Small Business Marketing Tips - Relationship Building - Online Business Networking

Build relationships with your potential clients and support their aspirations. - Concentrate on helping them to achieve their objectives and less on direct selling.

Word of mouth, traditional advertising, and the Web are the three main methods of attracting new clients. These days the Web is by far the most important tool for small businesses (especially new business startups).

Searching directories, browsing websites, seeking advice in forums and on social networking sites, are all very fast methods for potential clients to acquire enough information to make their initial buying decisions.

If a service is sold too heavily, seems exaggerated, lacks substance, or does not relate effectively to the potential client; they can check any number of alternatives, instantly. However, if you can connect with them and offer some free help, advice or guidance, they will be much more likely to consider you as a credible provider.

1) Create a credible and effective website. - Ok, I know we had to start with this one, but it really is the most important small business marketing tool you can have. A website provides a focal point for all your other marketing efforts.

Focus the content on the potential client, use 'You' words all the time instead of 'We' words. Examples: "Did you know that there is new legislation which can be used cut your tax bill by 10%?", "Would you like to know how to make better use of social networking?", "Do you need help with........?".

The main heading and the opening sentence on the 'Home' page of your website, are the most important. Give plenty of thought to these and don't use exclamation marks or superlatives. Provide plenty of contact details, opening/service times, location map/directions, prices (at least some idea), client testimonials, work examples, useful tips or advice, credentials (qualifications, memberships), Don't use a 'Flash' intro, don't use 'frames', 'do' use CSS, compliant HTML and accessible design methods.
2) Keep your message simple. - With all forms of marketing, keep your message simple and consistent. Focus attention on your main unique selling point(s) and how this will benefit the potential client. Too much choice leads to confusion and information overload. For example, it's surprising how many websites fill every millimetre of the screen with information, choices, and competing messages; potential clients want to be informed not confused.
3) Co-operate with like minded businesses. - As a small business owner you can increase your reach by sharing your marketing efforts with other (non-competing) small businesses. Let's say that you are an accountant; mention the services of a local stationary business on your website, and ask them to do likewise. Both of you will be contacted by startup businesses, working together you can reach twice as many potential clients, by cross referring them.
4) Use social networking sites to enhance your reputation. - Write an article on your area of expertise and submit it to some of the many online publishing resources. Start a Facebook business 'Fan' page and invite people to 'like' it by providing useful advice and tips and interesting news and developments in your field. Respond personally to each visitor that becomes a fan. Your fans will help to spread your Facebook content material which helps to raise your profile. However, be subtle and don't spam.
5) Get on the radio. - Most local radio stations will gladly give you a guest spot on a scheduled program. You provide your expertise free of charge as part of a phone-in or a discussion topic. In return, they introduce you and your business to their listeners.
6) Write editorials for local newspapers and magazines. - Let's say that you are a guest house owner and there is a major bank holiday approaching. Write a short editorial on the attractions and facilities in your area, include any local knowledge which will be of benefit to visitors and maybe a little history. Your name will be credited and a number of readers will visit your website to find out more.
7) Contribute solutions to forum questions. - Sign up to online forums within your area of expertise, then spend some time each week answering post questions. Most forums allow you to put your name, telephone, email and sometimes website address, as a footer to your responses. This is a great way to generate links back to your website and also to encourage people to contact you directly for paid services.
8) Start a blog. - A blog is a great way to improve credibility, enhance reputation and build relationships with potential clients. This is a more personal form of marketing and the blog does not have to be business related, it can be about one of your hobbies for example. If you are passionate about sailing, then write about your sailing experiences; like minded people will join in and comment and many of these people will fall into your service sector. They will be more likely to use your services since they feel that they already know you to some extent through your blog. 'Building relationships'.
9) Get listed in online directories. - These days the majority of your potential clients are more likely to use online directories (and search engines) to find products and services, rather than printed directories. There are hundreds of online service directories in which you can list your business details (often including your website and email). See our 'Really Useful Free Tools and Software' page for more details.
10) Make a video. - Windows™ Vista™ or Windows 7™ have all the software you need to make a respectable video presentation. Create a useful tutorial for potential clients and post it on YouTube with a carefully chosen title relating to your service sector; it will be catalogued by YouTube and also by search engines. Don't create an advert or anything that even remotely resembles an advert; instead be helpful, entertaining, informative and sincere. Viewers will appreciate the goodwill and many of them will be encouraged to visit your website to find out more about you and your services.