In the beginning, small business owners are tasked with doing whatever is needed to flourish. Those who start smartest prioritize building visibility and authority as well as attracting attention.

New business owners unknowingly step into a community of opportunity right in their own backyards. “New Kids” on the block are always a novelty. Whether B2B or B2C a lot of businesses fail to recognize and leverage low hanging fruit.

Local Chamber of Commerce membership grants immediate access to a wealth of contacts. Member businesses are the aforementioned “low hanging fruit” that is ripe for picking. 

A well-conceived marketing strategy – executed personally versus outsourcing – can be a boon to your bottom line. Having a local marketing strategy in place allows you to convert newness into an additional income stream.

Yet most entrepreneurs would rather shut down shop than learn the basics of marketing and sales. The fact is, people do business with people they trust. Proximity offers a firm foundation to ground your business in trust.

Make no mistake about it, businesses with long-term staying power largely launched with a trustworthy founder. Genuine friendliness coupled with a good attitude is a potent combination. Start off on the right foot by and apply the three tips outlined below to set the right marketing tone in order to make more sales.

1. Differentiation

Most companies compete on either cost or quality. Be different. Promote your code of ethics, integrity and trustworthiness. Then walk the talk. There will always be new entries to the market that tip the scale of control. New competitors will invariably undercut your price and quality is something that is subjective. Company ethics, integrity and trustworthiness are all variables that are within your control.  Keep your focus on things you can control to solidify the foundation you build your business on. Bake ethics, integrity and trustworthiness into your marketing strategy and it will become the special sauce that inevitably earns more sales.

2. Storytelling

Every founder has a story that breathes life into their business. From day one, begin educating and engaging by succinctly sharing your highlight reel. Be visible on social media. Follow the same formula as you would if you were to write a book. Chapter one doesn’t rush to the ending. Pique interest with a layered story that unfolds slowly over-time. Business blogs offer a viable option to achieve that goal. Utilize free online marketing techniques that are both creative and effective. Options include video, podcasting and social media postings. Take the time to post encouraging comments on social platforms of fellow Chamber members.      

3. Closing  

Never forget sales is the reason driving your marketing effort. Your process should convince the prospective buyer to cross the purchasing threshold. Customers almost never come out and say yes – no matter how interested. It’s your job to ask for the sale. You are the determinant that ultimately motivates the buyer to make a choice.  

Marketing is not subject you will master overnight. It requires consistent practice, patience and skill. Time invested in improving your marketing prowess will by extension empower you to close more sales.