Little Things Mean a Lot

I was working with a client this week who was wondering if his web site was attracting any visitors and if it was really worth having. After reminding him about the statistics data we gather and showing him again how he can sign in and see that his site is absolutely attracting visitors, I asked him if he had recently checked the email we set up to handle contact form submissions from his web site. He replied that he had not. We went in and checked and guess what? There had been 13 form submissions, everything from questions about services to prices. One of the messages was two months old.

Several of these potential customers have probably moved on to someone more responsive to their needs. My client is an expert in his field, but not such an expert on making sure each customer contact is handled expertly. It is little things like this that can, especially in economic downturns, make or break a business.

Tough Times

The experts are saying the recession is over, but it sure doesn't feel like it for this small business owner. Costs of running a business are higher and revenue is lower.

Below are a few helpful tips to save money during tough times:

1. Remember when we were told that computers would eliminate paper work? Well, it ain't true! Paper is still a major expense for most offices. However, a small business can save money by using less expensive copy paper for most internal paperwork. Save the high-end, more costly paper for customer correspondence.

2. Partner with other business when advertising. Advertising is one thing a small business should not cut back on during a recession, but by partnering with other businesses, costs can be shared.

3. Talk to other business owners. Brainstorm, share ideas - the more business heads that get together, the better.

4. Ask employees for ideas. These are the people who work in the trenches. They can offer practical suggestions about where to save and how to streamline. They have a vested interest in making sure the business stays afloat.

Maybe the recession is showing signs of improving. If we have hung on this long, we can do it for awhile longer.

Look Out for Inspiration and Remember the Passion

After doing a job for several years, it's easy for the mind to stagnate. It's more difficult to come up with new ideas, more difficult to find inspiration and ways to branch out.

For example, as a web designer, I have been writing web content for years. Why is it that it was just recently that I discovered I could add writing web content as a service in addition to web design? If someone already has a functioning site, maybe all they need is the right content! I can do that! I have done that!

By realizing that I could be paid for writing, I have now branched out to other forms of writing. Writing was always my first passion, why did it take all this time for me to pursue it? It doesn't matter. I am doing it now.

Try to find your passion, no matter how much time has passed.

Creative Blocks

In addition to being a web designer and small business consultant, I also write content for blogs and web sites. As every writer knows, there is nothing more frustrating than a writer's block. It gets to the point where I feel like I am writing the same things over and over again!

A block in the creative thought process can also keep your business stagnate. You seem to lack good ideas to move forward or give yourself new avenues.

Here are some ways to help break out of the block:

1. Stop thinking about it. Move to another project, focus on something else for awhile. Sometimes the perfect path to growth is not trying at all.

2. Brain storm. Get a pencil and a piece of paper and just let thoughts flow. Write them down, even if you think they are silly or unworkable. Don't think about what you are doing, just do it. You may surprised when you review your list and find some great ideas.

3. Look at what other similar businesses are doing. If possible, visit them. Check out their web sites. Obviously you do not want to copy exactly what another business is doing, but you may discover other ways you can move forward.

4. Talk to people. Get ideas. Family members, friends, staff and other business owners - get their feedback. Ask how you can improve or offer more. Bounce ideas off of them.

5. Talk to current customers. Ask them what other services or products they would like your business to offer. Ask them to suggest ways you can improve to serve them better.

By getting those creative juices flowing again, you will be able to come up with new ideas to move your business forward.

Word of Mouth Advertising

One of the best forms of advertising is word of mouth. Satisfied customers telling others about your products or services. Best of all, it's free.

But, you do need to work for it. Always treat your customers with respect. Always go the extra mile. Treat your customers the way you would like to be treated, not as commodities. When you get down to it, word of mouth advertising is a result of one customer recommending you as a person. So, be a person worthy of recommending!

Do's and Don'ts of Emailing Customers

A customer email list can be a valuable communication tool. You can keep your customers updated on sales and promotions and remind them about who you are and what you do.

Before you run out and start emailing everyone in your address book, though, consider this. If you send an email to someone who did not give you permission to contact them, you are sending SPAM.

In order to send emails to your customers, you must have been given permission by that customer in one form or another. Many businesses use sign up sheets or check off boxes on order forms, asking the customer to check a box if they would like to receive emails from you. Most businesses offer a sign up form on the company web site.

Technically, if someone has bought a product or service from you in the past two years, you can email them. However, I believe it is a good idea to get permission anyway.

Whenever you send an email out to your customer list, remind them that they are receiving the newsletter because they signed up for it and provide an easy way for them to unsubscribe.

None of us wants to be known as a spammer. Use your customer email list wisely.

Finding Business Sidelines

Sidelines can be a very profitable source of income for both retail and service businesses. While your main business might be selling books, offering related items such as greeting cards, day planners and bookmarks might turn in to a profitable customer impulse buy.

Service businesses can offer related services, as well. As a web designer, I also offer web content and blog writing services to clients. These customers often have a web site they are happy with, but do not have the time to update it themselves. That is where my services come in.

It can be advantageous to diversify. Never offer something that you cannot deliver and make sure you count the cost first. But a well chosen sideline can be a real boon to your business.