Promoting a business offline

[evocart]

I am looking at ways to successfully promote my ecommerce / website management services to local independant businesses.

I was thinking something along the lines of a "support local business" or "support the highstreet" kind of marketing campain, but finding it tough to find information on either contacting or writing (sending info packs) to local businesses and how to ensure they don't just end up in the bin without even being read or opened.

Does anyone have any ideas on how to aproach this and what the first steps should be, to begin with i want to just start with my home city as that way I can easily arrange meetings etc should that be what the customer / interested party wants.

Any help or advice would be most welcome as marketing is definatly not my area of expertise and dont have a large budget to consider outsourcing the work.

 

[garyk]

Your best bet is to go along to local business breakfast networking meetings. Look for 4networking or BNI or just search 'business networking' + whatever town you live in. This has to be the cheapest and easiest way to reach out to local businesses.

No guarantee it will work but its worth a try and the room will be full of small businesses.

 

[afishinsea]

Hi Foxy (that sounded good!)
First question from me would be what city are you in? I looked at your site to find out, but you have lorum ipsum copy on your get In touch page... (just in case you forgot )

If looking to target local businesses - establish who can benefit from your help (form a targeted list).
Look at how you can help them - research how they could improve their online presence for example (what is their pain point) Approach them with an offer (ideally discounted / time limited) - and explain how you can help (the benefit). Explain that you are looking to help local business succeed, and that you are a strong believer in the local business community (Add value and relevancy).

I think it is better to have a multi-touch approach... as points of contact do tend to build trust - so you could try the following - with the aim of getting a face to face meeting as your goal:
1) Drop by their premises if on the high street / research them if service / online to form a personal opinion.
2) Follow then on FB / Twitter - join in their conversation if appropriate, otherwise just stalk - sounds creepy I know, but you are getting to know their offering.
3) Thereafter, drop them a mailer /letter introducing yourself and your services - personalise it if poss and make relevant to them, so that they know you have made an effort.
4) Follow up with a call.
5) If no traction, ask if you can drop them a line in a month or so, to catch up and see if they have had further thoughts on improving their online proposition/ making more sales. (Having researched, you will be able to offer genuine advice) - Don't expect it to happen overnight, this is graft - business in this arena is about building long lasting relationships.
6) Don't give them a brochure until you meet face to face... it will never close a deal but is good as a leave behind and adds reassurance (and you save a ton on print and distribution of bin bound brochures!).
7) follow up on the meeting with a mail or a call in a day or so. Having had a few conversations, don't be afraid to ask if they know anyone else looking for help online if you feel the initial effort is not going anywhere. At that point, add them to your cold list and touch base with them in 3-6 months or so.

Yes, it is a lot of work at least at the beginning, but these contacts are people that you intend to work with for a period of time.. and getting to understand them helps show you care and adds real value. As you become busier, some steps become less important, but sure you will get a feel for the relevant parts! Hope that helps.

 

[CWT2k1]

I recommend that you would create landing pages and have incentives on your print and direct marketing for them to go to these landing pages and or your social media sites. This will get your direct marketing materials read, and allow you to track your results. I call it Hybrid Marketing

 

[Annoying Donkey]

First method: Focus on getting just one customer, one you already have a relationship with, either as a customer yourself, or someone who is a friend. If you have no business friends, then ask friends and family for introductions to anyone they know in business.
Once you have that first customer, and you've done something spectacular, increased sales, profits or similar, then interview them about the increase in sales.
Then you expand your reach with personal letters that say "I did this for x, would you like me to do the same for you?" sent in ever increasing circles. By expanding your reach from local, prospects will most likely recognise the names of people you mention (x). Gradually expand your reach until you dominate the world...

Second method: If you have no friends, or you and your family/friends don't move in business circles, then ensure you have a decent elevator pitch, one that provokes curiosity. Then join your local CofC and get involved in committees. When people inevitably ask "what do you do?" you throw back your elevator pitch which prompts them to ask "How do you do that?". Use this as an opportunity to set an appointment...
Then proceed to dominate the world as described above...

Third Method: Do some research and shortlist local businesses to approach. Look through local magazines/newspapers to find those who are advertising, and who could benefit from your services. Connect via LinkedIn or facebook and interact without selling, i.e. find common interests and comment on their facebook page about these or a bit of (genuine) flattery about their achievements.
After you've had some interaction, send the owner/decision maker a personal letter, using elevator pitch as a guide, telling them how you might be able to help them. Focus on them, rather than you. Make them a compelling offer so you have some initial reference sites.
Then proceed to dominate the world as described above...