The basics of marketing seem to have been lost in this ever-expanding sea of technology. Research small business marketing and the conversations seem to meander through subjects, like the mysterious mathematical equation of SEO and the proper etiquette of social marketing on Facebook. What’s happened to the grass roots marketing of the past? What’s happened to the handshake and the clean, white, cotton-fiber business card? Those classic practices appear to have faded off into the ether.
I would hate to believe that these practices are truly gone, in fact I tend to think that this dead art might instead just be kind of forgotten. Maybe all it needs is a gentle nudge to be reawakened. Maybe it’s time we revisit these time-honored techniques.
The Business Card
This may seem like a no-brainier, but surprisingly the use of the business card has declined over the past 20 years. In place of the classic business card is the digital business card, the email signature, and of course, the increasingly popular and incredibly inexpensive nothing.
“Wait a moment,” you say, “I don’t need a business card. People find me online. Bid requests are sent via email, and the contact information on my letterhead seems to work just fine.” To that I say, bravo. You are doing a fine job implementing the many virtual tools at your disposal, but you are missing a key ingredient.
Emails at best are impersonal, and they are unsubstantial. Business cards have weight, personality and a perceived value. Customers are more likely to hold on to a business card, they slip it into their purse or wallet where it can be easily accessed. Emails are deleted and forgotten with the mere flick of a button.
Business cards may appear to be old school and obsolete, but don’t give up on them just yet. Modernize the classic format by adding a QR Code made specifically for promoting your Facebook page, or simply print a coupon on the back. The versatility of this marketing tool is hard to beat, and with production costs below $50 for 1000 full color cards, it’s not only affordable, it should be mandatory.
Client Testimonials
Everyone wants to feel like they have made an educated, safe decision. Testimonials provide some level of security to potential customers. If Mr. Satisfied Customer says that you did an amazing job, were prompt and honest and were great to deal with, an impression is made. That same potential customer may search the net discovering lower prices, but lower prices without security may not mean much.
The other side of the coin of course is that client testimonials have been misused, misrepresented and outright falsified over the years. These issues can be sidestepped by using a few easy concepts. The first is to authenticate the testimonial by including a picture of the customer. Make it quantifiable by using real, hard numbers. Don’t just say the customer saved 10%, describe how specifically the customer saved $2500; it just feels better. Finally, make sure that the testimonials are specific. Anything vague is a waste of time.
Once you’ve compiled the best possible testimonials they need to be interwoven into all the aspects of your marketing. From newsletters to radio ads, a set of well-written testimonials can be the difference between growth and stagnation.
Join, Volunteer, Do
Networking is one of the most important tools in your marketing tool box. One of the best ways to network is by joining in with others, become part of a group. Join the Chamber of Commerce and go to their mixers and breakfasts. It’s a lot more fun than you might think. Join the Lions Club, or the Rotary Club. If that’s not your bag, I suggest doing some volunteer work. You’ll meet and create bonds with more potential customers.
Remember that people who have the means to afford your services are already members of these clubs and volunteers of these organizations. Go where the customers are, or at least where the customers you want are.
In Conclusion
The best marketing is not always the most expensive marketing. There is plenty of cash to be spent on TV and radio ads; magazines and newspapers across this great land are desperate to take your money. But before you waste a single dime on these ultra-expensive modern marketing techniques, review the classic, tried-and-true approaches first. Not only are they field-tested and proven to work, they are often the least expensive.
This type of marketing requires time and effort, but the dividends are immeasurable. Don’t buy into the fantasy that a TV commercial, or the perfect Google ad, is going to save the day by driving massive amounts of paying traffic right to your door. It’s a sales pitch, it's too easy, and the sooner this is accepted, the more successful you will be.
Shawn Swanson - 6 years of professional blogging, including writing and editing for www.raaarr.com and content writing at www.wishihadthat.com.
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