I Just Signed My Lease. Now What?

On Tuesday morning, I attended my monthly small business mastermind session. 

One of our brilliant members was excitedly telling us about the commercial lease she is considering, which will add a brick-and-mortar storefront to her already thriving e-commerce business.

Thinking ahead, she turned to us at one point and asked, “So I sign the lease and get in the space…but then what?” 

She wasn’t asking how to get her license, turn on the utilities or what colors to paint the walls.

She knows what she plans to stock, has key supplier relationships, and has a solid business plan ready for action. She is an expert in her core offering and has been successfully selling products online as a precursor to this next step. 

What’s new to her, and what she’s trying to grasp, is how to successfully elevate her new location from an empty store filled with high quality goods into a destination where people choose to shop. So she wasn’t exactly asking what to do with the space as much as she was asking how to fill it with her future customers.

The real question was, “how do I market a brand new business?

…

A while back I created a meme for Instagram with a picture from the movie Field of Dreams that read, “If You Build It They Will Come…But Only If You Have A Comprehensive Marketing Plan.” (The message was great but the picture looked terrible because I’m a marketing strategist and not a graphic designer. So I took it down. But I digress). 

The point being that it doesn’t matter how cute the walls are or how sophisticated the selection is or how fabulous the owner is.

None of it matters if nobody knows you’re there. You need to let your future clients know you’re open for business and, particularly in a crowded market, that your destination is the one they want to choose. 

So here it is, e-commerce maven, and soon-to-become store owner. The suggestions below are tried and true ways you can  position your new location to get off to a profitable start. 

Step 1: Create a Pre-Lauch Strategy

• Get Your Clients Excited 

You already have a mailing list and online clients. These people, if they’re local, are going to be giddy to learn you’re coming to the neighborhood. And people in neighborhoods tend to love new businesses to visit. So let them know you’re on you’re way and start building buzz.

• Announce Your New Space

Put a “Coming Soon” banner in your window. Share the news on your website, social media platforms and with your email list. Show off photos or videos of the buildout as it takes shape. People love to be a “part of something” and will organically share their excitement with their friends. 

• Build Local Relationships

One of the very first things I did when I opened each of my storefront businesses was meet the neighbors, not only to make a personal connection but to see how we could collaborate. We used local vendors for pizza, ran promotions with the local music studio, and shopped for our supplies at the neighborhood stores. Natural opportunities to collaborate and cross promote arise from these efforts and are huge for driving business. 

• Plan a Soft Launch Event

As you get closer to being able to count on a firm open date, plan a soft launch party. This doesn’t have to be huge or intimidating. Even if it's just family and friends you will have photos that you can use for future marketing, your attendees can be encouraged to share photos of your space on social media, and you can start getting reviews. A soft launch is also a great opportunity to spot and work out any hiccups. 

Step 2: Find Your Clients by Becoming Findable (Get Your Brick and Mortar Online)

• Claim Your Listings

Foot traffic is fabulous when you can come by it, but online presence for your storefront is key. Make sure your business is listed on Google My Business, Yelp, Apple Maps, and any other directories that might drive traffic.  

• Build Local SEO 

Optimize your website for local search terms that describe exactly what you offer and be sure to specify exactly where you’re located including City and State (not just neighborhood). The goal is to show up when people are searching for businesses like yours in the area.

• Consider Geo-Targeting

If you have a budget for advertising, platforms like Google and Meta allow you to target ads to people in your area - even people who are just passing through. 

Step 3: Get People In the Door (Plan a Launch or Grand Opening)

A Grand Opening doesn’t have to be a one-off event. It can be a time period, such as the first week or month that you’re in business. 

• Offer Incentives

Create special offers (ex discounts, giveaways, free trials) and make them time sensitive so that people take advantage of them. This is a great time to sell higher-ticket subscriptions if you offer them.  

• Seek Out PR

If possible, partner with local bloggers, influencers, and media outlets to spread the word about your opening.

• Host a Family-Friendly Event

 If your business caters to children, a great way to put your business on their radar is to offer something free and fun for them to do with their kids, particularly during weekend downtime. 

Step 4: Work Toward Customer Loyalty and Retention

Once you bring clients through your doors you need to delight them and continue to engage with them so that they become loyal customers. 

• Collect Contact Information

Capture emails and phone numbers for every client. Offer a special promotion or giveaway in exchange for sharing information. 

• Create a Referral or Brand Ambassador Program

Encourage delighted customers to refer others by creating incentives.

• Stay Top-of-Mind

Send follow-up emails to thank customers for visiting your store and share future promotions, events, or new products/service via your newsletter. 

Step 5: Engage Meaningfully with Your Community

Focus on building long-term relationships in the area by collaborating with schools and local charities. People like to support businesses that support them and this is a great way to create value all around.

It may sound like a lot at first glance but these are tried-and-true, (and fun!) ways of making it easy for your customers to find and invest in you.

Bonne Chance and save me some hors d’oeuvre at the launch! 

How to Find Clients After Your Small Business Launch Falls Short: 5 Proven Strategies

Congratulations on launching your new small business! 🎉 If your anticipated clients and sales aren’t rolling in as expected, you’re not alone. Whether you’re staring at an empty storefront or checking your Shopify site with no purchases, it’s easy to feel discouraged.

If your launch hasn’t gone as planned, don’t worry—you haven’t failed. It’s possible you overestimated your ability to attract clients without a comprehensive marketing strategy. And no, I’m not talking about just posting more on Instagram or tagging friends and family on Facebook. Your clients are out there; you just need a strategic approach to find them. Here are five proven methods to help you attract clients and boost your business.

1. Outline Your Sales Funnels

Are you relying on a single method of finding clients (ex. posting on social media, or hoping your friends and family will be repeat purchasers)? 

If the answer is yes, the great news is that there’s so much more you can do. 

On their own, “selling to friends and family” or “posting to Instagram” are not strategies. If you’re relying solely on building an organic social media following or you’ve built your cousin’s 6th repeat purchase into your pro forma, it’s time to build a strategic marketing plan with defined sales funnels. Here are some you can use:

• Lead Magnet Funnel: Offer a valuable free resource (e.g., an e-book or other download ) in exchange for contact information, which you can then use to build an email list (see below)

  Email Funnel: Build the aforementioned email list and use automated emails to nurture leads into customers.

• Tripwire Funnel: Use low-cost offers or free trials to build trust and create upsell opportunities.

• Webinar Funnel: Host a free webinar to showcase your expertise and promote your products or services.

• Product Launch Funnel: Generate excitement and demand with targeted content and pre-launch offers.

2. Build Your Network

Networking isn’t just about collecting business cards. It’s about building genuine connections with people who can help you grow. Focus on power partners—individuals in adjacent industries who can offer strategic collaboration and referrals. To find them, attend professional associations, workshops, seminars, and local chamber of commerce events. If in-person networking isn’t feasible, leverage online platforms like LinkedIn, industry-specific Facebook groups, Instagram hashtags, and even TikTok to connect with potential partners and clients.

3. Consider Strategic Freebies

Offering complimentary products or services in exchange for reviews and referrals can build trust and enhance your online presence. Be clear about your expectations from the outset and ensure you manage this carefully to avoid undervaluing your offerings. Positive reviews can boost your SEO and attract more clients.

4. Benchmark Your Competitors

Please note: I did NOT say copy. Your offering should be your own and so should your marketing plan. Copying will not get you anywhere but behind the brands in the lead. And you want to lead, not chase! Rather, the goal is to learn from them. Analyze where successful competitors are advertising, how they are messaging their brand, and what they’re offering. Use this information to refine your marketing approach and differentiate your business.

5. Seek Feedback

Feedback is a valuable tool for improvement. Ask customers what went right and what could be better. If customer feedback isn’t readily available, reach out to family and friends for their honest opinions on your product, service, and marketing efforts. Use their insights to make necessary adjustments.

BONUS: Ask for Reviews
Yes, asking for reviews can be uncomfortable, but it’s worth it. Positive reviews offer social proof and can significantly enhance your website’s SEO.

Whenever I encounter an unexpected lull in my business, my first step is always to review my marketing strategies and make some quick adjustments. It’s amazing how a few tweaks can get things back on track. Challenge yourself to implement one or two of these strategies over the next week and see how they impact your business. Let me know how it goes!