This discussion has been going for some time on LinkedIn but I think it would be valuable for every small business owner.
Here it is:
What Are You Doing As A Business Owner To Get New Customers?
Eric Dean 951.972.8011
More than ever you as a business owner have to be able, and ready to move with today’s market. The potential customer is turning to the Internet today more then ever. They have a computer at home, at work, even our cars and cell phones that provide a quick and accurate list of businesses.
What is a business profile you ask? This is your businesses digital business card online. Almost every business has one. It has your business name, address, phone number and a link to your website if you have one. It also opens up to a business profile page. This has all the info listed above and more. It tells a customer what you do and the areas you service. They call this a customer connection page.
As for websites, many of today’s small and medium businesses do not have websites. Or the old adage is that “I have a website I am on the Internet” doesn’t mean you are found in local search. No Sir/Ma’am, we have to think outside the box or the belief of what we had been told in the past about the Internet. Today’s search engines take a whole new approach to getting found. Remember when we had to name our business “AAAA Plumbing” to get put at the top or the first page of the phone books. Well let me tell what the search engines look for. It is best to have the type of service you provide in the name of your business. i.e. Plumber- Joe’s Plumbing, HVAC – Joe’s Heating and Air Conditioning. Get the idea? Next, if you have a website does website match you name. i.e. Joe’s Plumbing – www.joesplumbing.com
If your business is on the front page of Google you have a good chance of getting contacted by the potential customers who are looking for the services or products you provide. I can tell you this if your business name and number are not there on the front page the likelihood of you getting a call are slim to none. You may say well I am on the front page or have been on the front page before and I didn’t get any calls. My question to you is: How long ago was it that you were on the front page? What Category were you listed under? What “key phrases” or “key words” were you found for? And what cities were you found in? Typically most businesses are ranked in the city in which they are located in. This is good however. You and I both know we travel long distances, sometimes 50 miles radius or more to get a job. There may be 10, 15 or 20 different cities in that radius. You need a good company to take care of your listing while you take care of answering the phone and servicing your new customers.
Let’s face it, your customers, I mean your potential customers are looking elsewhere today. The old idea of mailers, fliers on cars and homeowners front doors and those expensive full or half page ads in the yellow pages are gone for good. I don’t even own a phone book any more and when we were visiting the grandparents, my father asked my youngest son if he knew where the yellow pages was he looked at him like he was speaking a foreign language or thought it was some sort of coloring book. Then I said son where would you find a pizza place near grandpa’s house he immediately bolted for the computer and Googled “Pizza” immediately a page came up and in the local map section there a list of pizza places. It showed where they were located in relation to Grandpa’s house. It gave him the name and phone number. He showed Grandpa and they called the pizza place together to order dinner.
So what are you doing to get those potential customers today who are out there looking for the services you provide? Do you want them to call your competition?
Danielle MacInnis • Chris Anderson has a great book called, Free the future of a radical price. I think a great way to get customers is to give them a taste. Start the relationship. Be proactive. Do something useful, unexpected, boy why not be downright generous. I am happy to give away my content, tools and experience. I know I am building a long term relationship with my prospective clients, supporters and collaborators. I live with the mindset of abundance.
Eric Dean 951.972.8011 • Well thank you Danielle. I will be sure to look up and read what he has to say. I hope you will take the time to look over my website and blogs. If you would like to help your clients get their businesses found on the front pages of all the major search engines in each and every city they service then by all means I would be more then happy to speak to you. Please feel free to contact me directly.
John Lee • I send real greeting cards (not ecards) and gift to my clients to show them appreciation. They love it. Then they think of me when their friends are talking about something I can help them with. Appreciation is the key!
I don’t drive to the store to buy cards. I do it all on line and the company prints it and mails it for me. It’s great!
Judy Misbin • I also set up a user profile on http://www.zeringo.com It allows me to easily organize and send eletters, online invites, post advertisements, set up a public profile that is SEO friendly and provide me a great area for real-time communication and collaboration.
Mila Rudneva • Some business owners give away some services for FREE. For example, I just found “Win a FREE Professional Logo and Stationary Design for Your Business” by MologokoStudios.
You can find it here http://www.mologokostudios.com/aboutus/design-special-offers-and-prices.php .
I think it is a great idea to get exposed!
Eric Dean 951.972.8011 • Mila, free stuff is a good idea though many people see it as a gimmick and most of what is given away is some cheap item. I have found that good old fashion American value is the way to go. The key today is to make sure your business is found where clients look most. Lets face it the prime real estate is the front pages of Google and the other search engines. Soon enough businesses will be paying someone to put them on page two and you know and I know most customers don’t go past page 1. I have programs that work both ways, one a subscription based ranking program and a performance based pay per call program. It’s your choice. I hope this helps. Have a great day.
Jim Shanman • Eric, are you advocating that the ONLY way to get new customers is by improving your SEO ratings? You ask a question at the beginning of the article and then restate it at the end, without ever really answering it, so I’m a little confused.
I’ve participated in a number of conversations like this – both online and off – and it always seems to boil down to the same process: Develop a multi-level marketing strategy and stick with it. Yes, online marketing is a key component to any marketing mix, but interestingly, while I agree the phone book is a dead medium, direct mail is proving to be surprisingly effective. Why? 2 reasons: 1 – there is less of it, meaning you have a better chance of standing out and 2 – People are so overwhelmed by online marketing techniques, they are increasingly tuning it out and prefer to actual hold something in their hand. For example, when we look to order a pizza at home (and quality is secondary to price), we sort through our door hanger coupons looking for a good deal.
Further, while impressive search engine ranking is key to many businesses, it is hardly the best solution for many others. To single it out as the salvation of sales seems to be a bit naive to me.
Eric Dean 951.972.8011 • I am not saying that Internet Marketing is the only way by any means. In fact, diversity is the key. I think mailers, hangers, flyers, radio, tv and numerous other avenues are all still great ways to get your business name in front of the masses. I am just stating that today more then ever people use the internet on their phones, computers, GPS devices, and TV’s to find what their looking for. I use my phone three to four times a week to find stores, shops and for services that I need or require. I am open to all forms and believe they all have relevance in todays market. Have a great day.
Warren Boschin • I have found that Yellow Pgs., direct mail, hand outs, and local ads just don’t work.
Lately I have felt that I must do more on the internet and by email.
In the main I have done lots of networking at Chamber mixers, expos..and
business groups to make connections with other businesses that might need my
help. Also being a public speaker teaching other business folks how to network
to get business has helped. It’s that person to person contact that does it.
People need to get a sense of the real you to feel trust and understanding for
your company.
Warren
Jim Shanman • There is a lot of truth to that. People like to do business with people they know. But again, it’s having a good mix in your plan that works. Speaking in public, ads and handouts all help familiarize you with your audience, but may not lead directly to a sale. And then when they search for you – and easily find you – that’s a big plus (Eric’s key point). Finally when you do meet them in person at a networking event, they feel they already know you. It’s not so much a sales pitch as an affirmation as to who you are.
Dan: I really think the answer is in having a ongoing marketing and sales strategy. Together these elements form the basis of your lead generation machine. Some really interesting comments!
working as effectively as it use to. As more and more customers look online for Local businesses it is becoming critical to be where your customers are.
