May 14, 2013

8 Tips for Meeting Your Next Customer

What’s the best way to meet new customers? When I first started working as a small business marketing consultant in Pittsburgh, I blew countless (and I mean countless) hours attending the wrong events and spent what had to be a small fortune on a never ending list of membership and registration fees. Just so I could make the most of every online and offline networking opportunity under the sun, get my name out there, and hopefully generate a few leads. Notice I said “hopefully.”

Through a whole lot of trial and error, I ultimately learned which strategies and tactics made the most sense for me and my business while also coming to the realization that I needed to work smarter (not harder) if I wanted to generate more leads and meet more customers. Here are 8 tips I’ve learned along the way:  

Know your customers

Just because you think the latest technology is going to be the “next big thing” doesn’t mean that will necessarily be the case for your customers and contacts. Always be sure to build your unique relationship management strategy around your unique audience and the types of connections they’d prefer.

Build an online presence for your business

Start by making sure all of the social media profiles for your small business are complete and current. Nothing says the wrong message to potential connections like having information that hasn’t been updated for months or even years.  

Use light touches to build rapport

Light touches are a subtle yet effective way for you to get on the radar of potential customers and build rapport. You can start by following them on Twitter or strategically retweeting and sharing their content via your social networks.

Make it personal

Once you have potential connections in mind, make sure you do your homework. Check out their website, their LinkedIn profile, and any other potential sources of information to identify common points of interest, conversation starters, and opportunities to create connections.

Always be connecting

In traditional selling, ABC stood for “Always Be Closing.” In the age of social media, it should now stand for “Always Be Connecting.” Instead of focusing solely on making the sale, look for opportunities to continue to grow your network by connecting with prospective clients, strategic partners, and vendors.

Always add value

Focus less on what you’re going to gain and more on how you can help the people with whom you want to connect. When you put adding value for someone else before your personal agenda, it makes the interaction less transactional and increases the likelihood that you’ll establish a meaningful connection.

Blend online and offline touches

Even with the latest and greatest social media platforms, the best strategies still include a mix of online and offline tactics. How much of each will depend on your target audience and their preferred methods of interaction.

Follow up, follow up, follow up!

Any strategy is only as good as your ability to follow up in a timely manner. That doesn’t mean never. That doesn’t mean three weeks later. You should try to respond within 24 hours while the interaction is still fresh in your mind. Connect via LinkedIn and look for opportunities to continue a dialogue as appropriate.

When it comes to meeting new people and nurturing relationships for your business, you’ve got to have the right strategy in place so you can focus your time and efforts on the channels and tactics that are going to have the most impact. From there, it all comes down to your ability to maintain an ongoing dialogue with your contacts and identify opportunities to add value.  

What about you?

What strategies and tactics have you found work best for meeting new customers for your small business? Share your comments below.

By: Shawn Graham

[Image: Flickr user Martha]
 

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Categories: Customer Engagement, Lead Capture, Marketing Inspiration, Marketing Strategy

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May 8, 2013

Join Me At The Entrepreneur’s Growth Conference Pittsburgh

How can you find more customers, clients, and referrals? There are HUNDREDS of networking events for small business owners—and that’s just in Pittsburgh alone. With so many options, you could literally spend all of your time networking and not have any time left to actually work on growing your business.

If you’re going to maximize your time and your efforts, you need to focus on the groups, resources, and networking channels that make the most sense for your business.

Join me on Friday, May 10, 2013, at the 15th Annual Entrepreneur’s Growth Conference at Duquesne University to learn how you can maximize profits, turn market opportunities into sales, and tackle some of your toughest business challenges.

I’ll be co-presenting the session “Next-Generation Networking: 15 Ways to Meet Your Next Business Contact” with Michelle Donovan, an international bestselling author and owner and operator of the Referral Institute of Western Pennsylvania.

Event highlights include:

• 15 workshops covering marketing and PR, money, strategic planning, technology, business starts, and special interest topics
• “Meet the Expert” Luncheon
• Business Building Tradeshow
• Keynote Speaker, Will Knecht President of Wendell August Forge

More than 400 entrepreneurs and managers are expected to attend. For more on the event, be sure to check out this short video:

When registering use promo code Pitt13 and save $20. If you have any other questions, please feel free to email me at shawn @ shawngraham.me.

I hope to see you there! 

By: Shawn Graham

[Image: Flickr user Betsy Weber]

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Categories: Customer Engagement, Email Marketing, Lead Capture, Marketing Inspiration, Marketing Strategy, Pittsburgh, Social Media Marketing

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May 2, 2013

5 Highly Effective Email Newsletter Examples

Creating an effective email newsletter for your small business requires a heck of a lot more than just having the right content. From your subject line to your layout, your ability to ultimately engage your target audience and generate leads will have just as much to do with how you present your information as what you actually have to say. 

Formatting matters. You can have the greatest content in the world, but if it’s impossible to quickly and easily scan there’s a pretty good chance nobody is ever going to read it. Attention spans are only getting shorter. That means trying to cover everything in one continuous block of text just isn’t going to cut it. If you’re going to pull your readers in, you need chunk your content around a few particular topics and give them the option to read more by including a targeted call to action around each article or story.

The same holds true with visual interest. The right images just have a way of making your content jump off of the screen. They create a perfect one-two punch, helping to drive your message home in a way that otherwise wouldn’t have been possible. They help to establish a vibe and personality for your email newsletter content—something that will help you stand out from your competitors.

What makes a great email newsletter? Let’s take a look at 5 examples from companies that are doing it right.

Constant Contact

When it comes to the world of email marketing, you don’t have to look much further than Constant Contact. Their Hints & Tips newsletter contains a solid mix of helpful information that’s easy to read and wrap your head around.

What I Like:

• Free webinar call to action in the header
• “What’s Hot” highlight above the fold that draws attention to a helpful resource
• Relevant tips and advice

MOO.com

What’s not to love about MOO.com? They create beautiful high-quality business cards  and their customer service is totally outstanding. Their monthly MOOsLetter is equal parts creative inspiration, news, and helpful tips and tricks.

What I Like:

• Images tied to each post
• Clearly defined call to action (ex. Evaluate your business idea) to encourage readers to go deeper
• Social media buttons to encourage sharing

Phipps Conservatory & Botanical Gardens

Closer to home, Phipps Conservatory & Botanical Gardens’s ecoINSIDER is green in more ways than one. Each month they share green gardening tips, information on upcoming events, and other helpful information related to sustainability.

What I Like:

• Clearly defined brand (ecoINSIDER) for their email newsletter campaign
• Access to multiple articles without having to scroll
• Warm welcome under the header that provides an overview of their newsletter content

PhotoShelter

When you’re in the photography business, you have no choice but to include images as part of your email newsletter content. The folks at PhotoShelter share a nice mix of helpful how-to’s and downloads designed specifically for their unique audience.

What I Like:

• Clean layout with just the right amount of content
• Free download offer for their latest guide
• Cross promotion of their Google+ community

Customer.io

And of course we can’t talk about email newsletters without a reference to Customer.io. They are in the business of helping people write ridonkulously good emails. Unlike some of the other examples we’ve looked at, Customer.io doesn’t rely on flashy graphics or email templates. Instead, their minimalist approach is a refreshing throwback to the early days of electronic communications.

What I Like:

• Short paragraphs which make the content easier to read and consume
• Conversational tone which helps to pull readers in
• Closing call to action

As you create an email newsletter for your small business, don’t forget about aesthetics. Look for opportunities to use your content and images to pique interest and pull your readers in. 

What About You?

Are you thinking about starting an email newsletter for your small business? Already have one that’s working well? I’d love to hear from you!

As a disclaimer, I use affiliate links for some of the products listed. They are all products I absolutely love and trust and would recommend regardless of whether they have an affiliate program.

By: Shawn Graham

[Image: Flickr user Biscarotte]

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Categories: Customer Engagement, Email Marketing, Lead Capture, Marketing Inspiration, Marketing Strategy, Pittsburgh

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April 17, 2013

What Should Be On A Business Card For Small Businesses

Too much or not enough. When it comes to what to include on business cards for small businesses, unfortunately it always seems as though they fall into one of those two camps. Just because you only have a few inches of real estate to work with doesn’t mean you still can’t get your message across and do it in a way that doesn’t require packing every possible bit of information about your business or wind up with something that looks like a barren wasteland.

Your business card is often the first place prospective customers look when they’re searching for contact information for your small business. Quality business cards form a first impression that can mean the difference between them picking up the phone or throwing it in the trash.

So what should you include on a business card?

Small Business Logo and Tagline (Hell yes!)

Let’s start with the obvious. You want the name of your small business and your brand to be immediately recognizable. That means should always include the name of your business and your small business logo and tagline (if you have them) somewhere on your card. Of course you also want to include contact information. And this is one area where a lot of small businesses start to really junk things up.

QR Codes (Never!)

Here’s the thing—most people aren’t actually going to “do” anything with your business card until they get in front of a computer or tablet. At that point, it’s going to take just as much time for them to open the app to scan, wait for their phone to focus in on the QR code, connect to the web, and check it out as it would for them to just type in your url. A lot of marketing experts might tell you it makes you look hip and cool, but they are full of it! QR codes on business cards are TOTALLY unnecessary.

Contact Information (Yes, but…)

Back in the day, businesses had one (or at most two) telephone numbers. Now you’ll often see business cards that include an 800 number, a direct line, a cellphone, and possibly even a home number. Totally ridiculous! Your customers shouldn’t have to play a game of telephone roulette. Why not keep it simple? Include the one or two numbers where your customers will be able to reach you. That’s all, that’s it!

Along with your phone number, always be sure to include your email address. Notice I said “your” email address and not some generic “info@yourcompany.com.” Nothing says “Please don’t contact me—I really don’t care about you” more than pointing people to an anonymous inbox.

Of course I can’t talk about business card content without mentioning the fax. Of all the superfluous information you could possibly include, this has to be at the top of the heap. I feel like a lot of people just include it out of force of habit. I know I’d have to stop and think about how many times a year I actually send or receive a fax. It’s got to be less than five. With the ability to scan and email documents, listing a fax number generally isn’t necessary (unless you know your customers are going to use it). Personally, I’m still not sure why we can’t let go of the fax—just think of those incredibly annoying sounds, the poor image quality, and how ridiculously long it takes to send and receive documents.

Multiple Websites (Never!)

If you have a business website, an ecommerce site, a blog, and three social media profiles—you’re much better off pointing prospective customers to one url where they can then access all of your other information. In other words, don’t junk it up.

Social Media Profiles (Yes, but…)

If your small business is on Facebook, Twitter, LinkedIn, Pinterest, and Google+, it doesn’t take long before you wind up with a proliferation of social media profiles on your business card. Instead of giving people different ways to connect, you end up overwhelming them with a sea of social media icons and links. Focus on the 1-2 primary channels your customers actually use and leave all of the other links for your website.

Business Card Best Practices

Don’t be afraid to use both sides of your business card. Doing so gives you more space so you allow your content to breath and also make it easier to digest for current and prospective customers. For starters, add your small business logo and tagline to the back side of your card. Then use the front side for your name and title, physical address (if you have a brick-and-mortar storefront), your phone number (one is almost always enough), and your email address and website.

From there, you can look at ready-made business card designs or even make your own. 

Have additional questions about what to include on a business card for your small business? Leave a comment below or send them my way.

As a disclaimer, I use affiliate links for some of the products listed. They are all products I absolutely love and trust and would recommend regardless of whether they have an affiliate program.

By: Shawn Graham

[Image: Flickr user João & Raquel]

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April 10, 2013

How To Write Great About Us Page Content

Your 'About Us' page content is the one area of your small business website where you really have a chance to tell your story—who you are, what your small business is all about, and what makes you unique from your competitors. In other words, your 'About Us' page content is really freakin important.

Unfortunately, it’s one area where a lot of small businesses really miss the mark. They either focus entirely on the wrong things, include a bunch of totally random information that doesn’t flow together, or don’t include enough text to add any real value.

Great About Us page content pulls the reader in

It all starts with a conversational tone. Instead of treating it like a boring writing assignment, think about how you would tell your story to someone if you were speaking with them face-to-face. What would you say? How would you say it? Would your delivery be stiff and academic, or would your face light up with excitement when you talked about opening your doors for the first time? Spoiler alert--I’m hoping you answered the latter.

Great About Us page content contains personality

I’m a sucker for passion and personality. There’s just something about seeing someone get really excited about their small business that pulls me in every time. One of my favorite examples happened at a conference just last year. We were in a session on pitching your business to the media when one of the attendees stood up and started talking about her business. The more she spoke, the more excited she got and the more her passion for her product, EarMuffers, came through. By the end of her pitch, I’m pretty sure everybody in the room wanted to buy them. The key is being able to harness that same passion and personality and translate it to content on your small business website.

What content should your about page include?

Although there’s no one-size fits all 'About Us' page content template for small businesses, there are a handful of questions that I’ve found can be very helpful when structuring your story and trying to get those creative juices going.

• How did you get started? This is where you get a chance to tell visitors to your small business website how and why you exist—the perfect beginning to your creation story.
• Where did you get the idea for your small business? That “aha” moment when you realized you were might be able to turn that hobby, dream or passion into a viable business and something you hoped your customers would absolutely love.
• What’s the story behind your products? How are they made? Designed? Give people a peek behind the curtain so they can get a true sense of the craftsmanship that’s involved in bringing your creations to life. This content can be incredibly powerful when helping to differentiate your small business from big box retailers.
• Where do you look for your creative inspiration? Travel? Nature? Music? Family? Friends? This is where you have a chance to form more of a personal connection with your audience by sharing a little bit about your creative process.
• What’s your background? Here you can establish instant credibility by talking about your professional and personal experience as it relates to your business.
• What’s your vision for your small business? It’s easy to get excited about a small business that has dreams and aspirations about where they’d like to be 5-10 years from now.
• What motivates you? What gives you that fire in the belly—the thing that makes you hop out of bed bright and early each and every morning to work on (and for) your small business?
• How has owning a small business changed your life? This is where you have a chance to really talk about the positive impact owning a business has had on you both personally and professionally. When it comes to telling the story of your small business, it doesn’t get any more powerful than that.

To create dynamic 'About Us' content for your small business website, start by identifying and answering 3-5 questions from above that you’d like to be a part of your story. From there, read over your content from beginning to end out loud (this is really important) to see if everything flows together. Remember, the tone of your content should typically read as though you are having a face-to-face conversation with a first time customer. If it does, you’re well on your way. If it doesn’t, it’s time to make some tweaks.

Of course, great 'About Us' pages can’t thrive on words alone. Look for opportunities to incorporate images that help complement your small business story.

Your homework assignment

Take a look at the 'About Us' page content for Hiut Denim Co. and share your thoughts below about which questions from the above list really seemed to jump out.

By: Shawn Graham

[Image: Flickr user Dave Matos]

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Categories: Customer Engagement, Ecommerce, Marketing Inspiration, Marketing Strategy, Website Design

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