| When you are starting out as a Virtual Assistant and | | | | membership fee are often more formal business |
| no one knows who you are or what you do, one of | | | | networking groups and produce more clients and |
| the biggest challenges you will face is how to drum up | | | | referrals. |
| new business. | | | | Again don't forget that anyone you speak to may |
| You probably have already done some research and | | | | know someone who needs a virtual assistant so don't |
| already know that there are people who need your | | | | dismiss anyone on first impressions and also |
| services or you would not have started your business | | | | remember that networking is two way so if you can |
| in the first place. But once you have spoken to those | | | | put those you meet in touch with anyone they would |
| you already know who may need you, your next task | | | | be interested in, do it. You will be remembered for it |
| is to find others who will help you make your business | | | | and that's the first step in getting referrals. |
| a success. | | | | Advertising Your Virtual Assistant Business on a |
| At this point most people turn to advertising. If I had a | | | | Budget - Lesson Four - Press Releases |
| pound for every VA that has said to me, 'There's a | | | | Press Releases are useful for generating a buzz |
| little local magazine that comes through my door each | | | | about your virtual assistant business. The business |
| month. Should I advertise in it?' I wouldn't have to run a | | | | editor at your local newspaper will always be on the |
| VA business myself; I could retire on the proceeds. | | | | lookout for a good business story to fill the business |
| The answer, by the way, for many reasons is no. | | | | news section of the newspaper. |
| There are many better ways to spend your limited | | | | Of course, the business editor understands the |
| advertising and marketing budget. | | | | economics of running a paper and is more inclined to |
| . | | | | run your story if you buy advertising in his/her |
| It is a misconception that you have to spend lots of | | | | publication, but will still print stories for special events |
| money to advertise your Virtual Assistant business. | | | | and openings. Think of an angle, could you offer a |
| Unless you have some sort of financial backing, it is | | | | competition prize, could you help a local charity. |
| unlikely that you will have a huge budget so it's better | | | | The important thing to remember about Press |
| to get a little bit creative and use what you have | | | | Releases is that it must be constructed in the form of |
| wisely. | | | | a news story. Even if you are a sole proprietorship, |
| In the rest of this series, I will be letting you in on a few | | | | quotes from you should be written in a third person |
| tips and some of the lessons I've learned on how to | | | | format: John Doe said, "Your quote here." |
| advertise your virtual assistant business on a budget. | | | | A Press Release should pack the most important |
| Advertising Your Virtual Assistant Business on a | | | | information at the beginning of the copy, and leave |
| Budget - Lesson One - Word Of Mouth | | | | extra details towards the end. |
| If you've just started out and you've done a piece of | | | | You should always provide the reporter who gets the |
| work for a client who is pleased with the results, they | | | | task a simple and easy way for him/her to contact |
| will talk about it. My advice in the early days is to under | | | | you directly. Often the reporter will want to contact |
| promise and over deliver. Think about how you can | | | | you to get details that will enhance their take on your |
| 'delight' your customer. What can you add or improve | | | | story. |
| that would really 'wow' them? Could you deliver the | | | | Advertising Your Virtual Assistant Business on a |
| work early, could you suggest some ideas that might | | | | Budget - Lesson Five - Online Presence |
| improve it, could you put them into contact with a | | | | It goes without saying that as a virtual assistant you |
| potential new client that you know? Anything that is | | | | need a website. But have you really thought about the |
| seen as going the extra mile and helping your client | | | | best way to use it? Some visitors will arrive at your |
| within their business will be appreciated. When they | | | | website as result of you telling them about it or seeing |
| thank you for it, ask them if they know anyone else | | | | the URL on your business card or marketing material. |
| who might need your services. Put it in their mind that | | | | What you really want though is the visitors who have |
| you are looking for new clients in this way and they | | | | arrived at your website because they are actually |
| may send you referrals. More on referrals next time! | | | | searching for a virtual pa. These are not just visitors |
| Advertising Your Virtual Assistant Business on a | | | | these are prospects. They have actually gone to the |
| Budget - Lesson Two - Referrals | | | | trouble of going to a search engine and entering a |
| Sometimes it's not about whom you know, but about | | | | relevant term into the search bar and are busy looking |
| who they know. We've all heard the theory about the | | | | through the results to find someone they want to work |
| six degrees of separation, that you are only six people | | | | with. So how do you make sure your website ends up |
| away from anyone you want to get to know. Well the | | | | in front of them? |
| same applies to business. The person you are talking | | | | Well search engine optimisation (SEO) companies |
| to may not have any requirement for a virtual | | | | charge a small fortune for 'optimising' your website in |
| assistant but who do they know that might? | | | | an attempt to make is appear at the top of that |
| If you make an impression on the person you are | | | | search engines results. And with good reason. The |
| talking to they will remember you and possibly refer on | | | | search engines constantly change their indexing criteria |
| to you anyone who may need your services. This is | | | | to keep out the spammers so the SEO companies |
| particularly true at networking events, which we'll cover | | | | have to consistently keep one step ahead. If you don't |
| next time. But how can you make sure that they will | | | | have the budget to compete with the big players the |
| remember you and refer you when appropriate. How | | | | best thing you can do is get listed on their websites. |
| about offering a referral fee? | | | | Visitors to their websites will then see your information |
| A referral fee can be a gift or cash and is usually | | | | and click through to your website. |
| related to the amount a referred new customer | | | | There are several directories advertising virtual |
| spends. You only pay out on the referral if the potential | | | | assistants and their services in the UK. Ours |
| new client signs up so you have nothing to lose. You | | | | consistently appears on the first page of Google and |
| may want to offer a free bottle of champagne or gift | | | | can be found at |
| vouchers for each new referral or perhaps 10% of the | | | | Advertising Your Virtual Assistant Business on a |
| first invoice total. It's up to you but it can be a very | | | | Budget - Lesson Six - Test Everything |
| effective way of getting your contacts to refer their | | | | As much as is possible, you should always test your |
| contacts to you. | | | | advertising and marketing efforts. You might want to |
| Advertising Your Virtual Assistant Business on a | | | | jump in and try a range of different ideas and formats |
| Budget - Lesson Three - Networking | | | | and that's great, but try and keep tabs on where each |
| If up until now you've been an employee, you might | | | | enquiry comes from, and which enquiries go on to |
| never have been to a networking event before. The | | | | convert into paying customers. |
| whole idea is that everyone who goes along is a | | | | With this data to hand you can then look at has been |
| business owner or key decision maker in their business | | | | cost effective and what has not. For example if you |
| and is there, like everyone else, to promote their | | | | paid £500 to join a networking group and |
| product or service. The beauty of networking is that if | | | | attended 50 breakfast meetings costing £10 |
| you attend groups regularly, people get to know and | | | | each over the course of a year, and as a result you |
| trust you and are happy to work with you if they need | | | | got one new client, that client would have cost you |
| a virtual assistant or refer business your way. | | | | £1000 to source. If you put an advert in the |
| Now I could write a whole series on the subject of | | | | UKAVA Directory for £49.95 and over a year |
| networking alone but these are the basics. If it is your | | | | that advert resulted in 5 new clients, each client has |
| first time networking I would initially go to an informal | | | | cost you less than £10 to source. In this scenario |
| group as this will help you get your confidence and see | | | | you may decide to drop the networking group and |
| how they work. Do an Internet search on networking | | | | advertise more widely in the Directory. |
| and you town and you should find a whole range of | | | | The important point is that you can't improve on what |
| groups in your area. Have a look for one that takes | | | | you don't measure so if you don't know what is |
| your fancy and book on. Most groups will let you | | | | working for you, and what is not, how can you expect |
| attend one or two meetings before asking you to take | | | | to improve your results next time around? |
| out a membership so make full use of all the free trails | | | | Sometimes you may find that the lower cost |
| until you find a group that you like. Some groups are | | | | advertising and marketing strategies are the ones that |
| free but you will find that those that charge a | | | | bring you the most business. |