A couple months back, I wrote a post that got, for this blog, quite a bit of attention. In the Road Less Traveled, (minus the glaring spelling error in the very title that has since been corrected 
) I discussed my latest marketing plan.
I wonder if anyone is marketing technology services to small town businesses? I did a little research and found out that the answer is largely no. Of course, these “smaller pond” businesses receive a lot of your typical national direct mail and e-mail offers. But not too many people are prospecting them and reaching out personally to them, much less taking the time to explain their technology offers and how they could benefit the folks in Smalltown, USA.
Well, I forged ahead with my rural reachout plan. I have been amazed! I have been overwhelmed with new business…also my excuse for the recent lack of blogging!
I had a moment this afternoon and felt an update was in order. I thought I would outline a bit more of the particulars of my approach. I’m not guaranteeing results, but these are a couple of the techniques I have employed that have worked for me.
1) I am approaching small towns in areas that I have some personal connection to. Now, having moved around the Midwest and South quite a bit as a kid, it’s been fairly easy for me to do.
2) I am being completely honest in my contacts with prospects and in the offers I’m extending. I am open about being a young company that is building a portfolio and satisfied customer list. This has seemed to be one of the most effective pieces of the puzzle. On the whole, I have found that small business owners are amazingly open to and even excited about helping out other entrepreneurs.
As Cristina Favreau of the Savvy Entrepreneur wisely stated in a comment on my original post,
When running a service-based business, advertising is the LEAST effective marketing method and the most expensive.
She is so spot on! It’s one of those sad but true facts. When I had hit some slow points in my business, I was getting frustrated. I would throw some money into AdWords and other advertising avenues…but the return on that investment was nearly non-existent. I continued blogging and writing my articles, etc. But I was becoming frustrated.
I started marketing to the residents of the road less traveled hoping for a positive response, but also wanting to feel that I was proactively doing something, anything to justify the existence of my business!
Well, to say the least, my business has increased exponentially. Luckily, I found a few moments this afternoon at the beginning of a holiday weekend for most of my new clients, to catch up on some blog writing and reading!
2 Comments
I love the idea and am really happy to hear that your tactic is working.
For a long time I pondered how I could dig up some business in some of the small towns where I used to live. This fantasy was mostly fueled by my nostalgic daydreams in which I could see myself strolling down the streets of those former home towns, stopping to chat with my new clients, smelling lilacs, admiring peonies, etc.
Needless to say, I never took this anywhere. Your marketing plan fascinates me and makes me think maybe I’ll try again with a more pragmatic approach.
Great entry and great points that have made me think about my own approach to growing my client base.
Thank you and glad I found your site!