4 Common Missed Opportunities to Market Your Small Business

Most small businesses are currently operating with fewer resources than ever. The pandemic has taught us that good employees aren’t a “sure bet” and customers are more finicky than ever. A lot of small business owners have been forced to “step up their games” and more businesses are owner-operated. 

But, there’s good news, too. With social media and other marketing tools being free or close to nothing to implement, small business owners can easily compete on the same level as larger competitors. Often, though, the internal tools and tricks aren’t being done regularly, and that means lots of opportunity goes out the door when your customer leaves.  

What can you do to optimize your organic marketing efforts? Below are four steps that will enable you to 1) constantly self-assess, and 2) create meaningful content on the fly. In other words, don’t miss out on these opportunities. 

Testimonials-  

According to Big Commerce, 88% of customers trust online reviews as much as in-person recommendations. That means most shoppers are selecting a business with more positive reviews than a business with only a few. Despite this info, only 5-10% of customers actually leave reviews. This means businesses aren’t being aggressive enough when it comes to getting a testimonial or review from their customers.  

There are many ways to make sure you get testimonials from your clients. Here’s an example: for one of Waxwing’s marketing clients, I personally call or email every customer who has recently finished a project. Before our conversation, I assure them they will get the chance to approve any information I share. When we’re finished, I create a succinct but effective testimonial based on our conversation. This final product can be used on our client’s website, included in the monthly newsletter, and shared on social media platforms. As a bonus, we provide our client with regular, meaningful feedback about their work. 

Pictures- 

I’m so guilty of this one myself! I used to own an interior design and upholstery business. Lots of days, we were rushing to deliver finished pieces to clients’ homes. In the mad dash, I’d get back to the workshop and, “Durh!” I’d forgotten to take pictures!  

Especially if you’re in the design or art world, pictures are the lifeblood of your business. Customers make a decision about you very quickly based on the quality of photos and design you put out into the world.  

These days, though, social media and websites are VERY visual no matter what you’re selling. You can’t afford to use low resolution or poorly lit images. Potential customers will flee for a more visually impactful, cohesive website in a heartbeat.  

So what can you do to make sure you’re always getting pics and they’re great quality?  

Invest in an updated phone with a good camera and video, or buy a dedicated point-and-shoot camera for your business. Next, set up a plan to hold everyone accountable. Delivering a new piece of art to a client? Take a pic of the happy client in their home or office (and get their testimonial, too). Serving a customer a new lunch special? Ask them if you can take a picture while they’re enjoying their lunch (and get their testimonial). 

Lastly, wipe your camera lens. Seriously, I had a client who would send me content everyday via text on an iPhone. Most days, I’d reply back to her, “This is great, but WIPE YOUR LENS.”  

Exit Interview- 

This is mainly for those of you who have lengthy relationships with clients (builders, designers, accountants, etc.) or who have repeat customers then wonder why they’ve disappeared.  

Most small business owners let a client relationship end without ever asking the question, “How’d I do?” or, “What could I have done better?” Also, many people are scared to ask, “Why?” when a relationship terminates for no apparent reason.  

I’ll tell you from experience that most people will be 100% honest if you ask the question. I regularly ask the question, “What could we do better?” when I interview clients’ customers, and they are always honest. I also make sure to ask the question, “Why?” when a potential client rejects a proposal. They always offer some sort of explanation, and this helps my company and me grow in a more meaningful way. You're not going to win them all, but it’s important to know why. 

Dare to ask.  

Information 

For those of you who mainly have quick transactions (think coffee shop), this one’s for you. You have to get your customer’s information. Yes, we all get 1001 email newsletters per day, and it’s really aggravating. I get it, BUT. It’s important to know who is doing business with you. Customer info can be used in a variety of ways including: 

- Christmas cards or gifts 

- Birthday messages 

- New product announcements 

- Favorite things (Let a regular customer know their favorite special is available this Friday.) 

- Monthly newsletters (Coming soon- what makes a newsletter readable and not irritating?) 

- Party/Open house invitations 

- Discount/Sale announcements  

- and lots more! 

Lastly, I’ll point out that my father always said, “It only takes two weeks of doing something to make it a habit.” I’m not sure where he got this from, but it has stuck with me. So, write your list of “closing tasks,” or a list of tasks you have to complete when you “close” a customer- testimonial, pictures, feedback, and info. Share it with all of your crew to get 100% buy-in, then commit to two weeks of doing it. If you can do it for two weeks, you’ve added one helluva good habit to your small business management.