We recently received an email from Carol who wanted to know how she could generate more customers to her business. Certainly this is a popular question that all business owners ask themselves at one point or another. Let’s face it; during these tough economic times we all could use a few more customers to help feel secure about the health of our businesses future.

When looking at different avenues of attracting new customers many business owners ask two simple questions: “what’s going to attract my target customer base?” and “how can I attract customers without breaking the bank?” While your resources may be thin right now, this is not the time to cut back on your marketing efforts. Marketing is the source that will keep customers coming through your doors (and logging onto your website). Even if you are in position where you need to cut back on promotional efforts, make sure you know what marketing efforts are working for your small business and make cuts strategically.

Here are some other cost effective tips you can implement to help generate customers:

• Business partnerships: Develop partnerships with businesses that complement your own business (i.e. find a local pet store to partner with as a dog walker). Some partnership benefits could include offering a joint promotion or simply sharing advertisement space. This will help cut your marketing expenses in addition to opening your business up to a potential new pool of customers.

• Network, Network, Network!: Get involved with local community and industry events if you are not actively doing so already. Local organizations such as the chamber of commerce can provide you with access to an array of potential customers as well as introduce you to other businesses for a possible partnership. Before attending networking events, make sure you have plenty of updated business cards to share.
• Host a class/group in your store: Depending on your business, you may want to consider hosting a class or other type of gathering in your store. This will help build a relationship with your existing customers as well as potentially attract new customers. A few simple examples include a bakery hosting a series of cooking classes or a hardware store demonstrating a variety of do-it-yourself projects. Be creative and think about what classes or events could work for your business.
• Free Publicity: If your small business is doing something that garners attention, don’t be afraid to pitch your story to the local papers. Perhaps your business is doing something environmentally friendly or you are involved in a community outreach program. Whatever it may be reporters are generally interested in local angle stories.
• Social Media: As my colleague Jeff wrote a few weeks ago, Twitter is one of a few great social media tools any business can use to help connect with existing customers as well as attract new ones. Other popular social media sites include Facebook and LinkedIn. These can be used as a way to really connect with customers and develop a following for your business. Oftentimes word of mouth marketing is the most effective way to drive business, and these social media tools can increase your potential.

What are you doing to drive business?  Have you tried anything unique in the last few months?

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