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Small Business Resources
Hello Warren, I'm currently a part time college student, and run a small computer repair company on the side. I've worked as a computer technician for several years now, and have learned most of the skills, and tools required to run such a
business efficiently. Currently my business is employed as a subcontractor for a bigger IT company. My customers are very happy with my work, and would like me to work privately for them. Because i work under contract, i deny the offers, but it also helps me realize that i can build a big steady client base if i found my own customers. This brings me to my question. What is the best way for me to advertise my company? I have been looking at yellow pages, but i'm worried that the ROI will be low.
Hi Tom, First off, I really want to commend you for your ethical conduct with respect to the company you are subcontracting from There are some who would be tempted to take the work "under the table." Apart from potentially endangering a valuable relationship, that would also be ungrateful, disloyal and inconsistent with the kinds of values we like our entrepreneurs to embrace. So, good on ya'. And isn't it interesting that someone who is committed to doing things the right way has people wanting to do business with him. Hmmm. Now, if you are about to just launch, there are more affordable, flexible and measurable ways to get started. Yellow Pages can be very effective, but you only get one shot at it. I would prefer to see you test different approaches, discover which is best and then, if you still feel Yellow Pages is appropriate, go with what you have proven will work. So, here are a few steps. First, figure out what makes you unique. Why would someone want to work with you? Don't answer this with descriptions of you but with the benefits they receive by working with you. And, of course, be clear who "they" are. It is likely you have more than one target market, so identify who they are, where they are and what they might be looking for. Then select those types of marketing media that are likely to reach them. Start with the least expensive but with the biggest impact while you are still cash flow tight. Go to networking events, ask for referrals from everyone you know. (I mean that: everyone) Use Linkedin, facebook other social sites. Look for strategic relationships, start a blog/vlog. Engage in direct mail followed up by phone calls. Send valuable information. And most importantly, track your results. Analyze what is working and what isn't. Do more of what is working and change or do less of what isn't. Marketing is, if done well, a data driven exercise as much as it is a creative one. For more ideas, consider picking up the following 3 books to get started. There are others, but these will give you a good boost: Guerrilla Marketing by Jay Conrad Levinson, Instant Cashflow and Instant Advertising by Bradley J. Sugars. Good luck! Warren
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