When you first started your business, you worked in a tiny corner of your home. You reached out to friends and neighbors for support, and you provided products or services that fit their needs. Over time, you gained a reputation as a reliable, trustworthy business owner.
But for your company (and your profits) to continue growing, you need to reach a wider audience than the senior couples living down the street, and the new families moving into nearby apartment complexes. So what techniques can you use to expand your clientele?
Rely on Your Employees
Even if you have a small staff, you can rely on them to spread the word about your business. Their intimate knowledge of your company allows them to freely talk about details without spreading any false promises or ideas about your services.
When you encourage your employees to discuss your products with their friends and family, you’ll have an easier time networking than if you tried to penetrate an entirely foreign market. Make an incentive available for employees who get more customers to come in.
Share Content through Social Media
If you haven’t already, make sure your business has a reliable website customers can visit whenever they want to learn more about your products or services. Be sure your pages include plenty of contact details so new visitors know how to reach you during and after hours.
Once you’ve established a firm foundation for your website, branch out and advertise through social media sites such as Facebook, Twitter, YouTube, and Google+ (Google Plus). These sites increase your exposure to younger audiences as well as to web-savvy seniors who prefer to stay in the loop.
Whenever possible, write helpful blog content that gives readers additional insight into your products as well as helps them use your services effectively. According to statistics, business-to-business marketers who use blogs receive 67% more leads than those who do not, and those who make blogging their priority are 13 times more likely to see a positive return on their investment.
Become Involved in the Community
As a small-business owner, you likely already know many individuals in your community. But does your business actively take part in community programs?
When you sponsor softball games, host charity walks, or encourage employees to pick up trash from the highway, you let those in your area know that your business cares. It alerts people that your company has high moral values and will treat customers with respect and honesty. As your reputation for service grows, more and more customers will learn to visit you first whenever they need help.
Don’t Forget Traditional Advertising Techniques
As you reach out to customers through new ways and marketing strategies, don’t ignore traditional methods entirely. Newspaper ads, billboards, fliers, and handouts increase exposure and audience awareness almost as effectively as your online content.
Of course, keep in mind that these traditional methods don’t always come cheap. As a start-up company, be prepared to set aside at least 20 to 30 percent of your annual budget toward marketing and advertising. You might even be able to get a loan from a business lender like Loan Builder to get started building your own advertising campaign.
When you use these four techniques, you’ll quickly reach into new markets without alienating your established customers.
