There was a time when even small businesses protected secrets about how they conducted their businesses. At one time, there was more of a “bunker mentality” and an attitude of “If I told you I would have to kill you” attitude. Today, businesses have found a more valuable and viable approach to their knowledge and experience. They have discovered the value of “giving it away.”
Don’t panic. We are not talking about giving away your products or services. We are talking about being more free with sharing the knowledge you have about your chosen business.
More businesses are discovering the value of positioning themselves as the thought leader or expert in their business segment. When a business is perceived as an expert on a subject, potential customers eventually seek them out. This attracts customers into a marketing funnel that a business can nurture into an expanding customer base.
Positioning yourself as the expert can be done through social media, newsletters, direct mail, email, and a variety of other ways. Offer free tips and tricks, take and share the results of an online survey, and post a list of FAQs. You can also write timely seasonal press releases for your local media or offer quotes on news stories that may be impacted by your product or service. In short, you want to become the go-to resource in your community for your product category. You will then begin to see a more steady stream of potential customers coming to you.
Building a business involves more than just building your customer list. It means protecting the company you have built so far. This is the purpose of business insurance. A well-designed business plan can better protect your business from financial losses related to theft, vandalism, storm damage, slip and falls, and other liability claims. It can protect your income, real estate, and vehicles. Contact us to discuss your business and how it can be better protected. We look forward to assisting you.