Small Business Blog

Posts Tagged ‘Jumpstart’

There is something that has constantly been around in the area of property and it is the mantra that says location is the most important thing you need to have when selling property. Knowing this is something of a default really when you are in the property line. Now this fixation on location when it comes to property does not mean that it has to be limited only to property. It has to be a wide free form philosophy that encompasses everything about business and this is where the concept of the business address comes in.

Thinking about this in terms of the location of the business means that where you place your office or the centre of your operations is really one of the most important things you need to consider before actually doing. It is your calling card, your bespoke identity and one that has the potential either to inspire trust in your potential consumer or leave them with doubts. Now, there is a way to represent this directly and make this statement much more clear.

For example, say you were approached by someone online, saying that he or she is a financial expert and would like to extend his or her services to you, to help to expand your investment portfolio and make things better for you day at the market. He looks polished, he has all the earmarks of a professional but as you receive his digital name card, you see that his email he is using is the sort of free email you can get online. Almost immediately, his credibility as a professional is compromised and you will find hard to trust him.

Everything that he has said before to you does not make sense anymore and you begin to question. Soon, that train of thought will lead you into a darker place and he or she will be associated with a scam. Once that happens, there is no going back really. Mental associations are one of the most powerful things in business and not only do they affect a purchasing decision, but they affect the overall trust and will stop the potential consumer from ever contacting you again. In this respects, you will why you need to have a business address that matters.

People who want to start their enterprise will soon realise that they only have a small budget for renting an office, and because they need to have some sort of physical location, they will be settling for some location on the outskirts of town, sometimes it is a neighbourhood of bad repute and when he tries to market himself, he realises too late the error of his ways and how important a business address is. When there is no way that you can afford a swanky new office in the centre of town, then you need to be able to understand that virtual offices with good addresses in the heart of the business district will give you those benefits and more.

One thing I’ve found in my many years of entrepreneurship is that smart marketing is the key to success. I’ve worked with so many different types of small business owners, entrepreneurs, coaches and consultants from all kinds of industries and no matter what the business is; I’ve found that if the person doesn’t know how to market it and they don’t get help to do so, the business just doesn’t survive. The following 8 items are what I consider a good small business start up checklist; if you are in business or thinking about getting into business you will want to make sure you have or are working on all of these things constantly. The mix of all of these necessary items works well to maximize your exposure, credibility, expert status as well as build your database and help you make informed marketing decisions.

1. Realistically Defined Target Market
Most small business owners actually have way too large of a target market to be realistic in order to market to them all with the limited time and budget available. More than likely you might want to narrow down your market or define your niche even more with specific demographics and psychographics; then you’ll really begin to see unique opportunities that might become available to reach that market. And don’t forget about all your referral sources – they are your target market too!

2. Marketing Plan
This plan should outline everything you could possibly do in your marketing based on who your target market (ideal client) is and the best ways to reach them including various guerilla marketing techniques, promotions, ideas and co-promotions. Then you need to stick to your well-researched plan and not get sold or steered away by random advertising opportunities. This should also include a Publicity Plan – Including pertinent media contacts, press releases, article submissions and event listings for ongoing exposure – If you’re not submitting press releases regularly to the local media, local organizations you belong to, etc. you are missing FREE opportunities to get additional exposure for your business.

Your Marketing Plan should also include an Advertising Plan – Including Timeline & Budget – More than likely you’re not spending enough money on advertising, period end of story. If it’s done in the right places, places that reach your target market, with a good message or headline and for a reasonable length of time you should see good results. If you only try it once or go too small or have no idea to effectively design your ad – you will not get results. Learn about all the advertising mediums in your target area, who they reach, their demographics, what kind of circulation they have based on their cost, etc.

Your Marketing Plan should also include an active Networking Plan – Including any pertinent organizations, associations, chambers or other professional group that brings in referrals or is a good venue for prospecting or business development – Pick 2-5 organizations you believe are the best to either promote your business or build your business in, join them and then become as active as you possibly can so you become the well known expert in your field. Volunteer your time generously and most of all put their events on your calendar before ANY other client meeting or job BECAUSE …these are your advertising dollars NOT being spent!

3. Database
Inputted/Formatted in the computer with all Clients, Prospective Clients, Referral Sources & Contacts. You need one place where everyone you have ever known or done business with is housed in the computer so it’s easily mail merged for one – sort them if you can by hot, warm or cold prospect or referral source. Then you should regularly stay in touch with your database through effective Database Marketing and Follow Up in order for you to be On the Top of Their Minds when the topic of your service/product comes up.

This can include letter and email templates, a system for following up to Hot, Warm and Cold prospects and ongoing database marketing – If you are not doing quick follow up after you meet someone/anyone then you are missing opportunities and they will forget about you. You want to follow up with everyone you meet within 48 hours and then continuously, you need to make this automatic, systematic and practical so it will get done – delegate it if you have to.

4. Website Including Domain Name (s), Hosting, Reciprocal Links, and Internet Submission
You are missing out on sales if you do NOT have a website – but a professional website is a must, not a home-made, amateur site; that will hurt you and your credibility. It doesn’t have to cost an arm and a leg, but the goal should be to inform, entice and capture – capturing the contact info from everyone who visits your site should be your most important goal – because then you can continue marketing to them either by mail or email and the more likely they will use you or refer you. The content on your site needs to also be compelling, attention getting and filled with keywords to attract the search engines. Hiring a good web designer or developer is very important and very hard to do because many have talent but some do not and say they do. You really want a web designer that also has some sales and marketing experience although in my experience, that is the hardest thing to find.

5. Email Marketing Distribution Lists, Program for Email Marketing, Newsletters, Promotions
Email marketing is the cheapest form of marketing anyone can do these days but there are spam laws to follow and email etiquette you should strive to follow so you look as professional as you can. See www.spamlaws.com for more tips on what to look out for in your email marketing.

There are online email programs you can use to really make your emails POP but remember to send people info that they want to read, not just what you want them to read. When you consult with me, we evaluate the best format and program to use for your email marketing campaigns as well as figure out how often you should send them, what to say in them and how to make more money with them.

6. Professional Marketing Materials
Business Cards, Letterhead, Envelopes, Brochure, Sales Packet, Flyer, and Postcard. Whatever is necessary to reach your target market – they need to be professionally designed, printed and presented! Don’t try to design your own marketing materials unless you are a qualified graphic artist, trust me, they will not reflect the image you want to project. It’s not just important for them to look good but they also need to have an attention getting headline, message and clear call to action. Hiring a good graphic designer is tough; many designers are not what they say they are. Ask me for a referral or have me help you – with my sales and marketing expertise and one of my talented graphic designers we can create outstanding marketing materials that will make you stand OUT from your competition.

7. Branding
Includes Signage like Nametags, Shirts with Logo, Vehicle Signs, Banner, Promotional Products and Giveaways. The more your name is in front of people’s faces the better. You want people to recognize your brand on everything you do and everywhere you go. Find a good promotional products company from your local chamber of commerce or ask me for a referral.

8. Good, Reliable Vendors
Includes industry vendors as well as those for your business development like printers, mailing houses, delivery services, rental companies, assistants – you’d be surprised to know you’re probably spending too much money in one or more of these areas right now. Find reliable, inexpensive sources, if you need referrals to companies I recommend, just ask me! If you are thinking there is absolutely no way you can get all this done yourself or you just don’t know how to do something on this list then I would suggest you find an expert in that field to help you. Delegate that task to someone who knows best how to accomplish it and can do it much more efficiently than you.

The cost of outsourcing such tasks far outweighs your valuable time spent trying to figure it out yourself and who knows if you’ll figure it out to the best for your business? Your marketing is the most important thing you will ever do in running your business. If you don’t believe that, then save this article somewhere safe and when you go out of business in 2-5 years, find it and read it again.

One thing I have found in my years of entrepreneurship is that smart marketing is the key to success. I have worked with many different types of small business owners, entrepreneurs, coaches and consultants from all kinds of industries. No matter what their business is I have found that if the person does not know how to market it, and they do not get help to do so, the business will not survive.

The following 10 items are what I consider a good small business start up checklist. If you are in business or thinking about getting into business, you will want to ensure you have or are working on all of these things constantly. The right mix of these items works well to maximize your exposure, credibility, expert status as well as to build your database and help you make informed marketing decisions.

1. Realistically Defined Target Market – Most small business owners actually have too large of a target market to be realistic and to be able market to them all with their limited time and budget. Most likely, you will want to narrow your market or define your niche even further with specific demographics and psychographics. In doing so, you will begin to see unique opportunities surface in that market. Do not forget about all your referral sources. Remember, they are your target market too!

2. Marketing Plan – This plan should outline everything you could possibly do in your marketing, based upon who your target market (ideal client) is and the best ways to reach them, including various guerilla marketing techniques, ideas, promotions, and co-promotions. You will need to stick to your well-researched plan and not be tempted to steer away by random advertising opportunities. This should also include a Publicity Plan. The Publicity Plan should include pertinent media contacts, press releases, article submissions and event listings for ongoing exposure. If you are not submitting press releases regularly to the local media and/or local organizations you belong to, you are missing FREE opportunities to get additional exposure for your business.

3. Database – Input all clients, prospective clients, referral sources, and contacts you will need in one place. Be sure to include everyone you have ever known or done business with so that it is easily mail merged for one. In addition, format the database so that you can sort them by hot, warm or cold prospect or referral source. Next, stay in regular contact with your database through effective Database Marketing and Follow Up. This will allow you to be on the top of their minds when the topic of your service and/or product arises in conversation. This process can include letter and email templates, a system for following up with ‘hot’, ‘warm’ or ‘cold’ prospects and ongoing database marketing. Remember, if you do not do a quick follow up after you meet someone, you are missing opportunities and they might forget about you. You want to follow up with everyone you meet within 48 hours of your meeting. In addition, you will want to ensure you continuously follow up. You need to make this system automatic, systematic and practical so that it will get done. Delegate the process it if you have to.

4. Company Web site – Including domain name(s), hosting, reciprocal links, and Internet submission. You are missing sales if you do not have a Web site. However, a professional Web site is a must, not a home-made, amateur site as it will harm your credibility. It does not have to cost a fortune to be professional. The goal is to design it so it will inform, entice and capture your audience.

5. Email Marketing – Distribution lists, program for email marketing, newsletters, promotions – email marketing is the cheapest form of marketing that anyone can do. However, these days there are spam laws that a business must follow as well as email etiquette that you should strive to follow so that you are portrayed as a professional business. There are programs that you can use to truly make your emails pop, but remember you must send people information that your audience wants to read, not just what you want them to read.

6. Effective Ads & Advertising Plan – Including Timeline & Budget – More than likely you are not spending enough money on advertising. If it you advertise in the right places, places that reach your target market, with a good message or headline and for a reasonable length of time you should see good results. If you only try it once, go too small, or have no idea how to design your ad effectively, you will not get results. Learn about all the advertising mediums in your target area, who they reach, their demographics, what kind of circulation they have based on their cost, etc.

7. Professional Marketing Materials – Business Cards, letterhead, envelopes, brochure, sales packet, flyer, and postcard – whatever is necessary to reach your target market. The materials must be professionally designed, printed and presented.

8. Branding – Includes signage like nametags, shirts with logo, vehicle signs, banner, promotional products and giveaways – the more your name is in front of people, the better. You will want people to recognize your brand on everything you do.

9. Networking Plan – Includes any pertinent organizations, associations, chambers or other professional group that brings in referrals or is an effective venue for prospecting or business development. Pick some organizations (between 2 – 5) you believe are the best at either promoting or building your business. Join them and become as active as you possibly can so you become the well-known expert in your field. Volunteer your time generously and most of all put their events on your calendar before any other client meeting or job because these are advertising dollars that you are not spending.

10. Good, Reliable Vendors – Includes industry vendors as well as those for your business development such as printers, mailing houses, delivery services, rental companies. You would be surprised to know that you are probably spending too much money in one or more of these areas right now. Find reliable, inexpensive sources.

If you are thinking that there is absolutely no way you can get all this done yourself, or you just do not know how to do something on this list then, I would suggest that you find an expert in that field to help you. Delegate that task to someone who knows best how to accomplish it and can do it much more efficiently than you can.

Remember, the cost of outsourcing such tasks far outweighs the valuable time you spent trying to figure it out. Your marketing is the most important thing you will ever do in running your own business. If you do not believe me, save this article in a safe place. When you go out of business in 2-5 years, find it and read it again.