It is one of those cruel ironies whereby the people who need to market the most rarely have the money to do so. Small businesses, especially those that are based out of homes, often have a harder time than others in attracting customers. There is no storefront where passers-by can wander into; there is, in fact, little public presence at all. So, how can these entrepreneurs prevent their business from falling into the background? Well, the truth is that there are plenty of marketing tools available that don’t have to cost an arm and a leg.
First and foremost, one of the cheapest ways for an entrepreneur to stand out and get his message across is to change the message on your voicemail. Record a new message that mentions a special offer, or an updated website, or something that will make callers want to get more information about your company. That way, even if you have stepped out for lunch, you can have your voicemail working for you.
Another way to gain exposure for your company at little cost is to try and get some free media attention. If you give journalists a good story, one that is worth writing about, they will love nothing more. If you have a new product that you will be launching, why not write a press release and send it to your local media. Just make sure that your press release is properly and professionally formatted, and that it is actually newsworthy. You don’t want to overload the media with stories they can’t use. Try to relate your business to current events that are actually going on, and then you could even be asked for an interview on your opinions.
In the virtual world, a well-designed website along with a company newsletter can go a long way in making your presence known, and can be two of the best marketing tools out there. Keep it simple and straightforward. And, don’t just try and sell your product. Provide useful information or advice that will make customers keep coming back to you as the authority on the topic.
If you’re still a fan of the paper route, you can also stick to the more traditional methods of marketing via direct mail or brochures. Although many have switched over to email marketing, there are still some who prefer the traditional route. It can still work, but you must ensure that it looks professional and is well written. Don’t be afraid to seek out help if you need to; it may be worth the price in the long run.
Finally, perhaps one of the greatest marketing tools there is, is referrals. If one customer has a fantastic experience doing business with you, chances are they are going to tell their friends and family. On the other hand, if a customer has had a negative experience, they will almost definitely spread the word. Ensure great customer service so that you can take advantage of this free word of mouth advertising.
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