You’ve probably heard the statistics: 50% of small businesses don’t make it past 5 years. The percentage of solopreneur businesses is even higher!
What happens between that brilliant idea and the heartbreaking realization that your business just can’t keep going? What do successful businesses do that others don’t? Of course, every failed business has its own peculiar set of circumstances, but a great many fail needlessly. You can’t just print up some business cards, go to a few networking events, and expect to be successful.
There are secrets that successful business owners know, and they’re about how to market your business.
1. Figure Out How You’re Different
It’s likely that many people offer the same general category of services you do. What’s so special about you? Why would someone choose you over the next person? The most important thing you can do is to define the specific set of skills, knowledge and experience you have that others don’t. This combination makes you unique and will allow you to position yourself as ‘special’ in the marketplace.
For example, I have 10+ years experience as a Professional Organizer plus an extensive management background. This allows me to help my clients analyze their personal skills inventory and organize their business strategies in addition to their time, tasks, and physical environment.
2. Identify The Problems You Solve
Once you understand your unique combination of skills, you can understand what problems you’re ideally suited to solve. Once you’re clear about that, the next step is recognizing the types of people who have those problems – your ideal clients. Focusing on your ideal clients sets the tone for virtually everything else about your business. The rest just falls into place.
In my case, 25 years of corporate life exposed me to all kinds of marketing and management strategies most solopreneurs haven’t encountered. And due to my Professional Organizer experience, I know a lot about organizing and time management.
This combination happens to address some of the most pressing problems solo business owners face, so they’re my perfect clients. They don’t have employees to help them devise strategies, set priorities and stay organized enough to get everything done. That’s exactly what I love doing for them and with them.
3. Connect With Your Ideal Clients
This is the very heart of real marketing. You need to meet your ideal clients. Find out where they go. What organizations they belong to. What they read. Who they admire. How tech-savvy they are. Everything about them.
Armed with this information, you know what events you should go to and what organizations you should join. What cultural references will be meaningful. What quotes or examples will be relevant. You’ll even know whether you can reach your ideal clients online or whether in-person contact is better. Not only does this information make your marketing more effective, it guides you to greater marketing efficiency. There’s no point in spending time and/or money on activities that won’t put you in front of the people you want to work with!
For example, what I do is relationship-based. Since I often work with clients over the course of several months, I look for small networking groups that meet regularly – where we really get to know each other. Going to networking events that are dominated by large corporations doesn’t make sense for me. Neither do those one-time networking extravaganzas.
4. Let People Tell You What They Need Help With
No “selling” necessary! In most cases, if you’re with someone who seems to be your ideal client, natural conversation will reveal if you should work together. If you’re genuinely interested in their business and tuned in to the challenges they face, you’ll know if you can help them. But restrain yourself if possible, and let it be their discovery! When they ask about your business (and they will) talk about a client you recently helped with something similar. They’ll connect the dots.
Personally, I don’t like being pushy or sales-y. And when I can’t offer what someone needs, I’m happy to connect them with someone knowledgeable in that area. It makes me feel great, and it’s good karma!
What’s the Real Secret?
The secret to successful marketing isn’t about having a fancy website – or even about showing up on the first page of a Google search. Most solopreneurs find their clients among people they already know or meet in the course of doing business. Clients refer their friends to you; business acquaintances direct prospects your way. Successful marketing is about knowing what you have to offer, how you like to work, and connecting with people who are your ideal clients. The real secret is being crystal clear about those things!
Do you struggle with marketing your business? Share your questions, suggestions, and comments below.
*Image courtesy of David Castillo Dominici/FreeDigitalPhotos.
