“Birds of a Feather Flock Together” - Small Business Lessons Learned in 2008

1. Not very profitable, but time-consuming, demanding customers tend to refer prospects and customers who reflect their style and values.

2. Customers who value you and what you do are the best referral sources.

3. Set boundaries for your customers from the outset, tell them - "This is how we work...", otherwise they will create their own boundaries that may not be a good fit.

4. Pay attention when your prospect complains about being treated badly by the rest of the world including partners, vendors, consultants and former customers - you may become the next entrepreneur they will complain about.

5. If you are a coach or consultant, try to avoid customers who have never worked with a consultant, unless they show sure signs of their willingness to learn and implement new things.

6. Social networking is important, but prioritize - plan your activities and their frequency, otherwise social networking becomes a burden.

7. Get to know your associates, subcontractors and business partners before you commit to long-term projects - mavericks may be crucial to changing this world, but they may not always contribute to helping you achieve your goals.

8. Become a frequently improving, always up-to-date resource for other small business owners and your customers.

9. Reward your best customers, subcontractors and business partners.

10. If you are very driven, results oriented, nimble and forward looking - don't take on customers who are not.

I am sure that 2009 will be a year of re-evaluation, reinvention, recycling and repurposing as we all try to find smarter cost-effective ways of living and conducting business.  How about improving your digital marketing efforts?

Here are some marketing tips:

1: Turn your print communications into digital communications.

There is a chance most of your publications can be emailed or published on your website.

2: Make your e-marketing CAN-SPAM compliant.

Email marketing, only if well planned and executed, can be an extremely cost effective way to market and communicate with your target audience.

3: Start an e-newsletter.

An e-newsletter is one of the most efficient ways your company can use to frequently communicate with your target audience.

4: Survey your customers.

Your best prospects are your existing customers. Their feedback is an easy way to improve your business.

5: Keep your website content up-to-date.

Your website should serve as your prospects' and clients' primary point of contact with your company.

6: Always add a call to action.

With catchy design and copywriting, response rates from an email campaign can be higher than from a snail mail campaign.

7: Leverage viral marketing opportunities.

A recipient can forward an email he or she likes to a friend at zero cost to the marketer.

8: Send coupons. 

Customers are more likely to use coupons during a recession.

9: Turn your website into a business tool.

Websites are being transformed from static sites into highly functional business tools and information portals. Don't miss out!

In 2009, don't forget to create marketing messages that grab attention, motivate and move your ideal prospects towards making a purchase. This phase can be longer than expected and some "fish" that take your bait need to be thrown back into the water.

Keep talking to your customers to find out what they need and want. Use your findings to improve your products and services as well as marketing messages.

Then do the same thing over and over.....Welcome to the 2009 Small Business Marketing Loop!