As a small business owner, I know that finding the right
combination of advertising techniques and marketing strategies
is key to getting the beginnings of a solid customer base.
People have to have heard about your business before they can
patronize it, right?
It would be nice if you could afford network TV commercials,
full-page magazine ads, and an expensive ad agency to handle all
the details, but if you're a small business just getting off the
ground, this is highly unlikely. Having a huge advertising budget
can be great, but it can also create a lot of problems.
For example, I firmly believe a super-sized ad budget may make
your marketing boring and ineffective. Why? Small businesses and
startups who don't have much money to spend must rely on good old
fashioned creativity. Since big media ads are out of the
question, they look for cheap or free ways to market. Those
methods are often fresh, innovative, and attention-getting.
Here are some terrific low-cost ways to market your business (and
they get noticed a lot more than you might think!):
Take extra care in how you answer the phone. Be bright,
helpful, and eager to go the extra mile.
Put a colorful flyer in with invoices and sales letters.
Highlight special deals that only current and past customers can
get.
If your store or office is on a busy corner, stand outside for
a period each day and get to know those who pass by.
Write a letter to the editor of your local paper.
Spot radio stations setting up for a live remote. Arrange to
offer free prizes to their listeners (in turn they will mention
you, even interview you on the air.)
Throw a monthly party at your store or office. Have cake,
balloons, even a magician. Invite customers, prospects, and
neighbors.
Send a handwritten thank you note after every sale.
Another great way to market your business is to figure out WHO
you should be marketing to. Nothing gets sales like good targeted
direct marketing. Targeting is the key. If you send your sales
letter or postcard to only those people who are intensely
interested in what you sell, you will have more customers than
you know what to do with.
Here is an easy way to get super-targeted names. Contact clubs
and associations who have members who would be very interested in
what you sell. Show the leader of the club why his members would
love to hear about your business. You can often get a list of
members and addresses for cheap or free.
Anika designs and sews costumes for dance students. She has an
attractive web site and can work with customers just about
anywhere. Using a search engine, Anika finds several associations
of dance teachers and their students. Two are in her city, one
covers her state, and several more are national.
First, she calls the presidents of the clubs in her city. She
explains over the phone how her service can benefit teachers,
students, and their parents. She schedules an appointment to
visit with the club leader, show samples of her work, and leaves
a brochure filled with enthusiastic comments from past customers.
She will also leave with the club's mailing list.
Many national groups sell their member list at low cost. One
business man I know does exceptionally well getting member lists
from the local chamber of commerce in cities he wants to target.
However, once people have heard about your business, you want to
give them an incentive to choose you over your competitor. A
great way to do this is to promise (and deliver) speedy service
without compromising quality. No question, in our hurried world,
few things please customers like fast turnaround. Deliver fast
and many customers will come to you.
State your turnaround time in your marketing materials. If you
can do the job fast, say so loud and often. Recently, I was
looking for an item online. One web site said they could get it
to me via FedEx within two days. Another site said they also
used FedEx, but it would take them 3 to 5 days to get the item
ready for shipment. Even though I was in no hurry to receive my
purchase, I picked the one that could deliver faster.
But even more than fast turnaround, customers crave helpful
problem solving. Most customers want to understand your product
or service better before they buy. Some get frustrated while
ordering. Others feel something is wrong with the product once
it is delivered. Help customers solve these problems. Let them
know you are there to help them and it is easy to reach you.
These days when customers are frustrated with companies that keep
them on hold or never respond to email, your helpful problem
solving will make you a favorite.
Once you've thrown the name of your business out there, whether
it's through your own inventive marketing methods, targeting a
potential group of clients, or a cheap television ad, remember
that customer service is the key. This will likely make your
clientele return and potentially recommend you to other people
who require the same type of service.
About the Author
Kevin Nunley provides marketing and copy writing. Read all his
free tips at http://DrNunley.com Reach Kevin at
mailto:kevin@drnunley.com or (801)328-9006.