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What's the best way to market your service to local businesses? I spent too much.

by LivingCali758
12 replies
My business is to build websites from scratch for local businesses, not templates but create html5 websites that look amazing all from scratch, it's the only thing I have good experience in. I started off finding local restaurants and establishments in my own neighborhood that had no websites. I live in a very "Hipster" kind of neighborhood and I actually for my first round of mailings decided to send out to the clients who I personally visited to eat or use their service one way or another.

At first I started making Mock-Ups of each business I wanted to send to but then realized this takes too much time and everyone on this forum had me look into the time I'm spending doing this vs the outcome I might have. So I changed it and I sent the clients my portfolio of work instead that reflected their establishment. Then I placed a few more samples and information about importance of website creation into the packet and mailed them.

Yesterday, I went to USPS and realized that my mailing of 25 packages cost me over $40 since they were "flat" pieces..

If I get a sale, I would charge $1,000 to create a website based on a "promo" my business is having. (Waiting to hear back on results)

Now the only way that in my head I find efficient marketing is done for a service like mine is through the mail, I personally believe if someone were to receive an email from me it would be less professional and more likely overlooked. So out of my own curiosity, is mailing the best way to go about promoting my business locally or am I wrong? I feel like if a business were to receive a nice package it's more efficient than just another email in an inbox (if it doesn't hit spam)

Are there other forms of marketing that I have overlooked, specifically in my field?

Thank You.
#businesses #local #market #service #spent
  • Profile picture of the author Rose Anderson
    This might be better answered in the offline marketing section.
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  • Profile picture of the author Justin Spencer
    Originally Posted by LivingCali758 View Post

    My business is to build websites from scratch for local businesses, not templates but create html5 websites that look amazing all from scratch, it's the only thing I have good experience in. I started off finding local restaurants and establishments in my own neighborhood that had no websites. I live in a very "Hipster" kind of neighborhood and I actually for my first round of mailings decided to send out to the clients who I personally visited to eat or use their service one way or another.

    At first I started making Mock-Ups of each business I wanted to send to but then realized this takes too much time and everyone on this forum had me look into the time I'm spending doing this vs the outcome I might have. So I changed it and I sent the clients my portfolio of work instead that reflected their establishment. Then I placed a few more samples and information about importance of website creation into the packet and mailed them.

    Yesterday, I went to USPS and realized that my mailing of 25 packages cost me over $40 since they were "flat" pieces..

    If I get a sale, I would charge $1,000 to create a website based on a "promo" my business is having. (Waiting to hear back on results)

    Now the only way that in my head I find efficient marketing is done for a service like mine is through the mail, I personally believe if someone were to receive an email from me it would be less professional and more likely overlooked. So out of my own curiosity, is mailing the best way to go about promoting my business locally or am I wrong? I feel like if a business were to receive a nice package it's more efficient than just another email in an inbox (if it doesn't hit spam)

    Are there other forms of marketing that I have overlooked, specifically in my field?

    Thank You.
    Cali,

    You need to focus less on the medium and more on the appeal of what your message is talking about.

    Where or how you advertise is almost irrelevant.

    So long as you are aware of two things.

    1) You know that their is a good chance (because you tested) a list you are renting that has 'raised their hand' before by demonstrating their interest by purchasing a same or similar product or service in the past.

    2) How to postion you offer.

    A demonstration
    Sampling
    Risk Reversal
    Preemptive strategies.

    3) How is your opening statement in your mail pieces?

    -Justin
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    • Profile picture of the author LivingCali758
      Originally Posted by Justin Spencer View Post

      Cali,

      You need to focus less on the medium and more on the appeal of what your message is talking about.

      Where or how you advertise is almost irrelevant.

      So long as you are aware of two things.

      1) You know that their is a good chance (because you tested) a list you are renting that has 'raised their hand' before by demonstrating their interest by purchasing a same or similar product or service in the past.

      2) How to postion you offer.

      A demonstration
      Sampling
      Risk Reversal
      Preemptive strategies.

      3) How is your opening statement in your mail pieces?

      -Justin


      Justin, Thanks for your response. I definitely have a lot more to learn!

      You mentioned, where or how you advertise is more irrelevant but wouldn't you have a higher response rate if you were more specific to who you advertised your services to? For example, if I bought a mailing list of companies who don't have websites 1,000 of companies vs. just emailing or marketing to every person but a smaller more specific group, which would be more beneficial?

      In this case, I created a leads list myself. I went onto Yelp and looked up restaurants that had 4+ stars but had no website. Some of them I've been too and their food and business is great.

      My next step was to create a package to mail out, from my experience in the past with other mailers I've done for people I've noticed that they always include something in their package. I know it's silly..

      So basically my package was like this:

      My Business card
      An opening personalized letter to the business owner and company offering my services and information. (Printed on Linen paper)
      A mock-up of their website / or portfolio of all my work specifically in their industry
      A 2 page report explaining the benefits of a website
      Another Page representing that all our websites come with a mobile version of the website
      A infographic poster (legal size) that shows why websites are important (nice illustrated version)
      2 Red Dices (I threw these in as a ..Take a chance kind of thing)

      All held together in a nice binder clip

      That's it.. Each package cost me about $3 to mail out..

      Currently in my profession, I have resources to all types of paper and envelopes and took advantage by using the nicest stock I had. I don't know if it makes much of a difference but figured why not.
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      • Profile picture of the author onSubie
        Originally Posted by LivingCali758 View Post

        In this case, I created a leads list myself. I went onto Yelp and looked up restaurants that had 4+ stars but had no website. Some of them I've been too and their food and business is great.
        This might be an issue too. If the business has no website at all they need more selling.

        First you have to convince them they need a site, then you need to convince them you are the man for the job.

        You may get more response by targeting businesses that have a site but one that is poorly designed, out-of-date with no facebook or twitter. No mobile version. Not supported by a Google profile, etc.

        If they have a site, they have already spent money on what you are selling and (at least at some point) saw value in a website. If you approach from the perspective of having a better understanding of their business, more keen as a start-up or more up-to-date in technologies, you may get more meetings, if not more sales.

        Having a "new client" intro offer as you described would be a good hook for these people too.

        When you eat at the restaurants, do you speak to the owner or manager about their marketing efforts? Most owners are eager to talk about their business and if you start as a discussion about the food and your visit, it can quickly turn to business.

        I usually just outright ask: "You're food is great. How do you market your restaurant? Do you have a website?"

        Then when you follow up with mail you can make it a more personal because you actually spoke with someone. "Hi My name is... I was in your establishment and we discussed... I just thought I would follow up and let you know that I offer..."

        Mahlon
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  • Profile picture of the author TheContentAuthority
    LivingCali758,

    Mail can be an effective means of marketing however you should also diversify yourself. I wouldn’t count email marketing out just yet. Before you go doing anything else, try and get your hands on information about where your target market spends most of their time or more information about them in general. For example if these are local business owners, what age range are they in. If the answer is between 30 and 45, perhaps direct mail isn’t the best or only option.

    You mentioned spam in a person’s inbox but also think about the thousands of pieces of mail small business owners receive every year that are essentially the same thing. You can’t discount a method of marketing because you think it won’t work. Discount a method because you have hard data that it won’t work. Have you tried calling these business owners? Telephone sales can be tricky however if you can develop a compelling opening statement, qualify them according to your criteria (i.e. they have thought seriously about setting up a website), and get agreement from them that they will read literature that you send them, perhaps you can have some success with this route.

    In a nutshell, I would rely on a multi-channel approach (mail, phone, email, social media, PPC, etc), get more information about your market, develop a message and value proposition that is compelling to them (local businesses make x amount more per year with a website, or ROI for a website is x amount of dollars), and then pursue this relentlessly. Granted that sometimes it can be hard to get the info you need to market to a specific group of people but the more information you can get the better.

    Another idea is to align yourself with someone who is good at this type of stuff. If you know someone who is good at marketing or who is good at sales, offer them a cut of every paying client they can bring in. The president doesn’t run the executive branch on his own and Zuckerberg isn’t solely responsible for the success that Facebook as become.

    Here are some tips on marketing a small business,

    Tips for Marketing Your Service Business | Entrepreneur.com

    Hope that helps,

    Shawn
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    • Profile picture of the author LivingCali758
      Originally Posted by TheContentAuthority View Post

      LivingCali758,

      Mail can be an effective means of marketing however you should also diversify yourself. I wouldn't count email marketing out just yet. Before you go doing anything else, try and get your hands on information about where your target market spends most of their time or more information about them in general. For example if these are local business owners, what age range are they in. If the answer is between 30 and 45, perhaps direct mail isn't the best or only option.

      You mentioned spam in a person's inbox but also think about the thousands of pieces of mail small business owners receive every year that are essentially the same thing. You can't discount a method of marketing because you think it won't work. Discount a method because you have hard data that it won't work. Have you tried calling these business owners? Telephone sales can be tricky however if you can develop a compelling opening statement, qualify them according to your criteria (i.e. they have thought seriously about setting up a website), and get agreement from them that they will read literature that you send them, perhaps you can have some success with this route.

      In a nutshell, I would rely on a multi-channel approach (mail, phone, email, social media, PPC, etc), get more information about your market, develop a message and value proposition that is compelling to them (local businesses make x amount more per year with a website, or ROI for a website is x amount of dollars), and then pursue this relentlessly. Granted that sometimes it can be hard to get the info you need to market to a specific group of people but the more information you can get the better.

      Another idea is to align yourself with someone who is good at this type of stuff. If you know someone who is good at marketing or who is good at sales, offer them a cut of every paying client they can bring in. The president doesn't run the executive branch on his own and Zuckerberg isn't solely responsible for the success that Facebook as become.

      Here are some tips on marketing a small business,

      Tips for Marketing Your Service Business | Entrepreneur.com

      Hope that helps,

      Shawn


      Shawn,

      Thanks for your response, you're absolutely right.. I can't just say it won't work. I keep imaging myself receiving an email and how I would personally respond to this type of marketing if a business were to trying to sell me their service. Just because I don't think it would work doesn't mean it's a sure thing. I need to do more research, kind of figure out who I'm selling to and what they're looking for and thanks again for the link.

      Trust me Shawn, I'm so passionate about making it on my own... not to become rich but to feel that rush of success that I once had growing up and owning numerous ideas that did well during their time. I'm successful in my current profession but I don't want to ever work for anyone else, it's a promise I made to myself that I intend to keep. The problem is my friends don't share the same passion, they all want to be "rich" but none of them are willing to work or put any hours into it. So I feel like I'm approaching everything, doing everything solo and at times sucks but I look at it from a long term perspective.

      I am however thinking of going to social mixers much more often and bouncing back ideas and meeting likeminded people.
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  • Profile picture of the author WeavingThoughts
    Don't count emails out. Do both together. Also, if you only spend $50-100 per $1000 you earn then that is fantastic ROI.
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  • Profile picture of the author sarlat
    Cold calling the business
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  • Profile picture of the author Theduke2011
    Craigslist is the 5th most visited site on the web and is a strong marketing tool. As tough as it may be to post successfully 100% of the time due to them cracking down on spam, it is still worth the time. If not, you could always hire a reputable service such as myself. I work for a large posting firm that deals with hundreds of clients monthly. You will find amazing results with a campaign of just 50 ads per day in multiple locations.
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  • Profile picture of the author anis001
    White hat SEO,SMM(facebook,twitteer,Likedin),Craigslist posting
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    Get a fast loan
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  • Profile picture of the author Randall Magwood
    Use direct mail, local chamber of commerce, business cards, joint ventures, display ads, classfieds, trade industry journal advertising... i dont recommend cold calling - although people in the "offline marketing" section of this forum swear by it.
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  • Profile picture of the author paul nicholls
    I have been providing services to offline businesses in my local area for a while now and i have found the best 3 ways to get new clinets is:

    1. word of mouth

    there is nothing easier and more effective than word of mouth. If someone recommends you to there friend or family member then this is one of the best types of leads that you can pick up

    2. business cards

    Business cards still work great, after all if no one knows that your service exists then you are going to find it tough to build any momentum. Hand them out to existing clients and put them about in your local area

    3. Open your mouth

    Yep the old fashioned way. It works and is very effective. If you happen to walk past a business or a shop which you think you highly benefit from your service then go speak to them. The worst thing they can say is no and you even get to give them a business card which is extra advertisement for you

    Paul
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