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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Varina meeting May 2 to address opioid crisis in Henrico


Varina District Supervisor Tyrone E. Nelson will hold a Community Conversations meeting Tuesday, May 2 to discuss the opioid epidemic in Henrico County.

The meeting will be held at 6:30 p.m. at the Henrico Theatre, 305 E. Nine Mile Road. Nelson will be joined by County Manager John A. Vithoulkas and members of the Henrico Heroin Task Force for a discussion of heroin and opioid abuse and ways to prevent it. > Read more.

Baker ES to remain closed until fall


Baker Elementary School students will complete the 2016-17 school year at other locations and will return to a restored building in fall 2017, school leaders have decided.

The decision was made in order to provide ample time for repairs to be completed at the fire-damaged school and to avoid additional interruptions to instructional time. > Read more.

Henrico Police arrest 2 Georgia men in connection with January murder


Henrico Police have arrested and charged two Georgia men with first-degree murder in connection with the Jan. 18 murder of 36-year-old Lamont Cornelius Baldwin in the 1200 block of Dominion Townes Terrace.

Antonio Tyrone Johnson (above, left) and Santonio Rodrigus Brown (above, right), both 24 and both of Atlanta, were charged. Johnson also was charged with use of a firearm in commission of a felony and possession of a firearm by a felon. > Read more.

Man struck and killed in western Henrico hit-and-run

A 24-year-old man died after being struck by a hit-and-run driver in western Henrico April 23.

The victim, Emmanuel Isaiah DeJesus, was found lying on the side of the roadway at about 10:25 p.m., April 23 near Patterson Avenue and Palace Way. He was transported to a local hospital, where he was pronounced dead. > Read more.

Henrico woman earns national pharmacy fellowship


Henrico County native Nilofar “Nellie” Jafari recently was named the American College of Clinical Pharmacy-American Society of Health-System Pharmacists-Virginia Commonwealth University Congressional Healthcare Policy Fellow for 2017-18.

Jafari is a 2007 graduate of J.R. Tucker High School.

Pharmacists selected for the fellowship have the opportunity to gain real-world insight into health care policy analysis and development via immersion in the congressional environment. > Read more.

Henrico Business Bulletin Board

April 2017
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The Virginia Orchid Society will meet at 2 p.m. at Strange’s Florist & Garden Center, 12111 W. Broad St. Meetings are held the third Sunday of the month from September to May. Meetings are free and open to all orchid lovers, beginners or experienced. For details, visit http://www.vaorchidsociety.org. Full text

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