How to Promote Your Business without Social Media – pt 1

By VICKY BROWN

I’m sure you’ve heard it before – get yourself out there; show up on social media; join groups in your industry; answer questions on Reddit or Quora; post daily (or more)  on Instagram.  It can feel overwhelming – and even when you get it down to a science – you can still feel like you have no idea if any of it is actually getting you clients.  And after all, that is the point – isn’t it?

Well, there are other ways to attract the attention you and your business needs, without the daily social media grind.

They fall into three broad categories – techniques that’ll get you referrals, techniques that go directly at your target market (I call these direct marketing techniques), and techniques that actually do both.

Now, keep in mind – this is just a general list, and it might give you ideas for other things you want to add to the list, so feel free.

Also, it’s a big list, so in today’s episode, I’m going to focus on getting referrals – and next week we’ll cover direct marketing techniques, and the things to work for both referrals and direct marketing, at the same time.  And remember, not all these will work for everyone.  So, as with any advice or coaching, take what has resonance for you, and leave the rest.

Referral Sources

OK, let’s dive into referral sources.

When you’re in the early stages of getting your professional services business going, you’ll find that the vast majority of your leads will come from referrals and word of mouth.  So, how can you become a company that’s in people heads, so they actually think of sending prospects your way.

Well, first you have to get to know them.  And that means – networking.  You have to get out and meet people, join business associations, or your local chamber of commerce.  But don’t stop there – how about chambers of other cities in your local area.  Tap into your alumni group – you already have something in common, so it makes the approach much easier.  Attend professional conferences, volunteer in civic organizations (and – when it makes sense – be sure to wear a T-shirt with your logo and slogan on it).  How about volunteering for non-profit boards.

I know that sounds like it might be out of your reach, but a little pro tip here – don’t underestimate yourself.  You’d be surprised how many small but mighty non-profits are looking for precisely the skill and experience you can bring to the party.  And aside from doing something good – you’ll have the chance to rub elbows with other board members.  Find an area you’re interested in, like afterschool music programs, or eco-consciousness, or the arts, or extreme sports – whatever piques your interest (because, by the way, if you’re going to spend time doing it, you might as well have fun in addition to getting your brand out there).

“…one final word on referral partners – Follow Up!…”

Don’t forget to leverage the people you already know.  Reach out to your contacts, let them know what you’re doing, and how they can help.  Now, in my experience that’s not an eMail to someone you haven’t spoken to in 3 years saying, “Oh, I have an HR consulting business now – do you know anyone who needs HR services?”.  That’s a little salesy, and a lot rude.  After all, you haven’t spoken with this person in a long time, and now you’re hitting them up for a referral – very not cool.

Instead, come up with maybe 3 messages – one for people you’re in regular contact with; one for people you know well but haven’t spoken to in a minute, and another one for people who are – well, let’s call them “business acquaintances” – these are the people you ‘know of’, and who ‘know of ‘you, but there isn’t a strong connection there.

The messaging for the 1st type is the easiest – it’s basically a hi, how are you, how’s it going.  Here’s a quick update on me – starting my own thing helping people (insert your value here), and you would love your help.  If you come across anyone that needs that, I’d appreciate it if you would send them my way.

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The 2nd type of message is more along the lines of hi, good to get back in touch, congratulations on xyz (oh, for this part, you actually need to know a bit about what’s happening in their world, so show some interest and do a bit of research); wanted to let you know I’ve created my own company helping abc, do xyz, so if you come across anyone that needs xyz, please let me know.

The 3rd type of note is a bit more involved. You have to re-establish contact first, so it’s best that you think of this as a phased approach.  Reach out to reconnect, have some back and forth communication, and then, finally deliver the ‘if you know of anyone that needs xyz’ message.

Again, this can’t just be a one way street, where you’re asking for what helps you but showing no interest in establishing or re-establishing a real connection with the possible referral partner.  In fact, that phrase says it all – you want them to become a referral partner – you want to partner with them.  And for that to happen it can’t be one sided.

Now, there are other things you can add to sweeten the referral partner pot – things like referral incentives, bonuses or rewards.  But I would say be very careful here.  We’re not talking yet about a referral partner program at scale, where you have hundreds of affiliates and a formal reward or commission program in place for them.  Right now, you’re a small business getting the word out.  You may have a massive referral program one day, but we can cross that bridge when we come to it.  That’s not the current season of your business.

And one final word on referral partners – follow up.  I can’t tell you how many times entrepreneurs (yours truly included) have diminished their referral chances by not following up with potential referral partners.

That’s all I can say – follow up.

No matter what- follow up.

Spread the word

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