I've been so busy starting blogs, designing logos and 'Facebooking' all my new clients that I've taken ages to get around to starting my own, but after reading a post in a marketing forum today I thought "I have to write something about this today!"  So here we are.

The post was made in a small business forum and asked the million dollar question - 'how do small businesses and start ups market on a limited budget'.  If I had a penny ...

Now before impart my great wisdom to the cyber universe, I'd like to say that I don't have a marketing degree. I have never worked for a huge multinational with hundreds of thousands to spend on flash marketing campaigns.  I've learned what I know from a career in the hospitality industry (where you engage with your customer 24/7).  It slowly progressed into a career helping businesses learn to market themselves, not just their products.

One of AVIS Rent-a-car's old campaigns said it beautifully - "To us, people will always be more important than cars." That slogan was so wonderful I almost wanted it tattooed on my forehead. I mean 'duh!'  Everyone is always asking how to gain new customers, what's the best way to advertise, how will people learn about my business?  MY first response is "how are you treating your existing customers?  Are they advertising your business for you?"  Have you created "brand loyalty"? It makes complete sense doesn't it?  Your existing customers have bought/used your product or service before and if they were happy, it makes sense that they would buy from you again.  Often owners and managers are so focused on grabbing that new prospect that they forget that it's far cheaper to get someone to use your product/service again.  You've got them to cross the line already.  Now you need to keep them on your side.

I was looking for a groomer for my Siamese cat about two years ago.  There are only two parlours who are able to care for Siamese cats in my neighbourhood so I phoned both of them.  Both charged the same, but The Groom Room offered a pick up service for an extra fee.  Sold!  My (rather spoiled) kitty came home looking gorgeous and I was really happy with the service I received.  I was pleasantly surprised when four weeks later I received an SMS reminding me that Pepper was due for a groom and I would I like to make an appointment. Of course I did and I've never had to put 'make an appointment for grooming' on my calendar since.  Karen greets Pepper and I by name and she's always very understanding if I'm stuck at an appointment and have to delay having him dropped off again. Nothing is too much trouble. Now THAT is good marketing. They've made it so easy for me to use their services again and again that I don't think twice any more.

Here are a few good ways of getting those return customers and word-of-mouth referrals :

• Personalization - get to know your client on a one-to-one basis. Think quality not quantity. Rather spend a few minutes on the phone with one client developing a real relationship, than hours sending bulk e-mails to people who have never heard of you. They'll begin to trust that you honestly care about their needs and be more likely to recommend you.

• Courtesies - Christmas/eid/kwanza cards, birthday cards, anything that demonstrates their value to you.

• After sales service - sms/e-mail reminders, informative newsletters, helpful tips on your social networking sites, a follow up phone call to ask if your customer is happy with what they've purchased (and follow up if they're not).  If you're afraid of making a follow up phone call then clearly you know that there was something wrong with the service/product you delivered - fix it.  Be proactive, not reactive.  How can you save your customer time and make it as easy as possible for them to use your product/service?

• Give a little more than you promise - Under-promise and over-deliver. What value added services/gifts can you add to your product that customers will appreciate? People love getting gifts that they don't expect, no matter how small.

• Train yourself and your staff to handle complaints effectively -  I'm going to make this the topic of a separate blog post because it's such an important subject.  People tell their friends about bad experiences more often than they tell them about positive ones.  Indisputable fact.  What most businesses don't seem to realise is that by dealing with a complaint effectively and demonstrating your commitment to ensure that your customer walks away happy, you can gain some of your most loyal clients.  Consider complaints as an opportunity to show how GREAT your customer service really is.

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