Stair Ramblings | everything stairs

CAT | Business Strategy

Jan/10

1

advertise and grow redux

Alright, 2010 HAPPY NEW YEAR!
Let’s start with a positive and take up the advertising article and call it advertise and grow.
Thanks to Eric L. for the first entry about advertising in our new blog. Eric is the brain behind creating a CSW web presence and an internet marketing strategy.
Because let’s face it without inquiries from customers you’ve got nothing., and if you are one of the thousands of small business guys not on main street, you had better learn how to advertise or at least find someone who can help.
I know a bunch of small business guys who are going to read this and say, ” I don’t have time or money to spend on any advertising” Well, truth is… you don’t have any time or money to waste NOT advertising MORE than you currently are. If you intend on staying in business that is. I have a friend who is an unbelievable confident self promoter, not self employed but career driven. He said, Mike, half joking ” let a thousand flowers bloom”. What the hell was he talking about!? I threw up every excuse in the book, no time , no money, unable to move outside the way I was operating for the first 10 years. Even tried working for someone else in the office for a while. Which was enough to scare me into figuring out the missing piece of the, “how do I grow this business?” The internet WAS a way to let a thousand flowers bloom. But be careful what you ask for because , there are going to be many unexpected challenges pushing you to improve everything from your front line office organizing to improving the level of craft in the shop, oh and don’t forget finding good people to help. I will try to write about some of the 2010 experiences this year as we go. because there is always enough time. Right!

MikeCzuba/ CSW

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Dec/09

26

Advertise or Die

A small business has a number of effective ways to advertise. Some are expensive (quarter page spread in the New York Times) and some are free (word of mouth).  Whatever approach that is used requires a cost. Even word-of-mouth may require business cards and phone book listings to get the potential client to your door. When the potential client calls they may request a brochure or, in today’s information age, a website to browse at a later time. 

So how do you spend hard earn dollars effectively?  That’s a tough question.  For Czuba Steel Works (CSW) the solution was in internet advertisement – specifically Google Adwords.  The Adwords approach allowed CSW to target their specific audience with the use of keywords. These keywords were a development process that was refined over a 3 month period.  The end result was an increase in potential clients that was unprecedented in CSW’s business history.

Searching for professional services through a search engine as opposed to traditional forms is a more active approach by the potential client. The potential client is actively looking for a solution where other forms of advertising they may use might resemble unexpected browsing (just happens to see your ad in a local paper) or settling with a limited number of potential choices.

Adwords is the middle ground for small businesses seeking exposure with a limited advertising budget. The added benefit of the paid-for exposure for CSW has been increased exposure as a whole with Google and other search engines. 

Google Adwords has been the difference of life or death for Czuba Steel Works and has shown the importance to us of effective advertisement.

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