Low-cost ways to promote a new business

Yaneek Page, Business Contributor

Question: I have been a certified nail technician since 2005 but ever since I'm yet to see myself grow. Each time I rent a nail station and business takes forever to reach where I would want it to reach I give up. I keep going back to the same job, which truly gets me feeling like I have failed. I've watched your programme and seen where you have helped so many people and would have reached out, but the courage wasn't there.

I even took out a loan at one point, and that has seen me in more debt rather than helping any at all. I would like some advice on exactly how to gain new customers and grow my business. I just rented this new station since last November. I'm thinking again to go home because I hate going to work and having only one or two customers a day, or probably none for a few days, and I have to be paying the shop rent out of my pocket instead of money from the business.

Reader

BUSINESSWISE: There's a popular saying, 'those who fail to plan, plan to fail', and that's the unfortunate situation you have found yourself in.

The mistakes you've made over the past nine years are due mainly to an absence of business planning and your limited business skills and knowledge, which are the precursors to gaining new customers and securing a niche in that competitive space.

You can, however, breathe a sigh of relief because you can fix the problems and set the foundation for success in a relatively short time.

Changing your mindset is vital. Note that the most important driving force in the creation of a successful business is the entrepreneur.

It's not financing, connections, sound business ideas, superstar investors or even lucrative markets. It comes down to you. If you lack the skills, knowledge, passion, energy and determination to drive the development of the business, it will never happen.

Once you appreciate your power over your destiny, you must get basic entrepreneurship training, particularly steps to take when starting a business. You can read my previous article on this topic '7 Essential steps to business start-up', published on January 27, 2013.

Thereafter, you should outline a clear vision of what you want to accomplish. Visioning forces you to dream audacious ideas that will stir innovation yet keep you focused on the big picture.

Next is analysing the industry and market you've targeted. This is a powerful study that will force you to carefully research, reflect on and evaluate the viability of your enterprise within the current environment.

You will also better understand your target market, its unserved needs, your competition, new opportunities, trends and risks, which are all invaluable when planning. For example, you may find that your ideal niche is young professional men who want to be well groomed.

What will really change your fortunes are differentiation and marketing. A major mistake was believing you can compete by doing what everyone else is doing. It's not possible, especially in this economy.

You must be bold, different and attract attention to get people talking about you. You don't just need a buzz, you need a loud bang!

To do this you must disrupt the industry - for example, creating the boldest designs, fastest manicure, lasting pedicure, the most convenient opening hours, best customer rewards, unmatched pricing, etc.

The other game changer will be consistent, effective advertising and promotions. Partner with hairdressers or barbers in your area to offer specials to their clients.

You could even offer them a commission as incentive - so they drive traffic to you. If you are targeting a distinct location you may print flyers and hand out business cards. But here's the key - do it consistently, every week.

Given the limited funds you have for advertising, your best bet will be social-media marketing, especially Facebook and Instagram.

Great visuals will attract customers so invest in top-quality pictures that will wow prospects.

Also, create an online portfolio of your work. Initially, it would help to get a colleague or friend who is versed in social-media marketing to guide you, or you could do your own research online for best practices.

If you can create a blog about the latest in nail care with great pictures and high-quality content it would strengthen your credibility and build your brand.

Be sure to utilise the best free resources available - your family and friends to spread the word and positive word of mouth/referrals from customers.

You will get the latter by wowing every customer, every time, and delivering much more than they ever expected.

Finally, keep a database of your customers and maintain constant communications to promote repeat business.

One love!

Yaneek Page is an entrepreneur and trainer in entrepreneurship and workforce innovation.Email: yaneek.page@gmail.comTwitter: @yaneekpageWebsite: www.theinnovatorsbootcamp.com