Network & Become THE Expert
Running a small business can be a challenge in any kind of market. This is especially true today with so many potential customers looking for the next big thing: the newest flavor of the month. Consequently, it is particularly important to stand out above competitors. With my 20+ years as a small business owner, I've learned how to do this on an extremely small advertising budget. Follow along for my favorite tips.
Establish Yourself as the Expert and Interview Frequently.
My
face is on your television, in print media, and on podcasts. My
voice is on your radio. Why? It's because the need for
content is great. Quite often local networks require an expert in my field, so
they typically call me for interviews. The
same is true for all other content-driven media outlets, like newspapers and
magazines.
As
an etiquette expert, I frequently interview during the holidays
due to gift-giving, tipping, and business party questions. However,
these segments are a mere three-minute snapshot, so I maximize my exposure and
free advertising by contacting the local networks and pitching story ideas as
well.
Volunteer for Events
Volunteering
has always been a part of my life. However, I never realized that it
could actually benefit my business. That is until I began judging
beauty pageants. When I first received a request to judge I had
images of "Little Miss Sunshine"
and "Toddlers in Tiaras"
dancing in my head. I nearly politely refused until I did a bit of
research and found the organization to be a good fit for my business--no little
ones in makeup. During the pageant, my business name was announced
repeatedly to thousands of potential customers, resulting in many paying
clients.
Get Out of the Office and Network!
My
brand of networking is a mixture of face-to-face and social
media. Three times a week, a group of local business owners and I
meet for coffee in a busy public place. As regulars, we've all met
most everyone frequenting the establishment, which means that they all know who
we are and what we do. Attending most events in town also increases
my exposure. Thus, more free advertising.
To
maximize my social-media
exposure, I have at least one page on most major platforms, including
LinkedIn. I devote one hour minimum each day to social media
posting.
All
three techniques have resulted in paying clients and all were free or at
minimal cost due to traveling expenses. However, the absolute best
free advertising comes from my previous clients. I strive to provide
a high-quality, unique product for my clients. Happy clients tend to
result in referrals. Referrals equal free advertising.
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