Small-business owners often wear several hats from CEO to maintenance worker and everything in between. However, when it comes to promoting a small business, one of the most important hats the owner can wear is that of marketing manager.
You can make an argument that watching the bottom line and making sure the business is profitable is the most important thing a business owner should concentrate on. I would also argue that one of the ways that business owners can most effectively sustain profitability is to use various methods to promote and market their business.
To quote Alec Baldwin’s famous line in the movie “Glengarry Glen Ross,” “Always be closing.” For every employee of a small business to “always be closing” is the owner’s dream, but it’s also imperative that the owner, or face of the business, take the lead on that.
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There are many things that business owners should do to promote or market their business. These can range from easy, “no brainer” good habits, to expensive advertisements and marketing campaigns. Here’s a list of some things owners should do to promote their business.
Smile and make eye contact
One easy thing all employees, but especially the owner, can do is to acknowledge customers that enter their retail establishment even if they are on the phone or taking care of another customer. It should be second nature, but who among us has felt that if this happened more frequently it would make us feel better about the businesses we patronize?
Follow up with current customers for future business
Developing a loyal customer base is difficult and costly. A current customer is less expensive to keep satisfied than a new one is to develop. Make sure you keep a database of your customers and can contact them to make them aware of other products and services they may need.
Network with friends, relatives, and customers
Without being obnoxious, don’t be afraid to promote your business when in social settings with friends and relatives. If you can help someone solve a problem, then letting them know that should be well received as long as it is not a live commercial for your business.
Join a board for a charitable organization
Being a director on a board for a great not-for-profit in your local community is not only rewarding from a personal standpoint, but it also can do wonders to increase your exposure to other business owners and potential customers.
Support other local businesses
One way to get the support of other business owners and additional customers is to support them whenever you can. Everyone is fighting for customers and by supporting other local businesses, you stand to gain that business owner’s respect and loyalty for your business.
Volunteer in the community
Additional exposure in the local community can be a benefit of participating in community events as a volunteer. Coaching a sports team, assisting at an event, or helping organize a fundraiser will give a business owner the opportunity to meet new people who may not be familiar with your products and services. It can be a great way to obtain new customers and referral sources.
Advertise consistently
Ads can be costly, but advertising once in a while costs more and can be ineffective as a strategy. Working with advertisers to use ads on a consistent, more frequent basis may be more beneficial and cost-effective.
Make sure your employees and/or contractors are trained
Your employees and contractors are an extension of you and your business. Making sure they are trained properly is of utmost importance to ensure your business does not get hurt by mistakes. Employees and contractors that promote the proper company image add value. They help enforce the idea that the price that customers pay is worth it for the product or service they are receiving.
Again to quote Alec, “Always be closing.”
Michael Cartini is a state-certified business advisor at the Small Business Development Center (SBDC) at Onondaga Community College. Contact him at m.j.cartini@sunyocc.edu