Based on my experience, the best small business marketing is relationship focused. In other words, instead of focusing on building a media presence where people recognize your logo like Nike or the golden arches, with small business marketing for private practitioners and other solo entrepreneurs, it’s you and the way you connect with people that matters.
This is tried and true advice…
Many large companies also rely on individual sales people to market their products by building a relationship with their potential clients. They know the value of relationship focused marketing.
To do relationship focused small business marketing you have to first identify who your potential client is and where you can find them. One of the biggest mistakes many helping professionals and small business owners make is thinking everyone is their potential client.
If you’re having difficulty narrowing down your target market, think about the types of people who definitely would not be interested in your service or product… and then who’s left? Out of those people…
- Who has the money to pay?
- Who has the most need?
- Who can you most easily get your message to?
- Who would you most like to work with?
Once you’ve identified who your best possible clients might be, make a plan to build a relationship with them. You could go where they hang out or meet and get to know them. You could write articles in a publication they read and invite them to join your e-newsletter list. You could create a Facebook page about a topic that is of interest to them and post daily.
As you and your potential clients get to know each other, let them know what you can do for them. If these people actually have a need and they know you and like you, the likelihood of them buying from you or using your service is much greater than if they don’t know you.
Kathryn Yarborough is a manifestation coach, registered dance/movement therapist, integrative breathworker, and the founder of the Center for Embodied Consciousness in Columbia, Maryland. For the last several years, she’s taught other helping professionals and conscious business owners How to Attract Clients [http://www.centerforembodiedconsciousness.com/attract-clients-e-course.html] – A Heart Based Approach in workshops, private sessions, and now in an e-course.