The Most Overlooked Marketing Strategy

Would you like a marketing strategy that can help you build your business, possibly save you hundreds in advertising dollars and cost you next to nothing?

This effective — and vastly overlooked — marketing strategy involves… well, involvement.

Don't underestimate the visibility you gain within your community, with customers and potential customers when you become a good “corporate” citizen through participation and other types of support.

Take Your Cue from the Big Dogs

Big business has learned that giving back has its rewards. They incorporate into their marketing strategies, programs and even whole departments devoted to “corporate responsibility” or “community relations.” Some do it because they feel it's simply the way to do business. Others do it because they want to build positive perceptions. Either way, they recognize the value of establishing relationships and partnering with their communities, customers, vendors, the general public, etc.

As a small-business owner, you have — or can find — opportunities to build a positive image as well. For example, you're very likely to be tapped to serve on a committee, sponsor an activity, contribute to a nonprofit organization or participate in a community event. If you're an Internet business, you're not excused from some measure of involvement, although your participation might take a different tack.

What's In It for You?

You're busy. You're a one-person operation and spend many hours at your business. Or you have your hands full with managing your staff — not a minute to spare. How can you be a good corporate citizen without draining your limited resources (time, money or staff)? And more importantly, why should you do it?

Whether you're the whole show, or have 500 employees on two continents, you might want to pay attention to what your involvement — or lack thereof — says about you.

Quite simply, to participate in your community — whether that's your hometown or your widespread client community — is good business. It not only creates a good impression, but also has been proven to bring in new business. And that is what marketing strategy is all about — growing your business.

Getting involved is a form of networking and is extremely effective in exposing others to your capabilities, creativity, organizational skills, helpfulness, etc. It also gives you the opportunity to make others aware of your product or service. Many a strong and profitable “partnership” has been built by businesspeople who served together on a committee, helped build a Habitat for Humanity home, co-sponsored a Little League team, set up booths for the annual craft fair, etc.

You can spend hundreds of dollars in advertising campaigns trying to convey credibility, trust or expertise. But the marketing strategy that can outperform advertising is word-of-mouth referrals. And what better way to get those referrals than from people who get to know you on a more personal level?

Afraid of Those Proverbial Floodgates?

Don't be afraid that you'll be stretched too thin by requests for your time or money. You get to choose with whom you'll participate, and your marketing strategy should pay attention to involvement that's a good fit with your business.

For example, if you're asked to serve on a committee, ask yourself if you feel you can truly contribute, or is this committee's mandate something in which you have no interest?

If you're going to devote time or money, you can select a cause that's likely to benefit both you and the organization in some way.

Why Does There Have to be Something in It for Me?

There doesn't. You can be totally altruistic and just do it if you're so inclined. But, if you're trying to build your business, consider your kind act a business decision — with a good measure of altruism thrown in. There is no shame in getting some recognition in return.

If you really can't contribute much time or money, you can still serve. As part of a community relations strategy, you can do some very simple things: set aside some window space in your storefront for community or school event flyers; offer to distribute those special-event flyers to other businesses on your block; make 10 solicitation phone calls for a charitable organization's fundraiser; etc. The list of “little” things you can do is endless — and can be very helpful.

Internet businesses can get involved too. If appropriate, you could add a plug and/or link to a fundraiser on your Web site. If you build Web sites, you could offer to do so for a nonprofit.

Here's That Karma Thing Again

As a businessperson, you reap the rewards of those caring and active citizens who mobilize volunteers, plan events, get positive publicity for your community and help others. These folks create an environment conducive to family life and business ventures (like yours) because:

And since you benefit, it makes sense that you take your turn being one of those active, caring citizens. Don't underestimate the power of involvement as a vital component in your marketing strategy. Not only is it a good business practice, but it can help you gain visibility and community awareness that every business needs to succeed and grow.

 

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