It's been just over 3 months since I launched my website and,
in turn, my business. There seems to be a level of curiosity about what it’s
like to start a business, so here’s the lowdown on how I’ve spent my time and
what I’ve done to promote and grow Organized Piggy as well as my general
thoughts and opinions.
Money. Let’s
briefly talk about money. I am literally starting from scratch as the title
suggests. Due to life events, I have nothing in savings. I have little income
coming in. What this means is that I’ve had to be very choosy as to what I
spend my money on when it comes to investing in the business.
Website. One
of the things I did invest in is purchasing a domain, a web development
platform, and business e-mail. After some research and testing, I decided to
use Wix as my web development platform. I found it was the easiest to use and
comes with a lot of useful tools and widgets I can use on my website. Wix is
partnered with Google so my business e-mail runs through Google and uses my
domain, which is a plus. I think people take you more seriously if your e-mail
address is your domain versus a free Gmail account or the like. Actually, I think
it shows that YOU are serious about your business. It took many hours to write
the content and choose photos for the website. It took many more hours to design
the website. One way I lucked out is that my husband is a photographer and a
graphic designer. He worked for ad agencies for many years and is extremely
skilled in layout. I initially developed the website, but then handed it over
to him for fine tuning. And it didn’t cost me anything. HUGE plus!
Research.
Since I don’t have the funds to hire a business coach or marketing firm, it’s
all up to me to figure everything out. A chunk of my day is devoted to research
via reading articles and watching YouTube videos. I read articles about what to
put on a business card and what not to before I designed and printed my own. I
researched methods on how to attract YouTube subscribers and LinkedIn
followers. I learned about how to network effectively; what social media
outlets to use and how to use them; creative and cheap ways to market yourself;
using Google Analytics; the best blog sites to use; and much more. In fact, just
yesterday I watched a one-hour video about SEO. More on that later.
Networking. I
can’t get business sitting behind my computer all day writing blogs and making
videos. Nothing beats the good old-fashioned face-to-face: networking. My goal
is to attend at least two networking events and meet up with at least one
person for lunch or coffee per week. So far, I’m doing great on the networking
event part and have had mixed results with the meetup part. Some people don’t
get back to you or are unavailable. For me, there are three types of
networking: direct, indirect, and mixed. I don’t know if these are official
terms, but that’s what I call it.
Direct Networking. This means attending events where the majority of
the attendees are your target market. For me, this is small businesses. One
thing I did was look on the Registrar of Contractors website for a list of
trade associations (e.g. electricians, plumbers, masons). From there, I
contacted the associations directly and asked if they had events or meetings
where “vendors” could come and pitch their business. Six hours later, I had a
calendar full of events to attend. Because of the direct contact I had with
them, many of them invited me to come free of charge. Yes, some of them cost
money to attend. One association didn’t have meetings, but offered to place a
free ad for me in their monthly newsletter. To date, I’ve only had to spend $10
out-of-pocket on attending these events. I’ve come to discover that when you
take the time to tell someone about yourself and what you’re trying to
accomplish, most of them will help you as best they can.
Indirect Networking. This means attending events where the majority
of attendees are people who are in contact with your target market and can give
you referrals. For me, business bankers and financial advisors are the ones to
know. Their clients are small businesses or people who have a large enough
financial portfolio where they might need assistance keeping it organized or
maybe they want to go paperless.
Mixed Networking. This is a cross between the first two. I have
been loving Meetup.com to find networking groups located in my part of town and
have already found a wonderful group with people who truly want to network and
aren’t just there to get referrals and not give any. Another thing I like is
that I get a chance to talk to other entrepreneurs and pick their brains and
ask questions. I have gained a lot of valuable insight from these chats.
Networking isn’t always about pitching your business. Actually, it’s rarely
about the pitch. It’s truly about building relationships, gaining trust, and
promoting commerce for all parties involved.
Keeping Track.
When I get home from an event, I invariably have quite a few business cards.
The first thing I usually do when I get home is load all that information into
my Google contact list. I also write notes like where and when I met them and
some piece of information to help me remember who everyone is (e.g. where they’re
from originally, a funny story they told). I then e-mail everyone a
personalized message and connect with them on LinkedIn if I can find them. For
people who I think are super valuable connections or showed an overt interest
in my services, I’ll ask them if they’d like to meet up for coffee or lunch in
the near future. I’m not trying to assign “value” to people, but I just can’t
meet with them all. And not all of them want to meet up with me. I then monitor
my e-mail communications to see who has responded, who hasn’t, and then follow
up with the non-responders a couple weeks later if I still think it’s worth it.
So, when I get home from a 2 hour event, it takes me another 2 hours to do all
the follow-up, sometimes longer. I DON’T send canned e-mails, nor will I ever.
Making Friends
with the Competition. That sounds like a dumb idea, but it’s not. At least,
not for what I do for a living. I had lunch with a woman who owns a business
very similar to mine, but not exactly. It’s close enough. What I did discover,
however, is that no one in her practice was experienced in construction accounting.
In fact, if a potential client approaches her and they’re in construction, she’s
calling colleagues to see if anyone has that expertise. It just so happens that
the majority of my experience is in construction! My hope is to stay in touch
with her and that if she ever does get another construction company knocking on
her door, she’ll keep me in mind. You never know.
SEO. I had no
idea what SEO was until I started building my website. I ignored it at first, knowing
it wouldn’t hold up publishing the site. Then, when I started going to networking
events, there were people there who did SEO for a living. That’s all they did! I
realized I needed to research this thing. SEO is search engine optimization. It’s
a set of algorithms Google uses to rank websites when people do keyword searches.
The basic gist is if you want your website to be listed on page 1 of Google’s
search results, you need to know SEO. Before yesterday, I thought Hummingbird,
Penguin, Panda, and Pigeon were just animals. They’re the names of the
algorithms Google uses. During my research of SEO, I also learned new words
like schema, click through rates, H1 headers, demoters, long tail keywords, and
negative SEO. I have a lot more to research, but I know more today than I did
last week. If you ever have a website, either hire an expert or do a lot of
research. SEO can’t be ignored. Don’t be like me.
So How Am I Doing
So Far? Right now, I have one bookkeeping client. I did a resume rewrite
for someone and I’m also helping a pair of friends write a business plan. It’s
slow, but that’s to be expected. It takes a long time to build relationships.
It’s critical for my line of work since I’m dealing with people’s money! That
takes a lot of trust and that takes time. I can’t expect to meet someone once
and they’ll just magically give me referrals or call me and want to retain my
services.
The Emotions.
It’s stressful starting a new venture. My mind is always running, around the
clock. I’m thinking about what to write next on my blog, where I can look to
find another networking group, how to make my website better, what other topics
I need to learn more about, etc. I also get some social anxiety going to
unstructured mixer-type networking events. Sure, I can stand on a stage and
speak to hundreds of people no problem, but it’s very difficult for me to
approach a stranger and introduce myself. I just tell myself “too bad” and suck
it up. There is no other choice if I want to do this. And then there’s the bad
days. I’ve gone to events and ended up driving home practically in tears
because no one was interested in talking to me. And sometimes, I get a little
voice inside my head that tells me I can’t do it. I’m going to fail. Those days
are the worst. So what keeps me going? I truly believe in what I’m doing. One
thing I do know is that I’m an excellent accountant. I also know that I care
about people and small businesses. I want to see EVERYONE succeed and if there’s
anything I can do to help, I want to do it.
Final Thoughts.
If you want to start your own business, loving what you do is an absolute must.
Your conviction and enthusiasm will show in your vibe and your voice and it will
attract people. If you have limited funds, you have to be resourceful and
willing to put in the time and research to accomplish things that aren’t in
your area of expertise. Follow up with people. A fellow entrepreneur told me
that people aren’t very good with that. So be good with it! People will
remember you. It will take about a year to see the fruits of your labor, so
strap in and enjoy the ride. And above all, don’t let doubt steer you into a
knee-jerk decision or, worse yet, make you give up. You CAN do it!