How do I market my business?

Quite simply – you build the BEST relationships you can with people. And then you increase the number of people you have a relationship with, to turn them into customers.

I’m sorry. It’s probably not what you wanted to hear.

Because building relationships takes time. There are NO shortcuts; no quick fix. You can’t manufacture relationships. You can’t go out and buy them.

But it matters. We live in a world of relentless marketing – and we’re all tired of it. We’re wise to it. The old tricks & manipulations just don’t work any more.

The good news is that it’s never been easier to find & reach people, to start building those real connections, at very little cost.

It’s the same for B2B as B2C – businesses don’t buy from you. People buy from you. And if you build relationships with the key decision makers, so that they know, like & trust you, then the sales are far more likely to come your way.

So where do you start? What do ‘relationships’ even mean for your business?

Well…

1. It’s about creating content that’s interesting & relevant to people in your market – and therefore valuable to them.

2. It’s about sharing this with them every single week – by email, on your Social Media networks & your website.

3. And then it’s about increasing the number of relationships you have, to increase the number of people who’ll choose to buy from you when the time comes (we’ll talk more about tactics & tools to build your audience in future blogs).

It truly is that simple.

The key here is interesting & relevant. It’s NOT about you – but what’s important to your customers. And it really, truly cannot be boring (none of us has time for that).

Talking about easy restoration jobs, that classic car owners can tackle at home? That’s interesting & relevant to me if I drive a 1980’s Porsche, that always needs work.

Talking about easy-to-grow vegetables to plant now, so you can harvest your own in June? That’s interesting & relevant to me if I have a garden & have always fancied growing more with the children.

Talking about whether you have to pay your staff, if your business is closed for snow? That’s interesting & relevant to me if I’m a business owner, and the forecast is not looking so good.

You get the picture.

I get to know you, because you’re sending me stuff that’s interesting & helpful, week after week. I get used to hearing from your business.

I start to like you. I get a feel for what your business is all about; who you are & what you stand for. I get that you share my values, about what matters to me.

I start to trust you – because you’re NOT going for the hard sell – but you’re putting the time & effort in to build a relationship with me.

And when I need a part for my Porsche – or trellis for my garden, or HR advice for my business – do I Google it? Do I call the business I’ve never heard of?

Or do I call YOU, who I know, like & trust? Who are popping up in my inbox & on my Facebook every week, with interesting & helpful stuff?

It works. Truly, it does.

If what you say is interesting and relevant, your potential customers WILL engage with you.

We do get that you’re busy. There’s a million things to do. And that finding time to create content isn’t easy – especially decent content (which is what you need).

But we believe it is THE most important thing that any business owner should be doing right now. Building the best relationships you can with people; and then increasing the number of people you have relationships with.

It’s not going to transform your business overnight.

But 12 months from now – when the comments & replies lead to calls, and sales, and more customers who love you – you’ll be very glad you started.

Until next time

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How do you collect customer data?

Simple. You do a good job – and then you ask them.

Here’s how…

In the last year, I have bought plants from my local garden centre. I had a new bathroom fitted. And then I bought blinds for that shiny new bathroom.

Not one of these companies has EVER asked for my details.

I’ve never heard from them again.

It’s crazy.

They’re leaving a whole ton of money on the table.

I’d merrily give them my details. They did a great job. I love my bathroom & the blind looks awesome. The apple tree is thriving & the seeds I bought grew into the tastiest, sweetest tomatoes.

In fact, it really annoys me that I HAVEN’T heard from them again.

It would make it SO much easier to buy what I need.

Because we have an en-suite that needs replacing this year. We still don’t have blinds or curtains in the living room. And I’ll grow more veg this year (this gardening malarkey is proving addictive!).

I would LOVE to hear about the latest offers on bathroom suites, or the latest trends in tiles and taps.

I would LOVE to browse through new fabrics for blinds and swoon over thick, heavy curtains to keep our living room cosy.

I would LOVE to know that the new bedding plants have just arrived, or discover the results of their taste tests of potatoes.

I’d buy from those businesses.

Again & again.

They have me. I know, like & trust them. They do a good job.

It would be SO much easier for them to keep selling to me – an existing customer – than to keep finding new customers from scratch, month after month, to keep the cashflow rolling in.

But they don’t even try.

And that’s the power of collecting your customer data.

‘Data’ sounds corporate & big business-y, but it really isn’t.

You’ve done a great job, met your customer’s needs & delivered your product or service.

It’s just about asking for their name & contact details, so you can let them know about more stuff that’ll meet their needs in future.

They can say no – and that’s fine. This isn’t about spamming people or relentlessly flogging stuff to them.

But if your product or service is RELEVANT to them, then it’s of interest. And not unwanted or a nuisance.

1. Deliver your product or service. Do the great job you always do.
2. Ask them if they’d like you to stay in touch about future products, services and offers that might interest them too. (If needs be, reassure them you won’t sell their details or send them irrelevant stuff).
3. Check the best way they’d like to hear from you (collecting their name, address, email & phone is ideal, but anything is better than nothing) – and stick it into a spreadsheet or your CRM system. Keep a list on a sheet of paper if all else fails.
4. And then keep your word. Stay in touch.

I promise, this works for ANY business (even yours).

Retail business?

You’ve helped find what they need. They’re now a happy customer. At your till, just say you’d love to stay in touch, to let them know when other stuff comes in that might be interesting. Create a quick form for them to fill in. Make sure ALL of your staff get how important this is.

Create a weekly email, talking about what you do – new baking recipes, or seasonal trends for Autumn, or hints & tips to maintain your car. It is NOT about you but must be interesting & relevant for your customers. Include your special offers. Get them engaged. Just talk to them. Get them to know you, like you & trust you.

And get them coming back to buy more great products from you, more often. Don’t let them turn to Amazon.

Café? Coffee shop? Sandwich bar?

It’s harder when you’re making lots of smaller sales – but entice them to opt-in to hearing from you, in exchange for a free coffee. Start a weekly email, talking about your Sandwich of the Week. Or why your pastrami is so great. Or about your new Lunchtime Meal Deal. Don’t be boring. Use the same content across your social media & blog.

Get them back to buy more great food & drink from you, more often. Get their money in YOUR tills. Not Costa’s.

Plumber? Electrician? Chimney Sweep?

You’ve done a great job – and solved your client’s particular problem. BEFORE you leave, ask their permission to stay in touch. Get their details before you go & knock up a form to record them.

And then do it. Stay in touch.

Send them something every month, with case studies of other people you’ve helped. Show them what other problems you can solve. Introduce them to your new apprentice. Tell them about a special offer for the month ahead.

And when their pipe bursts – or their lights start flickering – or their chimney needs doing again – they’ve heard from you every month. They know, like & trust you.

Make sure it’s YOU they call. Don’t let them go back to Google.

Of course, you’re busy running your business. And this stuff takes time. But it works – and it’s SO worth the effort.

(If we can help you stay in touch with your customers – making it easy for them to buy from you again & again – then just stick your details in below, for a chat. We’re really good at stuff like writing weekly emails. And we’d love to help).

Start small – but just keep in touch with your customers. And you’ll be well ahead of the game already.

Until next time

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Should I put my prices on my website?

Yes. We believe you should. And here’s why…

First off, we DO get that displaying your prices for all to see is a daunting prospect.

• Your competitors will see what you charge. What if they undercut you?
• Your customers will see – you’re not the cheapest. What if it puts them off?
• And you price each job differently. There’s no such thing as a standard price list in your business. It just wouldn’t work.

We get it.

But here’s the thing.

Last night, I was looking for someone to come & attack the mammoth conifer hedge around our garden (I suspect they’re Leylandii, but that’s another story!).

I tapped the first three results on Google for “tree cutting” where I live.

All three were awesome websites – tons of pictures showing their work, clearly displaying their qualifications & packed with testimonials. Good stuff. No doubt any one of them would do a decent job.

But not a single one gave ANY indication of cost. Not even a mere whiff of a mention.

The pricing was 100% ignored.

Now – I get that it varies from job-to-job. I imagine it depends on the number of trees; their height; accessibility & where my garden is.

But as a consumer, it is SO bloody frustrating.

I WANT TO KNOW HOW MUCH IT WILL COST.

Not to the exact penny – that’s what quotes are for – but a rough idea of what I’ll need to spend.

And I don’t want to spend an hour on the phone to find out.

As business owners, it is our job to answer the questions of our potential customers. We HAVE to make it easy for them to get the information they need, to make the decision to buy.

And completely ignoring the question of price is a dangerous game to play.

Yes, your competitors will see. But it’s not a race to the bottom. It’s about telling your story throughout your website, so people get to know, like & trust you – and WANT to buy from you.

It’s not the cheapest that wins here, but the best perceived value. It’s your job to show that your business offers the best value for money anywhere.

Yes, your customers will see. That’s the whole point.

But, if you sell amazing designer jeans for £180, there’s no point trying to do business with people who want to spend £30.

If your hand-crafted, bespoke fitted kitchens start from £30,000, there’s no point trying to sell to people who want to spend £5k at B&Q.

Showing your prices repels the people who would never buy from you anyway – saving you the time, energy & hassle of trying to deal with them.

And for people who DO want designer jeans or high-end kitchens, answering the price question upfront not only builds trust, but it helps show that they’re in the right place for them. And when they do pick up the phone or email you, their expectations are already managed.

The price won’t come as a shock. They won’t run a mile. They WANT what you sell or do, and they’re prepared to pay for it.

And if – like us – you don’t have a price list, but the cost of your services reflects your customer’s individual needs, then you can still give a general indication of what they’re likely to spend.

Just explain how your prices are calculated, and answer the question that people want to know.

“If your garden is in Monmouthshire, then our hedge maintenance service starts from around £200. If your trees are very big or awkwardly located – and require specialist equipment to reach them – then we’ll let you know exactly how much extra this would be.

“But as a guide, for an average size garden, our average customer spends £210 on having their overgrown boundaries cut back. We’ll leave your hedges beautifully level & advise you about future maintenance to keep them looking their best. And we’ll remove everything we cut back for composting, so you don’t have to worry about it!

“For an exact quote for your garden, just give us a call on XXX now. And we’ll get an appointment booked for our friendly team to pop out & meet with you!”

And as a consumer, now I know.

Guess which company gets the call?

I know this price is an average – so if my garden is smaller or bigger than average, it’s likely to cost more or less than this. I’ll expect to pay more if my trees are very overgrown or difficult to reach.

But I’m happy with this level of spend. Why would I shop around any further? That business gets the call.

Or – if it’s more than I have to spend – I’ll look elsewhere. As a business owner, your time won’t be wasted dealing with people that would never buy from you anyway.

It’s powerful stuff.

Just don’t leave your customers frustrated, looking for information they WANT but can’t find.

Go forth & display your prices with pride!

Until next time

Do flyers work for small businesses?

Yes. We have used flyers many (many) times. And there’s no question that the right flyer – with the right message & a strong offer, to the right people – WILL drive customers into your business.

Why?

Well, people want what you offer. Sometimes, you just need to give them a reason to buy. From YOU.

And a great flyer arriving neatly on their doormat is an awesome way to do this.

But it IS all about the quality of your message – what you say, and the way you say it. A half-hearted, boring attempt just won’t cut it.

Boring or not relevant to me = junk mail.

So how DO you avoid your marketing efforts being tossed away?

1) Tell your story. If your message is interesting and relevant to them, people WILL read it.

2) Include a compelling offer, with a deadline. Make it a no-brainer for your potential customers to take the action you want.

3) Spell out EXACTLY what they should do next.

Let’s break this down.

1) Tell your story.

Your flyer is in their hand. You have only seconds to keep their interest.

And the greatest way to do this is to tell your story.

We’ve all been at a bar or family gathering where someone’s banged on, telling a story that’s long / boring / irrelevant. Where everyone’s eyes glaze over. That is not what we’re going for here.

Good stories are interesting & get your point across in a compelling way.

Your story MUST be relevant & strike a chord. It’s got to be tailored to who you’re talking to. Irrelevant or boring = junk mail.

Your story should have a beginning, an issue, a solution (your product or service) and an end.

All neatly crafted into your concise, easy-to-read flyer.

2) Include a compelling offer, with a deadline.

• Free papadums and a free bottle of coke, if I spend £20 on a takeaway by this Saturday?
• Free window cleaning on all windows on the front of my house, if booked by next Tuesday?
• Just £5 for a large Veg Box from my local organic farm shop – with free delivery – if I order by Friday?

Oh, go on then.

Strong offers like these – with a strong deadline – work. And they don’t cost you, the business owner, a fortune to drive new customers in.

Papadums and coke are very low cost. But add a lot of value for the customer.

If you clean my front windows for free, then I’ll probably pay you to clean the back too. And book you again every month if you do a good job.

£5 for a large box of fresh, local organic veg is amazing value. And if just 10% of people then go on to order weekly, that’s a significant return on investment.

And the deadline drives action, NOW.

But…

• A voucher for 10% off?
• £5 off when I spend £50?
• An unspecified free gift with every purchase?

Or no offer at all (which is true of most stuff through my door)?

Not so compelling.

Recycling bin, it is.

3) Spell out EXACTLY what they should do next.

This makes it super-easy for your new customers to do business with you.

Spell out exactly what you want them to do:

“Call XXX before Saturday to order your takeaway – and give us this leaflet to get your FREE papadums & coke, when you spend £20!”

“Just call XXX by Tuesday to book an appointment. And we’ll clean all of your front windows, absolutely FREE!”

“Call XXX before Friday to order your first Veg Box for just £5!”.

Nice & easy – just tell them what to do next, so it’s crystal clear HOW they can take advantage of your super offer.

Of course, we could go on about design; layout; fonts; when to send them; which printer to use etc etc etc. This stuff is important (and we’ll come back to it in another blog).

But the bottom line is that your message & your offer are THE most important things.

Be interesting. Be relevant. Spread the word & find customers who’ll love you.

Go unleash your flyers on the world!

Until next time