One of the greatest challenges solo business owners have, is that they are doing EVERYTHING, especially in the beginning.
Now, although I highly recommend outsourcing, it’s not always possible; so here are my tips to get the most out of your marketing (online AND off), when you have limited time, money and energy!
Think SIMPLICITY!
KEY 1 Know why you’re doing this!
KEY 2 Choose methods that leverage
KEY 3 F.O.C.U.S your efforts
Know WHY are you doing this
It’s REALLY easy to be busy. It’s also EASY to waste time. So, have a plan, even if it’s a 1 page one, that identifies what you want (such as how many clients, how much income, how many appointments etc), and work backwards.
Make sure your intentions remain linked to your INNER WHY. Goals or intentions alone are never enough. It’s our inner why that keeps us going when we feel like giving up.
Oh, and don’t forget to celebrate when you kick a goal!
Promotion HOW TO’s that leverage your time
These are my favourite mix of online and offline promotional methods, why I like them, and how I keep them as simple as possible – after all there is only one of me!
Facebook
Why I use it: My audience hangs out there. I am also very comfortable blending business with personal, because that’s how I tend to relate. Don’t be ashamed about the work you do. If you love it stand proud!
How I use it: In short bursts several times a day. I used to spend way too much time, but now I find it too noisy to stay on too long. I check my messages, notifications, and business pages, and respond to conversations I’ve been a part of. I have group notifications turned OFF (unless they are essential to connecting with my audience). It works alongside my offline networking. I tend to keep interactions brief and to the point, because I’m not into extended small talk in real life, so I don’t do it here either. It’s important to be yourself.
Twitter
Why I use it: It’s short, targeted, wide reaching, easy to share, and can be managed in less than 10 minutes a day.
How I use it: I zip in, and look for mentions or shares from others and thank them first. Then I check my newsfeed (that info highway stream), and see if there is anything worth sharing (which I retweet), or commenting on (which I reply to).
Articles
Why I use it: It’s the best use of my time, because I can pop it in a newsletter, add it to my blog, share on social media, while it builds my written content, and drives traffic to my website through keywords. This content can be repurposed in the future in workshops, eBooks and even public speaking presentations.
Article writing is an essential skill for business owners because you can demonstrate your value easily and build your credibility. (I offer extensive training in this topic).
How I use it: I write an article about whatever topic is on the agenda, or is being discussed in my circles. I like to answer my client’s questions and concerns. I publish it in my email newsletter and on my blog, which can be easily shared on Facebook, in relevant groups, and on my Twitter, LinkedIn and Google Plus profiles.
Joint Ventures
Why I use it: Two heads (or more) are always better than one! It’s easier to create an impact, and deliver value to your client base, when you join forces with others. It’s a great way to expand your circle of influence. If you are new to business, create a joint venture as soon as you can.
How I use it: I joint venture with my graphic designer buddy Jeanne Treloar, because she is a branding genius. We share an audience, and we complement one another’s services. At the end of the day, our clients benefit more when our services work together, because they look great as well as increasing their visibility and reach. I have also partnered with a WordPress developer so that I can focus on training and marketing (which I love), and he can do the technical website parts. It’s a win/win/win – for me, my partners and my clients.
Workshops
Why I use it: I use workshops because I can share ‘how to’ skills to a group instead of just one on one, which is a slower process, and can get tedious at times. Because I have a teaching gift, and love to impart knowledge, it makes sense to use this method. The process of working within a group event creates buzz, and leads to referrals following the event. They provide value as a stand-alone offering, and can also lead to further work with participants.
How I use it: I only choose topics that are unique (I try to add my own spin on them), that can truly benefit my audience, as well as demonstrate true value. Workshops for the sake of them, without really understanding what your prospects want and need, will lead to disappointment, because it will be hard to get bums on seats. It’s essential to meet your market where they are at, and deliver what they actually want! So don’t forget to ask them what they would like you to offer.
Public Speaking
Why I use it: Public speaking is a wonderful way to broaden my reach to new people I’ve never met before. After all, not everyone is on Facebook! It’s a great way for people to experience me personally, and then they can make their own choice about if they would like to consider using my other tools.
How I use it: I never say no to a speaking gig! Once scheduled, I don’t just rely on the organiser, but contribute to the promotion of the event, so that everyone benefits. Always have an offer, a followup product, or an invitation to lead people to, following the event.
MY TOOLS
A WordPress website with an integrated blog
Social media accounts Facebook, Twitter, Linked In and Google +
MailChimp to manage my email subscribers
Business cards for networking and referrals
DON’T FORGET
- Stay connected to your inner why – your vision and why you started in the first place
- Set goals and intentions, so you know how you are tracking (and when to celebrate!)
- Network Online AND Off, wherever your tribe hang out
- Demonstrate your value using methods that highlight your strengths
Do you have tips for saving time and money? What are your favourite social media channels, and why do you use them? I’d love to hear then, so add them to the comments, or if you have any questions ask them and I’ll address them in future blogs!
So you’ve registered your business name, printed some business cards, and announced your business at a network or two. You may even have your first clients or customers, and are beginning to establish some regular clientele and repeat business.
