The number of different marketing tactics a company can pursue to attract new clients continues to grow with new avenues opening and old ones closing. Before pursuing your marketing efforts it is a good idea to reflect on the “Raspberry Jam Rule” by Gerald Weinberg. In his book the “The Secrets of Consultine” he states “the wider you spread it the thinner it gets”. In our industry this translates to the broader an audience you try to reach the weaker an impact you will make.
Don’t broadcast a message to a general audience. Instead, focus in on more targeted and specific client. Keep in mind that each client is obtained one at a time. In order to obtain that client you will need to lore them in one at a time much like a fishermen does. Each fish that is caught is seduced into what looks like a tasty meal. When you send out your message don’t use aggressive language. Instead, gently suggest it to attract your ideal client.
One tactic that small business can use to attract clients is by giving them something of value. This can be new facts, new ideas, helpful advice, or anything else that a potential client will find useful. Once you figure out what it is your ideal client needs or is searching for you can use a variety of different mediums to reach them. Your goal when creating your information should inspire them to contact you to learn more. Do not get caught up in impressing your audience. A few ways you can send your message is by video, email/newsletter, radio, blogs, press releases, seminars, article submissions, and web pages as well as a variety of other media.
If you decide that your website will be the center of your campaign you will likely want to start an Internet marketing campaign.
Local Search Resources
- Google Maps: www.google.com/local/add
- Yahoo Maps: www.listings.local.yahoo.com
- Bing Maps: www.ssl.bing.com/listings/BusinessForm.aspx
- Super Pages: www.advertising.superpages.com
- Best of The Web: www.local.botw.org
- CBS 2: www.mojo.cbs2.com/biz/add
- Universal Business Listing: www.UniversalBusinessListing.com OR www.UBL.org
- Localeze: www.Localeze.com
- Get Listed: www.GetListed.com
- Whitespark: www.whitespark.com
Link Building Guidelines
It is better to generate 1,000 back-links over 3 months than 3 days. A massive influx of back-links doesn’t look natural. Could be penalized.
Quality over quantity. When searching for quality links use “page rank” as an indicator of a site authority. The higher the page rank the better.
Install Google tool bar here: http://www.google.com/toolbar/ff/index.html
Link Building Resources/Tools
Directories To Submit Your Website To
More General Directories
There are a number of social media options your company should consider. One of the most effective are blogs. Some others are social networking sites such as Facebook, Twitter, Myspace, and LinkedIn. These sites usually encourage interaction between users and are a great way to engage your clients/potential clients. Another form of social media that you should also consider is social bookmarking. This is usually a great way to get your blog posts seen by others on the web.
- Facebook Analytics
- YouTube Analytics
- Google Analytic
Blogs are 500+ word articles that give information on any topic you choose. You can create a free blog at Blogger.com or install one on your website for free using WordPress, Drupil, MovableType or similar content management system (CMS).
Automate Your Content
One of the key elements of a social media campaign is automating your content. Using a number of free and paid tools will help you achieve this. Scheduling your content on social networking sites such as Twitter, Facebook, Instagram, as well as any other websites can be done using a number of free tools. But before you start scheduling your blog and entering in messages to be published on Twitter you need to research what your competitors are saying.
Find your competitors Facebook and Twitter account. Look at what they are saying and doing. Are they Tweeting about their recent settlements on a big case they litigated? Are they offering free resources to encourage people to contact them? Take notes on what your competitors are saying and how they say it.
Social Media Resources
- Buffer – great for posting over multiple social media sites