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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Eight’s enough? Crowded race for 56th District develops


Following the retirement of Delegate Peter Farrell [R-56th District], a number of candidates have thrown their hats into the ring to vie for the open seat in the Virginia General Assembly district, which contains a portion of Henrico’s Far West End.

Democratic challengers include Lizzie Basch and Melissa Dart, while Republican contenders include George Goodwin, Matt Pinsker, Graven Craig, Surya Dhakar, Jay Prendergrast and John McGuire. In addition to a section of Henrico, the district also includes portions of Goochland and Spotsylvania County, as well as all of Louisa County. > Read more.

On the trail to Awareness


Twenty-five teams, composed of some 350 participants, gathered at Dorey Park in Varina April 8 for the Walk Like MADD 5k, to benefit Mothers Against Drunk Driving Virginia. The event raised more than $35,000, with more funds expected to come in through May 7. > Read more.

Leadership Metro Richmond honors St. Joseph’s Villa CEO


Leadership Metro Richmond honored St. Joseph's Villa CEO Kathleen Burke Barrett, a 2003 graduate of LMR, with its 2017 Ukrop Community Vision Award during its annual spring luncheon April 6.

The award honors a LMR member who demonstrates a purposeful vision, a sense of what needs to be done, clear articulation with concern and respect for others with demonstrated action and risk-taking. > Read more.

Glen Allen H.S. takes second in statewide economics competition

Glen Allen H.S. was among six top schools in the state to place in the 2017 Governor’s Challenge in Economics and Personal Finance.

Taught by Patricia Adams, the Glen Allen H.S. team was runner-up in the Economics division, in which teams faced off in a Quiz Bowl. > Read more.

Glen Allen native serves aboard Navy’s most advanced submarine


A 2007 Deep Run High School graduate and Glen Allen, Virginia native is serving in the U.S. Navy as part of a crew working aboard one of the world’s most advanced ballistic missile submarines, USS Tennessee, Gold Crew.

Petty Officer 2nd Class Michael Uhl, a machinist’s mate, serves aboard the Kings Bay-based boat, one of 14 Ohio-class ballistic missile submarines.

As a machinist's mate, Uhl is responsible for operating and maintaining the auxiliary engineering equipment aboard the submarine. > Read more.

Henrico Business Bulletin Board

April 2017
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The Modlin Center for the Arts at the University of Richmond will present The Gloaming at 7:30 p.m. in Camp Concert Hall, Booker Hall of Music. Dublin’s The Gloaming features five of the world’s greatest Celtic musicians, including singer Iarla Ó Lionaird, fiddler Martin Hayes, hardanger fiddler Caoimhín Ó Raghallaigh, guitarist Dennis Cahill, and pianist Thomas Bartlett. They are recognized for extending the Irish and Celtic music traditions both literally and metaphorically. Tickets are $36. For details, call 289-8980 or visit http://www.modlin.richmond.edu. Full text

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