The Entrepreneur’s Corner
How to market your small business
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
For the third consecutive year, the Canterbury Recreation Association in Short Pump donated the most meals to the fourth-annual "Dunk Hunger" campaign, which raises money and food donations for FeedMore's Central Virginia Food Bank. Swim teams and community pools throughout the region combined to raise the equivalent of 77,404 meals this year, with the Canterbury group earning the Gold Medal, with 17,454 meals contributed.
CRA will earn a winners’ bash Aug. 24 from 3 to 5 p.m. at its pool on Pump Road.
“Our pool has adopted Dunk Hunger into its culture with fun ways to raise food and funds," said Canterbury’s Dunk Hunger chairman Jack McSorley, a Freeman High School junior. > Read more.
The last Rock ‘n’ Roll Summer outdoor concert at West Broad Village, scheduled Saturday, Aug. 22 from 7 p.m. to 10 p.m. in Short Pump, will feature a salute to the upcoming UCI Road World Cycling Championships, coming to the Richmond region next month. As an all-girl band entertains the public with an AC/DC and Foreigner tribute, representatives from West Broad Village will accept donations of children’s new and lightly used bicycles for redistribution to youngsters at the Virginia Homes for Boys and Girls. > Read more.
CAT Theatre is hosting the Red Eye 10s Coast-to-Coast Play Festival Sept. 18-19. Hosts of the festival across the country cast, rehearse and perform six, contest-winning ten-minute plays from MFA students at Hollins University in the same twenty-four hour period.
On Sept. 18, CAT will host a kick-off meeting at which the plays will be randomly cast and actors will meet with their directors and read the play for the first time. From 9 p.m. until 5 p.m. the following day, casts will rehearse in different venues in the region, convening at CAT in the late afternoon for technical rehearsals. > Read more.
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Aug. 20, 2015Click here to read the print edition.
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ClassifiedsSr. SAS Programmer Analyst w/MS degree & 1 yr. exp.: provide analytical support to perform data analysis, backend testing, adhoc reporting, custom./modify. to standard reports, dev. strategies to increase bus.… Full text
CalendarShort Pump Town Center’s kid’s club for ages six and under, Short Pump Pals, meets at 11 a.m. in the food court on the second Tuesday of every month. Membership… Full text