How to Attract and Keep Customers for a Small Business -Part 2

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Most small businesses are formed by people who are very good at what they do. However, this is only half of the equation for being successful with a small business. Understanding how to generate sales is the other half of the equation.Too many small business owners think they will prosper on nothing more than word of mouth. It often takes much more to attract and keep valuable customers.
1.Utilize traditional marketing techniques
Depending on your understanding of your business and its customers, there are many traditional marketing techniques to choose from in order to attract new customers.
Direct Mail — Using direct mail is a way to mail items to a large number of potential customers.
Newspaper and Magazine — Placing advertisements in newspapers or magazines frequently read by and in your target market can be a cost-effective marketing strategy.
Phone Book — Listings and advertisements in the commercial section of telephone directories in your target areas are still a valuable way to market in some industries.
Signs and Billboards — Advertising space on signs and billboards can be very cost-effective if properly designed and placed.

2.Employ online marketing strategies
Sometimes your identified customers may not be local or easily marketed to by traditional methods. You may have a business that sells products online or even an entirely online business. In these situations, and others you may determine when identifying your customers, online marketing is useful.
Website — Nearly every business today needs a good website to help in marketing efforts.
Pay Per Click — If your website is your business, or at least strongly relates to building your business, consider a pay per click campaign to help attract targeted customers to your website. For example, Google advertising makes it possible to target people based on different types of customers.

3.Utilize social networks/media
With the prevalence of social networks and social media today, it can be important Use Social Media to Market Your Business. There are many ways to use social media to market small business. Consider posting content on Facebook, LinkedIn, Instagram, or Twitter.[1]
Focus your social media presence and communications on benefit to the customer instead of features of the product or service.
Use the social media tools that your customers use. This may include social networking sites, blogs, or microblogging sites.
Utilize different types of content, from text and pictures to audio and video.
Be active regularly on social media. Having an account is not enough. You have to be present online for your customers to notice you.
Use free product give-a-ways or other incentives to increase traffic and connections to your social media accounts.

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4.Understand the effectiveness of your online campaigns
It is important to keep track of digital campaign statistics of your online campaign so that you can continue to use your advertising budget wisely.

5.Adopt non-traditional marketing techniques
Certain businesses, or those with certain types of customers, may find that thinking outside of the box of traditional and online marketing is best.

6.Get referrals from existing customers
Once you have a few customers that like what you have to offer, enlist them to help you. This is known as acquiring customers by referral. Most happy customers will gladly tell others about you, but most of the time they will not think about it unless you give them a reason or incentive.[1]
Referral marketing works best for retailers and service providers, such as automotive service, health professionals, and banking institutions.
If you find ways to reward or recognize your customers for sending you new customers, they will do so more frequently and with greater zeal. Examples include cash rewards, gift cards, or discounts on future purchases.

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Sources and Citations
[1] wikihow.com