10. Be online.

Today, you can’t afford to be offline. More and more consumers go online to search, research, and buy items, and for many of them, if you’re not there, they won’t even know you exist. Having an online presence today is not only easier than you think, it’s less expensive than ever. And with more than 2 million people in the US and Canada regularly connecting to the Internet, can you really afford not to be there?

9. Know yourself.

Trying to be all things to all people pushes your business in too many directions. Take stock of what your business does best and build on the strengths. Your business will go much further as the place that makes great surfboards than the place that makes good skateboards, surfboards, sand boards, and kitesurf boards.

8. Give up.

Dedicate your company’s time and money to a greater cause. Volunteer in the community to shine a light on causes you are passionate about or that align with your business philosophy. The time and money you spend giving to others will return to you tenfold through good press, good will, and a good reputation.

7. Be professional.

If you want your business to be taken seriously, be professional in all your actions and communications. Flyers with dated clip art that look like they were written on a word processor will scream amateur to potential customers and you’ll be lucky if they even read the content you spent all night writing. On the other hand, a professional flyer on high-quality paper projects a higher level of business that gets its act together and knows what it’s doing.

6. Take care of your current customers.

It takes time and money to attract new customers. Cut the amount of both in half and use the rest to ensure that your current customers are satisfied with your products and services. Get their feedback on their experience with your business, and then take action on the things that were rated mediocre. Offer incentives for frequent buyers or users. Not only will their loyalty to your business increase, but the amount of good press about it will also increase.

5. Think outside the box.

Consumers receive so many messages a day that they have become experts at ignoring them. The trick is to catch them off guard in unexpected ways to get to them. I once saw a fish market that hired a local artist to chalk-paint seafood on the sidewalks within a mile radius of the store. Not only did it increase foot traffic, but it also introduced the teen shop to the local community in such a different way that it was written about in the community newspaper. We as consumers like clever and unique ways to grab our attention. Just remember to stay within the social and legal boundaries of your area.

4. Network.

Not everyone within your industry is your competition. Each of us has specialties in which we excel and many times we enjoy doing them. Meet others in your industry and learn their specialties. When a customer is looking for something that isn’t quite their cup of tea, refer them to someone who specializes in that. Not only does this foster goodwill within the industry and build your reputation, but it also lets your customers know you’re looking out for their best interests, a thought that will keep them coming back.

3. Know everything.

Become an industry expert within your niche. You know a lot about your business and can help lead the way for other people. Start by giving small presentations at your local chamber of commerce, then slowly move to small trade shows and take off from there. Before you know it, you’ll become the “it” person whenever someone has a question about your industry. But be careful: it’s a good idea to make sure you know what you’re talking about. Haven’t you arrived yet? Read and attend the lectures and speeches of other experts until you are sure that you are prepared for all the criticisms and questions that come from calling yourself an expert.

2. Set goals.

Without commercial objectives you are a dead man (or woman) walking. How do you expect to grow your business without knowing where it is going? And while you’re at it, put numbers on it; try to make your goals as objective as possible. Otherwise, they’ll end up as a New Year’s resolution, thrown away with the leftover turkey.

1. Measure Measure Measure.

Our top marketing tip is to measure all of your marketing efforts. Ask customers how they heard about you, offer incentives for completed surveys, use unique phone numbers and URLs to track your direct mail campaign. There are a billion ways to grow your business visibility and now there are 2 billion ways to measure how well they work. Measure everything and then eliminate the efforts that produce the least return on investment. You’re a small business and you don’t have the Pepsi-Cola budget to throw marketing money down the drain.