Maximum Exposure
July 18, 2005 - by Charlie Shelton

All small business owners want to receive a maximum amount of advertising for a minimum amount of expense. I'd like to share an easy method that you can utilize right now.

First, list your site on michigansmallbiz.com. You have a choice of listing for free or receiving premium paid listing. If you stop there, then you'll be gaining some exposure, but there is so much more that you could do. For example, if you decided that you would like a paid listing, you'd get banner ads, top listings, graphics, and "the works." You'd certainly get your money's worth, but why not maximize your exposure without spending another dime?

First, you could send out an email to every small business owner on your personal list (no spam!) Let them know that you have signed up on a site that offers free and paid listings to small business owners in Michigan. It's a directory and a portal, and it's growing fast! There are no gimmicks or conditions- just a free listing for Michigan small businesses. Every person that you tell has the opportunity to join the site, and visit all of us that are listed on the michigansmallbiz.com site as well.

I try to inform at least one person a day that I have discovered this site- and it's working.

This is the value that I see in a site like this:

1. It's easy
2. It's free
3. The paid listings are valuable
4. It's easy to promote
5. It makes me look like a hero
6. It's a conversation starter with a potential client
7. It validates my business (I'm a premium member)
8. It does great in the search engines- which gives us even better exposure
9. It's targeted (small business- not every business and only Michigan)
10. It has the potential to expose your business to more prospective customers than you can imagine

This is how I see the system working:

Me ( As I said, I tell at least one person a day about it - 7 people in total)

John Doe, Jane Doe, Jim Doe, Janet Doe, Jason Doe, Jan Doe, and Joe Doe

John Doe tells:

John Smith, Jane Smith, Jim Smith, Janet Smith, Jason Smith, Jan Smith, and Joe Smith

John Smith tells:

John Jones, Jane Jones, Jim Jones, Janet Jones, Jason Jones, Jan Smith, and Joe Smith

In this scenario, 21 people visit michigansmallbiz.com and sign up for a free or paid listing. All of them see my banner ad. Some click through to my site, others don't. Either way, it didn't cost me another penny. I'll lay it out in columns so you can see the growth. All of them have a chance to see your business information as well.

I've expanded the scenario to give you an idea of how an insignificant daily effort can add up.

Week 1 (listed above) is pretty impressive- 154 people have learned of the value of a site like michigansmallbiz.com. Week 2 (not shown) is even more impressive- almost 20,000 extra visitors to the site, all of whom would be potential customers of yours at no extra cost to you. And all that you need to do is have one person visit a day, and ask each one to duplicate that same process.

The real point here is exponential growth in first time exposure to the site (and your business information) to a group of people that you've never met that may be looking for your business. This scenario doesn't even include the repeat visitors who enjoy using the site.

Every time a new small business signs up, you have more exposure- especially if their business is related to yours. This is how it works: Someone types in "Michigan plumber." They click "Enter" on Google, and up pops a plumbing company on michigansmallbiz. Your business is bathroom remodeling. While the person is on the site discovering the plumbers, they are also looking for a new vanity and tub surround. They can easily find your bathroom remodeling business if it is listed on the site. So, you may consider writing down all of the types of businesses that are related to yours, in order to reach a market that is interested in your product or service.

I'll give you an example:

I am a nutritional supplements and skin care vendor. I can list chiropractors, fitness trainers, spas, salons, life coaches, weight loss clinics, massage therapists, nutritionists, medical doctors, medical clinics, and so on, as potential industry related partners. I can contact each one about listing their business on this site at no cost. They may wonder how this benefits either one of us. I then have a chance to explain the mutually beneficial aspect of the site, and may even have a chance to talk about my products and how the products can benefit them and their clients. This process has the opportunity to open up a new relationship that wouldn't have been likely before. At the very least, if they list their business on the site, they will help to build the idea that the site contains important health and wellness resources. The more business categories listed on michigansmallbiz.com, the more likely it is that Google, Yahoo, and all of the other search engines will find you.

The ideas that I've listed in this article are not specific to this site. If you do a search for "Michigan Business Directory" or "Michigan Small Business Directory" you'll find many similar sites. If they have free listings, or a valuable paid listing, you could do exactly the same thing that I've shown you here. It all spells low-cost, high-impact marketing for your small business.

Best of luck to you in your endeavors. Try it and see if it works for you!

Charlie Shelton
jcrshelton@yahoo.com

Feel free to email me with questions about this article.

Charlie Shelton is an independent distributor of nutritional products, meal replacement products and skin care products.  Charlie was a heavy equipment operator at a Michigan landfill (yes, a garbage dump!) for 7 ½ years.  During that time he was able to start his part-time business and transition it to full-time distribution.  He is the husband of Josette (R.N.) and proud father of three children.  To learn more about his business and products, click here.

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