Whether you are starting out in business or have run your own company for years, marketing is your ever-changing challenge. Here are four basic low-cost or no-cost steps to beef up your marketing.
Find Your Best Customers:
You must know whom you are trying to reach before you decide how to reach them. Have you revised your client profile recently? How and where do your best customers spend their time? What captures their attention? You can find clients by networking at the right locations by searching online for low-cost networking mixers in your area. These sites list many special interest groups for business owners and groups related to your industry in your city. Attend free expos and hand out your business cards to vendors there. Whenever you meet someone, shake hands, smile, state your name twice, say what you do, and ask what the other person does. Really listen, ask questions, and focus on relationship building. When they ask you about your business, reply with your rehearsed "elevator pitch". Create your elevator pitch carefully. These are words that can result in income for your business. More costly options: attending conferences and trade shows and joining organizations such as civic clubs and the local chamber of commerce.
Master Your Marketing Materials:
Your most important marketing material is your business card. Does it contain all of your contact information? Does it have a memorable slogan that sets your business apart? Is your business card clear and easy to read? Don't use a dark background or too many words and graphics and keep a pack of your cards with you at all times. Give several cards to friends, relatives, your doctor, dentist, drycleaner, etc. Ask for referrals and follow up immediately. Keep the person who referred you updated on the results of their referral. Write hand-written thank you notes to them and offer a referral fee. Create a sales letter that explains the "USP", or Unique Selling Proposition, of your product or service. When you talk to a prospect, ask, "Would you like me to send some information?" Then mail them your sales letter. More costly options: designing and printing a full promotional package and sending direct mail campaigns.
Be Visible in the Community:
Consider putting a magnetic sign with your contact info on the side of your vehicle. Write a short weekly column for the paper. Post your business cards on community bulletin boards in grocery stores and community centers. Promote a contest related to your business on social media sites. The prize can be a free themed gift basket with your products or gift certificates for your services. Offer to donate a bouquet of balloons to the citywide winners of the elementary school athletic teams. Balloons cost only a dollar at a dollar store. Add a sticker to each balloon with your company name, logo, and slogan. Offer to give education-only seminars, workshops, or "lunch and learn" sessions for local businesses, business groups, non-profit organizations, and libraries. Offer to be interviewed on the local access channel community affairs channel or start your own show. Contact local newspapers, magazines, and television and radio stations. Tell them what is new and unique about your product or service. More expensive options: Buy paid advertising in publications, radio, and television. Wrap your vehicle with an all-over vinyl skin of graphics promoting your business.
Know When To Ask For Help:
Most cities have programs that offer free counseling to help local business. Federal, state, and local government programs are available to offer other services and funding. Find out if you qualify to do business with companies that are required to buy some of their goods and services from woman-owned or minority-owned businesses. If you meet several business owners that like to give advice to each other, initiate a weekly "mastermind" conference call.
Bottom line:
Constant tweaking of your marketing strategy and vigorous implementation of the plan is vital for keeping your business healthy. With creative planning, your marketing plan can attract a steady flow of customers to your business without bankrupting it.
Marketing Strategies For Your Business: Content Marketing | Social Media | Your Website | In Person
