- Buyer's Guide
- Got A Question?
Your customers are your livelihood. You need them to buy your products and use your services on a regular basis. They know who you are, but do they think of you when the need arises? How can you market your company without breaking the bank? This step-by-step guide will help you grow your business through marketing in a cost-effective manner.
Step 1: Define yourself
The first step is to determine your brand. A brand is the identity of your shop. It is what people think of when they see your company name.
No one element makes up a brand. It’s a patchwork of multiple factors, some tangible and some not, that tell your customers what you stand for and the type of products or services they will receive when doing business with you. Whatever you do, define your brand and ensure it’s conveyed in all materials.
Step 2: Use your logo
The logo of your shop is often the first thing someone sees. Do not take it for granted. It should communicate the values of your company — dependable, dedicated, customer focused, etc. — and be on all of your marketing and branding materials.
This step includes creating:
Consistency is key and all materials should have the same look and feel.
Make sure your business cards are high-quality, full-color and make an immediate impact. Use the back side of the business card for a map to your office or special coupon to drive more sales. If you leave the back of your business card blank, it’s a lost marketing opportunity.
Step 3: Promote yourself
Once you know who you are as a detailer and what you want to convey, now it’s time to promote yourself. This should be done in several ways.
Build your business
Let’s face it, there’s no substitute for a handwritten note. They are inexpensive and have a strong impact. Sending handwritten cards to key customers for special sales or discounts is very effective. Handwritten thank you notes are also appreciated and make a lasting impression because they show that you go the extra mile.
Also, don’t forget the holidays. Holiday cards are an important way to let your customers know that you appreciate them. Pick high-quality, cost-effective, color cards. Make sure your logo and company messaging are integrated into the cards.
Consider sending cards for Thanksgiving or customer birthdays to stand out from the crowd. If your business is seasonal or cultural, use holiday cards to celebrate related holidays like St. Patrick’s Day or the beginning of summer.
While handwritten communication really enables you to stand out, do not forget to communicate with your customers via email in addition to regular mail. Match your e-signature to your business card with unique e-business cards — electronic versions of your business cards that are included in every email.
And finally, encourage referrals. Your customers are your best sales force and getting them to speak for you is extremely effective. Encourage customers to forward contact information via email or in person. This is an excellent way to increase your customer base. Consider a referral program that offers a discount or entrance into a contest to anyone who refers a successful sale.
No matter your budget, these simple tips will enable you to keep your company’s name in front of your customers and get your name in front of new customers to directly impact your bottom line for years to come.