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
Henrico's Lewis Ginter Botanical Garden is one of only 20 gardens in North America nominated for USA Today’s “10Best Reader’s Choice” contest for Best Public Garden.
The 20 public gardens nominated are:
• Bloedel Reserve, Bainbridge Island, Wash.
• Brooklyn Botanic Garden, Brooklyn, New York
• Buthcart Gardens, Victoria, B.C.
• Callaway Gardens, Pine Mountain, Ga. > Read more.
Photo by Patty Kruszewski/Henrico Citizen 02/24/2014
The Fifth Annual Henrico Police Athletic League (PAL) Award Banquet, held Feb. 6 at The Cultural Arts Center at Glen Allen, honored HPAL’s top volunteers and employees, including Morgan Lewis, Youth of the Year; Dale Alexander, Volunteer of the Year; Lowell Thomas, Employee of the Year, and Victor Williams, Board Member of the Year. Also honored for their support were Jim and Christi Dowd of Richmond BMW and Josh Davis of Henrico County Public Schools Pupil Transportation.
Keynote speaker for the banquet was Tim Hightower, a University of Richmond alumnus and former NFL running back. Hightower was introduced by Billy McMullen, former NFL player and a Henrico PAL board member. > Read more.
The Pocahontas Chapter of the National Society Daughters of the American Colonists, based in western Henrico, last year donated more than $1.3 million worth of manufacturers coupons to U.S. military personnel overseas. Throughout 2013, members and friends of the chapter clipped 952,349 manufacturers’ coupons valued at $1,350,630, which Program Chairman Carole Featherston shipped to U.S. military bases abroad. Military personnel can use the coupons when shopping in base stores.
The National Society Daughters of American Colonists is a women’s genealogical and patriotic society whose members are descended from a man or woman who rendered civil or military service in any of the American colonies prior to July 4, 1776. > Read more.
But animated South African film has its moments
You might have seen something called Khumba while clicking through a Redbox recently (or perhaps it was nestled in some hidden corner of a DVD sale shelf). And chances are, you passed it by without much of a thought. Makes sense; that goggle-eyed cartoon zebra on the cover (a zebra that’s dangerously close to becoming Madagascar copyright infringement) doesn’t inspire much confidence.
But when Khumba starts up, it looks nothing like you’d expect. The camera gazes across the savannah and the soundtrack swells with triumphant South African vocals. > Read more.
If you’re looking for a date night with someone special, Henrico is the place to be! Check out a classic 90s movie, “My Girl,” at Henrico Theatre; Circa, an innovative circus from Australia, will dazzle at the University of Richmond; and celebrate TGIF at Keagan’s Restaurant where the PJ Bottoms Band is performing. For all our top picks this weekend, click here! > Read more.
Abstract paintings of Inge Strack (pictured) are on display through March 9 at the Gumenick Family Gallery at The Cultural Arts Center at Glen Allen. Strack, a Chestefield painter of German origin, often paints in bold colors with a deep sense of emotion, focusing on brushstrokes, texture and form to find a balance. Strack’s painting is routed in the European tradition of expressionism but has found its own, unique language in following the American dream.
“I am not attempting to abstract the physical world," she said. "I draw my subject matter from inside of myself hoping to create a constant conversation between the viewer and the painting, especially since abstracts do not seem to answer but ask.” > Read more.
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