Most small businesses will get their first customers in their local area. That makes sense – your distribution network is likely very limited. The problem is expanding your reach. You can’t just keep appealing to the same people over and over again. You need to find new customers if you want to grow beyond the word “small”. Here, Robb Misso, the founder and CEO of Dynamic Manufacturing Solutions in Austin, TX, shares his advice on 5 ways a business can expand their local reach.
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Create a Website
Websites are not just for big, continent-spanning corporations. Even if your reach is limited to the immediate area, you should still have a website. People will look you up online. Get on directories and make a website that can help convert leads.
Customers want to know who they’re getting in bed with, so educate them. Have your website detail product information and company culture. Depending on your industry, you can also offer coupons or deals that reward them for going to your site, or things they can share with friends to generate word-of-mouth marketing.
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Create a Flagship Product Before Thinking of Expansion
There are plenty of ways to attract more local customers, from increasing your marketing budget to creating new offerings. The latter seems tempting and smart at first – not only are you getting more customers, but you’re widening your portfolio and attracting different kinds of customers as well. Unfortunately, developing and manufacturing new products is a time and resource consuming effort, one that can bury most small businesses.
Instead of spreading yourself thin, you can double-down on one product and craft it into something you could consider your flagship product. It’s better to have one exceptional offering that inspires people to talk about it rather than 10 products nobody has any strong feelings about. Think of it as the foundation of your business – let it secure your company, and once you’re stable, use it to safely expand.
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Hold a Big Event
Events are fun. Events can get customers who had previously not noticed your business to come on by and give your offering a shot. Even something as seemingly silly as a grand re-opening can work, attracting old customers whose interest you’ve lost and new ones alike. Offer refreshments, coordinate with complementary businesses, hold a contest – do whatever it takes to get their eyes on you.
Once you have their attention, make something of it. You’re not just looking at today’s sales, you’re looking to keep those numbers high and healthy. Collect emails from interested consumers to boost your email marketing campaigns. Talk to them and see if you can find out which parts of your business need tweaking.
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Make a Facebook Page
A Facebook business page can serve as a supplement or replacement for a website, depending on your budget and perceived needs. While you will need to do both eventually, you can go for the Facebook approach if you have a limited budget. It’s also easier to make and maintain, which is great for small businesses that lack manpower.
It’s not just a lead generator either – it can double as your social networking presence and make it easier to create a community of loyal consumers. You can also use it to start conversations with other local businesses, conversations that can lead to future business opportunities.
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Make Your Current Customers Love You
Getting new customers is vital for a small business, but it’s also expensive. One way you can circumvent those costs is by keeping the customers you already have happy. Once you’ve satisfied them, urge them to bring friends over or to review you online. Make them feel like you value what they have to say, and they’ll sing their thoughts of you to the world. This will increase your visibility and help bring new business to your doors while making sure you don’t end up ignoring the customers you already have.
Not all businesses have to go global from the start. You can focus on your roots and build a solid foundation of loyal local customers. Once you’ve gotten that settled and secure, you can then consider moving on to bigger pastures.
About Robb Misso:
Robb Misso founded Dynamic Manufacturing Solutions in order to go about manufacturing differently. For 25 years, he has worked tirelessly to create a positive work culture and empower skilled workers both inside and outside the office. Robb Misso is also the recipient of Austin’s “Recognize Good Award,” which honors community-minded individuals for local charity work.
Robb Misso Around the Web:
https://www.selfgrowth.com/articles/robb-misso-the-inspirational-ceo-of-dms-shares-how-to-keep-your-team-motivated-and-inspired
https://www.robbmisso.com
https://patch.com/colorado/denver/robb-misso-ways-hire-cultural-fit
http://www.jacentex.org/robb-misso/
https://www.facebook.com/DynamicMFGS/photos/our-ceo-founder-robb-misso-was-featured-in-the-john-maxwells-behind-the-curtain-/492978667771641/
https://www.reuters.com/brandfeatures/venture-capital/article?id=61113
https://www.bp-3.com/resources/videos/robb-misso-driven-2018/
https://ideamensch.com/robb-misso/
