Top of mind awareness, Connection pitches, Video introductions, Opt-in pages, Search Engine Optimization, EBooks, Ezines, Webinars,  Audio seminars, Twitter, LinkedIn and Facebook...my head is exploding!

For today’s small business and in particular those that use the internet as part of their marketing campaign things are moving fast and furiously. Finding a way to connect with your clients is not as easy as ‘build it and they will come’ it is more likely ‘build it and keep building it or they will move on.’ Today’s potential client has a wealth of choice out there, as goods and services have expanded to the point where saturation is a strong possibility. There is often too much choice. So, the challenge for small business owners is not only how to attract a sufficient client base but to keep up on the trends associated with their decision making.

What I have learned through the help of other business developers is today’s potential client needs to know ME. In the age of Facebook, YouTube and ‘accept’ button connections, people want to get to know you and follow you before they will consider buying your product or service. One of the best ways to do that is through video. Listening to your voice, seeing your face, watching your mannerisms, understanding how you can help but most importantly they want to hear your story. Even though your product may be of high quality, your service just what they need or you have expertise that revivals most competitors, something more has to resonate with the client or customer and authenticity is a must!

This was a complete surprise to me. Really? I need to provide more than a list of services, basic bio and professional expertise? I feel a little exposed here. However, I came to realize we are always on the move, static web pages and canned responses are not what the savvy client wants or needs. They aren’t asking for a life story but a sense of commonality, understanding and an invitation to begin a process or to buy a product. The hard sell is too loud and the soft sell won’t get you noticed, there is a balance and what you offer must be unique. That uniqueness comes directly from your own personal style and talented mind. Our clients and customers can Google anything these days and find the answers. We need to give them more than the standard fare. Whatever we provide must truly be of value.

Though, Newsletters and E-zines can be a way to connect, often it becomes too much and people stop reading; short bursts of information is more tolerable.  For the do it yourself types, resources that can get them started is appreciated and leaves the door open for future contact. Automation is possible in which money can be made even when your office or store is closed as people love that little shopping cart that appears on the side of a website. Remember: wearing all the hats is not always in our best interest either. If you are not the social media or website developing type than enlist help or hire someone. For every moment you spend fretting over those things you are not making money at what you do best.

As a small business owner you have to keep up appearances and find the best methods to move yourself to the front of the pack. Use media, tradeshows, networking, cold calls and any other traditional manner but be up to speed on all the other modes that keep you relevant. There are a myriad of ways to share your passion and cultivate that connection with your clients; it just takes a willingness to go beyond the comfort zone. The influence of social media, instant messaging, blogging and video sharing will not go away so start to incorporate them into your business. Right now, I sit surrounded in a sea of “to do” lists and binders of information ready to embark on implementing what I’m learning. There are people out there I need to reach and will be happy to meet; a partnership unlike any other.