In down economy, employ grass-roots efforts to win customers

One question I hear all the time is, “How do you find leads in this economy?” The answer is quite simple, really: Never stop marketing.

No matter what industry you’re in, there are potential customers out there. It’s your job to go find them.

Taking the initiative is especially crucial now. In an economic downturn, customers are going to be less likely seek out services that aren’t absolutely crucial to keep their businesses running. So it’s up to you to craft a marketing plan that finds the customer instead of waiting for that customer to come to you.

How do you do this? To start, determine your target market and how best to reach customers as efficiently as possible. I run a painting company, so grouping customers by geography helps. Because traditional marketing avenues are not generating the amount of leads they did in the past, I go out into my target areas and introduce my company through grass-roots efforts.

The key is employing several different marketing strategies with the same group at the same time. When traditional marketing is hitting those areas, follow it up with alternative methods. (Our company uses signs, door-to-door visits and participation in community festivals and parades, but another business might use very different methods).

This way, there are between four and seven different vehicles implemented in that target area at the same time, guaranteeing a potential customer will see at least one of them. What’s more, these tactics are inexpensive and not only drive leads now but will drive leads into the future.

Keep the plan consistent over a long period of time so that people are constantly reminded of your brand and will, at the very least, put your company at the top of their minds for the next time they are in need of a service you provide.

Beyond grass-roots efforts, networking is a huge portion of lead generation. Word-of-mouth leads are the best because they came from someone speaking positively about your business; they’re also 100 percent free!

Joining networking groups also can help, especially with other businesspeople focused on growing each other’s businesses. Meet regularly to remind each other of business goals and to exchange referrals. I would suggest looking into networking groups, the local chamber of commerce, Rotary Club and other similar organizations. Also try looking through your list of contacts and asking them to refer one friend of theirs who would be in need of your services.

Along the same lines, your past customers are the perfect marketing tool for you to utilize; contacting them about any current needs reminds them of the great experience they had with your business. Offering them an incentive for their business or for a referral can generate quality leads.

One other area that is becoming even more important is Internet exposure. When it comes to finding information for daily decision making, more and more people are turning to the Internet, so being at the top of search-engine lists and having a comprehensive and easy-to-navigate Web site creates another avenue of exposure to consumers. It also legitimizes all of your grass-roots marketing to show consumers you are a professional business that is trying to earn their business.

To recap:

• Determine your target market. Who do you want as your customer? Where are they? How can you best reach them?

• Hit the streets. Depending on your business, going door-to-door, posting signs and participating in community activities are all ways to reach your target customers

• Network, network, network! Whether it is a Business Network International group, the local chamber of commerce or another group, find one and utilize its resources.

• Contact past customers. They have used you before and will likely use you again. If they don’t currently need your services, ask for referrals.

• Up your Internet presence. With people looking online more and more, you need to be at the top of the list.

David Sheets is the owner of CertaPro Painters. You can contact him at (612) 803-2248 or dsheets@certapro.com.