Marketing is a word many small business owners dislike, but marketing is really about making connections. Here are 10 free marketing tips that will get you off to a good start.
1. State Your Business Know what you are selling and to whom and state it in one complete sentence. You have less than twenty seconds to engage a customer after an introduction. You need to communicate what you do in a short, concise, and compelling manner catching their interest and giving you time to expand their understanding.
2. Sell to Your Best Customer Before marketing any of your products or services, find out who really is the direct customer, or one who will benefit the most from purchasing what you're selling.
To help you define the demographics of your customer, complete the following steps:
•Brainstorm who are the best users by coming up with a list of twenty groups of users.
•Telephone or send each of these groups a questionnaire to find out how they will use your services or products.
•Try to identify the underlying reason a customer will make the purchase.
•Pare down your list of users to those who have the most interest in your products or service. These steps should allow you to target your marketing efforts to your best customers.
3. Become an Expert Television and radio programs, especially local shows, are looking for programming, as are many business organizations. Become an expert who is available and agree to appear without charge. Become such an interesting guest that the word begins to spread about your speaking abilities. Schedule at least one appearance monthly. Be sure to bring a sign up sheet to allow you to follow up with written materials after your presentation.
4. Get Your Business Mentioned in the media Develop both a press kit containing interesting and pertinent information about you and your business and a media list (A list of all newspapers, radio, TV, and publications in your community). Of those sources that communicate with and reflect the demographics of the group you believe will buy your products or services. Write a press release about upcoming events or news happening in your business and distribute the release to the contacts on your list.
5. Get listed in Catalogs If you have a product that is unique, one great free source of sales is multiple listings in a variety of mail order catalogs. The catalog of catalogs, 1- 800-331-8355, is a good place to begin your search.
6. Advertise in Newsletters Many associations publish newsletters, which they mail directly to their members at their cost. These newsletters may target individuals or groups that you really want to reach. Often they sell ads at minimal rates. Research the best newsletters for you in the most resent edition of Newsletters in Print at your local library. Identify the newsletters you want to reach and send a press release, flier or advertisement to their membership.
7. Network Network Network !
Networking is more than just going to special business events to specifically market your business. Networking is a way of life. Every day, everywhere, every person you meet socially, professionally, or athletically is part of your network. Rather than looking for an opportunity to sell your services look for an opportunity to be a resource for other people at the networking event. This is how you build relationships and show people the value of the services you offer. Remain open to going to new places and meeting new people, you never know where the next contact will lead.
8. Ask for Referrals Your best source of clients is not from a cold call, but from a satisfied customer. Always ask for two referrals with every sale you make. If you're in a service business have a meeting over lunch with your client to discuss the outcome of your project. Offer a discount or special bonus on your customer’s next order if they would recommend five people who would be interested in your products and who they think would like to receive a copy of your catalog or brochure. Always follow up immediately on those recommendations.
9. Make it Easy to Be a Customer or Client Life is complicated! Information is excessive, choices are numerous, and time is at a premium. Limit the amount of information you distribute as well as the choices you promote. Provide access to yourself and your business in the most efficient and "customer friendly" manner possible by providing phone, fax, email, and web site contact information. Use easy-to-order, easy-guarantee, easy-to-pay processes.
10. Attitude is Everything Treat people with respect! Be consistent. Be credible. Be nice. Service will not be forgotten when your customer buys again.
To learn more about this author, visit BZ Riger-Hull's Website.
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BZ Riger-Hull
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