The Entrepreneur’s Corner

Ever heard someone say: “My business just needs more business, we just need more exposure.” 

Inevitably, they may get more exposure, but often, no more business. Exposure is necessary, but it does not translate into more business.

Often times “marketing” makes us think of corporate marketing plans, big budgets, and ads everywhere we turn. Small business owners have different needs, and need to scale their marketing efforts to strategies that can be effective without the big expenditures.

How can you use marketing to bring in more business? One of the first rules of marketing is that 80 percent of your business will come from people who already know you, or have done business with you before. So it makes perfect sense to tap into your database of clients first.

Step 1: Start by calling your 10 best clients to check and see how they’re doing. Ask how their summer went. The key here is not to sell them but for you to show that you care about them. Imagine if someone from a business you patronized called you because they genuinely took an interest in you. 

Step 2: Send a personalized letter (yes, on real stationary) saying: “Hello! I was just thinking about you, and hoping things are going well for you. I was reading this article and thought you might find it interesting, as I did. Remember; if you need anything don’t hesitate to give us a call. We appreciate your business.”  And be sure to include the article you mentioned.

Step 3: Send a newsletter that includes business articles, tips, valuable information or information about events that are going on locally. You could even invite your clients to write articles within their expertise for your newsletters. This offers them great exposure, and you will gain their gratitude for supporting them.

Step 4: Invite your clients and contacts to a fun event. Ideas are baseball games, concerts, a special client appreciation night or even a group dinner. Another idea is to invite them to a lunch seminar, where your best clients and their guests learn something of value to their business for only the cost of lunch.

Step 5: Invite a client or prospect to a group mixer or networking event, where you act like a host to your guest. You make an effort to introduce them to contacts that they might benefit from meeting.  People go to networking events to connect with people. Help them make connections, and in time, they will reward you with connections that will benefit you.

Step 6: Make sure that your marketing materials convey the message and professionalism you want. This includes business cards, brochures, your website, voicemail message, how your staff answers the phone, and even how welcoming you are to new clients. 

With a little planning you efforts will go a long way

Jim Roman is co-founder and president of Business Owners Institute, an educational institute dedicated to the development of business owners at all levels and all stages through an array of classes, courses and mentoring services. Contact him at (804) 938-TEAM, at http://www.boiva.com or at .(JavaScript must be enabled to view this email address).
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Henrico promotional company changes name


Henrico-based brand merchandising company NewClients, Inc. has changed its name to Boost Promotional Branding.

The company is one of the nation's largest in the branded merchandise industry. Founded in 1981, its serves more than 5,000 clients – including many Fortune 500 companies – nationwide. > Read more.

Lidl competition offers shoppers chance to win NYC trip


Three Lidl shoppers will win trips to New York City to receive a first-look at the Esmara by Heidi Klum collection and attend an international runway event debuting the collection. The contest is open to residents of Virginia, North Carolina and South Carolina – the three states in which Lidl currently operates grocery stores. The chain opened two stores in Henrico County last month. > Read more.

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The Glen Allen Babe Ruth Baseball League 14-year-old all-star team advanced to the single-elimination round of the 14-year-old World Series, which the Glen Allen Youth Athletic Association is hosting at RF&P Stadium in Glen Allen. > Read more.

Earnhardt gives Redskins a ride


Dale Earnhardt Jr., driver of the Hendrick Motorsports No. 88, stopped at Richmond Raceway Aug. 8 in advance of the track’s NASCAR weekend in September. He was joined by five players from the Washington Redskins, who were in town for the team's training camp, which concluded Aug. 14. The day in Richmond gave Earnhardt and the Redskins players an opportunity to see how the athletes compete in their respective sports. > Read more.

READ Center a finalist for $25k grant


The READ Center is a top-200 cause finalist in State Farm’s Neighborhood Assist program, making it eligible to earn a $25,000 grant to support adult literacy in the Richmond region. The 40 organizations from across the nation with the most votes will win grants.

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Henrico Business Bulletin Board

August 2017
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The Henrico County Community Author Showcase, a program that connects writers and readers in the community, will begin at 7 p.m. and continue on the second Monday and every Thursday of the month at various libraries. Angela Wood and Natasha Tabon will share their children’s book “The Misadventures of Tood and Taboon: Lost in the Forest” at Twin Hickory Library. For details, visit http://www.henricolibrary.org/authors. Full text

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