Micro-business owners are constantly trying to get the word out about their operations and say that the kind words of current customers are a sure bet for drumming up sales. That's according to a recent online survey by the National Association for the Self-Employed (NASE). Nearly 1 in 5 respondents said referral programs in which existing customers receive benefits for bringing in new customers are one of their most successful marketing techniques.

 "It costs three to five times as much to reach new customers as it does to reach the ones you already have," says Gene Fairbrother, lead business consultant for the NASE. "Offering discounts on subsequent purchases or sending small gifts to customers on their birthday are examples of things micro-business owners can do to make sure they keep coming back." 

Respondents said they also use a variety of other methods to get the word out about their products and services. Eighteen percent of micro-businesses make use of newspapers, magazines, and local newsletters. Additionally, they rely on the ease and accessibility of the Internet, with sixteen percent utilizing their company site. Respondents also rely upon direct mail campaigns (15 percent), in which they send flyers and advertisements to potential customers. HBM

For more information, visit www.nase.org.