Small Business Advertising ? Which Works And Why | Gregg Zban

Throughout the last several years I?ve talked to a lot of small business owners. Dentists, Attorneys, Chiropractors, Restaurant Owners etc; and I am surprised how many really need help with the marketing side of their business.

Well, to clarify, I wasn?t too surprised, because most of them say the same thing. ?I went to school to become a dentist?. ?I don?t know that much about business or marketing?. ?I would rather have someone else do that so I can focus on being a dentist? (or restaurant owner, chiropractor etc.).

I?m a dentist, not a marketing guy?

And when you really look at it, it does make sense. A dentist is not a marketing major, he is a dentist. But many struggle because to be successful you have to keep bringing in new patients and know how to keep the ones you already have. That isn?t always as easy as it sounds. But it doesn?t have to be that difficult either.

The best marketing is local marketing for local businesses. Don?t try to imitate what a national brand is doing. National brands are usually brand building and brand building won?t pay your rent if you own a small business. And just advertising doesn?t always do the trick either. So what are you left with.

The best local marketing must have these two things?

The local marketing that gets the best results is marketing that you can:

1) track the results
2) get from ?warm referrals?

If you are placing an ad in the Yellow Pages you can?t track the results unless you offer some type of additional ad on service if they say they saw the add in the Yellow Pages.

The same thing applies with radio. If used properly it can be effective but you have to be able to track the results of the ad or you are just brand building and that won?t put money in your pocket.

Low cost.. effective advertising idea #1?

Your small business has many local ?non completing? businesses that could offer a nice ?warm referral? and you could track the results!

Let?s say you are a chiropractor and you work out a deal with a local dentist to offer a free adjustment when a new customer comes in with a coupon from the dentist. The dentist can offer your free adjustment to his customers as a thank you for doing business with him and you could get a warm referral.

Both businesses would benefit and the cost would only be what you would have invested in a free adjustment. If you end up converting that new customer into a regular customer then your return on investment would be extraordinary. And the chances that you will convert the new customer is extremely high because of the referral from the dentist.

Wash, rinse, repeat?

That is only one example? imagine if you set that same promotion up with five or six other businesses. All sending warm leads to each other for very little cost and a high conversion rate.? Each would build the other businesses credibility in the community and each would continue to grow while keeping advertising costs low and using advertising that is track-able and from a warm referral.

This type of advertising would also separate, insulate, and differentiate your business from other local competing businesses.

Source: http://greggzban.com/small-business-advertising-which-works-and-why/?utm_source=rss&utm_medium=rss&utm_campaign=small-business-advertising-which-works-and-why

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