Reaching Customers Through Email

A good idea may be the seed for a small business, but a growing organization will wither and die without customers. No matter how good your financial planning software is, the numbers just won't add up until you create a solid marketing plan to find the people who will buy what you are offering.

Maybe you are just starting out and want to build a solid customer base. Or maybe you are an established business that is looking to expand your reach to a new audience of consumers. Regardless of your particular situation, small business marketing does not have to be complex and expensive - it just has to be effective.

Research the market

If you are a start-up firm, you may want to begin by doing some market research. You may have even already completed this step while writing your initial business plan. Who are your customers? Where do they live? What is their typical socioeconomic profile?

As part of your initial investigation, you probably want to look into what your competitors are doing. Make sure you are keeping tabs on other businesses of a similar size, rather than big players. Where do your competitors advertise and how do they spend their marketing budget? Follow their lead.

Find your unique selling point

Next, think about the approach you will use to convince people to choose your particular product or service. Some call this a unique selling point, or USP. Pick out at least one way that your business is different than - or better than - the rest. It's unlikely that you are the only pet supply shop in town, so why not highlight your specialty in exotic animal products? Or how about your near-wholesale prices? Your USP can be incorporated into all aspects of your marketing strategy, from your business card to your website.

Begin advertising your business

Once you have the initial stages of your plan fleshed out, it's time to start advertising. The best strategy for targeting new customers is to look for people who are already searching for the product or service that you provide. These days, one of the best ways to reach this market is to advertise online, aiming to reach people through search engines.

Online. If your financial planning software says you can afford it, a great method for getting your name out there and on people's radar is to use a paid search with a major search engine such as Google or Yahoo. This technique will place your firm's site near the top of the search results and guarantee attention from people who have plugged in keywords that match what you have to offer.

Print. Although we live in an increasingly web-focused world, don't forget to cover your print bases as well. There are a variety of publications available that cater to every niche imaginable - for example, a business selling vitamins may want to consider placing an ad in alternative health magazines and even in the "health" or "lifestyle" sections of the local paper. If full-size advertisements seem too expensive initially, a classified ad is still a good place to start.

Word of mouth. And then there is the technique of good old-fashioned word-of-mouth referrals. If you are just starting out, spread the word to family and friends - and tell them to tell their family and friends - about your company. At the same time, an already successful business can offer incentives - financial or otherwise - for existing customers who help bring in new sales.

The power of networking

For business-to-business firms, an effective marketing strategy may require some more aggressive outreach. Investigate opportunities to attend networking events and trade shows within your sector. If your financial planning software indicates that it is viable, offer a free sample of your product or service along with your business card.

You may also want to target individuals at specific companies who may be interested in doing business with you and make contact over the phone. This approach requires tenacity and a thick skin, since the people you are calling are probably used to receiving similar pitches on a regular basis. Always keep your USP in mind and concentrate on making a lasting impression.

Promotional materials

Once you have caught people's attention, make sure you have a variety of informational materials at the ready to answer their questions. Print brochures and flyers can spell out the basics - just make sure you include all of your contact information, including web address. A clear and well-designed website is essential for instilling trust and filling in the gaps.

Finally, think about creating a press release for your company. There are several online resources that can help you with this task, or you can hire someone else to do it. Distribute your press release to local newspapers, where there may be a business reporter who is interested in writing about your firm. You can also distribute your press release through an online service.

Never stop learning

Once the customer engine is up and running, it does not mean you can stop evolving. Keep taps on how your customers respond to your offerings, continually honing your products to reflect their needs. Don't be afraid to seek suggestions from dissatisfied customers about how you can better meet their needs. This feedback is vital for pinpointing areas for improvement.