One of the questions I hear most often at chamber events is “How do I get more business ?” and the answer is “it depends.”
The first thing a small business owner needs to do is determine the market niche they best serve. You can’t be effective if you’re trying to get the attention of everyone.
A well-devised marketing plan will help you narrow your focus to a very specifisegment of the population such as middle income, homeowners, between the ages of 35 and 50, living within a five-mile radius of your business .
We have programs to help you if you don’t have a marketing plan this detailed.
The more specific you are about your target, the easier it will be to position your product or service for success.
It will also help you determine the most cost-effective ways of reaching your desired audience.
Paying for radio or TV time that reaches the entire region isn’t going to be very cost-effective if you only need to reach people in your town.
Knowing your specific audience will tell you where to find them and how to reach out to them.
This is critically important if you have limited funds and time for marketing.
One of the most cost-effective ways to reach your target market is to get involved with activities and events that they are involved with. We have volunteers at the chamber who go out and visit other business owners. These volunteers help the chamber, the business owner and they create a warm connection of their own. There have been several large events in town recently that have drawn thousands of people. The cost of having a vendor booth at these events is minimal and someone else has done all of the marketing work to generate these opportunities for you.
Most small business owners have limited time and often feel like they’re already involved in too many activities. The key is knowing who your market is and how to best reach them.
Starting with that in mind, you can be selective about the opportunities that come your way.
Only participate in those that help you reach the right audience. Analyze your current efforts and stop doing those that aren’t paying off for you.
Being selective and being involved can help you be more efficient and profitable.
Editor’s note: Chris Clark is the president and CEO of the Queen Creek Chamber of Commerce. The website is www.queencreekchamber.com.