I wish I could go back to 13 years ago when I first started
my marketing company, something I would do differently. Of course, I have
learned a lot from my entrepreneurial journey as well and am much more aware of
running a business now than I am now.
Recently, I started a second business - a local craft
workshop company and was able to learn from my own wisdom from the mistakes I
made with the first. You can benefit from these tips so you can succeed faster
than I do!
1. Invest
in going down with the right foot
With my first business, I hesitated to spend even a penny on
anything related to my business when I had little opportunity to do it myself.
However I learned that just because you can DIY does not mean that you always
have.
Case point: I designed my first website. And it was long
before website manufacturers made the tool easy to use. So it seems that I, a
graphic designer, have succeeded. Enter the house to do nothing. I am eager to
remember. Now I use wix and provide how to adjust my site for premium services.
2. DIY your
marketing. . . .But pay for it too
I am lucky that I run a marketing company, so I am skilled at
posting on social media, writing blog posts and sending emails to promote my new
business. But you may not be aware enough in marketing like me, or you may
focus on other aspects of running your company.
Know where your weaknesses are and spend money to benefit
them. Hire a part-time consultant to help you with marketing yourself or what
you don't want to do
Most of the money I've made so far with my craft business has
gone into marketing, and I'm not sorry for the decision. I invested in a six
month subscription to a Meet up account. . . And within two weeks I booked a
class covering that investment through my makeup group. I paid for a profit at
Wix, which allowed me to book a class for free, and I made the difference. Yes,
it is scary to spend money when you have something, but when you can do more
with your business, you can invest faster. It is enough.
3. Establish your local presence
The difference I made with the other business I started was
to focus locally. I host a craft workshop at my San Diego neighbourhood site
which means I need to get to know the locals.
If you have found a local business association, I suggest
attending meetings and regular mixers, not necessarily focusing on sales, but
focusing on building relationships. I am a member of my business association
and the relationship that I have developed over the years now pays off: all I
need to do now is ask the local restaurant or bar owner if I can arrange events
at their place as best I can, and they are happy to help me.
I will participate in the upcoming community festival, so I
will have my own business where hundreds of people can learn it. It gives me an
opportunity to talk with people about what I do and get their feedback.
Also, I have advertised in my local newspaper. Because I know
that my audience, for the most part, is located within a few blocks, I want to target
them in the things that I know they are reading.
4. Separate business from personal
When I first started my marketing business, I had no idea
that everything related to business should be kept separate from personal. The
first thing I did was to open a separate business checking account. Doing so
makes it easier to keep track of business expenditure, so I know how much
profit I am making from a workshop. It also makes it easier for my accountant
to file my taxes!
I chose Wave for new business when I use Fresh book to track
my marketing company's expenses and invoices (because it's free).
Instead of getting another cellphone for my business, I
decided to get a virtual phone number (Google Voice; free too) through my
phone. When I receive a call, it appears different from the call to my cell
number, and if I receive any text, I also receive an email notification.
5. Nurture
those customer relationships
I have just fully launched this business and am ready to
grow it. My main focus is on repeat business: My hope is that those who join,
say, my refreshing arrangement workshop, will be thrilled to see how much fun
they will have for macro and watercolour classes.
Because my customer base is still relatively small, I know
many of my contact lists. I can have a personal relationship with each
customer, and this is very special. One thing I give old customers coupon codes
to attend classes in the future. Or if someone donates art supplies, I give
them another discount. That way, I can track every code and know where it came
from. I can also fill classes quickly
I also ask for feedback from my customers. . . And listen to
it. When my first vision board class was held in a noisy acoustic brewery, I
found that the participants had difficulty listening to the instructor. So now
I carefully consider the venue to ensure that it is suitable for teaching classes.
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