by Starla Ross

Created on: May 22, 2008   Last Updated: May 29, 2008

Owning and operating a small business can sometimes make you feel like the small fish in the big pond. You may sometimes think you're swimming in circles trying to keep one step ahead of the big guys.

Marketing your business can be a challenge. A small business usually means a small marketing budget. Every dollar you spend on marketing must be used to its fullest potential.

BE THE SUBJECT OF GOSSIP
By far, the most effective form of marketing for a small business is word of mouth. Customers who are pleased with your service will certainly come back again and again. Not only will happy customers return, but they'll be sure to tell their friends and family about you, creating more repeat customers.

Offer the best customer service possible. Train your employees to offer customer service above and beyond your competition. Go out of your way to get to know the names of returning customers. Form friendly relationships. Keep your business neat and clean. Be inviting and never discount the importance of a smile. If you leave your customers with a warm, fuzzy feeling, they will become loyal to your products or services.

TARGET EXISTING CUSTOMERS
By now, you're probably well aware of the cost and time effectiveness of selling a product or service to an existing customer rather than a new one. After all, your existing customers know you, and they feel comfortable with you.

Increase your sales by targeting the customers who already use your service. For instance, if you own a coffee shop, offer muffins with the morning coffee. If you operate a small women's boutique, show customers how a specific necklace works well with the dress they're purchasing. Your customers will appreciate the extra service, and you'll appreciate the increase in your bottom line.

LET CUSTOMERS TAKE YOU FOR A SPIN
Sometimes all it takes is a sample of your product to get a customer hooked on your service. Offer coupons for a small sample of what you have to offer or a percentage off of their next purchase. For example, if you own a small chocolate shop, not many people will turn down a free sample of a piece of chocolate. And chances are when they come in for their free sample, they'll purchase more chocolate to carry home with them.

Do this for free by swapping brochures with other like-minded or complementing businesses. If your chocolate shop is located in a small shopping center, offer to place the brochures of other businesses in your business in exchange for placing your brochures in theirs. Give customers

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