Owner Of UK Small Business Shares The Secrets Of His Recent Success

Most people don’t like to admit this, but the last few years in business had been an uphill struggle for me, that was until I discovered some very simple secrets to successful marketing, which has helped me to increase my Turnover and Profits by 35% in the last 12 months.

I would like to share these simple secrets with other UK small business owners for free.

Having spent thousands of pounds over the last year obtaining the latest marketing information and 100’s of hours searching internet pages from around the world here are a couple of my TOP TIPS to Increase Your Turnover and Grow Your Profits.

LEAD GENERATION ADVERTISING

One of the best forms of advertising we have found is lead generation advertising.

What is lead generation advertising? – Instead of the traditional way of advertising, where you are trying to sell a specific product or service and the focus of the advert is just to get a sale, lead generation advertising is different. Rather than to sell your product or service, the purpose of lead generation advertising is to do just that – generate leads.

A lead is a sales term for someone who is a prospective buyer ie. someone who is interested in your product or service. It is a lot easier to generate leads than to get an immediate sale, which is increasingly difficult these days because everyone is under a constant barrage of advertising.

The best way of lead generation advertising is to offer anyone who maybe interested in your product or service something of interest to them for free in return for their contact details.

An example of a typical lead generation advert, that you may have seen, is from Centre Parcs who promote their resorts with TV advertising. The purpose of their adverts is to get you to request a free DVD. The reason for this is simply to get the contact details of anyone who is interested in a holiday ie. you have to give them your postal address for them to send it to you. They are not saying “book this holiday now”, they are saying “we’ve got something for you for free”. They are doing this because they know that after measuring and testing, proportionally they will get significantly more people to request the DVD and subsequently become customers than they would get people to book a holiday straight away.

Lead generation advertising is great because it gets people to express their interest at no risk to them. It is very unlikely your competitors are offering anything free to potential customers. If you do this it will give you a great advantage over your competition.

All you need to do is come up with something relevant to your business that your potential customers would find interesting. This could be a free report eg. if you are an electrician you could write a report – ’10 top tips to ensure your home is safe’ or if you are an estate agent ’10 top tips to make your home more saleable’ etc.

Other free items could be:-

  • a sample of your product
  • a free DVD or CD
  • a free survey or advice.

There are many things of interest you could give away for free and there are no rules to this, it just needs to be of interest to your potential customers.

Areas where lead generation advertising could be used are:-

  • Yellow Pages / Directories
  • Newspapers and Magazines
  • Websites
  • Email
  • Telephone
  • Radio or TV
  • Signage
  • Direct Mail

Give lead generation a try, I guarantee it will seriously increase the amount of potential new customers that contact your business.

WORD OF MOUTH RECOMMENDATIONS

One of the easiest ways of getting new customers into your business is through your existing happy customers by way of word of mouth recommendations/referrals. This is also one of the cheapest ways of marketing your business as it costs practically nothing.

Referrals tend to attract better customers who will stay with you for longer.

If you can build a referral system into your business this will help you to maximise the amount of referrals you receive.

Firstly you need to make your customers aware that word of mouth referral is how you grow your business. You can do this just by mentioning it in your frequent communications to your customers by email, mail out or simply in a telephone conversation, and you will find that your referrals will increase. Just by dropping in to your communications that you are busy with work from recommendations would educate your customers to the fact that it is important to recommend you to anyone they think could use your services.

The second, more direct and most effective way to seriously increase the amount of referrals you receive is simply to ask for them.

Speak to your customers – ask them “Are you happy with our work?”, say to them “I need your help, would you be willing to recommend us to anyone who could benefit from our services?” “Would you be willing to give them a leaflet or business card” or “Could you give me their contact details and I will contact them direct”. This could be done by phone, email or by direct mail – if you don’t ask you don’t get!

Be pro-active – If you are already receiving referrals without asking for them imagine how many you would receive if you asked all your existing customers!

So, before you spend thousands of pounds on wasted advertising – give something for free and go get some referrals!

I am convinced that if you implement these easy marketing tips you will see a considerable increase in new customers into your business and most important of all, an increase in your profits.