7 Tips to Become a “Rock Star” in Your Own Backyard without Breaking the Bank on Advertising

Let’s clear the air here. Advertising is not evil. In many cases it’s not even expensive… that is of course so long as it’s done right. However one thing I’ve learned by working with small businesses like you over the years is that you typically don’t have unlimited marketing budgets. Therefore wherever you spend your hard-earned marketing money must provide a sufficient return on investment (ROI). That being said, here are 7 tips that if leveraged properly, can save you a fortune in marketing dollars while still allowing you to become a “rock star” in your own backyard:

1. Be In the Know and Get Involved
Know what’s going on and rub elbows regularly with the who’s who of your local area. I’m a firm believer that wherever you choose to play... play hard.

2. Be a Connector
Now that you’re tuned into the local people, businesses, and events, always look for ways to connect them in ways that add value... people to people… people to businesses… businesses to people… people to events… and businesses to events. Trust me; your thoughtfulness will go a long way.

3. Educate, Educate, Educate
If you like to speak… regularly conduct local seminars and teleseminars. If you like to write… publish a blog or a newsletter. The key idea here is that regardless of the marketing medium you choose for delivery, position yourself as the local authority on your subject matter.

4. Become a Local Media Darling
Get to know, and regularly find ways to contribute to your local media. This goes for both online sources such as local web sites and Internet radio as well as offline sources such as radio, television, newspapers, magazines, and more. Remember, it’s one thing if you tell me you’re great. Maybe I’ll believe you, maybe I won’t. It’s quite another if an unbiased and respected third party such as the local media tells me your great.

5. Local Search Engine Optimization & Submissions
One of the first places people look… yes, even locally… for a business that provides what you do is online. They simply conduct a search in one of the many search engines like Google or Yahoo. Many of these search engines realizing the vast amount of local searches going on, as well as the potential revenue stream it brings, now offer local search engine counterparts (e.g. Google Local and Yahoo Local). In most cases this is a separate submittal process from the main search engine. Get listed in both!

6. Have a Content-rich and Useful Web Site
Face it, online color brochures just don’t cut it any longer. To be considered a viable solution for most consumers, you have to go the extra mile and provide them with clear-cut incentives to pay attention to and ultimately buy from you. Fortunately for small businesses, the Internet makes this very possible for a very reasonable cost. Think of your web site as an extension of your office or storefront… dress it up and nurture it the same way you would your physical space. Leverage it to magnetically attract your local target market by regularly providing resources to make their lives better.

7. Share the Wealth
Give back to the community… period! Regardless of how you give of yourself, at the end of the day, find ways to leave your community a little better than when you got there.

So in closing, just think about it for a minute… with gas prices continuing to rise… the costs of many products and services we use every day are as a result going up as well. We’ve got companies adding fuel surcharges to your tab now… costs of travel have skyrocketed… and quite honestly there doesn’t seem to be an end in sight… we’ll get there, it’s just going to take some extreme creativity and some time. In the meantime, as a small business it’s even more reason to step up your game locally. Customers are already incentivized by these rising costs to look for better deals. If they can save money by grouping together trips to several local businesses as opposed to spending the money traveling afar to get what they want, there’s a good chance they’ll look to fill their needs locally first. Be ready for this trend! Take immediate action on any or all of the 7 tips shared here to position yourself for success as the “rock star” in your backyard.

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute/ , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

10 Ways to "WOW" Your Clients Every Time

By Dean Mercado

Early on in my career I was fortunate to have come across a concept that has served me well in both my professional as well as my personal life. That concept was one I picked up from business visionary and author Tom Peters. It was about delivering "WOW" results… every time.

And in today’s fiercely competitive global economy, now more than ever, it’s critical to "WOW" your clients. Because I can assure you that if you don’t, someone else will!

So here are 10 ways to "WOW" your clients every time:

1. Refund the Difference
Got a better deal than you expected from your vendors for a particular product or service you quoted to your client? Refund them the difference.

2. Throw in Some Training
Teach your clients how to get the most value out of your products and services by offering some complimentary training.

3. Recommend Experts to Solve Other Problems
Have you become aware of other challenges or desires outside of your expertise that your client wants to solve? Refer other experts that can solve or satisfy them.

4. Follow-up to Ensure Satisfaction
You’ve made the sale… delivered the goods… now what? Whatever you do, don’t cut and run. I’m not saying overstay your welcome. What I’m saying is simply to touch base every so often to ensure they are still satisfied with what they purchased from you.

5. Refer Business to Them
We all want more and/ or better clients don’t we? Well the highest compliment we can pay our clients is to drive business their way. So if you trust that your client can deliver the goods, refer them.

6. Provide Detailed Documentation of Your Solution
Want to build your clients loyalty and trust in you? Then take the time to document what you did for them and why. For example, if you installed new computer network equipment, provide your client with a copy of the new network diagram as well as a copy of the configuration files of the equipment you installed; just in case someone else has to step in and pick up where you left off.

7. Invest Your Time in Really Getting To Know Them before You Sell Them Something
Simply put… the better you know your clients, the more they trust you. The more they trust you… the more they buy. A nice psychology side-effect of this is that when clients know, like, and trust you, they tend to be happier with what you sold them.

8. If the Shoe Doesn’t Fit, Don’t Sell It to Them In The First Place
Talking your client out of making a purchase from you is not typically natural to many of us. However your client will love you in the end for preventing them from making a mistake they may have regretted. The better solution… help them buy something more appropriate for them… and yes, that also means selling them a less expensive item if it’s a better fit for them.

9. Share Random Acts of Kindness
Every so often send them something of value… no strings attached! For example a complimentary special report, an article that you feel may interest them, free samples, etc.

10. Make Them Feel Special
Most everyone deep down has an innate desire to feel wanted, to feel needed, to feel special. Don’t wait for something life changing to make them feel special… it’s the little things that count most. For example, always greet them with a genuine smile, a firm handshake, and eye contact so captivating that they feel as if they are the only person in the room with you. Another example, send them a handwritten birthday card; Most of us never get too old for that.

So in closing, the key in implementing these is to under promise and over deliver. In other words, if possible refrain from promising these as part of the original deal. Instead, deliver any one, or combination of these, when your client isn’t expecting it and you’ll be well on your way to delivering a "WOW" experience for them. And just know that "WOW" experiences tend to get you more testimonials. WOW experiences tend to get you more referrals. And "WOW" experiences tend to get you more sales.

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.