Getting your business card is pretty much a rite of passage for any small business owner.  You may be itching to give it out to anyone and everyone you can.  That’s certainly a fun approach, but there’s an art to the business card.  In this article, we’re looking at how you can use other people’s cards to grow your own business.

Most businesses can benefit from connections with other businesses.  You may find a new vendor who can give you a great discount, a company that could carry your line of products, or even an individual who would benefit from contracting your services.  Business cards are a great way to get their information and to stay in touch.

People love to be asked for their business card.  After engaging in conversation for a while, go ahead and ask for one.  Oftentimes, the person will respond in kind, and you’ve now hit their radar screen, as well.  Thank them for the card and look it over.  Make sure all of their contact information is included.  If you really like their card, logo, etc., make a point to tell them.  People are generally pretty proud of their branding, and noticing will make them like you all the more!  

Ask the person for permission to contact them.  You could easily assume that they are open to your calls, since they gave you the card, but professional courtesy dictates that you should still ask for permission.  After looking at the card and asking any pertinent questions, put it into a card holder or wallet.  Just sticking it in your pocket or purse will look far less professional.  In some cultures, there are very strict rules about how to handle a business card, but Americans aren’t usually quite that formal.

When you get home or to the office, file the card.  Make any notes that might be helpful when contacting the person in the future: where you met, what you talked about, important mutual friends, etc.  This will allow you to sound knowledgeable and friendly when you call, as well as to remind the other person of who you are.

If the person has done something for you, such as set you up with a contact or insinuated that they may be interested in doing business with you, it’s a good idea to follow up with a hand-written note card within 24-48 hours.  This shows your professionalism, work ethic, and enthusiasm.

Oh, and you’ll want to include YOUR business card in the note.

If you’re asking “Do I need a business plan…?” It’s likely that you do.  These documents help entrepreneurs set the course for their business ventures.  In fact, research is showing that those who write a business plan ahead of time are two-and-a-half times more likely to actually start their business.  In writing a business plan, you have to consider things like who will be on your team, where you will get funding, how to market your product or service, what competition you will face, and more.  This prepares the business start-up rather than allowing everything to take them by surprise.

Speaking of funding…If you’re looking for outside funding for your business, you are really going to need a business plan.  Most banks, for example, will not even consider giving you a loan until they have this document in their hot little hands.  The me is true for venture capitalists, investors, and even grant funding.  All of these potential funders want to see that you have thoroughly thought through your business approach and have the best possible chance of using their money wisely.

Unfortunately, most entrepreneurs are more than happy to skip this step.  They are intimidated by the very thought of doing all the research and writing involved in creating a business plan.  Even those that have already started their businesses and know they need a plan to foster growth or reach goals are still hesitant to jump in and try to write their own.

Our clients actually have the option of working with professional marketers and writers to put together both a business plan and a marketing plan that are tailored specifically to their organization.  If you’re working with a marketing company, you may want to see if they offer this service.  If not, there are business plan writing tutorials online or even classes you can take.

No matter what the approach, putting together (and following) your business plan makes good sense.

Are You Wasting Money on Your Advertising? How Would You Know?

With everyone watching their pennies so closely these days, its time for us to pull our heads out of the sand when it comes to the effectiveness of our ad campaigns. If something isn't working, you need to know ASAP so that you can tweak it, overhaul it, or simply pull the plug.

The most obvious way to measure an ad campaigns success is through increased business, right? It makes sense, after all, that if you put dollars into a print, television, or other kind of ad, it should translate into an increase in dollars into your wallet. We’re so set on this idea, in fact, that many small business owners don't even bother to make sure that they're actually getting positive results.
Instead of crossing your fingers and hoping for the best, it's time to collect the data and find out what is working and what isn't. While it may seem like more work at first, the fact is that it will pay off in improved visibility and sales. So, how can you be sure you are getting the right response to your ad campaigns?

1. Test them out. Big companies do test campaigns all the time because they know that its pointless to pour millions of dollars into an ad that isn't going to work. Test your ad out in one or two smaller places to gauge its response before going full-scale. In fact, you may want to try multiple ads in different places to see which one gets the best response rate.
2. Measure response. This can be tricky, depending on the type of advertising you've chosen. If you're selling something online, for example, it will be pretty clear if someone has clicked through and purchased the product. You may be able to measure the return on a print ad by including a coupon. If tons of people are bringing the coupon in, then you're obviously having some success. Even something as simple as asking a new customer, How did you hear about us? Can give you a lot of information.
3. Be proactive. Many of our clients use the STORM email system for target marketing. One of the reasons we offer this particular system is because it captures a huge amount of data regarding how the recipient used the email. Did he or she click on an offer but not make a purchase? How much time do customers typically spend reading the email? If you've tried different versions, which one is getting the best response?

Testing and measuring does add a bit of work to your end of a campaign, but it is well worth the time and effort when you know that you are putting out the most effective ads that will bring business in the door.

Are You Using Testimonials to Increase Business?

Are You Using Testimonials to Increase Business?
Everyone knows that word-of-mouth is one of most powerful marketing strategies out there. But, how do you go about making sure that you are reaping the benefits? Consider asking your existing customers for testimonials.

Testimonials can take several forms, from a brief quote that says “We just love what your small business has done for us,” to a full-on letter that sings the praises of your product or service. Asking for testimonials can be a little intimidating at first, so follow these steps to get started.

1. Be the best at what you do. In order to get stellar recommendations, you have to offer great products and services. Make sure that what your customers receive goes above and beyond their expectations, and you’ll find that they will be happy to endorse you. Remember, it’s not just what you sell. Customer service plays a huge role in client satisfaction, so give it your all, and it will pay off in both return business and new prospects.
2. Ask! While you will sometimes receive unsolicited testimonials in the form of positive feedback or thank you notes, this isn’t necessarily the most reliable way to collect comments that you can use. Instead, make a point to ask your customers if they’d be willing to write up a little piece on their experience working with your small business.
3. Make it easy on them. To really get the ball rolling, you can ask clients directly, but you may also want to encourage them to use your websites contact form. In other cases, a nice hand-written message, complete with return postage may be just the ticket to getting a response. Many of our clients use the STORM email system to conveniently collect testimonials and other helpful client data.
4. Get permission. Testimonials are more credible when they can be attributed to a real customer. Make sure that you have your clients permission to use the testimonial, and ask if it is okay to include their full name, location (city and state), and their company name.

You may find that its helpful to give the customer an idea of how to create the testimonial, saying things like, It would be great if you could talk about how XYZ product made a difference in your business, or we'd love for you to talk about how you got great quality at a low price. When you do receive a testimonial, you are not obligated to use it. If it’s poorly written or does not necessarily show your small business in the light you were hoping, it is acceptable to file it for future use while focusing on other testimonials that are more in line with your goals.