For more than 25 years, Constant Contact has strived to help small businesses compete in a fast-paced, competitive world, giving them big business advantages and helping them stand tall. One of the most meaningful and enjoyable ways we do that is by partnering with organizations who share our vision while pursuing their own valuable missions. The United States Black Chambers, Inc. (USBC) is just one of those organizations who we are proud to partner with to serve small businesses.
Affectionately known as the National Voice of Black Business, the USBC is an advocacy group providing support, resources, and opportunities for Black entrepreneurs and business owners– and one of the ways they do this is by using Constant Contact to connect with their community.
Serving a small business community in need
“In order to have a great America, there must be a great Black America,” says Ron Busby, Sr., President and CEO of USBC. “And to have a great Black America, we’ve got to have great Black businesses.”
But Black entrepreneurs who are striving for success often face unique challenges, according to Busby and the USBC. Hurdles like limited financial resources, access to influential business and industry networks, lack of mainstream visibility and recognition, and the combination of conscious and unconscious biases all impact how Black business owners launch, maintain, and grow their enterprises.
To help entrepreneurs tackle these challenges, the USBC operates under five key pillars:
- Advocacy
- Access to Capital
- Entrepreneurial Training
- Contacting
- Chamber Development
Each month, the USBC holds dozens of educational webinars and workshops to support these pillars, in addition to their annual national conference and myriad other programs to support their community. Thus, it’s critical that they keep people informed of their mission and their huge number of offerings. So how do they do it?
Getting the word out
To keep its audience informed and educated, the USBC has to ensure they’re communicating regularly and reaching their subscribers’ inboxes. From regular newsletters to current events updates and more, the USBC has a lot to share with its audience– and they do so in several key ways:
Email marketing
Each month, there are a number of mission-critical emails the USBC sends to its audience. In order to quickly, effectively, and consistently launch these communications, they utilize Constant Contact’s drag-and-drop email builder to craft emails that each have a distinct look and feel depending on their purpose and topic.
One thing the USBC excels at is creating content for its subscribers– their emails offer event recaps, conference previews, partnership information, business advice, legislative and current event updates to keep their subscribers engaged through content that provides expert insight and value to them.
Landing pages & signup forms
Email marketing can’t be effective without a healthy subscriber list, and the USBC has done a remarkable job growing theirs, with more than 13% growth to their subscriber contact list over the past 12 months!
They achieve this growth through a number of ways, including newsletter landing pages and signup forms in strategic places across their website. This allows them to attract subscribers, gauge interest in particular topics or events, and personalize their communications.
List segmentation
In order to effectively manage outreach to their various audiences grown through landing pages, signup forms, event registrations and more, the USBC uses list segmentation to manage its contacts. With a large nationwide audience, being able to reach the right audience at the right time is critical, and segmentation helps to ensure this level of granularity.
“Constant Contact helps organizations effectively reach and engage their target audience.”
United States Black Chambers
Email automation
A common challenge that nonprofit organizations like the USBC faces is the lack of time and resources to give marketing all the attention it needs to be successful– and many small businesses feel this exact same pinch. One time-saving tool that the USBC utilizes to help save time and provide its audience with a great customer experience is email automation, setting up a series of emails to welcome new subscribers, as well as emails to welcome members to various programs they have opted into.
Expert marketing advice
The USBC works hard to build its audience and diversify its outreach. So what advice do they give to the current and future business owners they seek to support? According to Busby and the team at USBC, there are six key ways small business can conquer their marketing challenges:
Leverage digital marketing
Utilize cost-effective digital marketing strategies, such as email marketing, social media marketing, content creation, and search engine optimization (SEO). Establishing a strong online presence can help increase visibility, engage with customers directly, and build brand awareness.
Collaborate and network
Seek collaborations with other businesses, both within and outside your industry. This can include partnerships, joint marketing efforts, or participating in community events. Building strong relationships and networks can expand your reach and create mutually beneficial opportunities.
Embrace storytelling
Tell your unique story and emphasize the values, mission, and impact of your business. Authentic storytelling resonates with consumers and can help differentiate your brand in a crowded marketplace.
Engage with local communities
Actively engage with your local community by sponsoring events, participating in community initiatives, or supporting local causes. This involvement can help create a positive reputation and build customer loyalty.
Encourage customer reviews and referrals
Positive reviews and word-of-mouth recommendations are powerful marketing tools. Encourage satisfied customers to leave reviews and share their experiences with others, as this can significantly impact the perception and trustworthiness of your business.
Seek mentors and support networks
Connect with mentorship programs, business associations, and chambers of commerce that specifically support Black-owned businesses. These resources can provide guidance, mentorship, and access to valuable networks that can amplify your marketing efforts.
“Overall, it is important for small businesses, including Black-owned businesses, to be proactive, creative, and strategic in their marketing approaches. By leveraging available resources, building strong networks, and telling compelling stories, these businesses can overcome challenges and successfully promote their products and services to a wider audience.”
Additionally, the team at USBC notes, “Small business owners can adopt email marketing platforms like Constant Contact, craft engaging content, build a quality contact list, and regularly analyze campaign results to optimize their marketing efforts and connect with their customers effectively.”
Inspiring entrepreneurs
Obviously, the challenges faced by small businesses go far beyond just marketing their business, so we asked the team at USBC for the top three pieces of advice they would give Black entrepreneurs and other small business owners. They gave us three great pieces of advice, and one bonus gem that we absolutely loved.
- Get Certified: Minority supplier diversity certifications like ByBlack allow your small businesses to grow, helps set your company apart from competition in the marketplace, and adds established credibility when pursuing contracting opportunities
- Develop a strong business plan, including a comprehensive financial strategy, to attract investors or secure alternative funding sources.
- Prioritize continuous learning and professional development to enhance business acumen and stay informed about industry trends and best practices.
And finally, the USBC recognized the struggles and rewards of starting your own business, with a piece of advice we couldn’t agree more with:
Being an entrepreneur is more than just a title, it is a skill that requires commitment. Starting your own business can be challenging but also immensely rewarding. Be prepared for hard work, perseverance, and continuous learning. Believe in yourself, stay focused, and pursue your passion with determination.
To learn more about the United States Black Chambers and their resources, programs, and events, visit https://usblackchambers.org/
