SmallBizResource Blog
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Lessons Learned From Small Business Summit 2009, Part 2
Posted by Gayle Kesten
Friday, Feb 6, 2009, 01:50 PM ET
Fire up your browser, turn on the TV, flip open the paper, crank up the radio -- how many more ways can we find out more bad economic indicators?
That's another reason why I appreciated this week's Small Business Summit -- not only did it give me a personal break from the latest tales of greed and corruption, but it was refreshing to be in the company of large group of small-business owners, advocates, and experts who view the glass as half full.
Because, Big Guy Above knows, even the generally positive Gayle Kesten was starting to get thirsty.
As I had discussed the other day, a big thrust of the show was about how small businesses should use social media to get closer to their customers. (Driving home its power was this astonishing piece of trivia from Dell's Bob Pearson: Facebook's membership qualifies it to be included among the top 10 largest countries in the world.)
But I heard plenty more worthwhile tips from the various presentations that I wanted to pass along:
Think local: Michael Schultz, who leads the marketing charge for Microsoft Office Live, advised attendees to make a habit of setting aside a little time every day to build your online reputation and, specifically, to focus your efforts at the local level. "It's not just about pay-per-click and SEO," he said, pointing to services such as CitySearch and Yelp, where customers can rate your business. If you're going to spend your hard-earned money anywhere, do so to encourage your local community to rate you, Schultz said. (Another place: the Internet Yellow Pages.)
Build wisely: While the cost savings of email marketing vs. traditional direct mail are indisputable, Melanie Attia, an email marketing guru from Campaigner, advised against purchasing email marketing lists as a way to build a base for your messages. "You can't reach out to people if you don't know them," she said. (Well, of course you can, but think about how likely you are to open an email from a company you don't know, she pointed out.) So how do you build a list? "Everytime you speak to someone, ask if you can email them," she said. And when you do, remember that the frequency and length of your messages should be inversely proportional -- meaning the more you email, the shorter your messages should be, Attia advised. A related point from Danny Estrada, Net@Work's CRM practice director, who sat on the same panel: "Don't have an email without an actionable item. Otherwise you're educating somebody else's customers."
Remember to negotiate: Don't be shy about calling your vendors and asking them how you can reduce your expenses, said Gene Marks, a columnist/author/consultancy owner who spoke/entertained during lunchtime. If you're willing to commit to a longer-term deal with your landlord, for example, you may be able to lower your renting costs, he said. (That tactic doesn't apply to fancy cars: These days, the only ones making deposits on BMWs are pigeons, Marks joked.)
Charge less: That's right. During this economic downturn, when, in the words of Jeffrey Bernstein, chairman of the Manhattan Chamber of Commerce, "you don't have any money to waste," remember that neither do your customers. Proactively saving them a few dollars is a smart way to hang onto them for the long run. Bundling your products and services in a one-size-fits all package is all well and good, but be flexible and offer variable pricing so customers can pick out and pay for just what they need, added Brad Porteus, chief marketing officer at Elance, which connects freelancers to specific projects that businesses want to outsource. Another suggestion, from Campaigner's Attia: Look at what your customers are paying for but aren't using, then offer to downgrade. "Some may still want to do business with you but have less money," she said.
Be your own customer: During a discussion about loyalty, Jonathan Rochelle, a group product manager at Google, brought home the point about putting yourself in your customers' shoes. "You have to take yourself out of the business and think of yourself as a customer," he said. Would you be satisified with what you get? "Loyalty comes through satisfaction," Rochelle said. "You can't buy it; it has to be earned."
Work with the media: The characteristically uber-energetic Ramon Ray, editor of Smallbiztechnology.com, spoke about how to navigate the media when it comes to pitching your message. (Free publicity, after all, is priceless.) The biggest lessons -- be absolutely sure the message you're pitching is a topic appropriate for the medium you're pitching to, get to know the people at those places who are in charge of deciding which stories to cover (editors, producers, etc.), and, of course, develop a relationship with journalists so you're top of mind. "And remember -- they have feelings!" Ray exclaimed, then added, "Don't call them on Christmas!"
Say it right: Whatever your message, and to whomever it's delivered, make sure those words contain what you want to have happen and how the listener will benefit, said Jezra Kaye, a speaking coach whose tone and pace of voice made me feel relaxed after a full day of being on the move. As an example, she asked the audience what they'd say to their teenager if they blew curfew and kept them up waiting half of the night. After a few death threats were thrown out, she suggested this: "If you want to keep the freedoms you enjoy, then you will never do that again."
I couldn't help but hear the broader lesson in that one-liner. And just in time for my return to the outside world.
SmallBizResource
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