Marketing Means Networking

In the end, marketing is always about networking - it's who you know, and who knows YOU that counts. While we may buy lunch at a restaurant we've never heard of or go to a movie we know nothing about, most of the time we do business with people we know and trust. It always comes back to that.

And about those lunches - how often have you stopped at a McDonalds not because you love the food, but because you know and trust the brand? It always comes down to familiarity, predictability and trust.

Here are four strategies that have worked for thousands of small business owners. They are not "quick fixes", and they will require more of you than merely buying an advertising campaign, but they are likely to produce better results:

1. Let people get to know YOU. Join organizations you believe in. Work for worthy causes, donate your time to charities and civic groups. You'll be helping your community, you'll know your customers, and more importantly, they will know and appreciate you.

2. Communicate in every way possible. Instead of buying a radio ad, why not be a guest expert and answer questions? Instead of buying an ad in the local paper, write a column. Instead of mailing brochures, send a newsletter filled with practical information, community events - and a coupon.

3. Donate to community organizations. Offer your professional services for a reduced fee (or free) to local groups. Donate supplies to a local school or community center. Invest in your audience and they will, in turn, be more likely to invest with you in the future.

4. Make your website a true resource. A website that is merely an electronic brochure will have limited value. Provide resources folks can use! Add valuable tips or links to other web sites. Give people a reason to use your site, and to return regularly.

Branding is always about YOU. Yes, branding your company name is helpful, and branding your goods and services is a nice idea. But the more people who know and appreciate you, the more business you'll do. In the end, marketing is about networking.

Marketing Means Networking - To learn more about this author, visit Rodger Blaker's Website.

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