Getting your name out

#1

I wouldn't use Google Adwords to advertise a design business, unless you only bid on keywords in your area or something. Like "Web design Chattanooga" (don't know where you live). We bid on them pretty heavily for nametags and other personalized items and it works quite well, but I wouldn't think it would help that much for a web design business.

My dad does pretty well in networking groups like BNI and a local one called NABN... You can find more info and a local BNI chapter at their site: http://bni.com/

Basically you go to this meeting every week and everyone tells about their business in 60 seconds, and there is a ten minute speaker each week that has 10 minutes to talk about their business. And you pass referrals to each other, to build your business. There is only one person from each profession allowed per chapter, so if there is already a web designer in one, you have to find another one. But that way you aren't competing with other people in the group. Only one realtor, one chiropractor, one lawyer, etc. It's a great way to get word of mouth started though, and my dad has had success in doing a web site for the chapter for free, or for a couple of members for free. Then people in the group know how good you are, and since you did it for free they will be pretty likely to remember you when one of their clients mention they are looking for a designer.

Another idea is to join a trade group like http://www.tradebank.com/main/home.asp

This is basically a way to barter your services for "barter dollars" which you can use at any other company that is a member of the exchange. You don't get cash, but you will get business that you otherwise wouldn't have gotten, since the companies that have a lot of trade dollars saved up would like to use it for something like a web site and will be more likely to go with someone that accepts trade.

You could also go to Chamber of Commerce meetings in your area to network with people, and maybe even volunteer to give a free seminar on web sites for the small business. Not how to make a web site, but how they work, why you need one, how to market it, etc. Then after the first one, start charging a couple hundred bucks a head or something. Again, my dad does that and gets a couple of jobs after every seminar, in addition to the fee for the seminar. He also gives free seminars at the local Small Business Development Center, where new businesses go to learn about managing their business. Obviously if it's a new business, they will need a web site so he gets work from that as well.

You could also get a list of the new businesses that have applied for a business license, which comes out in the paper every week, and send them a brochure. They are a new business, so might be looking for a web site. In Chattanooga there are a couple of people that you can buy the lists from, with the addresses already printed on self-adhesive labels for like $5 a week. Then you just peel off the labels and stick 'em on your brochure and you are good to go.

Anyway... a few tips from my experience. :)

Derek (http://www.twotallsocks.com/)

#3

Wow, probably the most helpful business information I have received in a long time. thank you so much , Derek.

Scrivs (http://www.9rules.com/whitespace/)

#5

As a self proclaimed web-designer, thanks Derek, for that wealth of information. Great Ideas! And Thanks Paul for asking such thought provoking questions.

I can't add anything to this conversation due to my lack of experience in this area but it sure is interesting read about and learn from.

Joshua

#7

If you're talking about "virtual" clientele, ones that you might never really physically meet them, I think that you can use people's blogs to get your name out.

Everyday, try and comment a whole lot on the weblog "biggies", the big name people who get thousands of hits on their site a day. Sign your name scrivs as usual, but in the URL field, put the URL to your company.

I know you already do comment alot, and I think that buy URLing to 9rules instead of 9rules/whitespace might get you some more hits and/or recognition.

Mike (http://phark.typepad.com/)

#9

Todd: I don't think greater words could have been said. Greatly appreciated.

Mike: Excellent suggestions. The sad thing (not really sad) is that I rather have people come here instead of the main site because I feel better having people read my stuff. But I do gotta put food on the table some time I guess.

Scrivs (http://www.9rules.com/whitespace/)

#11

Just a quick note in favour of Google AdWords.

I set up an AdWords campaign promoting my (very basic) web design service, bidding 10p per click with a maximum £3 per day. I knew this would mean my ad wouldn't appear very often or very high on the list but that was ok - I was just trying it out really.

Within an hour I'd got an enquiry and within a day had the contract. I checked my Adwords account - it had only cost me 60p!

There is an art to making AdWords work effectively (we use it a lot at my day job in the marketing dept of a university), but ultimately, if your ad is up there, it'll be seen. Eventually. Since you can set how much you want to spend, and, as long as this isn't your main source of advertising, on or off-line, it can't hurt.

ben

#13

Glad you found my suggestions helpful. :)

The reason I said not to do AdWords for web design is that it's not like you are selling someone a pair of sunglasses or something, when people are about to spend a couple thousand dollars on something that is going to be the equivalent of a storefront to their business, in my experience they like to hear from someone else that this person can help them, so word of mouth is important. Plus people that are searching for designers randomly on the 'net are likely looking for the lowest price, and are just firing out requests for quotes, and going with the lowest number. And that is rarely worth your time.

Some other good ideas is to contact graphic designers in the area that don't do web design. See if they will outsource their web stuff to you. Also computer repair/networking people are a great resource. To their clients they are the "computer guys" so they are the first people they will likely ask about getting a web site for their company. My dad and I both have gotten a ton of business from computer repair shops and networking people. Especially since most are techies without an artistic bone in their bodies, and they wouldn't know where to start. But BNI is a good place to meet those people in your area.

The BNI meetings are also great to practice public speaking and gain confidence in selling yourself. There are usually 15-40 people per group, so it's great to be able to get up and practice speaking to a group every week. I started going when I was 18, and was the youngest member in the south-east region. But I went in with a shirt and tie, and acted just as professional as everyone else, and most people were impressed and would talk to me afterwards. So being young can actually be an advantage if you play it right. :)

Printing companies are also a good place to partner up with. I've gotten a few referrals from them as well, because some of their customers just go there to copy stuff or have simple designs done, and they get to talking about web sites as well. Since they are already doing their letterhead, business cards, etc, they figure they do web sites too.

And of course you have to send business back to these people as well. If you have a client that is starting a new business, recommend Gary from SuprFast Printing to handle their business cards and letterhead. Tell them to call Sue from ComCast to get their internet service. Ralph from Phones-R-Us to setup their phone system, etc. People are much more likely to remember you when you have sent them referrals in the past that have turned into good sales for them.

Derek (http://www.twotallsocks.com/)

#15

Or... you could be the first guy to post standalone installations of Internet Explorer and get over 55,000 page views in 30 days. =) After posting the downloads, my site received in excess of 1000 referrals per day for 11 days straight. 3 of those days were in excess of 1500 referrals.

Doing that got me mentioned in Mezzoblue, Sidesh0w, A Whole Lotta Nothin', and over 25 other blogs. It also got my site mentioned on SitePoint, Lockergnome, The Web Standards Project BUZZ, and Hotwired's WebMonkey.

This isn't meant to gloat at all, but the thing that I learned from all of this is to keep an eye on the pulse of the web design community, and if you get the chance to take a step ahead, go for it.

From this experience, I've gotten a lot more readers, a lot more comments, and more mentions on more sites.

Another thing that has really helped me is designing a standards-compliant website, and being careful with my word choices. Go to Google and type in "Winamp 5" and see how high Skyzyx.com is. Type in "Resume Coverletter" to see how high. Type in "Internet Explorer 5". People talk about the "Google Dance", but it has never affected me, because I've made it a point to design a good quality website instead of hiding keywords here and there to try to get a higher ranking.

Ryan Parman (http://www.skyzyx.com)

#17

Long time reader, first time poster (-just like the intros to radio shows)

I have to just add that I completely agree with the previous comments. The last company I was was a PC retail store and I was "the web designer". The connection to retail (and the industry) helped give new clients confidence in my suggestion in a similar way to direct referrals.

I made a couple visits to a local BNI that just started. My employer just didn't want to invest the $300+/year to go. That was a real shame. At $25/mo it's like hosting and you build relationships with people. Just think how much you might make off a single sale. Since groups like BNI have no other purpose than to help each other build business, you are guaranteed to get several referrals. I had 3 visits (as a guest) and received enough referrals to have paid for the membership. I still don't know why my boss refused to pay the "expensive" membership.

I have also been involved in Rotary club for years. It's a great organization, but it's not easy to join and expect business to fall on your lap. Unlike BNI, Rotary (et al) is a community service group. You help out, fundraise in your area, and do some good in the world. If you show up and start passing business cards, everyone will roll their eyes. What does happen though is you build a reputation in the business community. You meet all kinds of people from political leaders of all levels, to home-based hair stylists. You build a reputation on your personal character and reliability and when other members realize that, they'll refer you because they trust you explicity, not because it's their job to. Through Rotary and Chamber of Commerce, I was able to build the sites of 2 local MLA's and an MP. Most people who join expecting to meet-and-greet are disapointed because it's social first, and business stems from that. Even though Rotary doesn't return your financial investment right away, it's a smart part of a long-term strategy. It also offers benefits that can't be measured in dollars.

No matter what you do, the best trait for networking isn't necessarily great presentation skills. The best thing you can do in any network is focus less on your own business and more on helping the business of people around you. That's how you build your own network. People depend on, respect and revere you, because it's mutual, because you care. It's really not like the reputation you build in your blogging. People read and respect what you have to say. Somehow, even if you haven't met the bloggers you read you still think of them like you know them. Take that to the real world, always run a good business, and you might have a licence to print money. =)

Justin (http://www.bluealpha.com)