Tag Archives: marketing a small business

How Do You Approach Potential Clients You Already Know? Read This to Find Out!

group of potential clients

Hard to approach potential clients you already know?

I was recently asked — “How do I approach people I notice who could use my services and explain what I do without being annoying/intrusive? So many missed opportunities every time I walk around the hood!”

I think every single small business owner asks this question when they’re starting out – either out loud or at the very least in their heads. It is an *extremely* fine line between promoting your business and providing help/value to someone and going over the line and ticking them off, even damaging trust or a relationship.

Small businesspeople need friends

Your friends want to help you!

Ultimately, however, I think it’s good for people to know about your business. Partly because they themselves might be able to benefit from your services, but also because as friends and acquaintances of yours, they are probably happy to support you and help you out if possible. But they can’t do that if they don’t know what you do.

There are a number of ways to approach sharing business information, and you have to pick the one (or ones) that work best for you and the people you’re talking to. (this applies whether your clients are other businesses or consumers)

Because I wanted more than my opinion on this I solicited a variety of business contacts. Below is what they had to say. (#4 is mine)

Approach #1

I think by speaking about how your service or product can help them, instead of just selling it in general, people become inspired and see it as less of a pitch. I hand out my business cards (which are really nice…thanks Moo.com!) and tell them to give me a call if they want to chat more. No pressure, just a chat. If they don’t take me up, often times they’ll refer someone to me.

Approach # 2

I think just being honest and sincere is the key. For example saying, “Hi there, I noticed you were X. I don’t know if this is something that would be a good fit for you or not, but I provide Y.”. Or something like that. I find the phrase “I don’t know if this is a good fit” always puts the prospect / other person at ease.

Approach # 3

In my view: First observe your target people around you. Examine what they are struggling with when it comes to child raising. Upon observation, if you could find problem, go to them and provide them a small piece of free advice/solution. This will help you start conversation and will spark interest in you.

Listen to that Small Business Idea!

Ask questions, listen, then share if appropriate.

Approach # 4

I find that it’s easiest to share what you do when you’re finding out more about what the other person does. I’m always curious about people I meet and like to find out what they did before having kids, whether they’re currently working etc.
If I’m asked in return what I do, I share.  (Note: have your “elevator speech” ready – who you help and what problem you help them with).

If they’re interested let them know you offer lots of resources, tips, etc. on your Facebook page or blog, etc.  
They might hire you one day and they might not, but either way you made a good impression, did your good deed for the day, and got your name and business contact info out there :) Remember that it’s not about selling – it’s about helping solve their problem, whether that’s through your services or not.

Approach # 5

1. Setup & populate a blog / social media channel with valuable content
2. Print namecard with contact & the online channel URL
3. Be bold & gentle when approach the prospects
4. Highlight their issue & offer quick & short advice (don’t always point back to the business).
ie “Hi there, I noticed you are having X issue. How about trying Y (don’t always point back to the business)? Hand them the namecard “Do check this out. It is my site & I share about XYZ.”

As you can see, this is all about sharing how you can help the potential client solve a problem (and this may not be through your service!), then directing them to the appropriate place to get more.

Thanks to Crunch Compass for this question. Crunch Compass’s Charise Jewell is a parenting consultant and writer providing support, education, and practical solutions for the problems we all have.  Check out Crunch Compass on Facebook (and like the page while you’re there!).

If you have any questions email them to me and they might appear on this blog, with a link to your website.

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Social Media Driving you Crazy? 2 Tips to Simplify

Social Media Driving you Crazy?

Social media ever make you feel like this?

Ever have one of those weeks? You know, the ones where you wonder how you’re going to get everything done? And you’re doing okay (horray!)…..until you remember you’re supposed to be “doing” social media.

And maybe the sinking feeling sets in, or the feeling that this is inevitable. Or the feeling that maybe social media isn’t “for you”. Quite possibly you just hate it!

I’ve been there too — and for me time has been a constraint for the past three weeks with my husband out of the country.

What can you do to manage your social media and still have some kind of life? Here are two little tips that can make a big difference to your productivity and sanity. (and who doesn’t love feeling sane?!)

Social Media Management Tip #1
Use scheduling software
I nearly always advise clients to use one of the many social media management programs out http://www.wonderoftech.com/wp-content/uploads/2012/04/buffer-logo.jpgthere. I use Hootsuite, but there are lots available, most with free versions.

It’s far more productive to set aside 1/2 hr per week (or however you manage that) to schedule posts for the next week. (I personally do a two week period of scheduling posts) Then you can take 5 http://bcitma.ca/wp-content/uploads/2013/11/hootsuite-logo-dashboard.pngminutes every day to see what’s going on, provide timely updates/info, and comment on posts.

If you know you’ve got a busy time period coming up, or you’re going away, schedule your posts as usual, but perhaps for however you’re going to be busy/away. You still need to reply to posts, but perhaps you skip the 5 min per day.

http://www.universitiesnews.com/wp-content/uploads/2013/02/social_media.jpg

Photo courtesy of Universities News

Social Media Management Tip #2
Limit the number of social media you use.
So many small businesses are told that they need to be *everywhere* and feel like if they’re not on the latest, trendiest social media they’ll be left behind. And I know that others feel like there are so many social media out there that they are overwhelmed and don’t pick any! (sorry, but that’s a no-no; you’ve got to join in on this one)

If you’re managing your social media yourself, pick fewer and do a better job on them. Most popular social media for the most part are Facebook and Twitter. LinkedIn is also a good choice for B2B….both for networking and because it shows a level of professionalism for any small business person.

Pick social media you either like using, or at least don’t hate. Then post regularly – scheduled posts and impromptu. Choosing fewer social media will allow you to focus your efforts and become more known and trusted in those circles….and the old adage still holds true that we buy from those we know, like and trust.

Ultimately I think it’s good to keep in mind that while any small business can benefit from using social media, it does not have to be painful or overly time consuming. That’s why I’m here – to help make Marketing and Social Media easier for small businesses!

If you have any questions email them to me and they might appear on this blog, with a link to your website.

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The 5 Most Useful Google Analytics Pages

Every single small business should be tracking their website’s results. This is 100% standard for large companies and organizations, and small business owners should take a page out of their book.

Tracking a website allows the small business owner to see what is working and not working and take steps to improve their results. It allows them to know where in the world their audience is coming from and how they found the website. Find out more on why every small business should track their website.

The most popular website tracking system is Google Analytics, and it’s such a robust system that is is easy to be sidetracked (or even overwhelmed) when you go into it. So, below you’ll find what I think are the most useful pages within Google Analytics as well as what they tell you. Please note that while I’ve given suggestions as to what the business could do that is featured in these examples, what any small business does with website results are totally dependent on what a their objectives are.

The Audience Overview page is the default landing page for Google Analytics. I like it because it shows me at a glance some key stats. Here’s what the below example shows me:

  • This is between Dec 8, 2013 – Jan 7, 2014
  • The number of visitors went up in January 2014 (blue line is going up)
  • Most people came to this website once. (“Unique visitors” versus “visits”)
  • They looked at about 3 pages
  • They stayed on the website 2min 54 seconds

I’d recommend to this client that they try to increase the number of visitors to the website, as well as try to keep them on the site longer. They could compare the below results to last year’s results to see if they’ve improved year-over-year.

Google Analytics small business toronto tracking 1

 

Another page I always look at is the Acquisition – Overview page because it’s really valuable to know how people are finding your website.

Google analytics small business marketing toronto 2

In this example you can see that most people are finding the website through Organic Search and almost none through Social (ie. Facebook, etc.). The company may choose to focus more on Social or Referral or they may try to increase the number of people that find them through Organic Search.

 

 

The Behavior – Site Content – All Pages result page tells you what pages are the most popular. I always ask clients — Are these the most important pages on your site? If so, great! If not, you might want to focus on improving the most important pages. Or see which is the most popular page and listen to what your customers are telling you – that it is important to them.

If a page surprises you and is more popular than you thought, you might choose to spend more time on it.

ie. on this website the company’s most popular page is a cost calculator (below). It’s even more popular than their homepage. That tells me they should never remove the cost calculator! And they might want to try to reduce the 73.96% of people who leave from this page.

Google analytics small business toronto tracking 3

The Behavior – Site Content – Landing Page results page tells you which pages attract most visitors and are therefore the most interesting pages.

Think about the pages that attract the most visitors and try to figure out why they are most interesting. Then try to replicate that success on other pages.

Again, in the below example the most popular page is the cost calculator. I would advise this client to enjoy the fact that they’ve got a tool that so many people use…..and to think about how they can get people from the cost calculator page to other pages.

Google analytics small business marketing toronto tracking 4

 

The Behavior Flow – Site Content – Exit Pages offers insight into what pages people are leaving your website from.

I think of this like a bucket — you can pour lots of water into a bucket but if there is a hole and the water is escaping you should fix it. Similarly, if lots of people come to your website, but don’t make it to a page that encourages them to take action (whatever action you want – ie. call you, email etc.) then there is room for improvement.

In the below example you can see that lots of people leave from the cost calculator….but #4 is the Contact page, which is great. I’d like this company to focus on the homepage – enticing people to read further.

Google analytics small business marketing toronto exit pages

 

Do you have any pages that offer golden insights? Please share!

Or If you need help, or want someone to explain this to you (or manage it for you!), I can do it. While I’m physically located in Toronto I can do this no matter where you’re located! Just email me to get started. :)

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