Breaking the Chains!
Summary:
How to compete
and win against Corporate America.
Keywords:
small business
marketing, small business promotion, small business websites
Article Body:
Every day,
customers and business owners are bombarded with billboards, logos, print, and
electronic ads from huge corporations. With annual ad budgets that are more
than our businesses' SALES in an entire year, our small independent businesses
are getting squeezed out of consumers' minds (and wallets) more and more each
year. But the good news is, there are ways to fight back and “break the
chains”:
Build that website and perfect your online presence.
The Internet is one place where, compared to print and other forms of
electronic media, the playing field is relatively level. A website filled with
loads of great content will be loved by search engines like Google and
Yahoo!, and because of that, customers who may not even know where you are can
find you and buy online. If you own a retail store, start an e-store. If you
own a restaurant or a service-related business, offer a gift certificate or
printable coupon. Starting a mailing list on your website with the latest news,
events, and special offers is a great way to get (and keep) loyal, regular
customers. The options are endless, and best of all, content is the Internet
king, not slick, flashy, repetitive advertising. If you aren't comfortable with
all things Internet, many companies are and can help you with
web design, web hosting, search engine optimization, and web marketing.
Join (or start) a co-op or business association.
“Strength in Numbers” is more than a catchy phrase, it is becoming a necessity
in our current business climate. Trade organizations can purchase products
together to get better rates and buys, they can advertise together with direct
mail coupons and newsletters (another big money saver), and they carry more
political clout by appointing representatives to call on state legislatures or
even Congress to promote legislation favorable to small independent
businesses. If your area doesn't have a trade organization or does but you
feel it doesn't meet your needs, start one! The National Federation of Independent
Business is a great resource with representatives in all fifty states and
Washington D.C.
Don't mimic Corporate America
Advertising is not cheap, because the prices that the large corporations are
willing to pay for it have priced it out of the reach of most small businesses.
This is not necessarily a bad thing; let them have all of the cold, impersonal,
beat-you-over-the-head repetitive advertising! People only care about this on
Super Bowl Sunday anyway! Always go for the personal touch. If you own a restaurant
or retail store, introduce yourself. Let them know you appreciate them coming
by, and you can't wait to see them again. Always offer coupons or incentives,
and be as unique, creative, and memorable as you possibly can. Remember that
“word of mouth” advertising is so great you can't put a price tag on it. Put
yourself in the customer's shoes, and stay there! Don't ever do what you want;
do what they want. Don't just market your business, market yourself. It leaves
an impression, and with the sorry state of customer service today in most
(chain) businesses, people won't forget it!
Remember, you are an independent business because you want to do something
new or different, so promote yourself accordingly. Here's to you “breaking the
chains” and becoming successful with your chosen endeavor.
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