| It seems to me that the economy is slowly making a | | | | Review your newsletter masthead and your email |
| comeback, and now would be a great time to ramp up | | | | templates. Look at these things from the eye of your |
| your marketing, take advantage of the renewed | | | | prospect. Better yet, find someone else to review |
| spending environment, and move full-speed ahead on | | | | them for you - someone who closely fits your target |
| growing your business. But many of the small business | | | | market profile and is willing to give you brutally honest |
| owners I speak with are still having a hard time finding | | | | feedback. |
| new clients. | | | | Scrutinize Your Website |
| For many entrepreneurs, it can be hard to increase | | | | It's a good idea to review your website in entirety, |
| marketing spending at the very beginning of an | | | | beyond the simple details and down to the nitty-gritty. |
| economic rebound. If your client load or your product | | | | Your website is the hub of your marketing activities, |
| sales have been slow over the past year, you may | | | | and it's often the first encounter a prospect has with |
| not have any extra money in your budget to devote | | | | your business. Now is the time to get it ready for the |
| to small business marketing activities. You will probably | | | | economic rebound that is sure to bring new prospects |
| have to get creative about attracting your target | | | | your way. |
| market's attention. | | | | Thoroughly review your website copy. Are your |
| While you're waiting for the economic recovery to hit | | | | headlines and bullet points and keywords still |
| full-bloom, there are a few steps you should be taking | | | | applicable? Has the language that your prospects use |
| right now to ensure that you're ready for an influx of | | | | changed with the economy? Can you pinpoint anything |
| new clients down the road. | | | | that needs to be updated? |
| Dust Off Your Business and Marketing Plans | | | | Are all of the email addresses listed on your site still |
| Now would be a great time to pull out your business | | | | operational? Do all of your menu items and links point |
| plan and marketing plan and review them from cover | | | | to current pages? Check all of your feedback forms. |
| to cover. Most entrepreneurs I know will spend | | | | Are they all working properly? Are your Thank You |
| thousands of dollars having a marketing plan created, | | | | pages up to date? Your Thank You pages offer a |
| but then they'll never look at it again. Your marketing | | | | great marketing opportunity that is often overlooked |
| plan is a great way to keep you on track and help you | | | | by many small business owners. Can you identify any |
| grow your business, so dust it off and bring it up to | | | | other opportunities that you're not taking advantage |
| date. Does your mission statement need to be | | | | of? |
| updated? Does your vision statement still apply? Do | | | | Review Your Phone Scripts |
| your marketing tactics reflect the current business | | | | I believe every small business should have phone |
| environment and new technology? If your marketing | | | | scripts, or outlines, for prospecting and sales |
| plan refers to a Watts line or Fax machine, it's | | | | conversations. Everyone who represents your |
| probably time for an overhaul. | | | | company or organization should be providing basically |
| Take a Look at Your Marketing Collateral | | | | the same information and following the same dialogue |
| Your marketing materials don't have to be expensive | | | | each and every time they speak to a prospect. |
| to be top notch; they simply need to instill confidence in | | | | If a complete script seems too phony for you, at least |
| your prospects. It's often the little details that will inspire | | | | have a complete outline of every single service you |
| trust and confidence in your products or services. For | | | | offer so you can easily rattle it off to a prospect at |
| instance, I recently reviewed the brochure of a | | | | the drop of a hat. This is a great way to instill |
| professional service provider who asked me to make | | | | confidence in your prospects and present yourself as |
| suggestions for improvement. He had attended over a | | | | the expert. |
| dozen business fairs in the recent weeks, and although | | | | Take a look at all of your scripts to make sure they |
| he had distributed over 1,537 brochures, he hadn't | | | | are up to date. Are the prices they mention current? |
| received one single inquiry from a prospective client. | | | | Do you have scripts for your latest service offerings? |
| The brochure was gorgeous. It obviously had been | | | | Are the scripts easy to find and follow whenever an |
| professionally designed, the colors really popped, and it | | | | unexpected phone call comes in? |
| was printed on very high quality heavy-weight glossy | | | | Ensure that all of your phone scripts are up-to-date |
| paper. But it didn't take me long to spot 3 grammatical | | | | and ready to go, because when the economy picks |
| errors and 6 spelling mistakes in the 4-page brochure. | | | | up, your number of incoming phone calls is bound to |
| His business had nothing to do with spelling, grammar, | | | | pick up also. |
| or writing in general, but the mistakes were enough to | | | | Finding clients for your small business is definitely a |
| raise a red flag with his prospects. In fact, it was | | | | full-time job. You can make that job a little easier by |
| enough to raise 1,537 red flags. | | | | preparing ahead of time and being completely ready |
| Set aside an hour each week for a details review. | | | | for the additional prospects who will soon be coming |
| Look at your brochures, your sell sheets, your website. | | | | your way. |