Marketing for small businesses

I’ve blogged about Milton Keynes Geek Night many times over the last 3 and a half years – and it’s still just as good as ever. Last Thursday’s geek night (number 14)  had possibly the most eclectic mix of talks I’ve seen in a while though – with a talk about Life on Mars as well as the usual collection of web design/developer topics. And then there was Chloe Briggs’ 5-minute talk about marketing for freelancers.

Although Chloe (@clever_cloggs) called it marketing for freelancers, I recognise a lot of this being applied in small-medium businesses too. Indeed, it’s only the large enterprises I’ve worked for that don’t seem to “get it”. Even so, Chloe gave what I consider to be some very good advice, so I’m blogging it here!

  • Stand out from the crowd:
    • Use blogging as a tool
    • Know your audience
      • Think about who your existing clients are and what type of clients would you like to work with?
      • Target your content to this audience
  • Look after existing clients:
    • It’s good to keep in touch
      • Send a well-crafted newsletter every month/quarter
        • Click-throughs from email outperform social media
    • Clients often appreciate a call every few months to check in
      • They will increase their loyalty to you and make them feel supported
      • You will pick up extra work
  • Productise your services:
    • Tiered packages make it easy to compare services
    • Packages provide a jumping off point to start a discussion
  • Be a specialist
    • Create your own niche
    • You can easily become knowledgeable about a particular product or service
    • Creates trust and authority
    • Increases your value
  • Create residual income
    • Sell after-sales support for maintenance etc.
    • This can be a package including other services, e.g. hosting, analytics reports, etc.
    • Retaining your services on a monthly basis creates loyalty

Hopefully these tips can help others to build their businesses and attract/retain the right clients.

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