One-to-one marketing is a powerful tool in a world where everyday consumers are becoming more clued up about marketing tricks and techniques.
And if you’re a small business, this is an area where you have a BIG advantage.
As a small business, you don’t have as many customers to cater to, so you have more time and availability to offer a really personal service. And that gives you an edge over bigger companies with too much going on.
Whilst you’re still small, take advantage of your opportunities. Set some time aside every week to reach out to your audience and really connect with them.
Don’t sell, sell, sell. Work out what they’re interested in and speak to them about that. If you are promoting your holiday cottage, for example, your audience are likely to enjoy either travelling generally, or visiting a specific area. So ask them where they’re off to next. What do they plan to do there? Who are they going with? Reach out to your audience as a friend and you will find that you quickly build a relationship that has you standing out from your competitors.
Think about when you’re chatting to someone at a party. Those who make an impression on you – those who are more likely to become genuine friends – are those who chat with you, make you feel welcome, and show genuine interest in you. It’s the same for one-to-one marketing. If you make someone feel interesting and appreciated, they’ll remember you and want to recommend you in the future, even if they don’t use your service/product themselves.
It might seem counter-intuitive, but don’t worry about pushing your product or trying to get a sale under your belt there and then. Show a bit of patience, a bit of kindness, and a bit of interest and you will be amazed by the results!
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