Want to grow—but not at a cost that will crush your business? Here are some simple but effective ways you can do it

By Bonnie Friedman

What’s the buzz on your business? Do you know what customers are saying? How can you increase growth? Good marketing doesn’t have to be expensive. Here are five tips to build the buzz that can help your business succeed. Building Business Buzz Want to grow—but not at a cost that will crush your business? Here are some simple but effective ways you can do it

1.Know your customers. It sounds simple, but the more you know, the better you can meet your customers’ needs and bolster your success. Don’t be afraid to ask about their preferences. Offer a short questionnaire or a suggestion box. Engage in conversation. Consider a focus group. The input is valuable.     

If your clients are young, try new forms of media. Create a blog to align your company with a business-related issue. For example, if you sell outdoor equipment, create a blog on a local environmental concern.   If your customers are older, more traditional media—such as coupons, mailers, or ads—will be more effective. Use E-mail with customers who want to receive it.

2.Guard your good name. If you promise service, make sure you deliver it. The same goes for product quality and timely delivery. Expensive advertising won’t makeup for failure in this department.  Think of your entire team as part of marketing and sales—from the person who answers the phone to the one who makes the deliveries. They all represent you, contribute to customer satisfaction ,and help build your success.  Be careful not to cross lines that offend customers or the public. Remember the unconventional marketing campaign in Boston that backfired, creating a security scare and causing the city to close roads and bridges? Talk about a PR nightmare. Not all buzz is good buzz.

3.Stay fresh. Nothing is more boring than yesterday’s news. Your store front windows, website, ads, and mailings should be updated regularly to attract and maintain customer interest. Holidays, local events, and change of seasons provide opportunities for putting a fresh face on promotions. Social issues can create buzz. But care must be taken to avoid backlash.  An edgy storefront window in a big city may be better received than one in a small town. 

4.Build networks. Make your business part of the community, whether through a local Chamber of Commerce or the downtown merchants association. Sponsor a softball league, a school event, or a charity project. Help organize a cultural festival or sidewalk sale. Have a wine tasting or art show in your own business setting. If you’re trying to reach Generation X, consider interactive media such as You Tube or Facebook. They can help you build social networks and position your business. But don’t go down this road unless you know what you are doing or can afford to hire someone to help you.

5.Track your success. Whatever tacks you take to market your business, keep track of your investment—both time and money—as well as tactics, feedback, and results. Build on your success. Refine what works and eliminate what doesn’t. Keep building the buzz that works best for you.