Small Business Is About Relationships
I Know Relationships Are Important, So What?
Every time you communicate with your current or potential
customers, you are building your brand and your relationship.
Your marketing is your "face" to the public. Use of aggressive
"sales-only" marketing methods can negatively affect your brand
and the relationship you have with your customers.
Too much snail mail & spam can also be negative factors in
building your customer relationship. This doesn't mean you
shouldn't send mail or e-mail, but you need to balance your
efforts. You also need to know your customers and provide
valuable information and or 'deals' that customers will
appreciate.
Some Effective Marketing Ideas To Help Build Customer
Relationships
Here are some ways you can effectively market your small
business while positively building your brand and reinforcing
relationships:
-Traditional Newsletters
Newsletters are an easy way to keep your small business name in
front of your customers while not only building the
relationship, but also establishing your business as the
'expert.' Newsletters can be big or small, long or short; but
they MUST be valuable--make sure to include information your
customers need and want.
-Postcard Marketing
Another quick way to keep yourself on your customer's radar is
using postcards. They're an inexpensive yet effective way to
share brief snippets of information, or pass along 'deals.'
-"Thank You" Events
You can never say thank you too many times. One great way to
thank your customers is to have an open house of sorts.
Depending on what your small business does, you can tailor the
event to what your small business is best at, just be creative.
-Writing/Providing Information
--Association Newsletters
There is an association for every industry, hobby or area of
interest. Many of them publish newsletters and are always
willing to accept content--so write an article and submit it,
it's a way to get your name out there and it's free.
--Speaking at Conferences or Events From association
meetings to community events, there are many opportunities
available if you're willing to get up and speak. Just look for
an event that fits your area of expertise and volunteer. Event
organizers are always open to new speakers, especially if
they're inexpensive.
--Press Releases
Press releases offer another opportunity for free publicity for
your small business. If you figure out a way to use press
releases on a regular basis, you will gain a steady stream of
free press.
--Local Newspapers/publications
If you see a news piece that is in about a topic your small
business is known for and you have something to say, write a
letter to the editor. By becoming vocal in your community you
will become known as the expert in that area and it will
reinforce your image to current customers (and your
relationship).
-Traditional Advertising Methods
Advertising in newspapers, trade magazines and on the radio are
also ways to keep your name in front of customers and potential
customers. Advertising is meant to support the 'brand' that
you've already established as well as get your name in front of
people, so it is a good way to help reinforce existing
relationships. It is however, the least effective way to
establish your small business as knowledgeable because it is
paid for.
Don't Just Sell, Build Future Sales
As you work to gain more customers and sales, building your
small business, remember to nurture the customer relationship.
Focus on ways to continually meet their needs and provide value
with every marketing effort. People do business with those they
trust; by focusing on customer value, your small business is
building a foundation for a long-lasting and mutually profitable
relationship.
About the author:
Kelly Biedny is the owner of Kleobell Creative Business
(www.kleobell.com). Her areas of expertise include
branding/image development, marketing communication, web
development and project management.
For more valuable information on helping your small business
become THE source of products or services for your customers,
check out Kleobell's Resource
Library.