
It’s not a surprise to a small business owner who is spending a great deal of time himself or herself marketing, but you need to learn a sales methodology and then pay that information forward to your entire staff (whether it’s one employee or dozens of staffers). One book that I recommended during the Roundtable was a book by Michael Port, Book Yourself Solid (which recently was also published as a fantastic illustrated guide; there’s also a Book Yourself Solid Creative Live course taught by Michael Port himself available), that teaches you as a business owner how to build a sales method that works for you. From there, you need to empower your culture to pursue sales. Sales should not be seen as a “dirty word” or less-than-savory business practice but should be embraced as what drives the mission of your business or organization. I think all the roundtable participants were in agreement that it was really important to build that culture from the ground up–from the moment you plan to hire someone, the questions you ask during the hiring process, onboarding that employee, and ongoing professional development of your team.
Friends & Family Word-of-Mouth Referral Marketing
Next we discussed the tried-and-true strategy of referral marketing, especially when it comes to friends and family. One of the most effective word-of-mouth marketing means described by roundtable attendees was helping friends and family actually understand what you do and who your ideal clients are. Most just simply don’t know or are not geographically situated near you (in the case of family, typically) to know exactly what it is you provide and who might be able to help you by referring or buying your products or services.
Something else to keep in mind is that you need to keep your existing customers primed to refer you business because they are the largest referrers of new business. It costs you virtually nothing to send thank-you notes, small gifts perhaps around holidays to show gratitude, or to use e-mail marketing software like Constant Contact, Mailchimp or iContact. This puts you at the top of your customers’ minds when they have a repeat need, but, more importantly, when they know their friends, family, or business colleagues need your products or services, your customers will suggest they to reach out to you. Remember to thank those referring, existing customers warmly for their efforts!
Low-Cost Marketing Avenues
Not all marketing is free as I’ve intimated so far. Training yourself and then training your staff are not free, but they can be affordable for your small business. In the last section of the roundtable, we discussed other low-cost marketing avenues available to small business, and some interesting ideas surfaced. Google AdWords, Facebook Ads, LinkedIn Ads, Twitter Ads, etc., all provide low-cost ways to get your business products and services out there in front of audiences that may not know you exist. There are caveats, so it’s best to do your research before you jump into online advertising. Of course, Social Media with an excellent content strategy plan in place and that is well-executed can drive traffic to your business website and reap compound benefits to your bottom line.
There are additional low-cost sales and marketing training options:
- lynda.com (which you may have a free subscription to through your local library);
- fizzle.co (30-day free trial then only $30 per month); and,
- coursera.org (free massive, online-only courses (MOOCs) that have many business marketing courses).
Join us next month for business-to-business (B2B) marketing topic, “My Customers Are Other Small Businesses: How Do I Reach Them?” at the Alexandria SBDC Business Development Roundtable on August 18, 2015 at noon. Bring a drink, your lunch, and business cards! All are welcome.